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With keyword mapping, variants of pages are created that are related on the basis of their
subject. It is tempting to combine some pages. In this example, you could perhaps combine
Children's Bicycles Girls and Children's Bicycles Boys. After all, that saves a lot of work. Usually,
however, this is not wise. If you place multiple subjects on one page and you compete with sites
that have split these subjects, Google may judge that your page is not an expert page. Google
will then give the competitor a higher position in the search results.

9.2 Steps in keyword research

Follow the steps below for each page of your site. Before you start, you should of course know
what the subject of the page is.

9.2.1 Step 1: Make a starting list
For each page, choose 10 potential keywords with which to start your keyword research.
Do this by means of a brainstorm. Put yourself in the shoes of the person, organization and tar-
get group that is searching. Take into account the knowledge level of the searcher. Searchers
who have experience with the product or service may use different wording than inexperien-
ced searchers.

The search phrase
Because searches are more often made using several words than a single one, it is good to
know how search phrases are usually constructed. Search phrases often consist of three parts:

Main keyword | modifier | tail

Main keyword:This is the primary keyword.

Modifier: This is an aspect of the primary keyword. For example: "discount", a "location".

Tail: This gives a further refinement of the search.

Search phrases that are constructed in this way are called "long tail" search phrases. Long tail
search phrases are often specific and the user often knows exactly what he wants. The volume
of these search phrases will be less than when using a single keyword, but the effectiveness
will be higher. Effective means that a better conversion rate will be achieved.

Keyword Stemming
Take into account "keyword stemming". Keyword stemming is a process of adding prefixes,
suffixes and plural forms to a search word to create new keywords. Example: From the key-
word "advertisement", the following new keywords can be derived by means of stemming:
Advertisements, advertise, advertiser.

In the follow-up research, you will expand your list further. This will not only yield new potenti-
al keywords, but also, depending on the tools you use, information about the number of times
these keywords are entered into the search bar each month, the search volume. Write down

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