Keyword Mapping is an essential part of SEO which will help you identify opportunities to effectively reach your target audience.
What is Keyword Mapping?
Keyword Mapping is the process where you allocate relevant keywords to relevant pages after thorough keyword research. These keywords will work together to optimize and help the site to be accurately understood by web crawlers. It’s an important aspect of on-page search engine optimization that will allow search engines to see the page’s relevancy based on a user’s search.
Importance of Keyword Mapping.
Firstly, it makes the page more responsive to the user’s needs when searching, which increases the appeal of the site and increases the click-through rate (CTR).
Secondly, it helps search engines understand what our webpage provides for users. It also helps the crawlers understand the architecture of the website. It will help relevant pages rank, which will eventually reduce the bounce rate.
What will happen if you skip keyword mapping?
If you skip keyword mapping and target one keyword on two pages
- Reduced CTR – The SERP won’t rank the relevant page which will result in reduced CTR
- Keyword cannibalization – You will be ‘cannibalizing’ your keyword as both the pages will compete each other to rank on the search result for that specific keyword
- Ranking will be affected
- Increased Bounce Rate – When people don’t find the relevant product/information they were searching for, bounce rate is bound to increase
Let us understand how to map keyword with an example –
Home Page – (Awareness, I, D, A)
- While searching for furniture, some people will look for a shop near them
- Your home page will target such keywords who will make the customers aware that there is an online furniture buying website that has more variety and convenience in shopping online
- Your title, description as well as on-page content should convey your offering concisely
- Targeted keywords can include – Free Delivery, Buy Furniture Online, Buy Chairs Online, Discount, Cash on Delivery, Free Installation, Hassel-free Returns
- You could include certain specific furniture which has the maximum demand
Category Page – (A, Interest, D, A)
- Your website can have several category pages, sub-category and product pages
- The customers who directly see your category page in the search result are already aware that they can buy furniture online
- Moreover, they are already interested in a specific category of the product you are offering
- Targeted keywords can include – Buy Dining Room Chair, Office Desk, King Size Bed, Table, Lowest Price, Best Quality, etc. for each particular category page
Sub-Category Page – (A, I, Desire, A)
- The customers who see the sub-category page in the Google SERP have a specific product in their mind
- These customers have good chances of conversion
- It can include keywords that highlights the specification of the product
- Target keywords like Green (Colour), Leather (Fabric), Wooden (Material), Adorn Homez (Brand), etc.
Product Pages – (A, I, D, Action)
- The product pages rank on Google SERP when customers have shortlisted what they want to buy and are looking for it online
- Product pages must highlight the specifications of the product as well as the usual ‘Click here to know more’, ‘Buy Now!’
- Keep in mind, these customers have high chances of conversion and are probably looking for the best deals online, hence the target keywords could include – Best Price, Lowest Price, etc.
The targeted keywords will change with a different website layout.
How to build a keyword bucket?
The keywords are the basis for search engines to understand the website. The purpose of Keyword Mapping is to match the language on the website to the language that users use when searching on search engines. It could be a question or a direct product related query like – How to manage customer database or CRM for database management.
After the initial keyword study, the user creates another worksheet for the Keyword Map in the excel file. Web pages, URLs, Pillar keywords (core), Auxiliary keywords (low competition core), Long tail keywords (core extension), External links, Internal links, etc.
Then, assign keywords to the page, so that each page with high search provides a related core keyword, and then maps for 2 to 4 auxiliary keywords of the keyword. Although the search volume of auxiliary keywords is relatively low, the conversion rate will be better if you have a fairly new website, as it will have less competition. Each page should have 3 or more long-tail keywords, as the core pillars are very competitive. The long-tail keywords can create more search opportunities for web pages.
Example of Keyword Mapping done right and wrong –
For the keyword ‘black boots’
Correct – Flipkart: Men’s and women’s black boot is ranking, which is the most relevant amongst the three pages in the picture. Customers are less likely to bounce off as the page is relevant for both men and women who can further add a filter to their liking.
Partly Correct – Zappos: The page for Women’s Black Boot is ranking which is relevant if the query is made by a woman but less likely to gain click from men.
Wrong – Asos: This page is irrelevant for two target audiences i.e. Men and everyone searching for ‘Black Boots’. Though in both of the cases people can enter the website and add a color filter to the page, newer websites with less authority which find it hard to rank for such keywords.