[P1][SEO] Improve organic CTR on proven page-one crossing queries

[sbc1-code]

28-day baseline (Search Console, Jul 8–Aug 4, 2026)

• 1,836 clicks
• 102,223 impressions
• 1.8% CTR
• Average position 8.4

High-leverage landing pages already near page one include:

• /crossing/nogales-deconcini/: 231 clicks / 8,725 impressions / 2.6% CTR / position 7.5
• /crossing/hidalgo-pharr-anzalduas-international-bridge/: 222 / 5,803 / 3.8% / 6.8
• /crossing/san-ysidro/: 76 / 8,122 / 0.9% / 10.4
• Homepage: 105 / 8,590 / 1.2% / 9.7
• Medication guide: 143 / 9,483 / 1.5% / 6.9

Best-time pages have only early impressions/clicks, so bulk page expansion is premature.

Scope

• Build a query-to-page map for the top opportunity pages.
• Rewrite title, description, on-page answer, and internal-link anchors to match real query language while preserving accuracy.
• Prioritize Nogales, Anzalduas/Donna, San Ysidro, homepage, and the high-impression medication/SENTRI guides.
• Resolve historical trailing-slash split signals and measure the canonical versions only.
• Compare snippets against current competitors; avoid unverifiable superlatives or “live” claims when data is stale.
• Do not generate hundreds of new day/route pages until the existing cohort earns meaningful impressions.

Definition of done

• Pre-change query/page baseline is saved.
• Each target page has one clear intent, differentiated snippet, useful first-screen answer, and relevant next link.
• Medical/legal travel copy remains source-verified.
• Recheck CTR and position after 28 days; keep/revert based on evidence.

Parent roadmap: #56