How to build a keyword map for your website
Build a simple keyword map that assigns one primary topic to each page, prevents cannibalization and shows where new pages are needed.
A keyword map is a simple document that assigns target keywords to specific pages on your site. It stops several pages competing for the same search, shows where you need new content and keeps every page focused.
What goes in a keyword map
- Page URL (or "new page")
- Primary keyword: the main search the page should rank for
- Secondary keywords: close variations and related questions
- Search intent
- Current ranking or impressions
- Status and next action
Step 1: List your pages
Export your important URLs. Your sitemap is a good starting point. Leave out utility pages like thank-you and privacy pages.
Step 2: Group keywords by topic
Take your keyword research and group terms that share the same intent and would be satisfied by the same page. "Roof repair cost" and "how much does roof repair cost" belong together. "Roof repair" and "roof replacement" usually need separate pages.
Step 3: Assign one primary topic per page
Match each keyword group to the page that best fits it. Each page gets one primary keyword group. If no page fits, mark it as a new page to create.
Step 4: Find cannibalization
Cannibalization happens when several pages target the same search and none of them ranks strongly. In Search Console, filter by query and check whether multiple pages get impressions for it. Fix this by merging the pages, redirecting one of them or making each page clearly distinct.
Step 5: Optimize each page for its target
- Primary keyword in the title tag and H1, written naturally
- Secondary keywords and questions answered in the body
- Internal links from related pages using descriptive anchor text
- Meta description that matches the page's intent
Keep it alive
Update the map whenever you publish, merge or delete pages. A spreadsheet is enough. It's more important that it stays accurate than that it's elaborate.
Example: a keyword map for a small plumbing site
Each page targets one main topic, so pages don't compete with each other. Made-up example:
| Page | Main keyword | Supporting terms | Intent |
|---|---|---|---|
| / | plumber denver | local plumber, plumbing company | Commercial |
| /water-heater-repair | water heater repair denver | tankless repair, no hot water | Commercial |
| /drain-cleaning | drain cleaning denver | clogged drain, hydro jetting | Commercial |
| /blog/why-is-my-drain-slow | slow draining sink | sink drains slowly causes | Informational |
Frequently asked questions
How many keywords should each page target?
One primary keyword group plus close variations and related questions.
What is keyword cannibalization?
When several of your pages compete for the same search, weakening each other.
Do I need special software for keyword mapping?
No. A spreadsheet works well for most small business sites.
Should the homepage target a keyword?
Usually your core brand and main service category. Specific services are better on their own pages.
How often should I update my keyword map?
Whenever you add, merge or remove pages, and review it a couple of times a year.