Session 18: Keyword Mapping & Content Gap Analysis

Block 3: The Real-World Technical SEO/SEM Audit (A3)

View lecture slides: Session 18 Slides

1-Hour Lecture (Theory & Strategy)

  • Keyword mapping = assigning each target keyword (or keyword cluster) to exactly one page, based on search intent (informational, commercial, transactional) — avoiding pages competing with each other.
  • Content gap analysis: what queries do competitors rank for that your site has no page for at all?
  • Read the full theory here: Fundamentals of Search Engines and On-Page SEO.
  • Nepal-specific nuance: mixed English/Nepali query behaviour, and local intent modifiers (“near me,” city names).
flowchart TD
    KW[10-15 Target Keywords] --> INT{Search Intent}
    INT --> INFO[Informational]
    INT --> COMM[Commercial]
    INT --> TRANS[Transactional]
    INFO --> MAP{Map to Page}
    COMM --> MAP
    TRANS --> MAP
    MAP --> PAGE[Existing Page]
    MAP --> GAP[Content Gap: No Page]
    GAP --> COMP[Competitor Spot-Check]
    PAGE --> KM[A3 Part 2: Keyword Map]
    COMP --> KM

Figure 1: Keyword mapping and content gap analysis for A3

1-Hour Lab (Agency Execution)

  1. List 10–15 target keywords/phrases for your audit site, grouped by intent (informational / commercial / transactional).
  2. For each keyword group, map it to an existing page — or mark it as a content gap (no page currently targets it).
  3. Spot-check 1 competitor’s top 3 ranking pages for your top commercial keyword; note what they cover that your site doesn’t.
  4. Local data baseline: Compare your gap list against the Home Services Local SEO case for what local-intent content actually moved rankings.

Deliverable: Feeds Assignment A3 (Part 2 of 3)

Keyword map (keyword → intent → page/gap) — the “Keyword Mapping” rubric row of A3.