Summary: DSA in 2025 is a discovery engine—if you control what Google can match and convert query learnings into assets. This guide covers page feeds, exclusions and query mining.
Feed structure
- One feed; labels by intent or product line.
- Canonical URLs; no UTM or filter parameters.
- Custom labels mapping to asset groups.
Exclusions
- Exclude policy-risky or low-stock pages.
- Exclude blog pages not meant to sell.
- Negatives: jobs, free, DIY, careers.
Query mining
- Mine queries weekly; tag as winner, candidate, negative.
- Promote winners into RSA headlines.
- Create landing modules with mirrored language.
Internal links
Conclusion
DSA is R&D for your paid search: guide it, filter it, and feed back the learnings.