Map questions around the customer journey
Useful content can answer the problems, comparisons, objections and decisions people search before and after choosing a service.
Create distinct destinations
A keyword list is not a publishing calendar. Group searches that share the same intent and create a separate page only when the visitor genuinely needs a different destination.
Build topical relationships
Pillar pages, supporting articles and contextual links should make it easy to understand how services, problems and solutions relate to one another.
Use performance data to expand
After pages are indexed, search data can reveal unexpected queries and partial coverage. Improve an existing page when intent overlaps; create a new one when it does not.
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