Establish a baseline
Define the business objective and desired customer action. Record URL, template, data and integration state. Separate Search Console/analytics evidence from what a public crawl can establish.
Build a reasoned backlog
Each issue needs evidence, impact, dependencies and acceptance checks. Availability and data protection come first, followed by page intent, structure and the enquiry journey.
Illustrative example: a spare-parts catalogue
This is a methodology example, not a client case. When a category and a filter address the same query, examine demand, assortment differences and technical signals. Choose the primary landing page and define a coherent rule for the other URL.
Implement a bounded pilot, check pages, internal navigation, canonical URLs and the order journey, then apply the verified rule to the relevant template.
Implementation is distinct from search outcomes
Code changes can be tested immediately. Impressions, clicks and enquiries need comparable periods and reliable sources. Reports should keep these two outcomes separate.
Agree before implementation
- The priority problem and audience.
- First-cycle scope and exclusions.
- Ownership of data, materials and access.
- Acceptance checks and release responsibility.
FAQ
What is recorded before changes?
The objective, current URLs, structure, data and integrations.
How are priorities chosen?
By demonstrated impact, risk and dependencies.
Is the illustrative example a client case?
No. It explains the method and is explicitly labelled as illustrative.
When is code verified?
Before release and after implementation using agreed scenarios.
When are search outcomes measured?
Over comparable periods after changes, with sources. This is separate from code verification.