Start with the decision
Before choosing a keyword, identify the decision the visitor is trying to make. A comparison page and a service page can address the same topic while supporting different decisions.
FIELD NOTES / 1
A search query is a question. Answer it.
Practical notes from the LAM methodology.
Give each page a job
Write one sentence describing what a page helps someone understand or do. If two pages have the same job, consider whether their distinction is useful. Internal links should guide the next question.
Review the enquiries
Visibility is an intermediate signal. Read incoming enquiries with the sales team to learn whether the content attracts the right questions, in the right market, for the services you actually provide.