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The working library

SEO and GEO resources you can put to work

Learn the foundations, improve a page or prepare a technical project. Choose your level, follow a practical method and reuse the worksheet in your own context.

Choose your learning path

60 worksheets: 30 beginner, 15 intermediate and 15 advanced. Each path suggests five starting points. Explore the full level or search for a specific task below.

See how the method applies in practice

Fictional teaching cases to compare decisions, sample deliverables and checks. These are not client results.

Explore all practical cases

Find the right worksheet

Every worksheet includes prerequisites, five guided questions, fictional example answers, a mistake to avoid and a blank template to copy. Open only the sheets you need.

Beginner · Priorities

Run your first SEO review

Find issues that stop visitors understanding your offer or contacting you.

Before you start

Your website address and five representative pages: home, service, category, content and contact.

Working method

  1. Write down the main website objective and select five pages that contribute to it. Do not start with every URL.
  2. Open each page on a phone. Check that the offer, useful links and contact route work without zooming or signing in.
  3. For each issue, record observable evidence: a broken link, missing information or unreadable text. Keep your explanation separate from the observation.
  4. Sort actions into access blockers, information to clarify and improvements to test. Limit the first batch to three actions.

Illustrative example

A repair service page without a service area leaves visitors unsure whether they qualify. Add the actual area served instead of repeating more keywords.

How to check the result

A visitor can understand the offer and complete the intended action on all five pages. Every fix has a specific acceptance check.

Avoid this mistake

A tool score is not a business diagnosis. Do not change URLs or indexing settings merely to improve a score.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which page are you reviewing?

    Copy one URL and explain what a visitor should be able to do there.

    Example answer — fictional case

    https://example.com/repairs/ — find out whether a visit to Lausanne is possible.

  2. What is getting in the way?

    Describe an observable obstacle, not a general opinion about the website.

    Example answer — fictional case

    The page describes repairs but does not state the service area.

  3. How did you establish this?

    Record the device, the section checked and the evidence to keep in your own folder.

    Example answer — fictional case

    Mobile review: no service area in the copy or near the contact button. Screenshot retained.

  4. What should change first?

    Suggest a specific change and confirm business information before publishing.

    Example answer — fictional case

    Ask the service owner to confirm the towns covered, then list them before the contact button.

  5. How will you confirm the fix?

    Describe a check that another person could repeat.

    Example answer — fictional case

    A first-time reader can identify the service area and open the form on mobile.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Run your first SEO review

Complete one case at a time. Keep this document in your own workspace.

1. Which page are you reviewing?
Copy one URL and explain what a visitor should be able to do there.
Your answer: [complete here]

2. What is getting in the way?
Describe an observable obstacle, not a general opinion about the website.
Your answer: [complete here]

3. How did you establish this?
Record the device, the section checked and the evidence to keep in your own folder.
Your answer: [complete here]

4. What should change first?
Suggest a specific change and confirm business information before publishing.
Your answer: [complete here]

5. How will you confirm the fix?
Describe a check that another person could repeat.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Map searches to the right pages

Decide which questions belong together and which deserve a separate page.

Before you start

Customer questions, your offers and an inventory of existing pages.

Working method

  1. Collect ten genuine questions from prospects. Keep their wording before translating it into internal terminology.
  2. Identify what each person wants to do: learn, compare, choose or buy. Review search results for context without copying them.
  3. Group questions that one useful page can answer. Two similar search phrases do not automatically require two pages.
  4. Map each group to an existing URL. Recommend a new page only for a distinct need supported by original information.

Illustrative example

“Audit pricing” and “what an audit includes” can share a page. “Recover from a failed migration” needs a different method and evidence.

How to check the result

Every group has a target page and an expected answer. Proposed pages differ in substance, not just in their titles.

Avoid this mistake

Estimated search volume is not guaranteed commercial demand or a reason to publish near-identical pages.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What is your customer's question?

    Use a question from a meeting, an email or your search data.

    Example answer — fictional case

    What does your SEO audit include?

  2. What are they trying to decide?

    Explain the need behind the words: understand, compare, choose or act.

    Example answer — fictional case

    Compare services before requesting a quote.

  3. What information is missing?

    List the information needed to answer, without trying to repeat the query.

    Example answer — fictional case

    Pages reviewed, checks performed, deliverables and the presentation of findings.

  4. Which page could answer?

    Look for an existing page first. A related question does not necessarily need a new page.

    Example answer — fictional case

    The /audit/ page exists but barely describes its deliverables.

  5. What will you do?

    Choose to improve, merge or create a page, and explain why.

    Example answer — fictional case

    Add deliverables and an example to /audit/: the existing page already serves this intent.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Map searches to the right pages

Complete one case at a time. Keep this document in your own workspace.

1. What is your customer's question?
Use a question from a meeting, an email or your search data.
Your answer: [complete here]

2. What are they trying to decide?
Explain the need behind the words: understand, compare, choose or act.
Your answer: [complete here]

3. What information is missing?
List the information needed to answer, without trying to repeat the query.
Your answer: [complete here]

4. Which page could answer?
Look for an existing page first. A related question does not necessarily need a new page.
Your answer: [complete here]

5. What will you do?
Choose to improve, merge or create a page, and explain why.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Improve a page before publishing

Check that a page answers a clear question and offers a useful next step.

Before you start

A draft, its purpose and verifiable information about your offer.

Working method

  1. Write the answer the reader should find in one sentence. Put it near the beginning instead of opening with a vague introduction.
  2. Choose a descriptive title and organise subheadings around reader questions. Remove repetition that adds no information.
  3. Add a real or explicitly illustrative example, the limits of the offer and evidence that supports your claims.
  4. Review on mobile. Test links and the main button, check that the form retains context and provide appropriate alternative text for meaningful images.

Illustrative example

Replace “an innovative, high-performance solution” with “a review of five page templates with documented issues and a correction sequence”, if that accurately describes the offer.

How to check the result

An outside reader can explain who the page is for, what it offers and what to do next.

Avoid this mistake

There is no universal minimum word count or useful keyword repetition target. Length follows the information needed.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What question does the page answer?

    Write one main question in the reader's own words.

    Example answer — fictional case

    What happens during the first training session?

  2. What should the opening answer say?

    Write two factual sentences before adding detail or sales arguments.

    Example answer — fictional case

    The session starts with a skills assessment. The programme is then adapted to the needs identified.

  3. Which details make the answer useful?

    State the actual conditions and limits of your offer.

    Example answer — fictional case

    Intended audience, prerequisites, session format, equipment and registration process.

  4. What evidence can you show?

    Choose a real example you can publish; clearly label any fictional illustration.

    Example answer — fictional case

    An anonymised programme extract approved by the training lead.

  5. What should the reader do next?

    Name an action and test its link on mobile and desktop.

    Example answer — fictional case

    Open an enquiry; check that the form allows the reader to specify the chosen course.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Improve a page before publishing

Complete one case at a time. Keep this document in your own workspace.

