Define the evidence

Choose a small set of audience problems the publication exists to address. Review available search-query and page performance data against those problems. A growing number of clicks can still be irrelevant if the queries concern a different service or audience. Group queries by intent rather than simply sorting by volume. Keep uncertainty visible because reporting tools may not expose every query or every part of a visitor’s journey.

Make it operational

For each meaningful query group, inspect the landing articles and ask whether they answer the question honestly. Note mismatches, missing explanations and commercial claims that need clearer scope. Compare relevant search traffic with qualified enquiries and useful reader feedback over a consistent period. Do not rewrite every title around a high-volume phrase if the publication cannot provide a credible answer. Use search data to learn about reader needs, not as an excuse to stretch the site into unrelated topics.

Imagine this

Hypothetical example

A journal sees more visits to a payment explainer, but many queries concern an unrelated consumer offer. The editor clarifies the article’s scope and improves a section addressing the intended professional audience. Success is judged by relevant reading and enquiries, not the largest possible click total.

Make it practical.

Use this checklist as you read. Checks are not stored.

References & further reading

Further reading: Search Console performance report ↗

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