Keyword maps

The key input materials for mapping are the set of information that makes it possible to reliably assign topics and keywords to specific URLs or planned pages. The basis is a URL list or a crawl of the site, together with the current category structure, which make it possible to organise the existing pages. Basic information about the offer and naming, and a list of key products or services, are also essential, so that the matching of topics does not drift away from the real scope of the site. Where possible, I also use access to traffic and query data, which helps set priorities more accurately.

I collect the input materials and verify them for completeness, because the precision of the subsequent stages depends on it. The URL list or crawl makes it possible to move on to the content and structure inventory, while information about the offer supports cleaning the query list of irrelevant keywords. Traffic data and query data are an optional element, but when they are available they make it easier to set the implementation priorities.

• URL list or site crawl
• Current category structure
• Basic information about the offer and naming
• Access to traffic and query data (if possible)
• List of key products/services

Keyword research: branded and non-branded covers collecting and cleaning the list of queries so that it is suitable for clustering and mapping to pages. I include both branded and non-branded keywords, in order to separate queries directly related to the brand from general topics. In practice I also organise language variants, synonyms and long-tail queries, to avoid artificially multiplying similar keywords. In parallel, I select informational and transactional queries and discard keywords that are irrelevant to the real offer.

The cleaned list of queries is the input for further grouping into topics and subtopics and for assigning intent, so that one cluster corresponds to one target URL or planned page. This makes it easier to avoid a situation in which several pages target the same area without justification, which later leads to topic conflicts. At the research stage I do not assume in advance which keywords “should” fit the existing pages — the aim is to collect material that can be mapped consistently. The research results are prepared in a form that enables the next steps: clustering, mapping decisions and identifying topic gaps.

• Branded and non-branded keywords
• Language variants and synonyms
• Long-tail queries
• Informational and transactional queries
• Discarding irrelevant keywords

Mapping keywords to URLs: strategy and priorities consists of assigning clusters to specific pages and organising the relationships between them. For each topic I indicate the primary page and the supporting (secondary) pages, so that the role of the content is clear within the cluster. I also define category–subcategory and article–landing page relationships, so that the structure reflects how users move around the site. As part of the mapping I also indicate the places where internal linking should support these relationships.

I set the implementation priorities based on the potential and criticality of the pages and topics revealed in the mapping and the gap analysis. First I deal with the quick wins, i.e. existing URLs that need refining, as well as high-potential pages and sales-critical pages. I account for seasonal topics separately, so that the order of work is consistent with the cycle of user interest. In parallel, I identify content gaps and the need for new URLs, including proposals for expanding sections, article series, FAQs or guide pages, where the site does not cover a topic or covers it poorly.

• Assigning clusters to pages: primary and secondary
• Structural relationships: category–subcategory, article–landing page
• Indicating internal linking points within clusters
• Revealing gaps and the need for new content (new URLs, expanded sections, article series, FAQs, guide pages)
• Setting the order of implementation: quick wins, high potential, sales-critical pages, seasonal topics