Start with services and problems
List the actual services the business provides, the problems customers describe, and the commercial actions customers want to take.
Add geography carefully
Location terms matter when the search results and user objective are genuinely local. Avoid producing large sets of near-identical city pages with only place names changed.
Cluster by intent
Combine queries when one page can satisfy the same user goal. Split only when search results, user needs, or conversion behavior materially differ.