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Map search intent to the right landing page

Turn query research into a page plan that avoids cannibalization and thin duplicates.

Use the procedure on a representative sample, keep the evidence, and record the next action.

Build the page map

  • Export query, clicks, impressions, and page from Search Console; add keyword-tool data only as a separate demand estimate.
  • Group queries by the task the searcher wants to complete, not by shared words alone.
  • Assign one primary URL to each distinct intent. Reuse a URL when the intent is the same; create a page only for a genuinely different need.
  • Record target URL, evidence, owner, and action: keep, merge, improve, or create. Review competing URLs before publishing.
updated 10/13/2026

Latest materials

All materials

Practical articles and guides by SurfUp.

Guide · 10 min

“What is…” pages and AI answers: lost clicks or falling demand

A bank’s reference section lost 24% of visits as demand fell 13%. How to tell clicks lost to an AI block from falling demand and how to measure it.

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Guide · 8 min

Traffic dropped after a Google update

How to tell whether a traffic drop comes from a Google update, seasonality or a site fault. 2026 update timeline, a six-question check and a plan for the first 14 days.

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Guide · 9 min

Demand fell or the site lost: reconciling traffic with Wordstat

Demand for deposits fell 75%, traffic 37%; for cards demand −35%, traffic −63%. How to reconcile traffic with demand and not blame the site for the market.

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