keyword-mapping

Keyword mapping is the straightforward process of ensuring that certain pages on your website mention certain words and phrases, so that they then rank in the search results for those certain words or phrases. This heavily influences site content and structure.

So let’s imagine that you sell cheap fancy dress for all sorts of occasions – Halloween, Christmas, St Patricks Day etc. You’ll firstly want to have a landing page for each group of costumes, so that searchers can be taken directly to a page dedicated solely to helping them out with their quest for the perfect Halloween costume, for example.

On that landing page you’ll want to make sure that the phrases ‘Halloween Costumes’ and ‘Halloween Fancy Dress’ are mentioned because lots of people search for these and they are totally relevant to what you have on offer.

A cursory glance at some tools also shows us that people are often looking for inspiration when it comes to costumes. So you could reflect that with the content on your page and make sure that you write about Halloween costume ideas and inspiration on it as well. Alternatively you could create a separate section on the site dedicated to this inspiration aspect.

On the individual Halloween product pages, you’ll want to identify where search volume exists in each niche, before making sure that you address that in your product descriptions. That means that you’ll want to mention that your products are either ‘Scary’ or ‘Funny’ because in relation to Halloween costumes, there’s a sizeable amount of people looking for costumes which fill this criteria.

Where do I start with keyword mapping?

  • Firstly you’ll want to investigate where people are currently landing when they click through to your site from a search engine. If someone types in ‘Halloween Costumes’ into Google and then sees your site in the SERPs, are they taken to the most appropriate page? If not, then ask yourself why this is the case. Is it because of meta data, copy, links etc.?
  • Identify the numbers of people searching for your keywords. This is just the first factor to consider when deciding which keywords you should really push for on core pages.
  • Then take time to analyse which keywords it makes most sense for you to target. Ask yourself which ones are most relevant to your landing pages, how much competition surrounds them and which ones could provide you with the best financial return.
  • Identify which pages you can optimise for certain keywords and crucially where new ones need to be created.

Where do I put the keywords? 

Don’t just place the keyword a page is targeting in the meta data of that page.

It should be in the body text, the alt text, the H1 etc. If your page is all about a certain type of costume then everything should revolve around that. You never want to deceive search engines and get people arriving on a page which won’t be of any use to them.

Internal links pointing to your landing pages should also contain your chosen keywords, or at least variations of them. The more signals you can provide indicating that a page is about something specific, the better chance it has of ranking well for a chosen term.

How do I know if my keyword mapping has been successful?

If you’ve succeeded in getting specific pages of your site displaying in the SERPs for specific search queries, then you should notice an improvement in Analytics in terms of user behaviour. As visitors are arriving on pages which better answer their specific query, they will be more engaged on your site. Visit duration should increase whilst bounce rate should decrease.

You might also measure it in terms of transactions made if you are focussed on getting your product pages ranking well for very specific product focused keywords. Also remember to check in Analytics and see what data is being pulled through there with regards to how people are arriving on your site. Despite the increase in ‘not provided’ you’ll still get a good idea about what words people are typing in to arrive on your site – assuming your site already receives a decent amount of traffic.

Take time to analyse which keywords it makes most sense for you to target.

Missed parts 1 to 6 of the Passion Digital SEO Basics series? If so, here are the links to the other sections of it:

SEO Basics Pt.1: Page Titles and Meta Descriptions

SEO Basics Pt.2: On-page Tips and Tricks

SEO Basics Pt.3: How to get (natural) links

SEO Basics Pt.4: How to Conduct Outreach

SEO Basics Pt. 5: Avoid Duplicate Content Issues

SEO Basics Pt. 6: What is Keyword Research?

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