Content-to-Keyword Map: Why and How to Build One

Do you have content on your site that doesn’t intentionally target any keyword? How can you identify those opportunities and, more importantly, capitalise on them?

Why do you need a content-to-keyword map?

Creating your own content-to-keyword map will help you discover where to optimise, what content to create, and how to target keywords intelligently when you’re auditing a site. More specifically, this kind of map will let you do a lot of important, critical things, such as:

  • Identify keywords with no content mapped to them.
  • Identify on-page opportunities to improve.
  • Identify content without intentional keyword targeting. (More often than not, when you’re auditing a site, you’ll find tonnes of URLs that are intentionally targeting no specific keyword but should be. All you need to do is some optimisation work to help those URLs target those keywords.)
  • Identify your link building needs.
  • Prioritise and focus your work so you can do the most important things after doing this audit.

How do you build a content-to-keyword map?

As of now, there’s no great software for this, but it’s usually done in either MS Excel or Google Spreadsheets. You can also use other tools if you want.

Here are the columns you should add:

  • Keyword
  • URL (Have some URLs for keywords that you want to rank for though they haven’t been targeted yet. This might actually help you prioritise and try and do some of that.)
  • Search volume
  • Title grade (score/100)
  • Content grade (score/100)
  • Load speed
  • Engagement (Is it high, medium or low? This could be the browse rate, time on site, pages per visit or a combination of those.)
  • Number of internal links
  • Number of external links
  • Page authority
  • Google Desktop ranking
  • Google Mobile ranking
  • Organic visits

Now, here are the other columns you might consider adding to your map:

  • Anchor text (if you want to analyse your internal and external anchor texts)
  • Google Search Console click-through rates
  • Keyword-driven metrics
    • Keyword difficulty
    • Click-through rate opportunity
    • Importance score
    • Page level conversion rate (How much does this contribute to content that converts on your site? How well does it convert directly?)

For a detailed discussion on this, watch this video of Moz’s Rand Fishkin:

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