Keyword Mapping
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Keyword Mapping - The Ultimate Search Engine Optimization Solution
As you are aware of the importance of keywords, and you know that keywords are the backbone of SEO. Ranking is very much dependent on keywords, using the right keywords can make or break your SEO efforts when you are struggling to get rank. To successfully complete the SEO campaign, you need to invest some time planning before you begin. This step is really helpful for execution of your strategy but most of the time it gets overlooked.
Keyword mapping is one of the crucial parts of this planning process. Summarizing, we can say that keyword mapping is the process of linking keywords to certain pages of a website, providing a certain layout of certain keywords on your website.
We wrote a guide entitled: “How to Do Keyword Research,” which covers the beginning of this process (keyword acquisition). If you haven’t read that, you may want to start there.
Things to Keep In Mind
Why Map Keywords
There are many reasons why planning your strategy in advance can help (which we will talk about later in this post), but one of the most important reasons is that you want to avoid the cannibalism of keywords, which is when your pages compete against one another for target keywords. By setting up a plan, you’ll ensure that you don’t waste pages working against each other. In addition, it can also help simplify the process for your content authors, who may or may not have much experience in this field.
Without further delay, let’s take an example:
Keyword Mapping Basics
In below chart you can see that the goal here is to list out your URLs and then place the keywords that will be associated with that particular page in the column below it.
seo-example-site.com |
SEO company, SEO Companies, SEO Near me, SEO, Search Engine Optimization Company |
SEO Service(s), Search Engine Optimization Service(s) |
Marketing company, digital marketing company, digital marketing, marketing, search engine marketing |
seo-example-site.com/technical-seo |
On-site SEO, on-page SEO, Meta optimization, title tag, header tags, meta descriptions |
Duplicate content, H1 Optimization, Technical audit, technical audit example, on-page correlations |
Technical SEO company, on-page SEO company, on-site SEO |
seo-example-site.com/link-building |
Backlinks, link building, link building company |
Link Building Company, Backlink provider, Link re-seller, link outreach, link outreach company |
Off-page SEO, anchor text ratios, guest posts, PBNs, niche edits, Tier 2, Tiered links |
seo-example-site.com/keyword-research |
Keyword research, keyword strategy, informational keyword(s), navigational keyword (s), commercial keyword(s), transactional keyword(s) |
Long tail keyword(s), short tail keyword(s) broad match, phrase match, exact match |
Break it Down
What Are The Different Types Of SEO?
At Syndiket, we believe four types of SEO exist – and we have an acronym to represent those 4 types of SEO. The acronym is T.R.A.P.
“T” stands for Technical, “R” stands for Relevancy, “A” stands for Authority, and “P” stands for popularity. Search engine optimization has many smaller divisions within the 4 types, but all of them can be placed into one of these 4 buckets.
Generally, technical SEO for local businesses carry the least importance for ranking. Technical SEO has a bare minimum that is required and this usually includes things like site speed, indexation issues, crawlability, and schema. Once the core technical parts are done, minimal upkeep is required.
Relevancy is one of trivium elements of SEO. It has equal importance with popularity signals and authority signals. Relevancy signals are based on algorithmic learning principles. Bots crawl the internet every time a searcher has a search. Each search is given a relevancy score and the URLs that pop up for a query. The higher the relevancy score you attain, the greater your aggregated rating becomes in Google’s eyes. Digital marketing is a strange thing in 2020, and ranking a website requires the website to be relevant on many fronts.
Google’s Co-creator, Larry Page, had a unique idea in 1998 which has led to the modern-day Google Empire. “Page Rank”, named after Larry Page himself, was the algorithm that established Google as a search engine giant. The algorithm ranked websites by authority.
Every page of a website has authority and the sum of all pages has another authority metric. The authority metric is largely determined by how many people link to them (backlinks). The aggregate score of all pages pointing to a domain creates the domain score, which is what Syndiket calls “Domain Rating”, per Ahrefs metrics. The more a site is referenced, the more authority it has. But, the real improvement to the algorithm came when Google began to classify authority weight.
If Tony Hawk endorsed Syndiket for skateboarding, it would carry a lot more authority than 5 random high school kids endorsing Syndiket. This differentiation in authority happened in 2012 with the Penguin update. Authority SEO is complicated but VERY important.
Popularity signals are especially strong for GMB or local SEO, but popularity and engagement are used for all rankings. The goal of this signal is for Google to verify its own algorithm. You can check off all the boxes, but if your content is something real people hate, Google has ways to measure that. Syndiket has proprietary methods of controlling CTR (click-through rate) but we also infuse CRO methods into our work to make sure people actually like the content. Social shares and likes are also included in this bucket.
If you are trying to determine the best way to select keywords, we recommend that you read our keyword research post. For those who are looking for other free research sources, we suggest using the “Ask People” section from Google and clicking on each relevant question. PS – We will include a script that you can use to distribute this data in Google Chrome (free from Pablo Rosales)!
Then match the internal anchor text that you use when linking to these pages. In fact, it should be from one to three keywords. Ideally, try to keep this 1-2.
Link text of an internal link is different from the text linking rules of an external link. You can be very aggressive with your anchor text ratio for internal links, so match your keywords accordingly, but keep in mind that you don’t need to create more than three variations.
Hint – the keyword is usually the keyword inside of your URL path.
Ex. /link-building-guide
This page should primarily use the short tail link building unless you REALLY just want to rank for the “guide” modifier.
seo-example-site.com |
SEO Company |
seo-example-site.com/technical-seo |
Technical SEO |
seo-example-site.com/technical-seo |
Technical SEO |
seo-example-site.com/keyword-research |
Keyword Research |
If that sounds obvious to you … great! This means that you understand SEO. However, you must understand that not everyone in your team is the same SEO expert as you.