1. What question does the page answer?
Write one main question in the reader's own words.
Your answer: [complete here]

2. What should the opening answer say?
Write two factual sentences before adding detail or sales arguments.
Your answer: [complete here]

3. Which details make the answer useful?
State the actual conditions and limits of your offer.
Your answer: [complete here]

4. What evidence can you show?
Choose a real example you can publish; clearly label any fictional illustration.
Your answer: [complete here]

5. What should the reader do next?
Name an action and test its link on mobile and desktop.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Measurement

Read results without mixing metrics

Separate search visibility, website visits and enquiries.

Before you start

Authorised access to Search Console and, if available, your enquiry measurement system.

Working method

  1. Choose a useful objective: qualified enquiries, sales or access to essential information. Define what actually counts as success.
  2. In Search Console, record clicks and impressions for a stable scope. Impressions measure appearances in search, not visits.
  3. Compare equal-length periods with the same country, device and search-type filters. Note promotions and seasonal differences.
  4. Review enquiries separately. Look for a consistent pattern without claiming to connect every enquiry to a click when your measurement cannot support it.

Illustrative example

Rising impressions with flat clicks may reflect new, less relevant searches. Examine pages and queries before blaming the title.

How to check the result

The report states the source, scope and limitations of every metric. More visibility is not presented as an automatic sales increase.

Avoid this mistake

Search Console and analytics measure different things. Consent, filters and collection methods can create legitimate differences.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What are you comparing?

    Keep the same pages, countries, devices and search types across two periods of equal duration.

    Example answer — fictional case

    Service pages, Switzerland, mobile: two complete 28-day periods.

  2. What does Search Console show?

    Record impressions and clicks separately. An impression is not a visit.

    Example answer — fictional case

    Fictional example: 12,000 then 15,000 impressions; 360 then 390 clicks.

  3. Which enquiries are measured?

    Record conversions with their measurement source and limitations; do not equate them with Search Console clicks.

    Example answer — fictional case

    Form tracking records 12 then 13 enquiries. Consent choices mean some visits are not measured.

  4. What else changed?

    Record campaigns, seasonality, website changes and tracking changes.

    Example answer — fictional case

    An advertising campaign started during the second period; the form was unchanged.

  5. What should you check before deciding?

    Separate an observation from an explanation you have not established.

    Example answer — fictional case

    Impressions grew faster than clicks. Review the affected queries and pages before changing titles.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Read results without mixing metrics

Complete one case at a time. Keep this document in your own workspace.

1. What are you comparing?
Keep the same pages, countries, devices and search types across two periods of equal duration.
Your answer: [complete here]

2. What does Search Console show?
Record impressions and clicks separately. An impression is not a visit.
Your answer: [complete here]

3. Which enquiries are measured?
Record conversions with their measurement source and limitations; do not equate them with Search Console clicks.
Your answer: [complete here]

4. What else changed?
Record campaigns, seasonality, website changes and tracking changes.
Your answer: [complete here]

5. What should you check before deciding?
Separate an observation from an explanation you have not established.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — Performance. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · GEO and business information

Keep local business information consistent

Remove contradictions about your contact details, services and service area.

Before you start

Verified business details and the pages where they appear.

Working method

  1. Create a reference record: public name, contact details, actual services, useful hours and service area. Distinguish a visitor address from an area you serve.
  2. Compare the record with your website and professional profiles you control. Record contradictions instead of trying to maximise directory listings.
  3. Correct information that could cost a visit or enquiry first. Never present a served town as a physical office that does not exist.
  4. Explain the real service on each local page: arrangements, conditions, verifiable examples and an appropriate contact route.

Illustrative example

A business based in Fribourg may serve Bulle. Say “service in Bulle”, not “our Bulle office”, if there is no office there.

How to check the result

Contact information and conditions agree. A reader understands where the business is located and where it operates.

Avoid this mistake

Changing only the town name across several pages does not create useful local information.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which information are you checking?

    Review one item at a time: address, hours, phone number or service area.

    Example answer — fictional case

    The service area advertised for repairs.

  2. What has been confirmed?

    Ask someone who knows the business to confirm the correct information.

    Example answer — fictional case

    The manager confirms visits to Lausanne and Renens, with no public office in Renens.

  3. Where does it appear?

    List the pages and profiles you actually control.

    Example answer — fictional case

    Contact page, repair service page, footer and Google Business Profile.

  4. What needs correcting?

    Record the inaccurate wording and propose an accurate replacement.

    Example answer — fictional case

    Replace ‘our Renens office’ with ‘service visits in Renens’ on the repairs page.

  5. How will you check consistency?

    Review every location after the change; record those you cannot edit.

    Example answer — fictional case

    All four locations describe the same area. A correction request remains open for an external directory.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Keep local business information consistent

Complete one case at a time. Keep this document in your own workspace.

1. Which information are you checking?
Review one item at a time: address, hours, phone number or service area.
Your answer: [complete here]

2. What has been confirmed?
Ask someone who knows the business to confirm the correct information.
Your answer: [complete here]

3. Where does it appear?
List the pages and profiles you actually control.
Your answer: [complete here]

4. What needs correcting?
Record the inaccurate wording and propose an accurate replacement.
Your answer: [complete here]

5. How will you check consistency?
Review every location after the change; record those you cannot edit.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Content and links

Write an actionable editorial brief

Give writers decisions and evidence, not just a keyword list.

Before you start

A defined search intent, product or specialist information and existing content.

Working method

  1. Specify the reader, their question and the decision the page should support. Define what the page will not cover.
  2. Gather available facts, examples and people to consult. Mark claims that still need verification before writing.
  3. Build an outline around questions to resolve. State the information and evidence expected in each section.
  4. Define the review: factual accuracy, clarity, links, accessibility and next action. Compare the draft with the original need, not a keyword-density score.

Illustrative example

A delivery page brief needs actual areas, achievable times, charges and exceptions. “Write 1,000 optimised words” supplies none of these answers.

How to check the result

Another person can write without guessing the audience, inventing evidence or copying a competitor page.

Avoid this mistake

A detailed outline never justifies fabricated numbers, testimonials or outcomes. Missing information must remain flagged.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Who are you writing for?

    Describe the reader, their knowledge and the decision they need to make.

    Example answer — fictional case

    An SME manager without an SEO team, comparing several audit proposals.

  2. Which question must you answer?

    Define the central question and what is outside the scope.

    Example answer — fictional case

    What should an audit proposal include? Out of scope: teaching every technical test.

  3. What outline will answer it?

    Specify the information required in each section, not just a heading.

    Example answer — fictional case

    Scope: pages covered; deliverables: a sample finding; support: presentation and responsibilities.

  4. What evidence is available?

    Give the writer approved internal sources and identify claims still awaiting confirmation.

    Example answer — fictional case

    An anonymised deliverable is available; presentation arrangements need the service owner's confirmation.

  5. When will the copy be ready?

    Define review criteria and a useful next action.

    Example answer — fictional case

    Readers understand what they are buying, limitations are explicit and the audit enquiry link works.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Write an actionable editorial brief

Complete one case at a time. Keep this document in your own workspace.

