E1 · Territory board
20 minList all your sites and subdomains with each one's territory and what it doesn't do.
Done when: every site has a row with "territory" and "doesn't do" filled in, and no content type shows up on two sites.
Lesson 2 · 15 min
One territory per site and one owner page per intent
If you have more than one site, or a blog, a store, and an events page, you tend to write the same thing in several places. The result is that your pages compete with each other for the same search and both lose. This lesson decides where each type of content lives and which page is the owner page for each intent.
Start the lesson
In this lesson you will
- 1What a territory is and why it prevents cannibalization
- 2Where evergreen content, news, and events live
- 3Building the canonical map by intent
- 4What to do with the page that lost the contest
Goal: decide where each type of content lives and write the canonical map: one owner page per search intent.
01Everything in its place
Tap each block.
Click each block in the diagram to see what it does.
Golden rule: one search intent = one owner page = one site.
02From inventory to map
Tap each step.
1. List the sites
Site, blog, store, events page, subdomains, profiles with their own pages. For each one: what belongs to it and what it does NOT do.
The "does not do" is what prevents the competition.
2. List the intents
Intent is what the person wants to solve, not the exact word. "how to manage agents" and "AI agent management" are the same intent.
Start with the 5 most important intents for your business.
3. Pick the owner
For each intent, pick the most complete page, on the right site by territory.
The others become support: they link to the owner page with descriptive text, or they are merged and redirected.
At INEMA
The intent "AI agent management" has its owner page on the main site; the event page on the topic stays an event and links to the guide.
4. Check before you create
Before a page is born, check whether you already have another one answering the same search: on the site, on the blog, in the FAQs, in the events.
If one exists, improve the owner page instead of creating a competitor.
03The two tables you will fill in
Copy them into a spreadsheet or a text file.
Territory table
| Site | Territory (only this) | What it does NOT do | |---|---|---| | www.seusite.com | guides, pillar pages, "what is", catalog | dated news, schedule | | blog/notícias | dated news, "what changed" | "what is X" page | | eventos | schedule, one page per event, recording | permanent guide |
Canonical map by intent
| Intent | Owner page | Pages that now link (or 301) | |---|---|---| | <intent 1> | https://www.seusite.com/<dona>/ | <competing page> → links to the owner page | | <intent 2> | ... | <old FAQ> → 301 to the owner page |
Before creating a page: look for a competitor
# in the site's repository, search for the main keyword of the new page grep -ril "agent management" conteudo/ paginas/ | head # on Google: site:seusite.com "agent management"
Example from the repository
At INEMA, the 28-day baseline (08/25 to 09/21/2026) showed that 639 of 647 clicks came from people who were already searching for the brand. Generic searches added up to 8 clicks and 72 impressions.
With the catalog spread across the main site, the courses on another domain, the FAQs, and the news, several pages answered the same search. Territory was the first decision before writing any new content.
- News turning into a guide: a "what is X" on the news blog competes with the pillar page.
- Two FAQs for the same question: pick one owner and redirect the other.
- "Other sites in the network" block on every page: links between sites are contextual and rare.
04Practice: your map
A spreadsheet is enough.
E2 · Five intents with an owner
30 minPick the 5 most important intents and, for each one, the owner page and what happens to the competing pages (link or 301).
Done when: the map has 5 rows, each with a single owner page, and the competing pages have a decided destination.
05Test what you learned
The explanation shows up after your answer.
Question 1 of 4
You want to write "what is customer service automation". Where does it live?skill
Correct
"What is" is still valid a year from now: it's evergreen and lives on the main site. On both, the pages compete for the same search.Not this one
"What is" is still valid a year from now: it's evergreen and lives on the main site. On both, the pages compete for the same search.Review: Everything in its placeQuestion 2 of 4
Two of your pages answer "how to manage AI agents". What do you do?
Correct
Two pages on the same intent both lose. One owner per intent; the other becomes support or a 301.Not this one
Two pages on the same intent both lose. One owner per intent; the other becomes support or a 301.Review: From inventory to mapQuestion 3 of 4
What is "search intent"?
Correct
Different words can have the same intent. The map is by intent, so you don't create one page per word variation.Not this one
Different words can have the same intent. The map is by intent, so you don't create one page per word variation.Review: From inventory to mapQuestion 4 of 4
What is the clearest sign that territory is missing?
Correct
Scattered answers to the same question is cannibalization. The territory says where each type lives.Not this one
Scattered answers to the same question is cannibalization. The territory says where each type lives.Review: The two tables you will fill inQuiz complete
You got {a} of {n} right. Get them all right and the lesson is marked as complete.Choose an option. The explanation appears after your attempt.
06Takeaways
TerritoryEvergreen on the main site, news on the news site, schedule on the events site.
Owner pageOne per intent; the others link or redirect.
Before you createLook for the competing page in your own house.