Engine · Archetype Mapping
Every page has a job.
Archetype mapping classifies what each page is — guide, service, hub, tool, policy. Remapping tracks when that changes. Pages drift. A guide accumulates sales copy. A service page absorbs blog content. When the archetype shifts, the strategy has to shift with it.
The archetypes
Answers a question in depth. Owns a topic. Built to rank for informational intent and feed the funnel.
Describes what you do and for whom. Conversion-oriented. Should have a clear CTA and no competing intent.
Organizes a topic area. Links out to guides, services, and tools. Doesn't try to rank on its own — it distributes authority.
Does something — a calculator, a checklist, a generator. Interaction is the product. Different content contract than editorial pages.
Legal, compliance, or operational. Not a ranking target. Should be clean, current, and not cannibalizing other pages.
Why mapping matters
Each archetype has a contract — what it's supposed to do, what signals it should send, what the right content structure looks like. A guide and a service page are optimized differently. A hub shouldn't be trying to rank. A tool page doesn't need 2,000 words of editorial copy.
When a page is misclassified — or classified correctly but written like the wrong archetype — it underperforms. Mapping gives every page a clear brief before any content work starts.
Remapping — when it changes
Pages don't stay what they were. A CMS update adds a CTA to a guide. A developer copies a template and the structure shifts. An editor rewrites a service page into an opinion piece. The archetype changes, but nobody flags it.
Remapping runs on every crawl. When a page's archetype shifts from the previous run, it surfaces in the analysis — not buried in a diff, not waiting for a quarterly review. The change is visible when it happens.
Funnel stage mapping
Alongside archetype, every page is mapped to a funnel stage — awareness, consideration, decision. A site that has 80% of its content at awareness with nothing at decision has a content strategy problem, not a writing problem. Funnel mapping makes that visible across the whole site at once.