A landing page checklist
for search experience optimization.

Which pages should I run this checklist on first?

Start with pages that already rank and get clicks but convert below your site average. In Search Console, sort pages by clicks, then compare each one's leads or sales in analytics. High traffic with weak conversion is where an SXO fix pays back fastest, because the visitors are already arriving.

• Pages with high clicks and below-average conversion
• Commercial pages with high impressions but low click-through
• Service or collection pages that ads or emails also link to
• Pages ranking for queries that don't match the page topic

The last group in this list is more common than people expect. Search Console's query data often shows a page ranking for something it never directly addresses. Either add a section that answers that intent, or link the visitor clearly to the page that does. Also check where on the page each audience lands. Visitors from search and visitors from ads often arrive with different questions, so one page may need a short block for each.

How do I measure whether SXO changes worked?

Compare the page's conversion rate from organic sessions before and after the change, over equal periods, and check that rankings and clicks held steady. If clicks stayed flat and conversions rose, the change worked. If rankings fell, look at what content was removed or moved further down the page.

Track smaller actions too, because a single page may only produce a handful of leads a month. Scroll depth to the proof section, clicks on the main CTA, WhatsApp taps and form starts show whether behaviour changed even when lead counts are too low to read. Mark the change date in analytics so you can find it later.

Give each change a few weeks before judging it, and avoid rewriting three sections at once. Otherwise you won't know which one moved the number.