Giving 3,313 keywords a single owner each

The problem

A catalogue this size accumulates keyword overlap naturally. Category pages, product pages, support pages and blog content all end up targeting adjacent terms, and without a map nobody notices until rankings stall. The site was ranking broadly and shallowly: present for a great many queries, dominant for far fewer than it should have been.

The homepage had also absorbed commercial queries that belonged on category pages, which is the most common version of this problem and the most costly, because the homepage cannot convert those visitors as well as the category built for them.

What I did

1. Built a keyword map assigning one owning URL per primary term, delivered as a workbook with a category map, a page priority view and a transparent removed duplicates tab.
2. Ran a cannibalisation audit across the catalogue and prioritised the fixes by the search volume actually at stake, rather than by case count.
3. Sized every category by keyword count and search demand, so content investment could be sequenced by revenue potential instead of by opinion.
4. Built Find Your Model and Serial Number pages to capture support intent that was leaking to third party sites.
5. Wrote the internal linking brief that moved commercial queries off the homepage and onto the category pages built for them.