Chapter 2. Keyword URL Mapping

There are many tools, and methodologies when it comes to Keyword URL Mapping, there’s no right or wrong way. The point is trying to reach your goal in what you’re trying to accomplish with your website, and not every page has to have a keyword. For example, you’re probably not going to assign a keyword to the contact page, because you don’t necessarily want that page to come up in search results. So say a user is looking for baby diapers and comes across the contact page, that’s really not enough information, so you don’t want them to land on a page as it doesn’t give them what they’re looking for. So there’s some pages you’ll want to ‘de-index’ or ‘no index’.

Content Gaps

One way to find content gaps is your competitors. You can look to see how they’re getting traffic and want to find how you’re missing out on the traffic. A lot of tools have some form of keyword gap or content gap finder. What you do is put in your competitor URLs and your URL, and it shows you keywords where traffic is going to your competitor sites and not yours. Often these tools can tell you the top keywords, where all your competitors have traffic and you don’t, or just one of them has traffic and you don’t. This is a good way to find new keywords.

Another example is from Steve Toth of, a really good resource for SEO. If you go into Google and type site colon, a competitor name or even maybe somebody in another industry and how often they’re doing their content. You can see in the example below.

You can see a list of everything that Google indexed, and if it has a date, typically blog posts, you get a sense of everything that they published during that time or how often and you can see the sameness of it, or the commonalities. If you use the SEO Minion Chrome extension, you can extract that into an Excel sheet so that you can do more research on and use filters. Keep an eye out for commonalities. 

Here’s an example of a keyword URL map. There are, of course, tonnes of them out there, in terms of how granular they get. The base one that I use a lot of the time you’ll see, has a list of all of your URL pages, page type, and a keyword you want to rank for.

What it does then is pull from the above screenshot to the below screen. It’s another sheet in the same workbook. It has a list of all the keywords, keyword difficulties and the search volume. So, when I plug in a keyword into the worksheet on the top, it auto-populates from the other sheet, so I don’t have to keep going back and forth, and see what numbers I have for each keyword.


Barb Davids

Owner of Compass Digital Strategies

Barb Davids is a digital marketer, SEO strategist and owner of Compass Digital Strategies. Driven by data and analytics, she works hard to get business-changing results for her clients, such as 256% more website traffic and 22% more leads. As lockdown began and clients lost budget, she continued working on some pro bono for a couple of months. Offering free help to select industries. Her own business as a result has pivoted and begun to offer online courses so that business owners can work to gain more site traffic and leads at a more budget friendly cost.

Watch our Tea Time SEO session here:

Table of Contents

Can we help?

If you are looking for an easy way to automate much of the advice given in this guide, then please book a call with one of our platform experts to explore whether we have what you need.

The other sheet is from all the research and all the keywords that you found using Charlie’s tips you plug that all in. You usually get this from a keyword tool.

Keyword difficulty does differ from tool to tool, based on their methodology, but essentially, it tells you how hard it may be to rank for that keyword. And it gives you the search volume, usually globally. Now, when I work in the top sheet, the one on the bottom turns green because usually you end up with thousands of keywords. So you want to see which one you’ve used or are looking to use. Finally, what I do is add in a call to action, so you could have a call to action for every page. I’ll put in another column for what the call to action will be. Then you just start plugging away one by one, matching them up. If there is something that you’re already doing, like Charlie mentioned, with Google Search Console, you can pull that here and see what the keywords are first. See if it matches, if you don’t like it you can go find a new keyword. This is the part that’s time-consuming because you’re looking and thinking about search intent and which keywords you want and can rank for.

Continue reading about Keyword Research