One of the best ways you can improve your organic search performance is to have helpful, high quality on-site content. Content that’s clearly categorised so that users can smoothly navigate through.
This may seem simple enough, but big websites run by multiple teams over a long period of time can often become very messy, with content that’s outdated and no longer relevant. At the other end of the scale, new websites can be tricky to find a starting point, and content can feel very thin and unorganised as a result.
That’s where keyword mapping comes in.
Creating a keyword map can help your brand’s search engine optimisation (SEO) by assigning valuable keywords to each page of your website, so that you’re able to rank highly as a result.
In this guide, we’ll show you how to create a keyword map and explain why it’s so important.
What is Keyword Mapping in SEO?
Keyword mapping is a crucial step in SEO that involves strategically aligning specific keywords with relevant pages on a website. It’s useful to create a keyword map before content optimisation, as this will help you convey the topic and purpose of each page clearly. That way, search engines will be able to understand your content and rank it highly as a result.
Keyword mapping establishes a clear connection between target keywords and the corresponding content, ensuring that the website is optimised for the most relevant search queries. It involves comprehensive keyword research to identify the most valuable keywords for a particular business or industry.
By mapping these keywords to specific pages and optimising the content accordingly, brands can enhance their chances of attracting organic traffic to their website and providing a more user-friendly experience in the process.
Why is Keyword Mapping Important?
Keyword mapping plays an important role in enhancing the visibility and performance of a website. By systematically linking relevant keywords to specific pages, brands can optimise their content to align with user search intent. This ensures that search engines can accurately interpret the content’s relevance to specific queries, contributing to higher rankings in search results.
Effective keyword mapping also improves the overall user experience by providing visitors with content that precisely matches their search intent. It helps to organise website structure and content hierarchy, making it easier for both users and search engines to navigate and understand the site.
Mapping out your content can also reduce the risk of duplication. If Google finds that two pages are competing for the same keyword, it can rank them both lower as a result. A keyword map will ensure that each piece of content is clearly categorised and distinct from one another.
A well-executed keyword mapping strategy is instrumental in any content marketing strategy. Not only can it help drive targeted organic traffic, it can also increase the likelihood of conversions and provide a seamless user experience.
Keyword Map Template
Creating a keyword map simply involves assigning target keywords to specific pages across your website, so there’s no need to make your map too complicated. You just need to create a spreadsheet with columns similar to our template below.
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If you’re working with a particularly large website, you can pull all of your web pages by using a crawling tool such as Screaming Frog’s Spider.
Five Steps to Create a Keyword Map
Once you have created your spreadsheet, you’re ready to map out your keywords. Here’s how to do so:
1) Conduct Keyword Research
Begin by conducting thorough keyword research to identify the most relevant and high-performing keywords in your industry. Use tools such as SEMrush to discover keywords that align with your business goals.
2) Identify Existing Keywords
As well as looking for new keywords to target, identify which keywords your site already drives organic traffic through, so that you’re able to preserve them. You can see this by checking Google Search Console.
3) Categorise Keywords
Group the identified keywords into relevant categories or themes. This categorisation helps to organise the keywords based on their semantic relevance and helps to create a structured and coherent keyword map.
4) Assign Keywords to Pages
Analyse the existing content on your website and assign specific keywords to corresponding pages. Ensure that each page is optimised for a primary target keyword and relevant secondary keywords, maintaining a natural flow of content.
5) Consider User Intent
Understand the intent behind each keyword and align it with the purpose of the corresponding webpage. This ensures that your content addresses the specific needs and queries of users, enhancing both user experience and search engine rankings.
How to Use Your Keyword Map
Once you have created your keyword map, it’s time to integrate it into your content creation and optimisation process. Implement the mapped keywords strategically within the title tags, meta descriptions, headers, and body content of each corresponding webpage.
Ensure that the integration is seamless and aligns with the natural flow of the content. Relevancy is arguably much more important than volume, so ensure that each keyword is a genuine fit. Google’s algorithm is exceptionally intelligent, so if your content is perceived as forced and unhelpful, it may result in penalties and a decline in search rankings.
It’s also important to remember that keyword mapping and optimisation isn’t a one-time task. Regularly revisit and update your keyword map as your business evolves and industry trends shift. Monitor the performance of mapped keywords using analytics tools, adjusting your strategy based on the insights gained.
Consistent and informed use of your keyword map not only enhances your website’s visibility in search results but also ensures that your content remains relevant and resonates with your target audience, ultimately contributing to the success of your overall SEO efforts.
Take a look at our SEO Content Marketing Guide for more tips on content optimisation or get in touch with a member of our team to discuss our services.