Every researched concept gets sorted before it counts as a service.

Eight categories, one decision each

1. Genuine serviceA distinct, bookable offering — candidate for its own page once demand and evidence support it.
2. Service familyA grouping that contains several genuine services — becomes a hub, not a single page.
3. Alternative terminologyA different label for a service already confirmed — folded into that service's existing content.
4. Supporting activityA task performed alongside a service, not sold on its own — mentioned within the parent service page.
5. Contextual serviceRelevant only in combination with a confirmed service — addressed as a section, not a standalone page.
6. Broader categoryToo general to represent one search intent — split into its constituent services instead.
7. Potential new servicePlausible given the industry, unconfirmed by the business — routed to service discovery.
8. Unresolved conceptInsufficient evidence either way — held for manual review rather than guessed at.

Why the category decides the page treatment

A genuine service justifies its own URL once search demand research confirms independent intent. A supporting activity doesn't — it strengthens the parent service page's coverage instead, which is exactly the distinction that keeps a site from publishing five thin pages where one complete page would serve the query better.

A worked classification

From confirmed service to search demand

Once a term clears validation as a genuine service, search demand research scores which query classes actually apply to it — the categorisation here is what makes that scoring meaningful instead of arbitrary.

See the eight query classes.