SMALL BUSINESS SEO
Best Practices for Content to Keyword Mapping
Neel Sarode, Chief of Marketing, MSM
22 April 2018
When it comes to getting your businesses ranked higher on Google, content is your ultimate weapon.
Now, when it comes to optimizing your site with keywords to rank higher on Google, it is absolutely key to optimize these words through content on your site, in the form of articles, pages, as well as informational content on the site.

On the other hand, you need to make sure that this content you’re creating addresses the problems/queries that your target audience is searching for on Google!

You could optimize your content with the best keywords in the world, but if the content is not relevant to what your target customer is looking for, your work will be all for naught.

That’s why we like to say content and SEO go hand in hand. Without even one of those, your efforts get seriously undermined!

High quality content that is relevant for the user and optimized with the right keywords is what will earn you back links, as well as a higher ranking on Google.

Market share media
 
A great way to ensure the absolute best results is through Content-To-Keyword-Mapping.

Content-To-Keyword Maps allow you to lay out all the possible content you have / can create, and all the possible keywords that you are trying to target.

You can then map which keywords work for which content, which content has no keywords available to it, as well as which keywords need content created around them.

Simply laying out all this information in an easy-to-see way, you will be able to improve your keyword optimization as well as your content at the same time!

I’m here today to teach you all about them. 😎

“If you look at what you have in life, you’ll always have more”

– oprah winfrey

First Things First

Open up this sample Keyword-To-Content Map I created for you guys by clicking here.

It should look something like this:

To save this to your Google Drive, click File > Make a copy.

If you want to save it and use it on Excel, click File > Download as > Microsoft Excel.

Deciphering this madness

Let me start off with explaing how this chart works.

Keyword (Column 1) refers to the specific keyword / keyphrase you want to use for your business.

The URL column shows what page on your site has the content that is optimizing for that keyword. Don’t worry if you have none for a certain keyword, that just means you have the oppurtunity to make content for it!

The rest of the columns such as Volume, Title Grade, Content Grade, Load Speed, etc can be found using various tools, like the ones I list below:

Use these tools to get the necessary data for each keyword to fill out your Keyword-to-Content Map.

EXTRA FIELDS

If you want to get super indepth with it, here’s some additional columns you could add to the chart:

  •  Keyword
  • URL
  • Volume
  • Title Grade
  • Content Grade
  • Speed (Load Time)
  • Engagement (Dwell time, number of pages visited, etc)
  • Internal Links
  • External Links
  • Page Authority
  • Google Desktop Ranking
  • Google Mobile Ranking
  • Organic Visits (from SE)
  • Anchor Text
  • Google Search Console CTR (Click-through rate)
  • Difficulty
  • Keyword Potential
  • Page-Level Conversion Rate

Now, It REALLY Begins

So now you know what type of information you’re looking for when creating this map.

Let’s continue onto HOW you can use this map to improve!

 

1. Identify Keywords Without Content

Identify what content you need to create to rank for those keywords.

This gives you the ability to create content AROUND keywords!

For example, a plumber sees that “Dripping faucet repair” is a high ranking keyword with low competition.

What he can then do is write a blog article / create a video explaining HOW to fix a dripping faucet, which allows him to show up as the solution to the problem the user is searching for.

This is a great way to increase your exposure, as there is unlimited content you can create to address your user’s problems.

 

2. Identify On-Page Oppurtunities for Improvement

You can use your map for improving your current content as well!

For example, let’s say you have a piece of content that has low engagement and shows up #27 on search results when searched for on Google.

You can then improver on this content by doing on-page optimization to improve your ranking!

 

3. Identify Content without Intentional Keyword Targeting

I’m gonna give an example to explain this one.

Let’s say you have a certain page on your site with the handle “/flower”. This is the page where users can come and see your ENTIRE collection of flowers, as well as their prices and meanings.

You can then optimize this page furthur to show up for terms such as “Flowers for delivery” or “Flowers for weddings” (found from your keyword research)

Be specific!

 

4. Identify where you need to build more links

If your site has poor external links, your site will ultimately be ranked low.

It’s very important to make sure that you have enough external and internal links to show Google that your site is indeed important!

 

5. Prioritize Focus and Work

Using a content-to-keyword map really is the best way for you to focus on what really matters. 

In a clear, easy-to-read chart, the data displayed is priceless and must be treated as so.

And that is that!

I hope you found this article useful, intriguing, and practical. I really want you guys to understand how really crucial a content-to-keyword map really is!

Don’t forget to save / download the Keyword-To-Content Map I created for you guys! It’s not very fancy, but a good place to get started.

Till next time, looking forward to giving you more free actionable content YOU can use to help your small business propsper!

 

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