Before adding another page to your website, finish this sentence: 'The person arriving here needs to…' Learn a process? Compare options? Choose a provider? Book a service? That answer is more useful than starting with a keyword and deciding every topic needs a blog post.
Google explains that its systems try to understand the intent behind a query and match it with relevant content. The planning framework below applies that idea to a business website; choosing a page type does not guarantee a particular ranking.
Reference: Google — How Search systems work: ranking results
Use intent as a planning label
Three useful editorial labels are informational, commercial investigation and transactional. They describe what you think a visitor is trying to do. They are planning shorthand, rather than Google requirements or fixed stages that every customer follows. A search can contain more than one need.
Informational: understand a problem or learn how something works. A question such as 'what should an office cleaning checklist include?' suggests an explanation.
Commercial investigation: assess options before choosing. 'Daily or weekly office cleaning' suggests a comparison of practical trade-offs.
Transactional: take a concrete step. 'Book office cleaning in Parramatta' suggests someone looking for a provider and a way to enquire.
Choose an article when the answer is useful on its own
An article suits a question you can answer meaningfully before asking the reader to contact you. Explain a process, clarify a confusing term or help someone compare options. Give the answer early, then add the examples and limitations needed to use it.
A comparison article should explain when each option makes sense, including situations where your preferred approach may be unsuitable. Add your own operational knowledge instead of assembling a list of generic tips. Link to a relevant service when that helps the reader act on what they have learnt.
Choose a service page when the decision is about your business
A service page suits visitors asking whether you can do the work they need. Its main job is to explain your actual offer and help an appropriate customer enquire. It can include educational content, but readers should not have to work through a long lesson to find your coverage or booking information.
If the missing answer is 'Do you clean small offices in our area?', improve the existing office cleaning page. Creating an article with nearly identical information adds another page to maintain without necessarily making the decision easier.
Choose a campaign landing page when the promise is specific
In Google Ads, a landing page is the destination reached after an ad click. It can be an existing service page. A separate campaign page is worth considering when an offer or audience needs information that would be awkward to fit into the general page.
Google Ads recommends matching the destination to the ad and keywords, and making the advertised action easy to complete. For example, an ad for an office cleaning quote should lead to the relevant offer and quote request, with any conditions clearly explained.
Use a separate page only if it improves that experience and your team can keep it accurate. A new URL alone does not create a better campaign.
Reference: Google Ads Help — Landing page
Reference: Google Ads Help — Optimise your ads and landing pages
A hypothetical cleaning business: three jobs, three decisions
Imagine an Australian cleaning business reviewing three ideas. These are examples for planning, rather than claims about search volumes or campaign performance.
'What affects office cleaning frequency?' becomes an article explaining how usage, facilities and scope change the decision. Success means readers can prepare a useful brief.
'Office cleaning in Parramatta' belongs on a genuine service page describing actual coverage and services. Success means suitable businesses can assess fit and enquire.
A campaign promoting a specific office cleaning assessment may need a landing page with eligibility, what the assessment includes and the request process. Success means the advertised promise is clear and the request works.
Check the evidence before opening a new document
Review recent customer questions and the pages you already have. Where Search Console is available, its Performance report shows search queries, pages, clicks and impressions. Use those observations to test your assumptions about what visitors need; the report does not tell you every visitor's motivation.
If an existing page serves the same decision, update it first. Google encourages content that helps an intended audience and adds original value. Publishing more pages is not an outcome in itself.
Reference: Google Search Console Help — Performance report (Search results): Overview and basic setup
Reference: Google Search Central — Creating helpful, reliable, people-first content
Write a five-line brief for your next page
Record the intended reader, their question, the decision the page should support, the evidence you can provide and the next appropriate action. Then choose the page type. If you cannot identify evidence or a distinct reader need, put the idea aside until you can.
Start with the most useful gap in your current website. Onside Growth can help turn those decisions into a focused content plan that connects helpful explanations with clear service and campaign pages.
Sources
Official references checked on 7 October 2026.
Google — How Search systems work: ranking results
Google Ads Help — Landing page
Google Ads Help — Optimise your ads and landing pages
Google Search Console Help — Performance report (Search results): Overview and basic setup
Google Search Central — Creating helpful, reliable, people-first content