1. Who are you writing for?
Describe the reader, their knowledge and the decision they need to make.
Your answer: [complete here]

2. Which question must you answer?
Define the central question and what is outside the scope.
Your answer: [complete here]

3. What outline will answer it?
Specify the information required in each section, not just a heading.
Your answer: [complete here]

4. What evidence is available?
Give the writer approved internal sources and identify claims still awaiting confirmation.
Your answer: [complete here]

5. When will the copy be ready?
Define review criteria and a useful next action.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Technical SEO

Diagnose a page missing from Google

Separate access issues, canonical selection and indexing before changing anything.

Before you start

The exact URL and authorised access to URL Inspection in Search Console.

Working method

  1. Check whether the page should be indexed. A basket, internal search or private area has a different purpose from a service page.
  2. Inspect the URL and record Google's known state, selected canonical and any indexing prohibition. Keep the evidence before editing.
  3. Compare with the live test: HTTP response, resource access and available content. A live test does not certify indexing.
  4. Classify the action: fix access, remove an unintended directive, consolidate duplicates or improve usefulness. Validate the delivered signals, then observe the outcome.

Illustrative example

A canonical pointing to another language version may explain an unexpected selection. Check the intent and signals on both pages before requesting indexing again.

How to check the result

The original issue can be reproduced and its correction evidenced. Technical access and actual indexing are tracked separately.

Avoid this mistake

Blocking a URL in robots.txt is not a reliable way to remove it from the index. Never remove protections from a private page.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which URL should appear on Google?

    Copy the full address. Confirm that this is a useful public page, not a basket or test page.

    Example answer — fictional case

    https://example.com/services/audit/ — yes, it describes a public service.

  2. What does the stored report say?

    In Search Console URL Inspection, record the exact status and last crawl date when available.

    Example answer — fictional case

    Fictional example: page not indexed; the stored state differs from expectations. Keep the exact status wording in your real record.

  3. What does the live test show?

    Test the current page. Record crawler access and detected restrictions; a successful test does not prove indexing.

    Example answer — fictional case

    The current test allows crawling and finds no noindex. This does not confirm inclusion in Google.

  4. Do the reference URLs agree?

    Compare the declared canonical with Google's selected canonical in the stored report, when available. The live test does not predict Google's choice.

    Example answer — fictional case

    The French page declares /en/audit/ as canonical. Google's selected URL is unavailable: record it as unknown.

  5. What action is justified, and how will you check it?

    Link the action to evidence. Have the technical owner approve the rule, then retain the post-change check and later Search Console follow-up.

    Example answer — fictional case

    If both pages are distinct language versions intended for indexing, correct the French canonical. Check rendered HTML, then monitor the report after recrawling, without guaranteeing indexing.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Diagnose a page missing from Google

Complete one case at a time. Keep this document in your own workspace.

1. Which URL should appear on Google?
Copy the full address. Confirm that this is a useful public page, not a basket or test page.
Your answer: [complete here]

2. What does the stored report say?
In Search Console URL Inspection, record the exact status and last crawl date when available.
Your answer: [complete here]

3. What does the live test show?
Test the current page. Record crawler access and detected restrictions; a successful test does not prove indexing.
Your answer: [complete here]

4. Do the reference URLs agree?
Compare the declared canonical with Google's selected canonical in the stored report, when available. The live test does not predict Google's choice.
Your answer: [complete here]

5. What action is justified, and how will you check it?
Link the action to evidence. Have the technical owner approve the rule, then retain the post-change check and later Search Console follow-up.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — URL Inspection. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · GEO and business information

Observe your presence in AI answers

Build monitoring that separates citations, mentions and factual accuracy.

Before you start

Real customer questions, selected engines and an observation sheet.

Working method

  1. Define a small question set covering discovery, comparison and choice. Keep the wording stable so the exercise can be repeated.
  2. For each attempt, record engine, language, context and observation session. Repeat attempts: one answer does not establish stable visibility.
  3. Record brand presence, cited links and correct or incorrect claims separately. A brand mention without a link is not a visit.
  4. Group verifiable errors and examine accessible sources. Propose a factual or editorial correction, then compare a new set of observations.

Illustrative example

In ten illustrative attempts, four mentions including one citation must be reported separately. This is neither 40% market share nor evidence of a visit.

How to check the result

The sheet preserves the conditions of each attempt and distinguishes observed frequency, traffic and causality.

Avoid this mistake

No wording or markup guarantees a citation. Never publish invented facts to influence an answer.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which question are you testing?

    Keep the exact wording of a question genuinely relevant to your customers.

    Example answer — fictional case

    How should I choose Excel training for a small team?

  2. Under what conditions?

    Record the tool, mode, language, test date and session context in your private workspace.

    Example answer — fictional case

    Tool A, search mode, English, new conversation without history; date and screenshot recorded.

  3. What exactly do you observe?

    Separate brand mentions, URL citations and factual accuracy.

    Example answer — fictional case

    The brand is named, no link to its website appears and one training arrangement is incorrect.

  4. Does the observation repeat?

    Repeat the same protocol and retain answers where the brand is absent too.

    Example answer — fictional case

    Across five fictional trials: two mentions and no citations. This small sample is not market share.

  5. What improvement can you control?

    Choose a factual correction to your own content without promising that an AI will adopt it.

    Example answer — fictional case

    Clarify the arrangements on the training page, then repeat the protocol and compare observations.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Observe your presence in AI answers

Complete one case at a time. Keep this document in your own workspace.

1. Which question are you testing?
Keep the exact wording of a question genuinely relevant to your customers.
Your answer: [complete here]

2. Under what conditions?
Record the tool, mode, language, test date and session context in your private workspace.
Your answer: [complete here]

3. What exactly do you observe?
Separate brand mentions, URL citations and factual accuracy.
Your answer: [complete here]

4. Does the observation repeat?
Repeat the same protocol and retain answers where the brand is absent too.
Your answer: [complete here]

5. What improvement can you control?
Choose a factual correction to your own content without promising that an AI will adopt it.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — AI features. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · GEO and business information

Check structured data without overpromising

Verify that markup describes real information shown on the page.

Before you start

A page, its markup and the documentation for the intended search feature.

Working method

  1. Identify what the page actually describes: organisation, product, breadcrumb or another object. Choose an appropriate type, not the one that seems to offer the most stars.
  2. Compare properties with visible information. Check names, identifiers, prices, availability and links where relevant.
  3. Test syntax and feature requirements with an appropriate validator. Distinguish errors, warnings and unsupported properties.
  4. Check the deployed output across several pages using the same template. Identify the business data source for information that can change.

Illustrative example

An unavailable product should not remain marked as available. Fix the inventory source instead of editing each page manually.

How to check the result

Markup is valid, consistent with the page and based on real data. The test is repeatable across the page template.

Avoid this mistake

Technical validation does not guarantee a rich result. Never invent a rating, review or price missing from the page.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which page and object are you checking?

    Choose one page and the type genuinely represented by its content.

    Example answer — fictional case

    https://example.com/product/bag/ — a product sold on the website.

  2. What does the visitor see?

    Record the displayed fact and identify its business source.

    Example answer — fictional case

    The product is shown as unavailable; the source is the shop's inventory.

  3. What does the machine read?

    Find the matching markup property, with technical help if needed.

    Example answer — fictional case

    The offer's availability property still says https://schema.org/InStock.

