Keyword Mapping: A Step-by-Step Guide to Better SEO

If we have a website, keyword mapping should be one of our main tasks. Why is it important?

Because it helps us bring in more visitors, get more leads, and increase sales. However, this step-by-step guide will show how we can start with keyword mapping. We also get a free keyword mapping template to make the job easier.

But first, let’s look at what keyword mapping really means.

What Is Keyword Mapping?

Keyword mapping means grouping the keywords we want to rank for and matching them to the right pages on our site. We also make a clear map to track useful details, like how many people search for each keyword, how hard it is to rank, and more.

Why not just write all this down on paper?

Because a keyword map gives us a clear, organized plan we can always go back to.

It helps us stay focused and keeps our SEO work consistent. And it makes our website stronger in search results.

Why Keyword Mapping Is Helpful

Still not sure if keyword mapping is worth the time?

Here are some of the ways it can help:

• Makes the website easier to use for people and search engines
• Lower bounce rates
• Shows search engines how to move through the site
• Builds strong links between pages
• Stops pages from competing for the same keyword
• Shows where keyword opportunities are missing

Moreover, keyword mapping helps stop keyword cannibalization and builds a solid linking system between our pages.

This makes it easier for visitors to find what they need. It also helps us think carefully about our users and design the site in a way that fits their needs.

How to Do Keyword Mapping in 5 Easy Steps

1. Download Our Free Keyword Mapping Template:

Want to start keyword mapping the easy way? First, download our free keyword mapping template. This template will help us follow each step in this guide.

Here’s what you’ll see in the template:

• Pillar pages: These are our main topic keywords
• Cluster topics: These are related sub-topic keywords
• Volume: How many people search for the keyword each month
• KD (Keyword Difficulty): How hard is it to rank for that keyword
• Keyword variations: Similar keywords we can also use
• Total volume: How much traffic could we get from the main and similar keywords
• Target URL: The webpage where these keywords should go
• Status: A dropdown to show if the page is ready, in progress, or done
• Last updated: The last time we worked on that keyword or page

2. Find Keywords for Mapping:

Before using the template, we need to make three keyword lists:

• Pillar page keywords
• Cluster topic keywords
• Keyword variations

Let’s pick one main topic. For example, if our blog is about gardening, we might choose “gardening tools” or “gardening tips” as a starting point.

Now, we can begin researching keywords and building our lists.

Pillar Page Keywords

Pillar page keywords are our main keywords. We’ll match them with the main pages on our site. To find these, we can use tools like Google Keyword Planner or Semrush’s Keyword Magic Tool.

Type in the topic we chose, like “gardening tips,” into the search bar and click “Search.” We’ll see many related keywords and their monthly search volumes.

We want to pick a keyword that clearly matches our topic. For example, “gardening tips” is a great fit and appears right at the top with a search volume of 1,600.

Its keyword difficulty is “difficult,” so we’ll need good content and links to rank. But for our site, this is something we can work on.

Now let’s check search intent, which means what people want when they search this keyword.

Search intent is important in keyword mapping. If we match the keyword with the right type of content, it helps Google understand our page better and send more visitors.

There are four common types of search intent:

• Informational: Looking for answers or knowledge (e.g., “how to grow tomatoes”)
• Navigational: Looking for a certain website (e.g., “Amazon”)
• Commercial: Checking options before buying (e.g., “best gardening tools”)
• Transactional: Ready to buy (e.g., “buy garden gloves”)

In our example, the “gardening tips” keyword has both informational and commercial intent. That’s great, especially if we are writing a helpful guide.

Once we pick a keyword, we save it in a keyword list. Click the checkbox next to the keyword and choose “+ Add to list.” Then create a new list and name it, like “Pillar page keywords.”

Cluster Topic Keywords

Cluster topic keywords are smaller topics connected to your main topic (pillar page). Each cluster page should link to the pillar page, and the pillar page should link back to the cluster. This helps create a strong linking system within your website.

You can find good cluster topic ideas during your keyword research. For example, if your main keyword is “gardening tips,” you may find useful subtopics like “raised bed gardening tips” or “spring gardening tips.”

These are called long-tail keywords. Long-tail keywords are more specific and often easier to rank for because fewer websites compete for them. You can add these subtopic keywords to your “Cluster topic keywords” list in the Keyword Magic Tool.

Keyword Variations
Keyword variations are different ways people search for the same thing. Using them helps your content reach more people, even if they use slightly different words in their search.

