Use query and landing-page data together. A pricing query, a service enquiry and a request for directions need different answers even when all include the same city name.
Practical checks
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Group Search Console queries by the decision a customer is trying to make.
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Choose one principal page for that intent and link relevant guides and proof to it.
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Compare similar periods, country and device; multiple URLs alone do not prove cannibalisation.
What to record before a decision
Write a short decision record: the current problem, one proposed change, the evidence needed to accept it, the person responsible and a review date. Test with fictional data before exposing customer information. If evidence is missing, record it as unknown rather than presenting a forecast as an achieved result. Keep a working fallback so a customer can still reach staff when an integration fails.
Scope and limits
Local relevance comes from accurate operating details and useful customer information. Avoid manufactured offices, reviews or promises of a Maps position. Keep the owner’s approval and the public profile result as separate checks.