  4. Where should the mismatch be fixed?

    Find the markup source so that a manual repair will not be overwritten.

    Example answer — fictional case

    Correct the mapping between stock status and offer markup in the product template.

  5. How will you check after release?

    Compare visible content with markup again and validate it. An error-free test does not guarantee a rich result.

    Example answer — fictional case

    The page and markup both show the product as unavailable; the test no longer finds a mismatch in that property.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Check structured data without overpromising

Complete one case at a time. Keep this document in your own workspace.

1. Which page and object are you checking?
Choose one page and the type genuinely represented by its content.
Your answer: [complete here]

2. What does the visitor see?
Record the displayed fact and identify its business source.
Your answer: [complete here]

3. What does the machine read?
Find the matching markup property, with technical help if needed.
Your answer: [complete here]

4. Where should the mismatch be fixed?
Find the markup source so that a manual repair will not be overwritten.
Your answer: [complete here]

5. How will you check after release?
Compare visible content with markup again and validate it. An error-free test does not guarantee a rich result.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Structured data. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Prepare a migration control plan

Map old URLs to useful destinations and define launch conditions.

Before you start

A URL inventory, new destinations, a test environment and delivery owners.

Working method

  1. Build the inventory from several sources: crawl, sitemap, landing pages and known links. Identify strategic URLs and content to preserve.
  2. Assign each old URL an equivalent destination or a justified removal. Do not redirect everything to the home page.
  3. In a protected test environment, check direct permanent redirects, final statuses, canonicals, internal links and content access. Plan to remove staging restrictions only from the public production site.
  4. Set launch and stop criteria: priority pages accessible, forms working, measurement available and a restoration procedure. After release, compare errors and performance by group.

Illustrative example

An old training page should point to the equivalent course rather than the general category if the course still exists.

How to check the result

No priority URL lacks a decision. Destinations serve the original intent and responsible people sign off launch tests.

Avoid this mistake

Migrations combine technical and business risks. A design approval alone is not a launch decision.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which old URL are you handling?

    Start with a URL found in data, links or the sitemap, not only in the navigation.

    Example answer — fictional case

    https://example.com/old-course/ — a page that still receives visits.

  2. Which destination is genuinely equivalent?

    Check that the content or offer exists on the new page. Do not default to the homepage.

    Example answer — fictional case

    https://example.com/course/ presents the same course and its updated arrangements.

  3. What behaviour do you expect?

    Describe the old URL's redirect and the expected final response separately.

    Example answer — fictional case

    Old URL: permanent 301 or 308 redirect. Final destination: 200 response and the expected content.

  4. What must be tested before launch?

    Have the mapping, absence of loops and new-page signals checked in a suitable environment.

    Example answer — fictional case

    The route leads directly to the correct page; its canonical is the new URL; internal links use that URL.

  5. Who approves it and what happens next?

    Name the owner and plan error and traffic monitoring after launch.

    Example answer — fictional case

    Technical approval before launch; checks of priority URLs, errors and Search Console after release.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

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Prepare a migration control plan

Complete one case at a time. Keep this document in your own workspace.

1. Which old URL are you handling?
Start with a URL found in data, links or the sitemap, not only in the navigation.
Your answer: [complete here]

2. Which destination is genuinely equivalent?
Check that the content or offer exists on the new page. Do not default to the homepage.
Your answer: [complete here]

3. What behaviour do you expect?
Describe the old URL's redirect and the expected final response separately.
Your answer: [complete here]

4. What must be tested before launch?
Have the mapping, absence of loops and new-page signals checked in a suitable environment.
Your answer: [complete here]

5. Who approves it and what happens next?
Name the owner and plan error and traffic monitoring after launch.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Site moves. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Compare initial HTML with rendered content

Find JavaScript dependencies that make content, links or metadata fragile.

Before you start

Browser developer tools and URLs representing the main page templates.

Working method

  1. Record the title, canonical, robots directives, main content and links in the initial HTML response. Do not confuse that response with the panel showing the modified DOM.
  2. Load the page normally, then on a throttled network. Compare the rendered DOM and note elements that depend on interaction or a remote request.
  3. Open a deep URL directly and test a nonexistent URL. Check the actual HTTP status, not just an error message drawn on the page.
  4. Reproduce discrepancies with the technical team. Add template-level tests and recheck Google's available rendering when URL Inspection is accessible.

Illustrative example

If the browser replaces a correct canonical after loading, attach both values and the triggering step to the issue.

How to check the result

Essential elements remain consistent between the server response and rendered page. Invalid routes are distinguished from valid pages.

Avoid this mistake

A page visible in your browser does not prove every bot can render it. Disabling JavaScript is not an exact simulation of Google either.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which element must remain accessible?

    Choose an important element and one URL: title, content, link or canonical.

    Example answer — fictional case

    The canonical on https://example.com/service/.

  2. What does the initial HTML contain?

    Keep the value returned by the server before JavaScript runs.

    Example answer — fictional case

    The initial HTML declares https://example.com/service/ as canonical.

  3. What appears after execution?

    Compare the browser DOM and, when available, the inspection tool's rendering. Describe any required interactions.

    Example answer — fictional case

    After loading, the browser replaces the canonical with https://example.com/.

  4. How can someone reproduce the difference?

    Give the developer a sequence and both pieces of evidence, not just ‘JavaScript problem’.

    Example answer — fictional case

    Open the page without cache, save the initial HTML, wait for loading and record the changed DOM tag.

  5. What must remain stable?

    Define a post-fix test for the affected template and several representative pages.

    Example answer — fictional case

    The correct canonical is identical before and after execution; navigation and content remain usable.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Compare initial HTML with rendered content

Complete one case at a time. Keep this document in your own workspace.

1. Which element must remain accessible?
Choose an important element and one URL: title, content, link or canonical.
Your answer: [complete here]

2. What does the initial HTML contain?
Keep the value returned by the server before JavaScript runs.
Your answer: [complete here]

3. What appears after execution?
Compare the browser DOM and, when available, the inspection tool's rendering. Describe any required interactions.
Your answer: [complete here]

4. How can someone reproduce the difference?
Give the developer a sequence and both pieces of evidence, not just ‘JavaScript problem’.
Your answer: [complete here]

5. What must remain stable?
Define a post-fix test for the affected template and several representative pages.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — JavaScript. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Decide which filter pages belong in search

Control filter combinations without removing pages that serve a useful need.

Before you start

Parameters, categories, catalogue behaviour and available crawl data.

Working method

  1. Inventory parameters and combinations: size, colour, sorting and pagination. Separate a genuine product selection from a change in ordering.
  2. For each family, assess demand, inventory stability, usefulness and distinct content. Select a limited set of pages intended for search.
  3. Agree URL, linking, canonical and access rules with the technical team. A crawl restriction does not automatically remove an indexed URL.
  4. Test empty combinations, incompatible filters, pagination and navigation back to categories. Monitor crawled URL volume and useful pages after a gradual rollout.

Illustrative example

“Waterproof hiking shoes” may serve a distinct need; “price ascending” generally does not create a new useful product selection.

