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One of our landing pages gets search impressions for several related queries, but those searches seem to come from people with different goals. Some want to compare products; others appear to be looking for replacement parts. The page tries to cover both, and I’m not sure it does either job particularly well.
How do you decide when different search intents deserve separate pages rather than clearer sections on one page? I’d especially like to hear how people weigh the risk of splitting traffic against making the content more useful for each audience.
