The Keywords Mapping Cheatsheet For Different Types of Sites [with a Google Sheets Included]

Keyword mapping is one of those key (and unfortunately sometimes overlooked) activities when developing an SEO process, as by establishing what pages should rank for which keywords, it forces us to:

  • Connect the identified popular and relevant queries to target with the page of the right “nature” to rank at that phase of the customer journey, the one that fulfills the intent of the user (eg: is it to research before buying, to directly buy once the decision is done or to look for support after buying?).
  • Identify potential cannibalization issues we might have with many different pages of the same type that could be mapped with the same queries, allowing us to consolidate/clean and better align our Web structure for a more consistent experience and better chances to rank and give a better experience with our pages.
  • Identify gaps within our Web structure and content, when we don’t have relevant pages of the right nature to target certain types of queries, allowing us to establish opportunities of new types of pages to create for them and better support the user journey and experience on the site.
  • Identify gaps within our keyword research, and identify additional queries opportunities to rank for in our SEO process that we could be overlooking.
  • Establish which are the key pages to prioritize within the SEO process execution, from a content, internal linking and technical perspective.

Because all of this, an effective keyword mapping can be key to set the focus and even the strategy to follow in the SEO process.

Last week the awesome Lidia Infante shared a very handy guide to develop a keyword mapping from scratch, including a keyword mapping template to facilitate the process, that I highly recommend you to check out.

There are also now SEO tools that can also help you to accelerate the process, like Keyword Insights, recently launched by Suganthan and Andy, that automates the keyword clustering, intent identification and helps you to check if you’re already ranking for too many different types of keywords with different intents with the same page.

However, even with these resources, keyword mapping can become time consuming when you start working in a new sector or a site with a different type of business model, in which you don’t have previous SEO experience, as the user journey will differ, the nature of the queries will also follow a different pattern as well as the sites Web structure and types of pages.

For example, in E-Commerce sites users will be looking for products types with characteristics as well as products types along brand names, for which you’ll have (and will map) facets and different levels of brand products pages.

On the other hand, these sort of pages won’t exist on SaaS sites, where users will be looking for products by their needs/features for their type of business for which you’ll have (and will map) products by audience industry and size pages, as well as how to switch/move from other products,  for which you’ll have a “how to switch from another product” page.

This is why to make sure I don’t leave anything out with the different types of sites I work with and to help me to advance quicker in the keyword mapping process, I’ve created “keyword mapping cheatsheets” for different type of sites I work a lot with, like E-Commerce, SaaS and localized services (food delivery or car rental).

These keyword mapping cheatsheets include the different types of pages, as well as the queries patterns each of these types of sites pages tend to target, along their “main” intent, including examples of well known sites, to quickly spot if there’s a keyword mismatch in the sites I’m working on, or if there’s an important page type missing from the Web structure.

Today I would like to share with you two of these keyword mapping cheatsheets (which I’ve updated/cleaned-up a bit for public consumption) for two popular types of sites: E-Commerce and SaaS, that you can find below, as well as a Google Sheets at the bottom that you can copy. Depending on the reception they have, I’ll be happy to share more for other types of sites too!

Copy the E-Commerce & SaaS Keyword Mapping Cheatsheets in Google Sheets format

I’ve also created these “cheatsheets” to map keywords with the different and most common type of pages in E-Commerce and SaaS sites in Google Sheets so you can easily copy! Grab the Google Sheet here, and copy it by going to “File” > “Make a Copy”.

Keyword Mapping Cheatsheet

Don’t want to go or use Google Sheets? Check out the two cheatsheets below too!

E-commerce Sites Keyword Mapping Cheatsheet

This cheatsheet features the different types of pages of e-commerce sites along the usual queries patterns for which they will be mapped, including their main intent. Examples of popular e-commerce sites (Amazon, Walmart) pages and queries have been included to make it easier to see how it can be applied in yours.

Page Type

Query Intent

Queries Pattern to Target

Page Type Example

Page URL Example

Queries Examples

Home Page

Navigational

"site name"

Walmart's Home Page

https://www.walmart.com/

Walmart

Navigational

"site name + online store"

Walmart online store

Informational

"online + store type"

online retailer

...

