Mapping keywords to pages

A keyword map links each topic to the page that should rank for it. It is one of the most useful documents in SEO, because it turns keyword research into concrete work: which page to optimise, which to create, and which to merge.

The rule: one topic, one page

Each topic (cluster) gets one main page, and each page has one main topic. Supporting keywords from the same cluster are covered on that page naturally.

Topic	Main keyword	Target page	Status
laptop repair	nešiojamo kompiuterio remontas	/paslaugos/nesiojamu-kompiuteriu-remontas/	Exists, needs optimising
laptop screen replacement	ekrano keitimas kaina	new: /paslaugos/ekrano-keitimas/	Missing
laptop will not turn on	kompiuteris neįsijungia	new: /patarimai/kompiuteris-neisijungia/	Missing

The SEO-L Workspace has a keyword map in every project. It warns you when one topic is mapped to several pages, or one page to several topics.

Keyword cannibalisation

Keyword cannibalisation is the practitioner term for several pages on one site targeting the same topic and intent, so that none of them performs as well as one strong page would.

How to spot it:

• In Search Console, filter the Performance report by a query and open the Pages tab. Several of your URLs taking turns for the same query is a warning sign.
• Your keyword map has the same topic on several pages.
• You have several old blog posts on the same subject.

How to fix it:

1. Merge: combine the best parts into one page and 301-redirect the others to it. This is the most common fix.
2. Differentiate: if the pages serve different intents, make the difference clear in their titles and content, and link between them.
3. Canonicalise: if near-duplicate pages must exist, for example for product variants, point a canonical to the main version.
4. Leave it: if both pages perform well and help users, do nothing.

Content gaps

Any relevant topic without a target page is a content gap. Sort gaps by business value, then by how achievable they are. That list becomes your content plan, which the content module turns into briefs.

Where pages already rank

For an existing site, check where pages already get impressions before deciding on targets. A page that already gets impressions for a topic is usually the right page to improve, instead of creating a new one.