Group pages by purpose
Review important service pages, guides and resources separately. Compare query and page patterns using consistent periods. Note changes to the site that may affect interpretation, such as a migration or newly published content.
Search performance over time
Clicks, impressions, click-through rate and position within the screenshot’s reporting window.
Investigate useful questions
Look for relevant impressions without suitable visits, declining important pages or discovery problems. Review the actual page and search intent before prescribing a change. A low click-through rate alone does not identify one universal fix.
Connect the business context
Compare landing-page activity with qualified enquiries where the data supports it. Document attribution gaps and seasonality. Use the combined evidence to select an improvement, then preserve the change date for the next review.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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