On-Page SEO
Keyword-to-Page Mapping Template
A practical template for assigning query groups, search intent, page type, proof, internal links, and measurement to specific URLs.
Keyword mapping connects demand to page decisions. It prevents teams from creating duplicate pages, missing commercial intent, or publishing content without a role.
Use this template after collecting keywords, SERP patterns, and business priorities.
Download the working file: Keyword-to-page mapping template CSV.
Mapping table
| Field | What To Enter |
|---|---|
| Cluster | Topic, product, service, market, or problem group. |
| Primary query | The main query or query shape. |
| Supporting queries | Related queries with the same or supporting intent. |
| Intent | Informational, diagnostic, commercial, transactional, local, comparison, brand. |
| Page role | Pillar, guide, topic, category, service, product, local, tool, research, comparison. |
| Existing URL | Current page if one exists. |
| Page decision | Create, update, merge, redirect, noindex, or leave alone. |
| Proof needed | Examples, screenshots, reviews, data, pricing, methodology, quotes, photos. |
| Internal links in | Hubs, guides, categories, local pages, related resources. |
| Internal links out | Next-step guides, tools, service pages, products, or contact paths. |
| CTA | Learn, compare, use tool, request audit, call, book, buy, subscribe. |
| Success metric | Impressions, clicks, assisted leads, product clicks, calls, revenue, links. |
Page decision rules
| Decision | Use When |
|---|---|
| Create | Demand and intent are clear, and no existing page can satisfy it. |
| Update | A page exists but needs freshness, proof, depth, or better structure. |
| Merge | Multiple pages serve the same searcher task. |
| Redirect | An old page has a clear stronger replacement. |
| Noindex | The page helps users but should not compete in search. |
| Leave alone | The page has a clear role and no meaningful gap. |
Cannibalization review
Before publishing a new page, ask:
- Which existing page is closest to this intent?
- Would the new page compete with it?
- Can the existing page be expanded instead?
- Should one page become the primary page and the other become support?
- Do internal links make the preferred page obvious?
Mapping is not finished until every planned page has a role and every existing page has a decision.