How do you map keywords to existing landing pages?

To map keywords to existing landing pages, first list the pages that could attract organic search traffic. Then review the search queries already associated with each page and assign keyword groups to suitable pages based on topic and search intent. The goal is not to find a URL for every keyword at any cost, but to determine whether a page can meet searchers’ needs. Mark suitable pages for optimization. Record keywords without a suitable page as content gaps rather than forcing a match.

List existing pages first, then organize queries and URLs

Backlinko’s 2025 article recommends using a website crawler to list existing pages, excluding those unsuitable as SEO landing pages, and focusing on pages with organic traffic potential. Then use Google Search Console to review the queries generating clicks for each page. This lets you base the mapping on the website’s existing content rather than guess from a keyword list alone.

Semrush’s 2019 tutorial demonstrates listing Search Console queries alongside their full URLs, then comparing them with a list compiled through keyword research. The useful takeaway is the approach to organizing data; there is no need to replicate the tool interface or export limits from that time.

• Page inventory: list the full URLs of candidate landing pages.
• Query data: organize queries and their corresponding pages to guide initial matching.
• Unmatched items: flag them for further review rather than immediately concluding that the website has no suitable page.

Match by topic and search intent, not just similar wording

Once you have a potential match, open the page to check whether its content covers the topic and satisfies the search intent. Semrush’s keyword mapping tutorial uses these two criteria to determine whether to use an existing page. Finding a page associated with a query does not necessarily make it the best candidate for optimization.

For example, in the 2019 tutorial, a query for “bedside tables” was associated with a “table lamps” page. The author suggested that creating a separate bedside tables page was an option, saying only that rankings might improve. This example shows why finding an associated URL does not mean the mapping is complete. When working only with existing pages, first check whether other suitable content is available.

The content format should also meet searchers’ needs: informational keywords can map to educational content, while commercial or transactional keywords may suit product or service landing pages. Do not select a page simply because it contains the same term.

Assign a target page to each keyword group and record its status

There is no need to assign every similar term to a separate page. Semrush recommends organizing related terms into groups, choosing a primary keyword and treating the rest as secondary keywords, then assigning a target URL to each group. The mapping spreadsheet can include:

• Group name, primary keyword, and secondary keywords.
• Target URL: enter the URL of the existing page selected after reviewing its content.
• Status: mark suitable pages as “To optimize”; where no suitable page exists, leave the URL blank and list the item separately as “To create.”

Use the spreadsheet to check whether the same keyword has been assigned multiple primary target pages, helping reduce the risk of your own pages competing with one another. This is a content planning method, not a ranking guarantee. You still need to adjust the content and update the spreadsheet as content and keyword needs change.