How to check the result

The policy is explicit for each filter family. Useful pages remain accessible and internal links do not encourage endless combinations.

Avoid this mistake

Do not apply a blanket block without evaluating affected pages. Do not automatically canonicalise different content to a category.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which product selection are you reviewing?

    Describe the filter family and provide a representative URL.

    Example answer — fictional case

    Hiking shoes with the ‘waterproof’ filter.

  2. Does it answer a distinct need?

    Look for identifiable demand and check that the selection adds more than a different sorting order.

    Example answer — fictional case

    Customers want rain protection; sorting by lowest price does not create the same distinct need.

  3. Is the selection durable and useful?

    Review stock, assortment size and the information available to help people choose.

    Example answer — fictional case

    Several relevant models remain available; the page can explain waterproofing.

  4. Which page and rule do you propose?

    Separate the editorial decision from technical settings requiring approval. Do not copy a robots.txt rule without analysis.

    Example answer — fictional case

    Consider a dedicated page for this selection; separately approve how sorting and unnecessary combinations are handled.

  5. What must the checks protect?

    Verify customer journeys, access to products and the agreed crawling/indexing rules.

    Example answer — fictional case

    Filters work, products remain accessible and only approved destinations are offered for indexing.

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Decide which filter pages belong in search

Complete one case at a time. Keep this document in your own workspace.

1. Which product selection are you reviewing?
Describe the filter family and provide a representative URL.
Your answer: [complete here]

2. Does it answer a distinct need?
Look for identifiable demand and check that the selection adds more than a different sorting order.
Your answer: [complete here]

3. Is the selection durable and useful?
Review stock, assortment size and the information available to help people choose.
Your answer: [complete here]

4. Which page and rule do you propose?
Separate the editorial decision from technical settings requiring approval. Do not copy a robots.txt rule without analysis.
Your answer: [complete here]

5. What must the checks protect?
Verify customer journeys, access to products and the agreed crawling/indexing rules.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Crawling — Faceted navigation. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Measurement

Evaluate a change without claiming every outcome

Prepare a comparison that accounts for context and uncertainty.

Before you start

Comparable pages, stable measurement and the ability to limit a change's scope.

Working method

  1. State a falsifiable hypothesis: which change should affect which metric, and why? Select a primary metric and a business guardrail.
  2. Choose a changed group and, where possible, a comparable unchanged group. Review previous trends, page types and seasonal exposure.
  3. Before launch, define scope, an observation duration appropriate to available volume and stopping conditions. Avoid combining several changes in the same group.
  4. Compare group trends and record incidents, campaigns or measurement changes. If volume is insufficient or groups differ too much, conclude that the outcome remains uncertain.

Illustrative example

Clicks increase after title changes, but also increase in the unchanged group. The general rise cannot all be attributed to the new titles.

How to check the result

The conclusion separates observation, interpretation and decision. A neutral or uncertain outcome is acceptable.

Avoid this mistake

A before-and-after comparison alone does not establish causality. Do not stop as soon as a temporary change looks favourable.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What hypothesis are you testing?

    Describe a specific change, its audience and expected effect before editing pages.

    Example answer — fictional case

    More specific titles could improve clicks to a family of service pages.

  2. Which pages will you compare?

    List the changed group and a comparable unchanged group; explain baseline differences.

    Example answer — fictional case

    Two comparable page groups with their baseline volumes; only the first receives the new titles.

  3. How will you judge the result?

    Agree the main metric, duration, required volume and stopping conditions with the analyst in advance.

    Example answer — fictional case

    Metric: organic clicks. Confirm duration and volume before starting; stop if tracking becomes incomplete.

  4. What happens in each group?

    Keep the data and record outside events. An increase after a change does not prove causation.

    Example answer — fictional case

    Fictional example: clicks increase in both groups during a period of high demand.

  5. What conclusion can you defend?

    Choose to continue, roll out or revert, stating the limitations and uncertainty.

    Example answer — fictional case

    Inconclusive: the general increase does not establish a gain caused by the titles. Do not roll out based on this observation alone.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Evaluate a change without claiming every outcome

Complete one case at a time. Keep this document in your own workspace.

1. What hypothesis are you testing?
Describe a specific change, its audience and expected effect before editing pages.
Your answer: [complete here]

2. Which pages will you compare?
List the changed group and a comparable unchanged group; explain baseline differences.
Your answer: [complete here]

3. How will you judge the result?
Agree the main metric, duration, required volume and stopping conditions with the analyst in advance.
Your answer: [complete here]

4. What happens in each group?
Keep the data and record outside events. An increase after a change does not prove causation.
Your answer: [complete here]

5. What conclusion can you defend?
Choose to continue, roll out or revert, stating the limitations and uncertainty.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — Performance. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Prioritise performance around real usage

Turn slow or unstable behaviour into a targeted, verifiable fix.

Before you start

Representative pages, available field measurements and a laboratory testing tool.

Working method

  1. Segment by page template and device. Field measurements describe observed usage; laboratory tests mainly help reproduce and diagnose problems.
  2. Identify the symptom: slow main content, unresponsive interaction or moving elements. Connect it with the affected visitor journey.
  3. Reproduce on a representative device and network. Look for a specific cause: the main image, a long JavaScript task, unreserved space or a third-party dependency.
  4. Fix a limited scope first. Repeat the scenario and check business functions, then observe field data when sufficient volume becomes available.

Illustrative example

If an image shifts the contact button during loading, reserving its dimensions may fix the movement without rebuilding the page.

How to check the result

The symptom improves in a reproducible scenario without breaking forms, navigation or measurement. Field validation remains separate from laboratory results.

Avoid this mistake

A perfect score on a fast computer does not represent every visitor. Do not remove a useful feature without checking its purpose.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which journey has a problem?

    Choose a page template, a device and an important user action.

    Example answer — fictional case

    Service page on mobile: open the contact form.

  2. What does the user actually see?

    Describe the symptom without confusing an automated score with an observed difficulty.

    Example answer — fictional case

    The button moves while an image loads, just before the user clicks.

  3. What measurements and reproduction do you have?

    Separate field data, when available, from a controlled test. Record device, network and conditions.

    Example answer — fictional case

    The shift is reproduced on a throttled network. No usable field data for this URL: do not invent it.

  4. Which cause needs checking?

    Suggest a technical hypothesis and have it confirmed before making broad changes.

    Example answer — fictional case

    The image reserves no space. Check its dimensions and container behaviour.

  5. How will you validate without breaking the journey?

    Repeat the same test after the fix, then check the complete journey and later field measurements.

    Example answer — fictional case

    The button stays stable during loading and the form opens. Monitor field data when available.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Prioritise performance around real usage

Complete one case at a time. Keep this document in your own workspace.

1. Which journey has a problem?
Choose a page template, a device and an important user action.
Your answer: [complete here]

2. What does the user actually see?
Describe the symptom without confusing an automated score with an observed difficulty.
Your answer: [complete here]

3. What measurements and reproduction do you have?
Separate field data, when available, from a controlled test. Record device, network and conditions.
Your answer: [complete here]

4. Which cause needs checking?
Suggest a technical hypothesis and have it confirmed before making broad changes.
Your answer: [complete here]

5. How will you validate without breaking the journey?
Repeat the same test after the fix, then check the complete journey and later field measurements.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : web.dev — Web Vitals. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Priorities

Set a concrete business objective for your website

Choose a business outcome before tracking rankings.