...

...

Products Category Pages

Informational

"category name"

Walmart's Headphones Page

https://www.walmart.com/cp/headphones/1095191

headphones

Transactional

"buy + category name"

buy headphones

Transactional

"buy + category name + online"

buy headphones online

Navigational

"category name + site name"

headphones Walmart

...

...

...

Products Sub-Category Pages

Informational

"sub-category name"

Walmart's Wireless Headphones Page

https://www.walmart.com/browse/electronics/wireless-bluetooth-headphones/3944_133251_1095191_1230614_1230478

wireless headphones

Transactional

"buy + sub-category name"

buy wireless headphones

Transactional

"buy + sub-category name + online"

buy wireless headphones online

Navigational

"sub-category name + site name"

wireless headphones Walmart

...

...

...

Products Category/Sub-category by Audience Pages

Informational

"category name + audience name"

Walmart's Women Clothing Page

https://www.walmart.com/cp/womens-clothing/133162

women clothing

Transactional

"buy + category name + audience name"

buy women clothing

Transactional

"buy + category name + audience name + online"

buy women clothing online

Navigational

"category name + audience name + site name"

"women clothing walmart"

...

...

...

Products Facet/Filter/Feature Pages

Informational

"facet name"

Walmart's Wireless Noise Cancelling Headphones Page

https://www.walmart.com/browse/electronics/wireless-bluetooth-headphones/3944_133251_1095191_1230614_1230478?cat_id=3944_133251_1095191_1230614_1230478&facet=features%3ANoise+Canceling

wireless noise cancelling headphones

Transactional

"buy + facet name"

buy wireless noise cancelling headphones

Transactional

"buy + facet name + online"

buy wireless noise cancelling headphones online

Navigational

"facet name + site name"

wireless noise cancelling headphones Walmart

...

...

...

Products Brand Pages

Informational

"brand name + online"

Walmart's Bose Page

https://www.walmart.com/cp/bose/5500407

Bose Online

Transactional

"buy + brand name"

Buy Bose

Transactional

"buy + brand name + "online"

Buy Bose Online

Navigational

"brand name + site name"

Bose Walmart

...

...

...

Products Brand Category Pages

Informational

"brand name + category name"

Walmart's Bose Headphones Page

https://www.walmart.com/browse/bose-headphones/c2hlbGZfaWQ6NjE4NDQie

Bose headphones

Transactional

"buy + brand name + category name"

Buy Bose headphones

Transactional

"buy + brand name + category name + online"

Buy Bose headphones online

Navigational

"brand name + "category name" + site name"

Bose headphones Walmart

...

...

...

Products Models Comparison Pages

Commercial

"compare + product name + model"

Walmart's iPhone Models Comparison Page

https://www.walmart.com/cp/apple-iphone-comparison-chart/9534253

Compare iPhone models

Commercial

"product name + model + comparison"

iPhone models comparison

Navigational

"product name + models + comparison + site name"

iPhone models comparison Walmart

...

...

...

Products Detail Pages

Informational

"product name"

Amazon's Bose QuietComfort 35 II Wireless Bluetooth Headphones, Noise-Cancelling, with Alexa Voice Control - Black Page

https://www.amazon.com/Bose-QuietComfort-Wireless-Headphones-Cancelling/dp/B0756CYWWD

Bose QuietComfort 35 II Wireless Bluetooth Headphones, Noise-Cancelling, with Alexa Voice Control - Black

Transactional

"buy + product name"

Buy Bose QuietComfort 35 II Wireless Bluetooth Headphones, Noise-Cancelling, with Alexa Voice Control - Black

Navigational

"buy + product name + site name"

Buy Bose QuietComfort 35 II Wireless Bluetooth Headphones, Noise-Cancelling, with Alexa Voice Control - Black Amazon

...

...

...

