Connect search, landing page and useful action
A search-origin journey should quickly explain why the page is relevant and what users can do. Examine the full chain rather than only a keyword or button.
State the visitor’s question
Prepare a precise question and need: understanding, comparison, finding a source or performing a task. Without accessible search data, present intent as a hypothesis to check.
Fictional example: “compare two solutions” may require costs and assumptions rather than a general directory. Choose a page that actually provides them.
Compare title with visible answers
Read title, description and initial content. Check that the answer fulfils the promise with conditions and limitations. Attractive presentation does not compensate for a missing answer.
Deep-page visitors should understand context without returning home. Prepare a summary, important evidence and descriptive links.
Choose a coherent next step
Provide a next step related to need: complementary method, tool, source profile or relevant contact. Explain what readers will find. Avoid solicitations interrupting the decision.
Test destination, language and edge cases. Exports must produce usable files; search should help even without matching results.
Separate checks from real impact
Retain tested scenarios and corrected friction. Where measurement is available and authorised, observe entries, useful actions and exits. Do not infer traffic or conversion gains from a visual fix.
Local validation establishes only checked behaviours. Rankings, impressions and AI citations require separate observations of the published version.
A record to keep with the decision
| Item | Evidence |
|---|---|
| Intent | Question and hypothesised need. |
| Promise | Consistent title, description and answer. |
| Next step | Useful action, destination and language. |
| Evidence | Tested scenario and impact to observe. |
Download the worksheet to fill in (CSV)
Frequently asked questions
Does every page need a commercial CTA?
The next step should fit the need. Reading a method or checking a source may be useful.
Does UX improvement prove SEO gains?
No. Distinguish verified behaviours from observed search effects.
Reference material
Google Search Central · SEO starter guide
The practical checklist is an editorial synthesis to adapt to your service. It does not constitute a certification or an audit result.