Before you start

The business owner and recent customer enquiries.

Avoid this mistake

A traffic target alone cannot tell you whether visitors find the right offer.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which activity should grow?

    Choose one offer to develop.

    Example answer — fictional case

    Excel training for small teams.

  2. What action should visitors take?

    Describe an observable visitor action.

    Example answer — fictional case

    Request a programme tailored to their team.

  3. Who is the offer for?

    Specify the audience and its need.

    Example answer — fictional case

    SME managers training five colleagues.

  4. What baseline should you keep?

    Record current enquiries and measurement limitations.

    Example answer — fictional case

    Eight qualified enquiries last month; calls were not counted.

  5. What decision comes next?

    Agree the next review with the business owner.

    Example answer — fictional case

    Review incoming enquiries to see whether the page attracts the intended audience.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Set a concrete business objective for your website

Complete one case at a time. Keep this document in your own workspace.

1. Which activity should grow?
Choose one offer to develop.
Your answer: [complete here]

2. What action should visitors take?
Describe an observable visitor action.
Your answer: [complete here]

3. Who is the offer for?
Specify the audience and its need.
Your answer: [complete here]

4. What baseline should you keep?
Record current enquiries and measurement limitations.
Your answer: [complete here]

5. What decision comes next?
Agree the next review with the business owner.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Collect questions from your customers

Build a topic list from genuine enquiries.

Before you start

A few anonymised sales exchanges and a customer-facing colleague.

Avoid this mistake

Do not publish customer names, private messages or identifying details.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Where can you find questions?

    Choose a source you are authorised to consult.

    Example answer — fictional case

    Anonymised questions provided by reception.

  2. Which words do customers use?

    Keep the wording of the need without personal data.

    Example answer — fictional case

    Can you visit on a Saturday?

  3. Does the question recur?

    Separate recurring enquiries from isolated cases.

    Example answer — fictional case

    Opening hours come up in several exchanges.

  4. Who knows the answer?

    Ask the relevant owner to confirm the facts.

    Example answer — fictional case

    The team confirms the exact arrangements for Saturday visits.

  5. Where should the answer appear?

    Choose a location close to the customer's decision.

    Example answer — fictional case

    Add the arrangements to the service page near the enquiry link.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Collect questions from your customers

Complete one case at a time. Keep this document in your own workspace.

1. Where can you find questions?
Choose a source you are authorised to consult.
Your answer: [complete here]

2. Which words do customers use?
Keep the wording of the need without personal data.
Your answer: [complete here]

3. Does the question recur?
Separate recurring enquiries from isolated cases.
Your answer: [complete here]

4. Who knows the answer?
Ask the relevant owner to confirm the facts.
Your answer: [complete here]

5. Where should the answer appear?
Choose a location close to the customer's decision.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Priorities

Inventory your important website pages

Identify the pages supporting essential offers and journeys.

Before you start

Public access to the website and a list of current offers.

Avoid this mistake

A page missing from the menu may still receive visitors; do not delete it for that reason alone.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which offers currently exist?

    List services or categories still available.

    Example answer — fictional case

    Training, consultancy and support.

  2. Which URLs describe them?

    Match each offer to a full page address.

    Example answer — fictional case

    https://example.com/training/ presents the catalogue.

  3. What role does each page play?

    Distinguish overview, explanation and enquiry pages.

    Example answer — fictional case

    The training page directs readers to detailed programmes.

  4. Which page needs clarification?

    Record apparent duplicates without immediately removing them.

    Example answer — fictional case

    Two pages describe the same workshop with different arrangements.

  5. Who should decide?

    Send uncertainties to the content owner.

    Example answer — fictional case

    The training manager confirms which offer is still sold.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Inventory your important website pages

Complete one case at a time. Keep this document in your own workspace.

1. Which offers currently exist?
List services or categories still available.
Your answer: [complete here]

2. Which URLs describe them?
Match each offer to a full page address.
Your answer: [complete here]

3. What role does each page play?
Distinguish overview, explanation and enquiry pages.
Your answer: [complete here]

4. Which page needs clarification?
Record apparent duplicates without immediately removing them.
Your answer: [complete here]

5. Who should decide?
Send uncertainties to the content owner.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Understand what a Google result displays

Distinguish the address, title and snippet before suggesting a fix.

Before you start

An observed result for a search related to your business.

Avoid this mistake

Google may rewrite titles and snippets; identical display is not guaranteed.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What did you search for?

    Keep the query, language and observation context.

    Example answer — fictional case

    An English search for Excel training in Lausanne.

  2. Which address is displayed?

    Open the result to identify its final destination.

    Example answer — fictional case

    It leads to the beginner programme, not the catalogue.

  3. What does the title promise?

    Compare the result's promise with the actual content.

    Example answer — fictional case

    The title suggests all levels but the page covers beginners.

  4. What does the snippet explain?

    Identify ambiguity without assuming where it came from.

    Example answer — fictional case

    The snippet quotes an old arrangement still present in the copy.

  5. What should change on the page?

    Update factual information before monitoring the result.

    Example answer — fictional case

    Clarify the level in the title and remove the obsolete arrangement.

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Show the blank worksheet / copy manually
Understand what a Google result displays

Complete one case at a time. Keep this document in your own workspace.

1. What did you search for?
Keep the query, language and observation context.
Your answer: [complete here]

2. Which address is displayed?
Open the result to identify its final destination.
Your answer: [complete here]

3. What does the title promise?
Compare the result's promise with the actual content.
Your answer: [complete here]

4. What does the snippet explain?
Identify ambiguity without assuming where it came from.
Your answer: [complete here]

5. What should change on the page?
Update factual information before monitoring the result.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Write a precise page title

Describe the subject clearly without stacking keywords.

Before you start

One page and access to the SEO title field in your editor.

Avoid this mistake

Do not promise a service, location or benefit missing from the page.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What is the main subject?

    Summarise the page as one offer or question.

    Example answer — fictional case

    Excel training for beginners.

  2. Which detail helps people choose?

    Keep a detail genuinely explained in the content.

    Example answer — fictional case

    Training takes place in a small group.

  3. What title would you propose?

    Write a short title distinct from other pages.

    Example answer — fictional case

    Small-group Excel training for beginners — Example.

  4. Which repetition can go?

    Remove variations added only to repeat the search terms.

    Example answer — fictional case

    Remove the sequence ‘Excel course, Excel classes, Excel training’.

  5. How will you review it?

    Compare the saved title, main heading and published page.

    Example answer — fictional case

    All three describe the same programme; monitor Google's result separately.

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Write a precise page title

Complete one case at a time. Keep this document in your own workspace.

1. What is the main subject?
Summarise the page as one offer or question.
Your answer: [complete here]

2. Which detail helps people choose?
Keep a detail genuinely explained in the content.
Your answer: [complete here]

3. What title would you propose?
Write a short title distinct from other pages.
Your answer: [complete here]

4. Which repetition can go?
Remove variations added only to repeat the search terms.
Your answer: [complete here]

5. How will you review it?
Compare the saved title, main heading and published page.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Titles. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Write a description that genuinely represents the page

Offer an accurate summary instead of a generic sales line.

Before you start

The final page content and its meta description field.

Avoid this mistake

A meta description guarantees neither a fixed snippet nor improved rankings.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Who is the page for?

    Identify the reader and their situation.

    Example answer — fictional case

    A team looking for on-site training.

  2. What will they find here?

    Name information actually provided on the page.

    Example answer — fictional case

    Programme, prerequisites and session arrangements.

  3. What summary would you write?

    Combine the subject and information naturally.

    Example answer — fictional case

    Explore our on-site Excel training: programme, prerequisites and arrangements for your team.

  4. Which promise needs checking?

    Verify prices, timescales and claims before publication.

    Example answer — fictional case

    No guaranteed turnaround is added without commercial approval.

  5. How will you avoid duplicates?

    Compare descriptions on neighbouring pages.

    Example answer — fictional case

    The advanced programme describes its prerequisites instead of copying the beginner description.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

Show the blank worksheet / copy manually
Write a description that genuinely represents the page

Complete one case at a time. Keep this document in your own workspace.

1. Who is the page for?
Identify the reader and their situation.
Your answer: [complete here]

2. What will they find here?
Name information actually provided on the page.
Your answer: [complete here]

3. What summary would you write?
Combine the subject and information naturally.
Your answer: [complete here]

4. Which promise needs checking?
Verify prices, timescales and claims before publication.
Your answer: [complete here]

5. How will you avoid duplicates?
Compare descriptions on neighbouring pages.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Snippets. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Organise a page with clear headings

Help readers locate answers without reading every paragraph.

Before you start

A long page and its current outline.

Avoid this mistake

Do not choose a heading level solely to obtain a particular font size.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which questions structure the topic?

    List the main information readers need.

    Example answer — fictional case

    Who is the training for, what does it cover and how can I register?

  2. Which main heading brings them together?

    Use the page subject rather than a slogan.

    Example answer — fictional case

    Excel training for beginners.

  3. Which headings guide readers?

    Describe the content of each section.

    Example answer — fictional case

    Prerequisites, programme and registration arrangements.

  4. Which levels should you use?

    Keep a logical hierarchy of sections and subsections.

    Example answer — fictional case

    Programme is a section; individual modules are subsections.

  5. Does the outline make sense alone?

    Read only the headings in sequence.

    Example answer — fictional case

    An unfamiliar reader can locate prerequisites before exploring the modules.

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Organise a page with clear headings

Complete one case at a time. Keep this document in your own workspace.

1. Which questions structure the topic?
List the main information readers need.
Your answer: [complete here]

2. Which main heading brings them together?
Use the page subject rather than a slogan.
Your answer: [complete here]

3. Which headings guide readers?
Describe the content of each section.
Your answer: [complete here]

4. Which levels should you use?
Keep a logical hierarchy of sections and subsections.
Your answer: [complete here]

5. Does the outline make sense alone?
Read only the headings in sequence.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Replace vague promises with concrete facts

Make an offer understandable without ambiguous sales language.

Before you start

A sales paragraph and verified facts about the service.

Avoid this mistake

Do not replace a vague claim with an invented detail.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which sentence lacks precision?

    Copy a claim that is hard to verify.

    Example answer — fictional case

    We offer comprehensive and innovative support.

  2. What does the team actually do?

    Ask for the concrete activities included.

    Example answer — fictional case

    Review five page templates and present the problems observed.

  3. What does the customer receive?

    Name a deliverable and its purpose.

    Example answer — fictional case

    A prioritised correction list with evidence and proposed owners.

  4. Which limitation needs stating?

    Explain what this offer excludes.

    Example answer — fictional case

    Implementing the fixes requires a separate scope.

  5. How will you approve the new wording?

    Have the offer owner review it.

    Example answer — fictional case

    The owner confirms that the text accurately describes the service sold.

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Replace vague promises with concrete facts

Complete one case at a time. Keep this document in your own workspace.

1. Which sentence lacks precision?
Copy a claim that is hard to verify.
Your answer: [complete here]

2. What does the team actually do?
Ask for the concrete activities included.
Your answer: [complete here]

3. What does the customer receive?
Name a deliverable and its purpose.
Your answer: [complete here]

4. Which limitation needs stating?
Explain what this offer excludes.
Your answer: [complete here]

5. How will you approve the new wording?
Have the offer owner review it.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Check the essential information on a service page

Answer the questions that precede a quote request.

Before you start

One service page and an approved commercial offer.

Avoid this mistake

Longer copy does not help if the service conditions remain missing.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which problem do you solve?

    Describe a concrete customer situation.

    Example answer — fictional case

    An SME needs to protect its URLs during a redesign.

  2. What does the service include?

    List the work actually included.

    Example answer — fictional case

    URL inventory, destination mapping and a verification plan.

  3. What do you need from the customer?

    Specify the information they must provide.

    Example answer — fictional case

    Old website, new structure and a technical contact.

  4. Which boundaries should be clear?

    Distinguish advice, implementation and approval.

    Example answer — fictional case

    The customer's technical team implements the redirects.

  5. Can the enquiry retain context?

    Test the journey from the service page to the form.

    Example answer — fictional case

    The subject mentions migration and the customer can specify the website concerned.

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Check the essential information on a service page

Complete one case at a time. Keep this document in your own workspace.

1. Which problem do you solve?
Describe a concrete customer situation.
Your answer: [complete here]

2. What does the service include?
List the work actually included.
Your answer: [complete here]

3. What do you need from the customer?
Specify the information they must provide.
Your answer: [complete here]

4. Which boundaries should be clear?
Distinguish advice, implementation and approval.
Your answer: [complete here]

5. Can the enquiry retain context?
Test the journey from the service page to the form.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Complete a product page to help customers choose

Reduce uncertainty with verifiable product information.

Before you start

One product page and confirmed specifications.

Avoid this mistake

Do not add unverified compatibility, availability or benefits.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What use does the product serve?

    Describe its main usage situation.

    Example answer — fictional case

    A bag for daily commuting with a laptop.

  2. Which criteria matter when choosing?

    Identify decisive dimensions, materials or compatibility.

    Example answer — fictional case

    Laptop compartment dimensions and bag capacity.

  3. Which information is missing?

    Compare the page with customer service questions.

    Example answer — fictional case

    Internal dimensions are not provided.

  4. Which source confirms the value?

    Use an approved specification or measurement.

    Example answer — fictional case

    The product manager supplies the compartment dimensions.

  5. How will you check publication?

    Review text, photos and variants after editing.

    Example answer — fictional case

    Every variant shows its correct dimensions and the image matches the selected product.

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Complete a product page to help customers choose

Complete one case at a time. Keep this document in your own workspace.

1. What use does the product serve?
Describe its main usage situation.
Your answer: [complete here]

2. Which criteria matter when choosing?
Identify decisive dimensions, materials or compatibility.
Your answer: [complete here]

3. Which information is missing?
Compare the page with customer service questions.
Your answer: [complete here]

4. Which source confirms the value?
Use an approved specification or measurement.
Your answer: [complete here]

5. How will you check publication?
Review text, photos and variants after editing.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Build an FAQ from genuine customer hesitations

Answer remaining questions without repeating the entire page.

