Mapping out your keywords is an essential part of a successful search engine optimization strategy.
Here’s how it’s done.
It’s no secret: keywords are one of the pillars of a successful search engine strategy. They connect your website’s content with search queries that make them SEO 101.
Your goal is to ensure people have the best chance of finding your website, which means you want the copy of your pages to be filled with the words and phrases searchers are using.
But therein lies the rub: How do you know what keywords you should use? Some of them will be obvious.
If you own a plumbing supply website, it’s safe to assume your content should include words like [faucet], [ball valve], and [pipe fitting]. But what about the keywords that aren’t so obvious?
And once you’ve identified the keywords you want to target, should you just start cramming them in wherever they fit? You could, but then you run the risk of cannibalizing your own pages or competing with them for the same keywords and phrases.
To avoid this and help make sure you’re providing the best answer to search intent, you need a plan.
Keyword mapping will help you not only identify your keyword phrases but also determine where they should go on your website.
In this piece, we’ll guide you through mapping out your keywords and implementing a strategy to ensure your pages are deemed relevant to search engines.
What Is Keyword Mapping?
Keyword mapping is the process of assigning each page to a target keyword cluster.
Google ranks based on specific URLs.
Each URL needs to be optimized and relevant for the target keywords to rank.
Today’s target keyword cluster normally consists of the main keyword (focus keyword) that clearly describes the page’s topic, as well as a series of keyword variations and supporting keywords.
Why Keyword Mapping Matters?
There are several benefits to keyword mapping.
First is that it organizes your content effectively, which not only aids in Google’s understanding of how relevant this URL is for a search query but also makes it easier for your content creators to write and easier for readers to understand.
More than that, it helps you create and maintain an internal linking strategy.
Ideally, you want your pages to contextually link from one to another. This helps search engine crawlers index your pages while helping visitors find what they’re looking for.
Keyword mapping also provides you with an effective way to measure your SEO efforts. It will help alert you to problems with your SEO, allowing you to react faster.
Work on your keyword mapping and make it clear to Google which page they should rank for a target keyword.
Lastly, keyword mapping matters because Google is getting better and better at understanding search intent and the relevant subtopics needed to meet search intent.
A Step-By-Step Guide To Mapping Keywords
Keyword mapping is simple once you understand the process, but it does take a bit of time to research and implement.
1. Identify Your Keywords
The first thing you should do is identify the main keyword you want to rank for on each page within your site. This should be the answer to a specific query.
This seed keyword, as it’s sometimes known, can then be used to find a larger set of keywords.
Using a keyword research tool, use the focus keyword to identify all the words and phrases you’ll be mapping to your website.
Don’t forget to check out the keywords being used by your competition.
Prioritize keywords based on your overall keyword strategy.
2. Group Your Keywords
Once you’ve compiled your list of keywords, it’s time to start organizing them.
Begin by grouping words into buckets based on search intent. Your goal is to create a group of words that all answer the same question.
Select one of these as your main keyword while using the others as secondary ones.
These buckets will help you determine the structure of your site and create a logical path for visitors and search engine spiders to follow.
As you’re grouping your keywords, don’t forget about variants.
For example, if you’re optimizing a page with the focus keyword of [project management software], you will want to include [software for project management].
This is a good time to start thinking about potential URLs for pages.
Ideally, your URL will feature your main keyword. While this only plays a minor role in your search ranking, having keywords in the web address helps users understand what the page is about.
3. Map Your Keywords
Now it’s time to start building your keyword map. Start by outlining your site’s hierarchy in a logical manner.
After that, create a subdirectory with individual pages. Many people find it easiest to create a spreadsheet with multiple columns to keep things organized.
Take the primary keyword for a page and use it to create your page title, meta description, header tags, and other elements.
List the secondary and tertiary keywords in another column.
If you’re working on optimizing an existing site, you’ll probably want to include columns for an existing title, H1 tags, etc., and include recommended or updated versions next to them.
You can also add notes about body copy, word count, and images – if you find this helpful.
Once you’re done filling out this spreadsheet, double-check to make sure each page is unique from the others.
4. Optimize Your On-Page Content
While creating your keyword map, you will likely encounter some issues that should be addressed. This could include:
- Missing content or content that is not relevant.
- Technical issues that could hurt your ranking.
- Internal linking opportunities.
- Multiple pages targeting the same query.
5. Keep Working On Your Keyword Map
Like almost everything related to search engine optimization, there is no finish line for keyword mapping.
You’ll want to revisit your map regularly, at least annually, if not once per month.
As your website grows, you’ll need to refer to this document to ensure you’re not duplicating content.
Changes in technology, your industry, or target behavior could impact the relevancy of your keywords, so make sure you’re keeping an eye on this.
You may also discover new or better terms that need to be added.
How To Avoid Keyword Cannibalization?
It’s important to avoid keyword cannibalization or competing with your own pages for search traffic.
So, what if you have a bunch of similar keywords and subtopics and are unsure whether they should be mapped to the same page or different ones?
What tools are out there?
There are a few different tools that can help with keyword mapping. One popular tool is Google Keyword Planner which is a free tool that helps you research keywords and plan your marketing campaigns.
Another great tool is SEMrush. This is a paid tool that offers a keyword map feature as well as many other useful elements to help with SEO and marketing.
If you want to improve your website’s SEO it’s worth considering investing in a keyword mapping tool. By taking the time to plan your keywords, you can ensure that your content is being seen by the people who are most likely to convert.
Tools like Google Keyword Planner and SEMrush can help with keyword identification. If you want to improve your website’s SEO, consider investing in a keyword mapping tool.
What happens if I don’t map my keyword properly?
If you don’t keyword map properly then you could miss out on valuable traffic and conversions. Search engines use keyword mapping to understand which pages are relevant for certain queries, so if you haven’t mapped your keywords properly, your pages may not be appearing in SERPs.
Additionally, if you want to ensure that your content is being seen by the right people, it’s important to keyword map properly. If you don’t map your keywords to the right pages, you may be missing out on valuable traffic from people who are interested in your content.
Overall, keyword mapping is an important part of SEO and content strategy. With pinpoint precision you can target your content towards those searches for specific queries. It’s well worth taking the time to map your keywords to maximize the value of this to your business.
Can keyword mapping help me avoid cannibalization?
Yes, keyword mapping can help avoid cannibalization. Having a clear idea for which pages of your website you would like ranking for each term reduces the likelihood of clashes. It can also act as a guide in the process of creating new content and differentiating it from existing content.
Additionally, keyword mapping can also help search engines better understand the relationship between your pages. Search engines crawl your site and identify which pages link to a particular topic. This contributes towards your site’s indexability.
Using Keyword Mapping For SEO
Regardless of what industry you’re performing search engine optimization in, it’s a competitive field. And that means you need to leverage every advantage you have to put your page at the top of SERPs.
Keyword mapping is a great way to maximize your efforts by getting and keeping all your content organized.
This prevents your pages from cannibalizing each other while ensuring that your team is all on the same page.
Building a keyword map takes a bit of time upfront, but it will save you lots of headaches and work on the backend not to mention help you achieve better overall search rankings.
Content Source: searchenginejournal.com
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