Give every important page one main search phrase

Write down your important pages and give each one main search phrase it should rank for, with no two pages sharing the same phrase.

When two of your pages chase the same phrase they compete with each other and both rank worse. When a phrase has no page, there is nothing to rank. One phrase, one page fixes both.

How to do it

1. 1
   List your important pages

   Homepage, each service or product page, location pages and your best guides.
2. 2
   Assign one main phrase to each

   Use your keyword research and the searches you already show up for. Pick the phrase a customer would type for exactly that page.
3. 3
   Spot clashes and gaps

   Two pages with the same phrase: plan to merge or refocus one. A valuable phrase with no page: plan a page for it.
4. 4
   Keep the list where you’ll see it

   This list guides every page title, heading and new page you write.