Products Reviews Pages

Commercial

"product name + reviews"

Amazon's Bose QuietComfort 35 II Wireless Bluetooth Headphones, Noise-Cancelling, with Alexa Voice Control - Black Review Page

https://www.amazon.com/Bose-QuietComfort-Wireless-Headphones-Cancelling/product-reviews/B0756CYWWD

Bose QuietComfort 35 II Wireless Bluetooth Headphones, Noise-Cancelling, with Alexa Voice Control - Black Reviews

Navigational

"product name + reviews + site name"

Bose QuietComfort 35 II Wireless Bluetooth Headphones, Noise-Cancelling, with Alexa Voice Control - Black Amazon Reviews

...

...

...

Deals/Sale/Promotions Page

Navigational

"site name + sale"

Amazon's Deals and Promotions Page

https://www.amazon.com/international-sales-offers/b?ie=UTF8&node=15529609011

Amazon sale

Navigational

"site name + deals"

Amazon deals

Navigational

"site name + offers"

Amazon offers

Navigational

"site name + discounts"

Amazon discounts

Transactional

"store type + sale"

online retailer sale

Transactional

"store type + deals"

online store deals

...

...

...

Deals/Sale/Promotions Per Products Category Page

Transactional

"category name + online sale"

Amazon's Beauty Sales and Deals Page

https://www.amazon.com/Beauty-Products-Sales-Deals/b?ie=UTF8&node=13889001

beauty online sale

Transactional

"category name + online deals"

beauty online deals

Transactional

"category name + online offers"

beauty online offers

Transactional

"category name + online discounts"

beauty online discounts

Navigational

"category name + sale + site name"

beauty sale amazon

...

...

...

Deals/Sale/Promotions Per Ocassion Page

Transactional

"promotion name + sale"

Amazon's Black Friday Page

https://www.amazon.com/blackfriday

Black Friday Sale

Transactional

"promotion name + deals"

Black Friday Deals

Transactional

"promotion name + gift"

Black Friday Gift

Navigational

"promotion name + site name"

Black Friday Amazon

...

...

...

Gift Cards Page

Navigational

"gift card + site name"

Amazon's Gift Cards Page

https://www.amazon.com/gift-cards/b?ie=UTF8&node=2238192011

Gift Cards Amazon

Navigational

"buy gift card + site name"

Buy Gift Card Amazon

Informational

"gift card + store type"

online retailer gift card

Transactional

"buy + gift card + store type"

buy online retailer gift card

...

...

...

Gift Cards Per Ocassion Page

Informational

"ocassion + gift card"

Amazon's Mother's Day Gift Card Page

https://www.amazon.com/b?ie=UTF8&node=2973118011

Mother's day Gift Card

Transactional

"buy + ocassion + gift card"

Buy Mother's day Gift Card

Transactional

"buy + ocassion + gift card + online"

Buy Mother's day Gift Card Online

Navigational

"site name + ocassion + gift card"

Amazon Mother's day Gift Card

...

...

...

Guides/Advice/Reviews for Products Category/Facet per Season Pages

Commercial

"best + products category + season"

The best wireless routers of 2019: how to choose the right one Page

https://www.walmart.com/ideas/choosing-devices/best-wireless-routers-2018-how-to-choose/224477

best wireless routers 2019

Commercial

"products category + guide + season"

wireless routers guide 2019

Commercial

"best + products category + review + season"

best wireless routers review 2019

Commercial

"products category + season + tips"

wireless routers 2019 tips

Commercial

"choose + products category + season"

choose wireless routers 2019

...

...

...

Guides/advice for Products related Topics/Questions Pages

Informational

"how to start with + products topics"

How to get started with smart home automation Page

https://www.walmart.com/ideas/choosing-devices/get-started-smart-home-automation/135106

how to start with smart home automation

Informational

"how to use + products topics"

how to use smart home automation

Informational

"products topics + guide"

smart home automation guide

Informational

"products topics + tips"

smart home automation tips

...

...

...

Help/Support/Contact Pages

Navigational

"site name + support"

Walmart Help Center Page

https://www.walmart.com/help

Walmart support

Navigational

"site name + online + support"

Walmart online support

Navigational

"site name + help"

Walmart help

Navigational

"site name + online + help"

Walmart online help

Navigational

"site name + online + contact"

Walmart online contact

...

