Own it
Assign one accountable owner
Name who collects the inputs, resolves missing information, records decisions and keeps the resource current after the first review.
CSV template / Free resource
Keyword mapping template for search intent and page planning
Map keyword clusters, search intent, funnel stage, target URLs, entities, internal links and measurement priorities without creating a page for every wording variation.
Download the keyword mapping templateNo email gate · Editable CSV · No tracking claims
Purpose
Use the file to improve the decision, not complete paperwork.
Use this template to turn a large keyword export into a defensible site architecture. It keeps one primary intent attached to one useful canonical destination while preserving supporting queries and entities.
01Primary and secondary keyword clusters
02Intent and funnel-stage classification
03Current and proposed URL mapping
04SERP and competitor evidence
05Required entities and supporting questions
06Internal-link sources
07Priority, owner and measurement fields
Operating context
Turn a free template into a repeatable marketing habit.
A planning file becomes useful when one owner maintains it, the inputs come from real evidence and the completed resource changes a priority, campaign, page or measurement decision.
Evidence
Separate facts from assumptions
Use platform exports, customer research, website evidence and approved business information. Mark estimates so they can be validated later.
Action
End with a priority and deadline
Translate the completed template into an owner, next action, success measure and review date. Documentation should create movement.
How to use it
Four steps from template to working system.
- 01
Cluster by intent
Group phrases that should be satisfied by the same useful page, not merely words that look similar.
- 02
Inspect the result type
Record whether the search results favour services, guides, tools, comparisons, local listings or another format.
- 03
Assign one destination
Choose the strongest canonical URL and flag overlaps that may need consolidation or differentiation.
- 04
Plan supporting signals
Add entities, questions, proof, internal links and the commercial action the page should support.
Working guidance
Use the template with context, evidence and ownership.
Open each note when that decision becomes relevant. The complete guidance remains available without turning the page into a wall of copy.
01Volume is not intent
Search volume can help prioritise demand, but it does not show whether a query fits the offer, geography or likely customer journey.
02Avoid doorway architecture
Do not publish near-duplicate pages for every modifier. Create separate URLs only when the user need, evidence and page value are materially distinct.
Resource questions
Scope, use and validation, answered.
01How many keywords should one page target?
There is no fixed number. One page can naturally cover many related phrases when they share intent and require the same answer.
02What is keyword cannibalisation?
It is an intent and URL-mapping problem where multiple pages send conflicting or overlapping signals for substantially the same need.
Download and continue