Example playbook — not a customer case
A retail brand with many categories
A practical scenario showing how to organise the work. No named customer, measured result or guaranteed uplift is claimed.
The starting challenge
A hub-and-spoke diagram is not enough. The structure becomes useful when each page has a distinct audience need, meaningful information, and an obvious next step. Navigation and contextual links should reveal these relationships to people as well as crawlers.
A sensible first work cycle
- Start with customer questions and existing search evidence. Group questions by the decision they support, such as understanding a category, comparing options, implementing a solution, or troubleshooting an issue.
- Assign one primary purpose to each page. Decide whether the answer belongs on an existing page before opening a new URL. Combine questions when a single clear page can serve the visitor better.
- Create a hub that introduces the subject and helps readers choose a path. Link to relevant detailed pages with descriptive wording, and make it easy for those pages to lead back to the wider topic.
- Audit the cluster as a journey. Remove dead ends, confusing repetition, and obsolete recommendations. Add missing evidence or examples before adding more peripheral pages.
Evidence to review before scaling
- Coverage of important customer questions
- Internal links to priority pages
- Conversions and engagement by topic group
What would make the plan change?
A discovery issue, a mismatch between search intent and the page, unreliable measurement or an implementation dependency can change the order of work. Keep a record of assumptions, verify each change and agree on a review point before extending the scope.
Use this as a planning example. A real engagement needs your website, market, data and an agreed scope.
Your next move starts here
Make search a more useful part of your growth.
Start with your website. Leave with a clearer picture of what to improve, what to measure and where to focus next.