An intent page is a location page built around a specific search intent. Each intent page covers the same location — same address, hours, and core business information — but its content is tailored to capture a distinct category of organic search traffic.

For example, a coffee brand might have a base location page at /us/mn/minneapolis/1450-west-lake-street and a separate intent page at /us/mn/minneapolis/1450-west-lake-street/energy-drinks. A visitor searching for "energy drinks near me" is more likely to find and engage with the intent page, even though both pages represent the same physical location.

Intent pages are powered by a separate page group built on the same entities as your base location page group. Each entity gets one page per page group, so you can create as many intent page groups as you need for different categories.

Step 1: Duplicate Your Location Page Group

Important: If your site is already live on a production domain, do this work in a staging environment. Creating a page group triggers a deployment, which would publish unfinished pages to production. See Staging Environment for details.

The fastest way to create an intent page group is to duplicate your existing location page group. This carries over the entity scope and layout so you aren't starting from scratch.

1. Navigate to Pages > [Your Site] > Page Groups.
2. Open the ellipsis menu on your base location page group row and select Duplicate.
3. Give the new page group a descriptive name, such as "Energy Drinks Pages."
4. Update the URL template. The duplicated template will have /copy appended — replace this with a static slug that reflects the intent, such as /energy-drinks. The full template should look like:

/{address.region}/{address.city}/{address.line1}/energy-drinks

This nests the intent page directly under the corresponding location page URL, reinforcing the relationship between the two pages for search engines.

5. Leave Generate Directory and Generate Locator unchecked — intent page groups do not need their own directory or locator.
6. Click Next.

Step 2: Customize the Layout for the Intent

Duplicating a page group copies the full layout — every section, configuration, and property mapping carries over. Your header, footer, address, hours, and contact calls to action are already in place. Focus on adding or replacing the content sections that make this page distinct from the base location page.

Add Intent-Specific Content

Add content that speaks directly to the search intent. Because this content delivers the same message at every location, most of it will be static — entered once in the layout editor and applied across all pages in the group.

Use field embeddings to keep content dynamic where it matters. For example, a static text section set to:

Try our energy drinks in [[address.city]]

renders as "Try our energy drinks in Minneapolis" on each location's intent page without any per-entity configuration.

Add, remove, and reorder sections as needed to create a layout that serves the intent. See Map Section Properties for guidance on mixing static and Knowledge Graph content.

Tip: Before publishing, verify that all section property mappings are pulling the correct data for your entity type, and review any static SEO metadata — such as page titles and meta descriptions — to make sure they reflect the intent rather than the base location page content.

Step 3: Publish

After the layout is ready, click Publish in the layout editor. Pages generates one intent page per entity in the page group's scope and deploys them under the URL structure you defined.

If you built the intent page group in a staging environment, publishing only deploys to the staging domain. To make the pages live on your production domain, promote the staging environment to production from the Site Configuration screen. See Staging Environment for details.

Related

If you have locations that are not yet open, you can apply the same approach to create a set of coming soon pages. See Create Coming Soon Pages.