For example, if your main keyword is “gardening tips,” keyword variations might include:

• “Tips on gardening”
• “gardening tips and tricks”
• “Tips for gardening”

These phrases mean the same thing but are written differently. Add these to your “Keyword variations” list in the Keyword Magic Tool.

3. Add the Keywords to Your Map:

If you haven’t done it yet, download the free keyword mapping template.
Open the template and do the following:

• In column A, write your pillar page keywords.
• In column C, add the monthly search volume.
• In column D, write the keyword difficulty (KD) score.

Then, move on to your keyword variations:

• In column E, add your keyword variations as a group.
• Write the search volume next to each one in brackets.
• Example: “tips on gardening (210), gardening tips and tricks (170)”
• No need to add KD scores here.

Next, use a calculator to add up the total search volume for each row:

• Add the pillar keyword’s search volume (column C) and all variation volumes (column E).
• Write the total in column F.

This helps you understand which keywords can bring the most visitors to your site. It also helps you decide which topics to work on first.

4. Match Keywords to Pages:

Now it’s time to link each row of keywords to a page on your website. Start with the first row.

If you already have a page that uses the main keyword, add the page’s link in column G. If you don’t have that page yet, leave column G empty.

Then, go to column H and choose the right status:

• To Create: You don’t have the content yet.
• To Optimize: The page exists but needs better keyword use.
• Updated: The page is already well-optimized.

Finally, use column (“Last Updated”) to note when you last improved the page using the current keywords. If there’s no page yet, you can leave this column blank.

Repeat these steps for all rows in your template.

5. Use Your Keyword Map to Improve Website Pages:

Start with the pages already on your website, if you have any. For example, imagine there is a page called “The Ultimate Guide to Gardening Tips.”

This page has keywords like:

• Main keyword: Gardening Tips
• Other keyword versions: tips on gardening, gardening tips and tricks, tips for gardening

To make this page better using your keyword map, include the main keyword in the following places:

• Title tag
• Meta description
• First 100 words of the page
• Subheadings (if it fits)
• The content itself, naturally
• Image descriptions (when it makes sense)

Also, try to use each of the other keyword versions at least once in the post. Use the same method for new pages and blog posts too.
Each time you update or create a page, make sure to update the “Status” and “Last Updated” columns in your keyword map. This helps you keep track of what has been done and what still needs to be created.
If a row in your map doesn’t have a “Target URL” (Column G), it means you haven’t created content for that keyword yet. That’s your chance to make new content and fill the gap. The keyword map also helps avoid repeating the same keywords on different pages.

SEO Tools for Keyword Mapping

Free Keyword Mapping Tools

There are some great tools that don’t cost anything. These include:

• Google Keyword Planner – Good for finding new keywords
• Semrush keyword tools – Free use for up to 10 searches per day
• Ahrefs Keyword Difficulty Checker – Helps find keyword ideas
• Google Search – Useful for finding related topics

For example, we searched “gardening tips” in Google Keyword Planner.

It showed us new ideas like:

• Backyard decor ideas
• Composting tips
• Cheap container gardening ideas

Keep in mind, Google Keyword Planner only shows a range for search volume unless you spend money on Google Ads. If a keyword looks promising, you can copy it into Keyword Overview for more details.

Paid Keyword Mapping Tools

If deeper keyword research is needed, some paid tools can help:

• Semrush
• Ahrefs
• Surfer SEO

1. Semrush
Semrush offers more features if you pay. One of its helpful tools is the Keyword Strategy Builder.

Here’s how it works:

• Enter your main keyword and click “Create list.”
• The tool gives you a plan with pillar pages and cluster topic ideas.

For example, we entered “gardening tips” and got:

• Pillar page ideas: vegetable gardening, rose plant
• Cluster topic ideas: hanging basket flowers, water hose

At first, we thought vegetable gardening was just a cluster topic. But Semrush suggested it as a pillar page. That made us reconsider, and it might actually be a better fit.

2. Ahrefs

Ahrefs offers many SEO tools in one place. You can enter a keyword in the Keywords Explorer and get thousands of keyword ideas. It also groups similar keywords together, making your mapping faster.

3. Surfer SEO

Surfer’s Topic Explorer tool looks at website topics and gives suggestions for related content. You enter a keyword, and it shows subtopics in a map layout. For example, gardening tips brought up topics like:

• Home Gardening
• Planting Guide

It also shows how hard each keyword is and how often it’s searched.

Getting Started with Keyword Mapping

Keyword mapping is a smart way to grow your website. It helps you plan your pages and keywords better, making your site easier to find and use. But this is just the beginning. A full SEO strategy is needed to get steady traffic all year long.