We find that by comparing the use of keywords, your content authors and other team members will benefit by reducing complexity by at least 500% (a lot). “
Finally, the keyword map should give you a clear idea of what you are aiming for and what you want to aim for.
Once you complete map out the initial keywords with your money pages and your pillar content (pages that are meant to convert or bring in traffic), you will need to map out the longer tail variations of your keywords.
For example for ranking “Link Building” you need supporting content for that particular article. Therefore, you will need to particularly aiming for something like “what is a backlink”. If you need to rank for “Keyword Research”, then you can write “what is a long tail keyword” “short tail vs. long tail, “keyword modifier”, and so on.
Now let’s see what tools you should use to do the research and mapping.
How to Get Data to Map Keywords
Tools:
Raven Tools Keyword Suggestions + Rank Checker
Description: You just need to get a list of keyword ideas from the keyword suggestions tool and then enter the ranking URL into the rank checker. This should get you the keywords for each page.
Then filter the ranking URL by top 20 positions. This will give you a good range of keywords that relate to a single page.
You have to aim for about 3-6 keywords per page and you need to avoid cannibalizing your efforts, so as you do your research, the mapping will help you out.
Google Auto-suggest + People Also Ask
Description: It provides you long tails that you can aim with supporting pages. This is very important for maintaining site relevancy. The more you can do to build relevancy for a term, the better, and Google essence
Chrome Script + Free Tool from Pablo Rosales –> Put this into your Google Chrome Sources to copy the people also ask:
(function() {
clear();
let words = [];
function uniq(value, index, self) {
return self.indexOf(value) === index; }
let selector = ‘g-accordion-expander > div:first-child div’;
const found = document.querySelectorAll(selector);
if (found.length > 0) {
found.forEach((f) => {
let text = f.textContent;
if (text) {
words.push(text); } }); }
words = words.filter(uniq);
console.log(words.join(“\n”));
})();
——
Strategies For Creating Keyword Map
Finally, you can focus any keyword but it is crucial that you match the keyword and pages connected to the keywords with the intention of the user. This phrase is used quite often, and it gives a very simple concept: when you see at a keyword, make sure to see at the type of page that is ranking for and followed by the intent based on those searches.
Ask yourself. Is it a blog? Probably the intention behind the blog is informational and possibly commercial if you are using a blog to compare something (think top 10 or an “A vs.B” post). NOTE: If 75% of results are landing pages, then we recommend you make sure to map that out in your keyword map.
Pro Tip: Create a master sheet that has all of the data and then I’ll create tabs to filter the data to corresponding tabs.
Blog keywords appear on one tab, and landing page keywords appear on another tab. If you want to increase the level of exclusivity, you can add more page types, but for the purposes of this post we will stick to two-page types.
Keywords: |
SEO Company |
Technical SEO |
Link Building |
Keyword Research |
Landing Page Type: |
Landing Page |
Blog |
Blog |
Landing Page |
Notes: |
Homepage |
Need a Template Included |
Expert Round Up Post |
Feature / Money Page |
After creating this map, you can then make a landing page map and use our model that we presented earlier in the post to start for mapping associated keywords. Once finished, you will start a blog map.
As a side note, if you didn’t complete your competitor research, this would be a good time to use the competitor research comparison tool for your main keywords and then you can make a tab that gives you data Moz and Majestic backlink info and authority info.
The best way to use this is to average the top 3, DA (Domain Authority), PA (Page Authority), and backlink numbers, and then look at the #10 position to see what it takes to get to Page 1.
/blog |
raventools.com/blog/how-to-do-keyword-research |
https://raventools.com/blog/link-building-guide/ |
/blog/technical-seo-template |
/what-is-seo |
Keyword 1 |
How to do Keyword Research |
How to do Link Building |
Technical SEO |
SEO |
Keyword 2 |
Keyword modifiers |
What is Link Building |
Technical SEO template |
Search Engine Optimization |
Keyword 3 |
Keyword intent |
How to get guest posts |
Technical SEO tips |
What is SEO |
Internal Anchor |
How to do Keyword Research |
How to do Link Building |
Technical SEO |
What is SEO |
You just need to add this data if you have not already done so in your keyword research. Whatever the case is when you do your competitor research step, you have to look at this data to be able to give estimates of cost and time to rank (note: you can only ever give rough estimations).
Just apply the steps for landing pages and you will have your keywords mapped! We’ll end with one more variable to keyword maps.
You can arrange your keyword map in various ways.
- Just use a master tab
- Separate according to landing page or blog.
- By separating pillars (keyword research has its own pillar with short tail target page and then you can add all of the pages that need to be created as supporting content. From here, you will show all of the keywords associated with each of those pieces of content.
Pillar Page Keywords | Supporting Article 1 | Supporting Article 2 | Supporting Article 3 |
KW 1 | KW 1 | KW 1 | KW 1 |
KW 2 | KW 2 | KW 2 | KW 2 |
KW 3 | KW 3 | KW 3 | KW 3 |
KW 4 | KW 4 | KW 4 | KW 4 |
Their flexibility in design is no doubt the beauty of keyword maps. Use them to understand the architecture of an SEO campaign. Don’t get lost in details.
Syndiket Marketing
1033 Demonbreun St, Nashville, TN 37203
(615) 551-5257
Syndiket is a Nashville based digital marketing agency with a strong emphasis on SEO, PPC, & Web Design. Your potential clients are searching for you. Be there with Syndiket.
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