...

...

Help/Support Topic/Question Pages

Navigational

"site name + topic/question"

Walmart Why is my Order Delayed Help Page

https://www.walmart.com/help/article/why-is-my-order-delayed/c3ee595a91d142f594a2d41315f80ade

Walmart Order delay

Navigational

"site name + topic/question + support"

Walmart order delay support

Navigational

"site name + topic/question + help"

Walmart order delay help

...

...

...

About Page

Navigational

"about + site name"

Walmart Our Story Page

https://corporate.walmart.com/our-story

About Walmart

Navigational

"site name + information"

Walmart Information

...

...

...

App Page

Navigational

"site name + app"

Walmart App Page

https://www.walmart.com/cp/walmart-app/1087865

Walmart app

Transactional

"store type + app"

retailer app

Transactional

"online + store type + app"

online retailer app

Transactional

"store type + app + operating system"

online retailer app ios

...

...

...

Affiliates Page

Navigational

"site name + affiliate program"

Walmart Affiliate Program Page

https://affiliates.walmart.com/

Hubspot affiliate program

Navigational

"become a + site name + affiliate"

Become a Hubspot affiliate

Navigational

"how to become a + site name + affiliate"

how to become a Hubspot affiliate

...

...

...

SaaS Sites Keyword Mapping Cheatsheet

This cheatsheet features the different types of pages of SaaS sites along the usual queries patterns for which they will be mapped, including their main intent. Examples of popular SaaS sites (Salesforce, Hubspot, Atlassian, Monday) pages and queries have been included to make it easier to see how it can be applied in yours.

Page Type

Query Intent

Queries Pattern to Target

Page Type Example

Page URL Example

Queries Examples

Home Page

Navigational

"site name"

Atlassian Home Page

https://www.atlassian.com/

Atlassian

Navigational

"site name + site service type" 

Atlassian team collaboration

Transactional

"site service type + software"

team collaboration software

Transactional

"online + site service type + solution"

online team collaboration solutions

Transactional

"online + site service type + platform"

online team collaboration platform

...

...

...

Products Overview Page

Informational

"online + site service type + software"

Atlassian Software Overview Page

https://www.atlassian.com/software

online team collaboration software

Informational

"online + site service type + platform"

online team collaboration platform

Informational

"online + site service type + tools"

online team collaboration tools

Navigational

"online + site service type + site name"

online team collaboration Atlassian

Navigational

"site name + software comparison"

Atlassian software comparison

...

...

...

Products by Features/Need Pages

Commercial

"product feature + software"

Xero Invoice Payments Page

https://www.xero.com/us/accounting-software/accept-payments/

invoice payments software

Commercial

"product feature + tool"

invoice payments tool

Commercial

"online + product feature + software"

online invoice payments software

Commercial

"characteristic + product feature + software"

Instant invoice payments software

Navigational

"product name + product feature + software"

Xero accounts payable software

...

...

...

Products by Audience Size Pages

Transactional

"service type + audience size"

Salesforce Small Business Solutions Page

https://www.salesforce.com/solutions/small-business-solutions/overview/

crm for small businesses

Transactional

"online + service type + audience size"

online crm for small business

Transactional

"online + service type + software + audience size"

online crm software for small business

Navigational

"service type + audience size + site name"

salesforce crm for small businesses

...

...

...

Products by Audience Industry Pages

Transactional

"service type + audience industry"

Salesforce Small Business Solutions Page

https://www.salesforce.com/solutions/industries/financial-services/overview/

crm for financial companies

Transactional

"online + service type + audience industry"

online crm for financial companies

Transactional

"online + service type + software + audience industry"

online crm software for financial services

Navigational

"service type + audience industry + site name"

salesforce crm for financial companies

...

...

...

Product Detail Page

Commercial

"online + product service type + software"

Jira Software Page

https://www.atlassian.com/software/jira

online project tracking software

Commercial

"online + product service type variation + software"

online project management software

Commercial

"online + product service type variation + software"

online project planning software

Commercial

"online + characteristic + product service type"

development project management software

Navigational

"product name + product service type + software"

Jira project management software

...

