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Start with the real-world entities
Document the business, services, locations, audiences, problems, questions, proof, and next actions involved. These relationships should shape the site before keywords are assigned to URLs.
Cluster by intent, not wording
Merge query variations when one page can satisfy them well. Separate destinations when the desired outcome, SERP, commercial behavior, or required information is meaningfully different.
Make the page useful on its own
Answer the core question early, then add the details needed to make a decision or complete a task. Remove generic filler and avoid repeating the same explanation across multiple pages.
Connect the page to the site
Every indexable page should link naturally to its parent, useful sibling resources, and the next relevant step. Breadcrumbs and category hubs should make the hierarchy obvious.
Review before publishing
Verify factual claims, metadata, canonical behavior, mobile layout, internal links, structured data, and the intended conversion path. A page is complete only when it works as part of the whole site.