Blog Post Refresh and Update Plan

Kelbrook Learning went into a refresh quarter with 61 declining posts and 34,900 lost clicks, ranked by traffic lost. The top row was a guide down 6,290 clicks, more than any other page on the site. Its impressions had gone up 2.1 per cent and its average position had moved from 3.1 to 3.4. Nothing about that page had got worse. The results page around it had changed, its click-through rate had fallen from 7.9 to 2.6 per cent, and two days of rewriting would have touched a body that nobody had stopped reaching.

That is arithmetic rather than bad luck. Search Console defines click-through rate as clicks divided by impressions, so a click figure is impressions multiplied by click-through rate by construction, and those two factors answer to completely different causes. Rank two hundred posts by clicks lost and the sort has already discarded the diagnosis. Decompose it instead, add average position as the third reading, and five signatures separate cleanly. One of them is a rewrite. The other four are a title, a canonical, a redirect and a decision.

So this pack builds the register with the decomposition in it, assigns a signature to every declining page, and routes. It handles the two traps that make a naive sort actively wrong, then measures the result against a control set of untouched pages so the number survives being questioned. It installs into the marketing workspace, beside the content brief pack, the editorial calendar pack that schedules what the queue produces, the content inventory and pruning pack and the rest of the template library.