...

...

Product Price Page

Navigational

"product name + price"

Jira Pricing Page

https://www.atlassian.com/software/jira/pricing

Jira price

Navigational

"product name + plans + price"

Jira plans price

Navigational

"product name + plans + price comparison"

Jira plans price comparison

Navigational

"product name + monthly + price"

Jira monthly price

Navigational

"product name + yearly + price"

Jira yearly price

...

...

...

Product Comparison vs. Competitors Pages

Commercial

"product name + vs + competitor name"

Salesforce vs. Hubspot Page

https://www.hubspot.com/products/sales/salesforce-vs-hubspot

salesforce vs. hubspot

Commercial

"product name + vs + competitor name + comparison"

salesforce vs. hubspot comparison

Commercial

"product name + vs + competitor name + differences"

salesforce vs. hubspot differences

...

...

...

Switch/Move from Product Competitor Pages

Commercial

"Switching from + competitor name + to + product name"

Moving from Evernote to Notion

https://www.notion.so/evernote

Switching from Evernote to Notion

Commercial

"Moving from + competitor name + to + product name"

Moving from Evernote to Notion

Commercial

"Import from + competitor name + to product name"

Import from Evernote to Notion

...

...

...

Product third-party/Apps Integrations/Marketplace Pages

Commercial

"product name + with + third party name + integration"

Salesforce with Jira Integration Page

https://www.salesforce.com/solutions/small-business-solutions/integrations/jira-integration/

salesforce with Jira integration

Commercial

"can I integrate + product name + with + third party name"

can I integrate salesforce with Jira

Navigational

"product name + with + third party name + integration + guide"

salesforce with jira integration guide

Navigational

"product name + with + third party name + integration + help"

salesforce with jira integration help

...

...

...

Product Customer Reviews Pages

Commercial

"product name + reviews"

Hubspot Customer Reviews Page

https://www.hubspot.com/customer-reviews

Hubspot reviews

Commercial

"product name + customer reviews"

Hubspot customers reviews

Commercial

"what customers say about + product name"

What customers say about Hubspot

...

...

...

Product Case Studies / Success Stories Pages

Commercial

"product name + case studies"

Monday Case Studies Page

https://monday.com/why-monday/stories

Monday case studies

Commercial

"product name + success stories"

Monday success stories

Commercial

"how customers use + product name"

How customers use Monday

...

...

...

Products Guides/Support/Help Pages per Need/Feature

Navigational

"how to + need/feature + in + product name"

Import Contacts to Mailchimp Page

https://mailchimp.com/help/import-contacts-mailchimp/

How to import contacts in Mailchimp

Navigational

"need/feature + in + product name"

Importing contacts in Mailchimp

Navigational

"need/feature + product name + guide"

Guide to import contacts in Mailchimp

...

...

...

Products Templates Pages per Needs/Audience/Industry

Navigational

"product name + template"

Monday Template Center Page

https://monday.com/template-center

Monday template

Navigational

"product name + product features/need + template"

Monday project management template

Informational

"product features/need + templates"

Project management templates

...

...

...

Products News & Announcements Pages

Navigational

"product name + news"

Hubspot Newsroom Page

https://www.hubspot.com/newsroom

Hubspot news

Navigational

"product name + announcements"

Hubspot announcements

Navigational

"product name + releases"

Hubspot releases

...

...

...

Products Updates/Releases Page

Navigational

"product name + updates"

Hubspot Products Update Page

https://www.hubspot.com/product-updates

Hubspot news

Navigational

"product name + releases"

Hubspot announcements

Navigational

"latest + product name + releases"

Hubspot releases

...

...

...

Education/Learning resources/guides/tools for relevant topics/areas Pages

Informational

"how to + relevant topic/area"

The Ultimate Guide to Growing Your Blog Readership

https://www.hubspot.com/blog-readers

How to grow your blog traffic

Informational

"guide to + relevant topic/area"

Guide to grow your blog readers

Informational

"tips to + relevant topic/area"

Tips to grow your blog readers

...

