Follow the Breadcrumbs
If you want to improve your organic SEO you need to have a plan to improve your ranking. Building a Keyword Map is a great way to do that. A keyword map is a document that helps you see the keywords you want to rank for next to your website. So you can see which keywords need more content and which content is not mentioning any keywords.
Firstly you need to work out what keywords you’re trying to make your site rank for. You should already have an idea of what they are, but if you don’t you should consider creating a formal list of keywords that you’re aiming all of your content around. For the sake of example, let’s say we’re using; SEO, PPC, Social and Marketing.
Once you have your list of keywords you then need to create a list of pages. Then match each keyword to the pages that are focused on it. You can add more detail to your map if you think it’s required. We suggest that you check your keyword performance periodically to see if anything is changing over time. So you should monitor page traffic, engagement, time on site and anything else you think is relevant.
A very simple keyword map could look something like this:
|KW Volume||Internal Links||Ext Links||Page Views|
The table shows you a few things. Firstly, it highlights that you don’t have a page dedicated to social. Secondly it shows you clearly that you pages with less external links aren’t performing as well.
Putting your keywords into a practical context like makes understanding where your SEO is going wrong easier than what we often hear, which is “We should use X keyword more often”. Great. But where?
Map Your Future Page Rank With a Keyword Map
Your keyword map will be more complex than the example above, and you may have multiple pages trying to rank for the same keyword. Other things you should consider mapping include; content quality/ score, page-speed, engagement, Google page ranking, mobile ranking, organic views.
Keyword mapping will help you find out where the gaps in your SEO and content are. Once you’ve got a map, you can fill the gap!
Have you tried keyword mapping before? Do you have any key metrics you think we missed out? We’d love to hear your keyword mapping experiences.
How can we help?
What do your links and content say about your site’s SEO? What does your data say in Search Console?
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