WHAT IS KEYWORD MAPPING IN SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Keyword cannibalization looks like this:

Keyword mapping is the process of assigning each page to a target keyword cluster. Learn what has changed recently and why keyword mapping remains relevant.

The keyword phrase is what they enter into the search bar.

Why Keyword Mapping Matters.

So pages keep coming in and out of the index without ever sticking.

My software client’s blog post, which I mentioned in the prior section, is an educational blog post about a topic (business, management).

Google ranks on the basis of specific URLs.

In this chart, the ranking page is constantly switching. Google simply can not decide which page is most relevant.

The caveat is the second part of the last sentence: as well as a series of keyword variations and supporting keywords .

Search intent is the reason why someone is searching on Google.

This indicates that you should be creating two pages for the two topics.

What Is Keyword Mapping?

If you are the best answer to their search intent, Google will find you most relevant and reward you with the rankings and traffic that you desire.

Now, what has changed recently and why is keyword mapping relevant to your 2021 SEO success?

Take the time to dive into Page 1 to get a sense of the supporting keywords needed to fully cover the topic and meet search intent.

In short: There could be hundreds of supporting keywords ranking for your page.

Work on your keyword mapping and make it clear to Google which page they should be ranking for a target keyword.

Mapping Sub-Topics & Supporting Keywords.

What do you think: How many supporting keywords and variations are ranking?

Today’s target keyword cluster normally consists of the main keyword (focus keyword) that clearly describes the topic of the page as well as a series of keyword variations and supporting keywords.

Probably the people looking for hacks and shortcuts are different, with different needs and search intent from the people looking to master the skill.

Mapping your target keyword alone is not enough for SEO.

“The goal … is to understand the type of content that Google is looking to serve to users based upon what Google knows about the user’s intent,” says Kane Jamison from Content Harmony – and I couldn’t agree more.

Ahrefs’ Keyword Explorer has a function named “Traffic Share By Pages”.

Semrush related keywords tool.

For example, when we take a closer look at the keywords generated from “Delray Beach hotel,” the first three phrases — “Delray Beach hotels,” “hotels in Delray Beach,” and “hotels Delray Beach” — are all very similar to our initial query. These would make ideal homepage terms, so they should be grouped together.

Once you have organized keywords, you will want to focus on using each set of keywords to help visualize the structure of your site and potential pages.

1. Begin by using one query to identify a larger set of keywords.

Pro tip: If you have already got a site up and running with set URLs, don’t focus on whether or not you’ll need to rewrite any content or setup any redirects — simply ask yourself, “Can my audience use these phrases to find my site?” and rework anything later.

In other words, your backlink portfolio should include more than links to your homepage, but how can you identify opportunities to expand your subdirectories? One solution is keyword mapping.

So where should you start?

Your goal in the first phase of research is to gather as many keywords as possible that you want your site to appear for. Think outside the structure of your current site, and look beyond keywords you currently rank for — specifically those that your competitors are using for their SEO efforts.

One of the best things about keyword mapping is that it makes you think about your pages in terms of themes — helping you distinguish between which words would make great URLs and those that should be saved for something like a blog post or downloadable asset.

Keyword mapping with hierarchy.

2. Group keywords that answer the same question.

The next keyword is a specific hotel in the area, and after scanning through the rest of the list, I noticed there are several specific hotels that made it onto the list. I grouped them together in red (see below).

For instance, a new study by HigherVisibility took a closer look at five of the most searched terms within six competitive industries to identify trends among the top-ranking URLs. The results revealed that a site’s homepage doesn’t always land within one of the top-ranked spots (e.g. within the wedding vertical, only one query — “wedding dresses” — produced a ranking homepage).

Pro tip: For even more content ideas, plug some of the miscellaneous keywords back into Semrush.

Closer look at a subdirectory.

3. Create potential URLs and bucket keywords accordingly.

Pro tip: Create new sheets for individual subdirectories to keep things organized and make it easier to view individual pages.

After that, fill in each subdirectory with potential content pages (I’ve zoomed in below, so it’s easier to see).

By the end of this process, I had eight categories, including one miscellaneous group. All together, they are creating the perfect keyword map, oriented by which I can create relevant content to attract more organic traffic.

Pro tip: I only left “search volume” and “keyword difficulty” to keep things simple, but Semrush offers additional metrics like CPC and the number of URLs in organic search results.

Keyword mapping is one of the key processes of on-page optimization, giving Google and other search engines the opportunity to analyze the relevance of each page and ultimately provide users the information they're searching for. By avoiding this process, your strategy will be less structured and you'll miss out on a number of keyword opportunities.

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