...

...

Product Community/Forum Pages

Navigational

"product name + community"

Hubspot Community Pages

https://community.hubspot.com/

Hubspot Community

Navigational

"product name + forum"

Hubspot Forum

Navigational

"product name + questions and answers"

Hubspot questions and answers

...

...

...

Products Partners/Service Providers Directory

Navigational

"Hire a + product name + specialist"

Mailchimp Experts Directory: Get Help from Specialists

https://mailchimp.com/experts/

Hire a Mailchimp Specialist

Navigational

"Hire a + product name + service type + specialist"

Hire a Mailchimp e-mail marketing Specialist

Navigational

"Find a + product name + service type + specialist"

Find a Mailchimp e-mail marketing Specialist

Transactional

"Find a + service type + specialist"

Find an e-mail marketing Specialist

...

...

...

Products Partners Registration Pages

Navigational

"how to partner with + product name"

Partner with Hubspot Page

https://www.hubspot.com/partners

how to partner with hubspot

Navigational

"become a + product name + partner"

become a hubspot partner

Navigational

"product name + partnership programs"

hubspot partnership programs

Transactional

"become a + product service type + partner"

Become a marketing automation software partner

...

...

...

Products Affiliates Registration Page

Navigational

"product name + affiliate program"

Hubspot affiliate program Page

https://www.hubspot.com/partners/affiliates

Hubspot affiliate program

Navigational

"become a + product name + affiliate"

Become a Hubspot affiliate

Navigational

"how to become a + product name + affiliate"

how to become a Hubspot affiliate

Transactional

"become a + product service type + affiliate"

Become a marketing automation software affiliate

...

...

...

Products Sign-In Page

Navigational

"sign-in to + product name"

Salesforce Login Page

https://login.salesforce.com/

Sign in to Salesforce

Navigational

"log-in to + product name"

Log in to Salesforce

Navigational

"access to + product name"

Access to Salesforce

...

...

...

Products Sign-Up / Registration Page

Navigational

"sign-up with + product name"

Get Started with Hubspot Page

https://www.hubspot.com/products/get-started

Sign up with Hubspot

Navigational

"register to + product name"

Register to Hubspot

Navigational

"access to + product name"

Access to Hubspot

Transactional

"sign-up with + product service type"

Sign up with an online CRM software

...

...

...

Products Free Trials Page

Navigational

"free trial + product name"

Hubspot Free Trial Page

https://offers.hubspot.com/free-trial

Free trial Hubspot

Navigational

"free test + product name"

Free Test Hubspot

Navigational

"start with + product name + for free"

Start with Hubspot For Free

Transactional

"free trial + product service type"

Free trial marketing automation platform

...

...

...

Products Demo Page

Navigational

"demo + product name"

Hubspot Demo Page

https://offers.hubspot.com/demo

Hubspot demo

Navigational

"free + demo + product name"

Free demo Hubspot

Transactional

"free demo + product service type"

Free demo marketing automation platform

...

...

...

Contact/Get in Touch Page

Navigational

"site name + contact"

Get in Touch with Hubspot

https://www.hubspot.com/company/contact

Hubspot contact

Navigational

"get in touch with + site name"

Get in touch with Hubspot

Transactional

"contact + site name + customer support"

Contact Hubspot Customer Support

...

...

...

About Page

Navigational

"about + site name"

About Hubspot

https://www.hubspot.com/our-story

About Hubspot

Navigational

"site name + information"

Hubspot Information

...

...

...

App Page

Navigational

"site name + app"

Hubspot Mobile CRM App

https://www.hubspot.com/products/mobile

Hubspot app

Transactional

"site service type + app"

crm app 

Transactional

"online + site service type + app"

online crm app

Transactional

"site service type + app + operating system"

online crm app ios

...

...

...

Do you find the keyword mapping cheatsheets useful? Share and let me know!

I have a few more of these so if you find them useful, let me know over twitter, and I’ll be more than happy to release them too! Also, don’t forget to share them and spread the love 🙂