How should a service business structure multiple service-intent pages without keyword cannibalisation?
I have been looking at how a service-based business should structure its website when customers search for the same general service using several different intents.
For example, a catering business may have one broad service category around "catering services", but customers can also search for things such as wedding catering, corporate catering, private catering, outdoor catering and other event-specific services.
My concern is keyword cannibalisation.
If every page tries to rank for the same broad term, the pages can become very similar. On the other hand, putting everything on one page makes it difficult to answer the specific questions behind each search.
I am currently thinking about an approach where the main service page explains the overall offering, while individual pages have a clearly different purpose.
For example:
Main service page: what the company provides generally
Corporate page: business events, conferences, meetings and scheduling
Wedding page: reception planning, guest numbers, menus and service timing
Outdoor page: tents, garden venues, weather, food holding and equipment
Private event page: birthdays, family gatherings and smaller functions
The important part would be making each page genuinely useful rather than simply changing the keyword in the heading.
For an AbanteCart store, would you treat these as categories, products, information pages, or another structure?
I would also be interested in how other AbanteCart users handle the relationship between the URL structure, page title, H1, description and internal links when several services are related but have different search intent.
I have been testing this structure on a real catering website and it has made me think that the information architecture may be more important than simply adding more keywords.
Has anyone dealt with a similar service-based catalogue in AbanteCart?