Original framework
The MAPS decision model
Move from raw demand to a page decision without treating every keyword variation as a new URL.
Start with the business model
List genuine services, industries, locations, customer types and conversion actions before collecting keywords. The map must represent what the business can deliver, not every phrase a research tool returns.
Group by decision, not shared words
Queries that use similar language may need different pages when the reader is hiring, learning, comparing or looking for an example. Queries with different wording may belong together when they express the same need and expect the same destination.
Evaluate the existing destination
Compare purpose, content, links, indexation, performance and conversion role. Choose one primary page for each intent group, then identify whether other URLs support it, need repositioning or should be consolidated.
Choose a page action
Use a controlled action set so the map becomes executable.
- Keep: the current destination already satisfies the intent
- Improve: the right page exists but lacks necessary depth or evidence
- Create: no appropriate destination exists
- Consolidate: several pages compete for substantially the same job
- Reposition: the page should target a different decision
- Defer: demand or operational evidence is insufficient
Add internal-link responsibilities
Record which hubs, service pages, industry pages and guides should link to the destination and what relationship each link explains. Avoid using identical anchor text everywhere or linking merely to insert a keyword.
Connect the map to measurement
Define the intended role of every page: direct enquiry, assisted service visit, resource use or navigation. Review impressions and conversions by intent group, but do not judge educational pages only by last-click leads.
Maintain the map as a decision register
Update the map when services, URLs, search behavior or performance change. Record ownership and status so writers, developers and stakeholders do not create competing pages independently.
Primary sources
Platform behavior and documentation can change. These primary references were reviewed for this guide: