What to change
The unexpected result may reveal overlapping purpose, weak connections or contradictory preferred-address signals. Ask the content owner to compare the practical question answered by each page before requesting a technical change. Make the intended guide clearly useful for that task and connect it from relevant pages. Record the implementation evidence separately from subsequent search observations, since the organisation can control its site but not promise a particular result selection.
A worked example
Illustrative example
Illustrative test: Follow the result for a concrete troubleshooting query and assess the destination.
How to check the result
The preferred guide is clearly differentiated and consistently linked for its task.
A mistake to avoid
No editorial change guarantees that a search engine will select a particular page.
Your action checklist
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
Entries stay in this page and are not submitted to Kay & Co. Download your notes before leaving; the page does not save them.
Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
Turn the brief into a working service
Kay & Co. can help you scope the work, design the experience and deliver the right solution for your organisation.
Explore marketing & search services or discuss your project.
Try the free Healthcare Digital Planner to find your starting priority.