As described in the Intention of a search query section, the different intentions with which users enter a page can be divided into groups; these are called keyword clusters. In most cases, each cluster consists of a few head keywords and many long tail keywords. These clusters are especially important when working with customers, because customers often have no idea which words users actually use. Some terms seem too “uncool” or imprecise for a customer, but just as Luther “looked the people in the eye”, SEOs have to do the same for the customer in order to be able to use the vocabulary of the searcher. It often has a beneficial effect on the customer when he learns that the terms he finds important are not important for the user.
Some website operators also have unusual ideas about what keywords their site should rank for. It is also part of an SEO’s job to explain to the customer why certain keywords may make little sense. Example: A dermatologist in Eimsbüttel runs a private practice and would like to rank first for “Hautarzt Hamburg”, after all she is a dermatologist in Hamburg. Since the doctor really only treats private patients and is therefore only relevant for about 11-12 percent of patients plus self-payers, the question arises why she should be number 1? What if she was and most users clicked on the result, but then found that the offer is not relevant for them because they do not want to pay for an examination themselves? What would users think about Google as a search engine if they were the first to get such a result? It wouldn’t help users, it wouldn’t help Google, and the doctor might have a few more patients who choose to pay for themselves. But other sites are more relevant to the search query for the majority of users and deserve to be ranked number 1.
Next section: Search chains and attribution