How should you plan keywords and map them to pages?

To plan keywords and map them to pages, first identify what searchers are looking for. Then group keywords with similar intent and assign them to existing or planned pages that can meet those needs. Not every keyword needs its own page, nor should every keyword be crammed onto a single page. The key is alignment between search intent, page type, and content. Record each group’s target page in a keyword map and adjust the map as content and search needs change.

Check search results before choosing a page type

After organizing your target terms, search for the keywords in each group and check whether the results are mostly articles, product pages, or a mix of both. In a 2023 article, yesharris recommended using product-oriented pages for transactional intent wherever possible, and informational pages such as articles and blog posts for informational intent. This is a recommendation for mapping keywords, not a ranking guarantee.

The article used “iPhone 15 reviews” as an example of informational intent at the time, recommending an article rather than relying solely on a product page. This does not describe today’s search results, but it illustrates how to choose a page type: if a website has only product pages but wants to address informational searches, it should consider adding content pages or leaving that keyword group untargeted for now.

Group different phrases that express the same intent

People may use different words and phrases to look for the same answer. Semrush recommends grouping similar keywords so that a single page addresses a set of related search terms, rather than creating separate pages simply because the wording differs.

• Choose one primary keyword for each group as the focus of the content.
• List the remaining related terms as secondary keywords to cover other ways people search for the same topic.
• Use search results to help determine the page type, and avoid forcing terms that require different content into the same group.

Covering related terms may increase the chances of appearing in different search results, but it does not justify promises of higher rankings or traffic growth.

Use a keyword map to decide which pages to use or create

Once the keywords are grouped, assign each group to a target page. Following Semrush’s suggested approach, the map can record the group name, primary and secondary keywords, search volume, keyword difficulty, and the corresponding URL. If no existing content is suitable for a group, plan a new page for it.

This map can help you check whether multiple pages target the same terms and identify groups that still need a target page. The purpose is to clarify each page’s role, not to treat “one keyword, one page” as a fixed rule.

At Procrustes, our services include planning pages and content topics for the websites we work on, as well as writing and updating the content.

Answer users’ questions first, and keep the map up to date

In a 2020 article, awoo recommended researching search volume, trends, and search results so that content answers users’ questions first, before connecting to a brand, campaign, or product. For example, a restaurant review could include prices and directions, giving readers information they actually need rather than just promotional content.

A keyword map is not a one-time exercise, either. Semrush recommends reviewing it regularly and adding new keywords to existing content or creating new content as needed. Update the keyword-to-page assignments as search needs change, rather than sticking to the original list forever.