Start with customer intent
Map the services, problems, comparisons, questions and outcomes customers search around the business.
Look for SERP overlap
Different keyword phrasings often return similar results because users want the same thing. Those terms can usually live on one strong page.
Prioritize by business value
Traffic potential matters, but a smaller commercial query may be more valuable than a broad informational topic with weak relevance.
Turn research into architecture
The output should be a clear set of pages, hubs and internal links rather than a spreadsheet of keywords with one URL assigned to every row.
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