Keyword Clusters:

Identify keywords for your primary pages:

(what are users searching for pertaining to your industry/niche/product/service?)

To conduct keyword research, here's what I recommend:

- check out the competition; what are they ranking for?

- use tools

- have a look at what you're already ranking for by using google analytics & google search console

- brainstorm!!!

- "searches related to" at the bottom of google's search pages

Metrics to consider:

- how many people are querying for that term (search volume)

- what is the competition score (organic difficulty)

- relevance 

Pillar pages:

These pages will serve as the core content for your keywords

Topic A - SEO

Topic B - social media

Topic C - website design

Creating keyword clusters:

- what are some keyword/phrase variants to the topic?

- what are some other versions of the topic?

- what questions can you answer using your keyword clusters?

- how can you stitch them all together

Clusters means more internal links!! Don't forget to link back to the main pillar page!

Recommended Tools:

Google Keyword Planner

SEMrush

Ahref

Moz

Surfer SEO

Neil Patel's Ubbersuggest

SpyFu

Additional Resources:

www.pendragonconsultingllc.com/blogs

www.beginnersguidetomarketing.com