I’ve spent years splitting things up: one page for “x pricing”, one for “x cost”, one for “how much does x cost”. Mostly because the old playbook said one keyword, one page.
The last year has flipped that for me. On a legal services site I merged 11 thin pages about fees into 2 solid pages and total clicks from that topic went up 40% in 3 months.
But I’ve also over-merged. Combined a “how to” guide with a comparison page and both intents dropped.
My rough rule now:
– same answer, different wording = one page
– same topic, different stage (learn vs buy) = separate pages
– if the top 10 results for two queries share 6+ URLs, merge
The SERP overlap bit is doing most of the work. What rule are you using? Anyone have a threshold that works better than counting shared URLs?
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