Give each page a clear job
Review which questions each important URL answers. If several pages serve the same need, improve their roles or combine them instead of adding another page with a slightly different keyword. Keep a short record of common questions and objections.
Check the destination URL, surrounding text, link attributes, and referral usefulness. Keep a record of earned, sponsored, and lost placements. Record the starting conditions so comparisons remain fair.
One purpose per page
Map related searches to the page that best answers them. When several pages compete for the same purpose, improve or combine the content before creating more URLs. Keep a short record of common questions and objections.
Compare what searchers need with the page they reach. A service enquiry, a how-to question, and a supplier comparison may need different answers. Review the full journey before blaming or expanding one channel.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities