Session 18: Keyword Mapping & Content Gap Analysis

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MBA DM Phase 2: The Agency Simulation

Session 18

Keyword Mapping & Content Gap Analysis

Finding what's missing, not just what's wrong.

Today's Agenda

  • Keyword-to-page mapping at scale
  • Content gap analysis vs. competitors
  • Local SEO nuance (Nepal market)
  • Deliverable: Keyword map + gap list (A3 input)

Keyword Mapping

Every important page should target ONE primary keyword/intent. Multiple pages fighting for the same keyword cause cannibalization.

Content Gap Analysis

Your Site

List your top 10 ranking/target pages.

Competitor

What topics do they rank for that you have NO page for? That's your gap list.

Worked Example: Pathshala Tutors

Keyword cluster Intent Mapped page Status
ielts classes lalitpur, ielts coaching near me Transactional / local /ielts-lalitpur/ Exists
ielts fee in nepal, ielts course cost Commercial /pricing/ Exists (but blocked by robots.txt — see Session 17)
best ielts institute kathmandu Commercial — Gap: comparison-style "How to choose an IELTS institute" page
ielts band score calculator Informational — Gap: interactive calculator
ielts kasari padhne, ielts tayari Informational (Romanised Nepali) — Gap: bilingual study guide
see preparation tips Informational /blog/see-tips/ Exists
ielts online class nepal Transactional /ielts-lalitpur/ and /online/ Cannibalisation: merge into /online/

Worked Example: Pathshala Tutors (cont.)

Competitor spot-check: the top-ranking competitor page for "ielts classes lalitpur" shows batch timings, tutor profiles, a fee range, a map, and 40+ Google reviews. The Pathshala page has none of the first three, so these become on-page fixes in Session 19.

Full walkthrough in the session note.

Check: Cannibalization

Prompt: ask a pair to defend the answer.

Case Reference

Recall the home services local SEO case for how local-intent keyword mapping drove qualified leads.

Read: Local SEO case

Lab: Build Your Keyword Map & Gap List

  1. Map your top 5 pages to their primary target keyword
  2. Identify 3 competitor topics you have no page for
  3. Prioritize the top 2 gaps to fill first

Deliverable for Session 18

Keyword Map + Content Gap List

Second component of your A3 SEO Mini-Audit.

Review Questions 📝

  1. Define keyword cannibalisation and give one way to fix it.
  2. Match these to an intent: "ielts fee in nepal", "what is ielts", "book ielts class lalitpur".
  3. What is a content gap?

Apply it: Build a keyword map (8 clusters) for a Pokhara paragliding company, including at least two local and one Romanised Nepali query.

Thank You!

Open Session 18 Note