On-Page SEO
Keyword Clustering and Internal Link Planning Without Paid Tools (With a Worked Example)
You can group keywords and plan links with Search Console, a spreadsheet and the search results themselves.
Clustering means grouping keywords that share the same intent so one page targets each group. Internal link planning makes sure those pages connect logically.
Paid tools speed this up, but the free method works well for small and mid-size sites and teaches you how your topics really fit together.
Short answer: To cluster keywords without paid tools, export queries from Search Console and ideas from Keyword Planner or Google’s autocomplete, then group terms whose top results show largely the same pages: those share an intent and belong on one page. Map each cluster to one URL in a spreadsheet, list the pages that should link to it with suggested anchor text, then add the links. Related posts widgets help discovery but don’t replace contextual links. Siloing is useful as topic grouping, not as a rule never to link across sections.
Key Takeaways
- Same top results usually means same intent.
- One cluster, one page.
- Plan links in a sheet: source, target, anchor.
- Contextual links beat automated widgets.
- Group by topic, but link across when it helps readers.
Clustering with free tools
- Export queries from Search Console’s Performance report (Search Console keyword research).
- Add ideas from Keyword Planner, autocomplete and People Also Ask.
- Search each candidate and note the top five URLs.
- Group terms where three or more of the top results overlap.
- Name each group and assign it a single page (keyword mapping).
Worked example: a plumbing blog cluster
Illustrative example (not client data). A plumber’s site has a water heater service page and five related posts.
| Page | Cluster | Links to | Suggested anchor |
|---|---|---|---|
| Water heater repair (service) | water heater repair, water heater not heating | Water heater replacement service | water heater replacement |
| Tank vs tankless water heaters | tank vs tankless, tankless pros and cons | Water heater replacement service | replacing your water heater |
| Why is my water heater leaking? | water heater leaking | Water heater repair service | water heater repair |
| How long do water heaters last? | water heater lifespan | Tank vs tankless guide | tank vs tankless |
| Water heater maintenance checklist | flush water heater, maintenance | Water heater repair service | book a repair |
Each post links up to the relevant service page and across to one related post; the service pages link down to the most helpful guides.
An internal linking spreadsheet
| Column | What to record |
|---|---|
| Target URL | The page you want to strengthen |
| Cluster / main topic | Its keyword group |
| Source URL | A relevant page that should link to it |
| Anchor text | Descriptive words, varied naturally |
| Status | Planned, added, checked |
Prioritize targets that matter commercially and have few internal links (internal linking, orphan pages).
Related posts widgets and siloing
- Related posts widgets add discovery links but often pick weak matches; curate them or add manual links.
- Siloing in the sense of grouping topics into sections is good structure.
- Strict silos that forbid links between sections make no sense for readers; link across when it helps.
- See content clusters and pillar pages.
Branded and competitor terms
- Branded keywords: make sure your homepage, About and contact pages own your brand and brand-plus-service searches (branded traffic).
- Competitor brand terms: in organic search, fair and accurate comparison or alternative pages are common; avoid misleading claims or implying affiliation.
- For ads on competitor trademarks, check Google Ads’ trademark policy and local law; that’s separate from SEO.
Frequently asked questions
How many keywords should a page target?
As many as share its intent. Often dozens of variations map to one page.
How many internal links should a page have?
Enough to help readers; there’s no fixed number.
Should I use the same anchor text every time?
Use descriptive anchors and vary them naturally.
Need content that’s genuinely useful?
We plan and improve content around real customer questions, with sources, clear authorship and no padding.
Sources
- Search Console Help: Performance report (Search results)
- Google Ads Help: Use Keyword Planner
- Google Search Central: Link best practices for Google
- Google Search Central: SEO Starter Guide
Last reviewed October 19, 2026.
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