Andrew Jevon
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#Content Architecture · SEO Ops

Verihubs

677 URLs, one clear answer each, untangling years of overlapping content across ID, PH and global EN. Qualified SEO leads 9% → 32%.

Search Console · Ahrefs · Screaming Frog · WordPress REST API · Claude

verihubs.com

#Problem

Years of content left hundreds of URLs competing for the same keywords, readers landed on outdated answers, and nothing ranked well.

#Approach

Inventory every page, give each topic one pillar with a redirect map, fix the market signals, and build tooling so new content doesn't recreate the problem.

StoryStructureInventoryDecisionsResultExhibitsLearned

Verihubs is an identity-verification (KYC and biometrics) company publishing for Indonesia, the Philippines and a global English audience.

Its buyers are compliance, product and engineering teams. They research carefully before they ever talk to sales.

Years of content production had left them landing on overlapping, outdated answers.

The challenge

  • Hundreds of URLs competed for the same keywords. Readers landed on the oldest version of an answer, and no page was strong enough to rank.
  • The PH market needed correct hreflang and schema.
  • Backlink equity was distorted 19:1 toward one page.
  • Manual reporting consumed hours that should go to strategy.

What I did

  • Ran a full content inventory: 677-URL cannibalization audit plus a 188-article inventory (ID/PH/EN) via the WordPress REST API, enriched with Ahrefs; 280 of 335 articles verified for accuracy.
  • Consolidated the deepfake cluster, 13 heavily cannibalized articles into one pillar with a final redirect map.
  • Let demand decide production: replaced a planned batch of 10 PH face-recognition articles (only ~530 combined B2B search volume) with 4 supporting + 6 filler pieces.
  • Fixed hreflang on the PH blog and a JSON-LD bug (missing /ph/ prefix); refreshed the “kyc philippines” pillar after the FATF grey-list exit.
  • Designed a brand-accurate UX/UI mockup for the PH blog, floating table of contents, mobile bottom sheet.
  • Built the verihubs-seo-ops toolkit, weekly GSC digest, cannibalization check, pre-publish sweep, plus a content governance model (VERIFIED / PARTIAL / FAILED, Gates 0–5).

The results

  • Qualified SEO leads grew about 3x.
  • The qualified share rose from 9% in January to 32% in June 2026.
  • The engagement is ongoing. Consolidation, market fixes and AI-assisted operations now run as a repeatable, documented system the team maintains.

Right page, right market

Verihubs publishes for three audiences. Each reader should land on their own market's version, hreflang and schema tell search engines which is which.

  • ID

    Indonesia

    Indonesian-language blog; child articles per product for banking and hospital verticals.

  • PH

    Philippines

    Hreflang fixed, JSON-LD /ph/ prefix bug fixed; “kyc philippines” pillar refreshed after the FATF grey-list exit.

  • EN

    Global English

    23-article plan built on gaps against Sumsub, Persona and Veriff.

Many pages → one clear answer

A content inventory is a core UX method: list every page and what it's for. Here it covered 677 URLs; the deepfake cluster alone had 13 articles competing for the same questions.

  • Deepfake article 1
  • Deepfake article 2
  • Deepfake article 3
  • … 13 articles

One pillar page

Complete and current, the 12 others redirect to it (final redirect map).

  • Keep

    Strong, unique pages

  • Merge

    Overlapping topics into one pillar

  • Redirect

    Thin or outdated duplicates

  • Verify

    280 of 335 articles fact-checked

Design decisions & the evidence

  1. #Decision 1

    One question, one page

    Instead of publishing more, consolidate: each topic gets one canonical page that is complete and current, and old duplicates redirect to it.

    Evidence

    677 URLs audited · deepfake cluster: 13 articles → 1 pillar with a final redirect map.

  2. #Decision 2

    Demand before production

    Search volume decides what gets written. A planned batch that didn't have demand was replaced before anyone wrote it.

    Evidence

    10 PH face-recognition articles (~530 combined B2B volume) → 4 supporting + 6 filler pieces.

  3. #Decision 3

    Design for the people who maintain it

    The audit became a weekly routine the team runs: reporting, overlap checks and a pre-publish sweep, with a governance model for every article.

    Evidence

    verihubs-seo-ops plugin: gsc-weekly-digest · cannibalization-check · post-draft-sweep · statuses VERIFIED / PARTIAL / FAILED, Gates 0–5.

Qualified share of SEO leads · Jan – Jun 2026

JanFebMarAprMayJun

Share of SEO leads qualified by the sales team, per month. Qualified leads ~3x over the period.

Takeaways

“More content isn't more help. One great answer beats thirteen good ones.”

A content audit is UX research

Mapping every page shows exactly where readers get confused, long before any dashboard does.

The maintainer is a user too

Designing the team's workflow is what keeps the structure clean after the project ends.

Next time

Pair the audit with a short survey of the sales team on the questions prospects ask most, then check that each one has a page.

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