Why it is needed
The core shows how people phrase their queries when searching for your product. It often turns out they use different words than what you call the service internally, and a page for the "internal" name is found by no one.
How it is built
First, we take obvious queries, then expand them with search engine suggestions and analytics service data. Next, the queries are grouped: each group – is one future page.
Common mistake
Building the core and distributing all queries across existing pages. If a group lacks a page, it must be created, rather than squeezing the query into another section – otherwise, it results in keyword cannibalization.