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keyword research and URL mapping

Keyword-to-URL Map Construction Explained in a 4 Step Plan

SEO revolves around optimization of websites. It aims at making a website more and more user friendly and comprehenable for search engines. SEO is a framework; it has various rules that need to be followed in order to successfully attain website ranking. Keywords are an imperative element associated with SEO success. Keyword selection and effective use of the researched keyword are two aspects that go hand in hand. Unfortunately many a time’s keywords are researched in a hurry and are applied to existing posts and ongoing projects. Due to which marketers are unable to discover opportunities or fail to make strategic planning.

As we know ranking of a website largely depends upon selection and use of right kind of keywords. It plays an integral role for a healthy SEO. The blog talks about good keyword research and URL mapping, in order to optimize the entire website. This is an acceptable strategy, because the homepage alone cannot be stuffed with a series of keywords, they need to be scattered. Having dedicated pages for specific keywords can be helpful.

Let’s begin to understand the 4 step plan


Thumb rule or primary step to perfectly place and make use of keywords, is to have a good research on what people are searching for.

Step 1- The Colossal list

This step simply states and directs towards collecting every possible keyword that relates to the business. There are tools available which can make this job simpler and more efficient.

Moz keyword Explorer

Great tool to run a keyword search, the grouping function works best for searching head terms. Sub-terms can be used later for optimizing terms on existing pages or looking out for related pages.

Moz Keyword Explorer

Search Metrics

SearchMetrics works well for people who are unsure about keywords they wish to rank. The solution can be achieved by inserting competitors’ site in order to find keywords.

Similar Web

SimilarWeb aids to check for competitors. If the site is new, simply plugging-in queries to be ranked can pull out sites to be referred to. SearchMetrics can then be put to use after discovering a few competitors. Once competitors are discovered, you can proceed to “Rankings” section under “SEO Research” and click “Long Tail”. SEMrush, UberSuggest, KeywordTool.io, Google Keyword Planner are a few other tools.

Step 2- Keyword Volume


Keyword Planner Tool

Excel’s handy function or Google sheets script are two ways to eliminate duplicate keywords. For majority of us, importing/pasting keywords into Google Keyword Planner, and exporting the volume and repeating is the next step.

End of step number two, should leave you with a simple two column keyword list.

Note: Google limits the number of Keywords one can run at a single point in time. Pre-filtering bad keywords is a sensible option.



Step 3: Filter keywords


A tip here is to filter keywords and not delete them. Keywords can generally be broken into three parts.

Priority terms:

Keywords for immediate ranking.

Secondary terms:

These can be utilized at a later stage, when need arises.

Other terms:

These keywords can be made use of in the long term, especially when there are expansion plans.

Step 4: Mapping priority keyword


Excellent judgment is required in order to map priority keywords to pages.

Scrape Google


Initially scrape Google for current ranking of keywords. The best way is to do it manually. There are many tools and services available for this purpose. AWR being the popular one, and it is also a onetime deal.

Mapping URL’s


Once keywords page and the current rank is available, it is human to quickly check if the page corresponds to the query. Many a times it is the toughest choice to be made, between deciding on if the same page optimization fits better or a new URL can be a better option. A common rule can be applied here based on the page’s core purpose. Anything that is detracting and confuses the core purpose should be placed elsewhere.

New Pages


Identifying new pages and putting in the right kind of efforts is essential. A well executed keyword research can put a promising currency figure on the project. Optimization of existing pages

Polishing and enhancing existing pages is mostly easier and less time consuming. Determining if the page is good to go is an essential factor. Considering completion is the key here.

A note for dubious content marketers is that, content that arrives from an eminently searched keyword, turns to be evergreen. It is not necessary that keyword-targeted content will be extensively visited. Instead content should more over revolve around the target audience, it should be unique having potential to drive higher sales.

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