If you manage multiple web pages within your organization, it may not always be clear which pages you should optimize first. Various priorities may compete and conflict. However, use the following steps to set priorities and the order in which you should choose to optimize your pages.
- Review your pages relative to goals. Your team, department, or workgroup has specific goals you need to meet. Determine which pages align most closely with those goals and give those the highest priority.
- Monitor your reporting. Reporting tools such as your web analytics and Content Scorecard provide excellent insights into what pages matter to your searchers. In particular review pages that fall into the following categories:
- High failed search rate pages. Pages that attract significant traffic but end with searchers quickly leaving present the single greatest opportunity to help your searchers. Review “How Do I Improve My Page’s Failed Search Rate?” for tips on fixing this issue for your searchers.
- Low ranking pages. Pages that do not rank well within the search results reflect wasted effort and limit your searcher’s ability to solve their problems. See “How Do I Optimize my Page’s Search Ranking?” for ideas on how to address these issues.
- Low clickthrough pages. Pages that rank well but receive few clicks provide another excellent opportunity to drive return on your time. For insights on fixing this challenge, see “How Do I Optimize My Page for Clickthrough?”
When you manage multiple pages and have limits on your time and resources, choosing where to focus your optimization efforts matters. Align your efforts against your goals and use the reporting tools available to you to ensure you’re placing your efforts where they generate the greatest return.