You will produce a keyword map that assigns each priority cluster to one existing or planned page.
Ask a small business owner which page on their site is meant to rank for their most important search, and you usually get a pause. "The homepage, I suppose. Or maybe the services page." When nobody has decided, every page is half trying, and Google is left to guess which one you meant.
A keyword map settles that. It is one table that assigns each priority cluster to one page, existing or planned. You will use it in every module that follows: to fix pages in module 3, check them in module 4, write new ones in module 5, aim links in module 6 and track progress in module 9.
Open a new tab in the spreadsheet you have been building. Give it six columns. The first is the cluster name from lesson 2.4, Choose and group keywords by business value. The second is the main search in that cluster. The third is its intent, as confirmed on the results page in lesson 2.2, Read the results page to confirm intent.
The fourth column is the page: the address of an existing page that will target this cluster, or the words "new page" if nothing suitable exists. The fifth is your current position for the main search if you appear at all, taken the same way you took your baseline in lesson 1.5. The sixth is priority, which comes from your cluster scores.
Start with the clusters that scored highest. For each one, look through your site and ask which page already comes closest to answering the main search with the right intent. A transactional cluster needs a page where someone can act, such as a service page with a booking option. An informational cluster needs a page that explains, such as a guide.
If one existing page fits well, put its address in the page column. If two of your pages both fit, pick the stronger one and plan either to point the weaker one at it or to change its focus, and where nothing fits, write "new page".
Then check the reverse direction: does any page now appear against two different clusters? One main cluster per page is the rule. If your homepage is listed against four clusters, three of them need a page of their own. When two of your pages aim at the same search, they compete with each other, and Google may switch between them or rank neither well, a problem SEO writers often call cannibalisation.
For every row marked "new page", write a one-line brief in a note beside it. Say who the page is for, what it must answer and what the visitor should be able to do next. You will turn the most important of these into a full content brief in lesson 5.5, Write a content brief for one query.
Finally, mark priorities. Your top three are the clusters with the highest scores where you can make a real difference in the next month or two. Everything else stays on the map for later.
Here are four of Priya's rows, with example positions taken from her baseline.
Cluster: P5 maths tuition Tampines. Main search: "P5 maths tuition Tampines". Intent: commercial with a local element. Page: new page. Current position: not found in the first three pages. Priority: 1. Brief: a page for parents of P5 children in Tampines comparing centres, covering class size, topics, schedule, teachers, fees or how to ask for them, and a trial class booking.
Cluster: maths tuition Tampines. Main search: "maths tuition Tampines". Intent: commercial. Page: the homepage. Current position: 8. Priority: 2.
Cluster: PSLE maths heuristics. Main search: "how to solve PSLE maths heuristics". Intent: informational. Page: an existing blog post on problem sums. Current position: not found. Priority: 3.
Cluster: Priya's centre name. Main search: the centre's name. Intent: navigational. Page: the homepage. Current position: 1. Priority: low, already working.
Notice two things. The homepage appears only once, against its one main cluster. And the most valuable cluster had no page at all, which explains much of what her baseline showed in module 1.
A finished map has at least ten clusters. Each row has every column filled, even if the position column says "not found". No page appears against more than one main cluster. Every "new page" row has a one-line brief. The top three priorities are marked so anyone opening the file can see them at a glance.
It does not need to be perfect. You will revise it as you learn more, and Search Console data in module 9 will show you searches you never thought of. The map works from the day it exists, because it turns a vague hope of "ranking better" into a short list of specific pages with specific jobs.
Open your spreadsheet, start with your highest-scoring cluster, and complete the map as the activity below describes.
Complete the keyword map for at least ten clusters, mark the top three priorities, and write a one-line brief for each missing page.
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