Measure and maintain
Which numbers to track, how long it takes before they move, when to update or delete a page, and the technical checks that fit in an afternoon.
Which numbers to track, and which to ignore
Track four numbers per page: impressions and clicks from Search Console, the enquiries the page produces, and mentions of your name off your site. Ignore domain authority, total keywords and traffic that never converts. The one-hour setup, and how to check AI citations without a tool.
How long it takes: the 12-month timeline
A new page shows impressions within weeks, clicks within months and enquiries after that. A new site takes most of a year to get moving, then compounds. What should be moving in which month, which dips are normal, and when to change the plan instead of waiting.
When to update, merge or delete a page
Update a page when it has impressions and few clicks or has gone stale. Merge two pages when they answer the same question. Delete a page with no traffic, no links and nothing only you could have written. The quarterly routine, with the checks in Search Console.
Technical SEO in an afternoon
For a site under a few hundred pages, technical SEO is a set of pass-or-fail checks, not a project: can Google reach the page, index it, and show it on a phone. The afternoon checklist, what to ignore in your audit tool's warnings, and when to call someone.
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