Before we get deeper into keyword mapping, let us begin by knowing the meaning of the term.
Keyword mapping is pairing the chosen keywords to the correct pages inside your website.
If the current structure of your website does not support the keywords, it would even involve creating new pages.
Keyword mapping can often be called by other names – keyword sitemaps or information architecture optimization. A PPC marketing company is best suited to help you.
If your keyword mapping is quite perfect, you can see every page on the website in a cohesive manner.
You would be able to consider the exact positioning in the search engine pages results from here.
This will help you to portray your unique selling position as you deem suitable. You should keep in mind that you are getting the conversions from the website as a whole and not the individual pages.
You would be able to optimise the website with the keyword map with the help of a PPC marketing company, not just the individual pages.
How to do Keyword Mapping?
As soon as you understand keyword mapping, the process becomes very simple.
There are two important steps in PPC management services that you have to take before mapping the keywords.
Researching the keywords
Before you can map the keywords to the website, you need to know what are the keywords that you have to work with. Proper keyword research is necessary for this step.
You would need to uncover both the head and long tail keywords. It will help you to create a well-planned mapping document.
You should not get caught up in trying to get a rank for every good keyword. You would need to work with the client and set expectations during the research phase. It is an important step of the PPC management campaign.
As soon as you have a good list of keywords in the field and the geographical location, you would want to map them to the most appropriate pages with the help of PPC campaign management services.
Checking current relevance
The idea is that you need to assign the keywords to the pages that you want to rank. You would need to ask yourself which pages are most relevant to the keywords that you have identified.
Similar keywords are usually grouped together. They could have a variation of the word positions, synonyms and others.
They will get mapped to the same page and it would cut the time you spend. The first step is to assign the keywords to the pages which are the most relevant.
It would be safe to map the head keyword and some of the long-tail keywords to the page. PPC advertising companies can help you.
Preparing the Keyword Mapping Document
Preparing the keyword mapping document would help to keep the things organized and deliver the on-page optimization document to the client.
This is also known as the SEO change document or on-page optimization document.
Different agencies and PPC campaign services assign different names to it but the purpose is just the same.
The keyword mapping document is based on a spreadsheet where each of the rows is a specific page on the website.
Each of the columns would be a crucial element for the on-page optimization process. The existing page data needs to be pulled before making a recommendation on the new page data.
This would add more value to the client. This would show how much you have done to get everything aligned to the keyword.
There should be notes for each page – this might include recommendations for word count, body content or image alt tagging.
Though the mapping process only includes assigning the keywords to the mapped keyword column, it will act as the foundation for creating the recommended page data. This is what you would be delivering to the client.
The existing website vs your redesign
Slight differences would be there in the document and the way you map the keywords. When you have a new website, you would generally have a sitemap to work with or you would need to design that.
You would be able to use each of the pages from there. Get help from a renowned PPC agency.
In the case of the redesign, You would be having a set of pages and URLs from the old website.
You would need to use the updated URLs as they would appear on the new website. With a redesign, you would need to create the pages yourself if you have extra keywords that do not fit well with the proposed sitemap.
The assigning of the keywords would also be different for a redesign and you would want to take into account the pages that the ranking the best for the keyword list.
It would be a case-by-case basis which you can find out through experimentation with a little help from a PPC company.
Why is it necessary to go through the keyword mapping process?
It would be easier to see the reason in two parts. These are as follows:
Everyone can see the keywords that are given priority for a particular page
It is important when you are involved in current content creation or content marketing project. There would be lots of opportunities to link them internally and refer to other websites.
The mapped keywords on the core service pages and the other blog posts would guide which anchors are to be used during internal linking. Pay per click advertising can help here.
Duplicate content can be avoided
If you are publishing website content, it might be easy to forget what was published a year back.
You might even forget what you had done a couple of months back. You might start writing something very similar to what is already there.
If you have a similar idea, it could be a good idea to refresh the existing post, thus making it more authoritative.
Now, when you are getting involved with keyword mapping, you should think in terms of the user.
You should also keep in touch with the updates Google makes in its algorithms.
Last but not the least, you should keep a firm grip over the type of keywords you are using. You should be doing pretty good if you follow the guidelines.