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What are the best practices for keyword mapping a large website?

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Keyword mapping is the process of assigning relevant keywords to different pages of your website based on your audience's search intent and your content goals. It helps you optimize your site structure, improve your user experience, and increase your chances of ranking for your target keywords. But how do you keyword map a large website with hundreds or thousands of pages? Here are some best practices to follow.

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1 1. Define your site hierarchy

Before you start keyword mapping, you need to have a clear and logical site hierarchy that reflects your main topics, subtopics, and categories. Your site hierarchy should also align with your user journey and your conversion funnel. You can use tools like Screaming Frog or Sitebulb to crawl your website and generate a visual representation of your site structure. You can also use Google Analytics or Google Search Console to identify your most important pages and how they perform.

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Luke Tuckey (MCIM)

Head of paid media @ The Growth Foundation | Advisory Board Member | Founding 50 @ School of Marketing |
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One thing I've found helpful is by using various different tools for different purposes: - Screaming frog to crawl and get initial data - Analytics & search console to get conversion and traffic data - SEMrush to get opportunitys

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2 2. Research your keywords

Once you have your site hierarchy, you need to research your keywords for each level and page of your website. You can use tools like Ahrefs, Moz, or SEMrush to find relevant keywords based on your niche, competitors, and search volume. You should also look for long-tail keywords, questions, and modifiers that match your audience's search intent and your content type. You can use tools like AnswerThePublic, AlsoAsked, or Keyword Tool to find these keywords.

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Luke Tuckey (MCIM)

Head of paid media @ The Growth Foundation | Advisory Board Member | Founding 50 @ School of Marketing |
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Focusing on the opportunities available rather than existing content is something I've always found helpful. Utilising tools such as SEMrush to help me identify - then structuring a plan based on low hanging to more difficult longer term projects.

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3 3. Cluster your keywords

After you have a list of keywords for each page, you need to cluster them into groups based on their similarity and relevance. Keyword clustering helps you avoid keyword cannibalization, create topical authority, and optimize your internal linking. You can use tools like MarketMuse, Clearscope, or Topic to cluster your keywords and generate content briefs. You can also use a spreadsheet or a mind map to manually cluster your keywords.

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4 4. Map your keywords to your pages

The next step is to map your keywords to your pages based on your site hierarchy and your keyword clusters. You need to assign one primary keyword and a few secondary keywords to each page. Your primary keyword should be the most relevant and important keyword for that page, and it should match the page title, URL, and H1 tag. Your secondary keywords should support the primary keyword and appear in the subheadings, body, and meta tags.

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5 5. Analyze your keyword gaps and opportunities

Once you have mapped your keywords to your pages, you need to analyze your keyword gaps and opportunities. This means identifying the keywords that you are not targeting yet, but your competitors are ranking for. You can use tools like Ahrefs, Moz, or SEMrush to conduct a keyword gap analysis and find these keywords. You can also look for new keyword trends and opportunities using tools like Google Trends, Exploding Topics, or BuzzSumo.

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6 6. Update your content and monitor your results

The final step is to update your content based on your keyword map and monitor your results. You need to make sure that your content is relevant, engaging, and comprehensive for each keyword. You can use tools like Yoast SEO, Hemingway, or Grammarly to improve your content quality and readability. You also need to track your keyword rankings, traffic, and conversions using tools like Google Analytics, Google Search Console, or Rank Tracker.

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7 Hereâ€™s what else to consider

This is a space to share examples, stories, or insights that donâ€™t fit into any of the previous sections. What else would you like to add?

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Search Engine Optimization

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What are the best practices for keyword mapping a large website?

1

2

3

4

5

6

7

1 1. Define your site hierarchy

2 2. Research your keywords

3 3. Cluster your keywords

4 4. Map your keywords to your pages

5 5. Analyze your keyword gaps and opportunities

6 6. Update your content and monitor your results

7 Hereâ€™s what else to consider

Search Engine Optimization

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What are the best practices for keyword mapping a large website?

1

2

3

4

5

6

7

1 1. Define your site hierarchy

2 2. Research your keywords

3 3. Cluster your keywords

4 4. Map your keywords to your pages

5 5. Analyze your keyword gaps and opportunities

6 6. Update your content and monitor your results

7 Hereâ€™s what else to consider

Search Engine Optimization

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