Keyword mapping is the process of documenting all of the keyword phrases that the website content currently covers and understanding where new content should be created.
Overview
A website crawl is conducted, and all relevant data, including important SEO information, is documented. Valuable metrics such as current rankings and traffic analytics are pulled in to understand current performance. From this information, each webpage included in the scope is assigned a primary (sometimes a secondary) keyword phrase. The Keyword Map becomes a living document and trusted resource as new content is ideated and developed to ensure content and SEO strategy alignment.
What is the Benefit?
There are FOUR main benefits with the Keyword Mapping deliverable.
1. Current Visibility. The keywords the website currently ranks prominently for at page level are documented. This informs of the queries that the content is currently covering.
2. Ensures Keyword Targeting A primary keyword phrase is assigned to each page, which may or may not be the one that we should target on each page.
3. Informs On-page Optimization. The keyword map makes it very easy to see whether the assigned keyword phrase is currently being targeted in the optimization or not. For pages where they are not, we can make quick adjustments to align with the content’s theme and the searcher’s intent.
4. Avoid Duplicate Topics. We assign a category and main topic or idea for each page. This makes it easy for our content writers to see where we have written on a subject before. Search engines do not want to see many unique pages published on topics that are too similar. In these cases, they will arbitrarily pick the one that they think is the best match. However, if there too many similar pages, they may elect to show none at all.