Before you start

Anonymised customer questions and the relevant page content.

Avoid this mistake

An FAQ does not guarantee an enhanced appearance in Google.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which hesitation remains?

    Choose a question that genuinely delays a decision.

    Example answer — fictional case

    Do I need to bring a laptop to the training?

  2. Is it already answered?

    Search the copy before adding repetition.

    Example answer — fictional case

    The programme does not explain equipment provision.

  3. Who can approve the answer?

    Confirm the rule with the operational team.

    Example answer — fictional case

    The trainer confirms equipment borrowing arrangements.

  4. What short answer should you write?

    Answer directly, then state necessary exceptions.

    Example answer — fictional case

    Equipment is provided on reservation; mention your need when registering.

  5. Where should it appear?

    Place the answer where it supports the decision.

    Example answer — fictional case

    The question sits beside practical arrangements before registration.

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Build an FAQ from genuine customer hesitations

Complete one case at a time. Keep this document in your own workspace.

1. Which hesitation remains?
Choose a question that genuinely delays a decision.
Your answer: [complete here]

2. Is it already answered?
Search the copy before adding repetition.
Your answer: [complete here]

3. Who can approve the answer?
Confirm the rule with the operational team.
Your answer: [complete here]

4. What short answer should you write?
Answer directly, then state necessary exceptions.
Your answer: [complete here]

5. Where should it appear?
Place the answer where it supports the decision.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Describe images without keyword stuffing

Choose alternative text based on the image's actual role.

Before you start

An image, its context and access to its alternative text field.

Avoid this mistake

Alternative text is not a list of cities or keywords; decorative images do not need forced descriptions.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What is the image doing here?

    Distinguish informative illustration from decoration.

    Example answer — fictional case

    The photo shows a chair adjustment described in the paragraph.

  2. Which information does it add?

    Describe what would be missing if it were not visible.

    Example answer — fictional case

    The adjustment lever's location beneath the seat.

  3. What wording would you use?

    Express that information in plain language.

    Example answer — fictional case

    Adjustment lever beneath the right side of the seat.

  4. Does the image act as a link?

    Check whether its function requires describing the destination.

    Example answer — fictional case

    This photo is not clickable, so the description remains informative.

  5. How will you review it?

    Read the alternative alongside surrounding text.

    Example answer — fictional case

    It adds to the explanation without repeating the caption or introducing sales terms.

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Describe images without keyword stuffing

Complete one case at a time. Keep this document in your own workspace.

1. What is the image doing here?
Distinguish informative illustration from decoration.
Your answer: [complete here]

2. Which information does it add?
Describe what would be missing if it were not visible.
Your answer: [complete here]

3. What wording would you use?
Express that information in plain language.
Your answer: [complete here]

4. Does the image act as a link?
Check whether its function requires describing the destination.
Your answer: [complete here]

5. How will you review it?
Read the alternative alongside surrounding text.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Images. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Review a page on a phone

Find reading obstacles before publication.

Before you start

A phone and a representative public page, without administrator access.

Avoid this mistake

An editor preview does not replace testing the public page.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which journey are you trying?

    Choose a simple task before opening the page.

    Example answer — fictional case

    Find prerequisites and then request training.

  2. Which passage is hard to read?

    Record awkward breaks, poor contrast or overflowing lines.

    Example answer — fictional case

    A long address extends beyond its card.

  3. What gets in the way?

    Identify menus, banners or buttons covering content.

    Example answer — fictional case

    A banner covers the registration link at the bottom of the screen.

  4. What fix should you request?

    Attach a screenshot and the test conditions.

    Example answer — fictional case

    Narrow-screen capture showing the address and banner.

  5. How will you repeat the check?

    Try the same task after the fix, including zoom when needed.

    Example answer — fictional case

    Text remains readable and the link is accessible without horizontal scrolling.

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Review a page on a phone

Complete one case at a time. Keep this document in your own workspace.

1. Which journey are you trying?
Choose a simple task before opening the page.
Your answer: [complete here]

2. Which passage is hard to read?
Record awkward breaks, poor contrast or overflowing lines.
Your answer: [complete here]

3. What gets in the way?
Identify menus, banners or buttons covering content.
Your answer: [complete here]

4. What fix should you request?
Attach a screenshot and the test conditions.
Your answer: [complete here]

5. How will you repeat the check?
Try the same task after the fix, including zoom when needed.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Make navigation labels understandable

Guide visitors with labels that describe their destinations.

Before you start

The website menu and three common visitor tasks.

Avoid this mistake

An original but obscure label can hide a service from visitors.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. What is the visitor looking for?

    Choose a concrete task starting from the homepage.

    Example answer — fictional case

    Find training offered to businesses.

  2. Which label do they see?

    Copy the current wording without explaining its meaning.

    Example answer — fictional case

    The menu says ‘Our worlds’.

  3. What destination does it open?

    Check whether the page matches the label's promise.

    Example answer — fictional case

    The page presents professional training only.

  4. Which label is clearer?

    Use the words describing the offer or task.

    Example answer — fictional case

    Replace ‘Our worlds’ with ‘Training’ after approval.

  5. How will you test understanding?

    Ask an unfamiliar person where they would click.

    Example answer — fictional case

    They choose Training to find programmes without further explanation.

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Make navigation labels understandable

Complete one case at a time. Keep this document in your own workspace.

1. What is the visitor looking for?
Choose a concrete task starting from the homepage.
Your answer: [complete here]

2. Which label do they see?
Copy the current wording without explaining its meaning.
Your answer: [complete here]

3. What destination does it open?
Check whether the page matches the label's promise.
Your answer: [complete here]

4. Which label is clearer?
Use the words describing the offer or task.
Your answer: [complete here]

5. How will you test understanding?
Ask an unfamiliar person where they would click.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Links. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Content and links

Update a page that has become inaccurate

Correct outdated facts without unnecessarily rewriting everything.

Before you start

One page and the current terms of the offer.

Avoid this mistake

Changing a date without improving the content does not make it more reliable.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which fact has changed?

    Identify one piece of information that is now wrong.

    Example answer — fictional case

    The programme still describes in-person sessions only.

  2. What is the current rule?

    Get confirmation from the relevant team.

    Example answer — fictional case

    Remote sessions are now available for selected programmes.

  3. Which passages are affected?

    Check the page's copy, FAQ, documents and links.

    Example answer — fictional case

    The introduction and brochure still describe the old format.

  4. What should be replaced?

    Update the facts and their consequences for the reader.

    Example answer — fictional case

    Explain available formats and supply the current brochure.

  5. How will you confirm consistency?

    Review the different materials after publication.

    Example answer — fictional case

    The page and brochure describe the same arrangements approved by the owner.

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Update a page that has become inaccurate

Complete one case at a time. Keep this document in your own workspace.

1. Which fact has changed?
Identify one piece of information that is now wrong.
Your answer: [complete here]

2. What is the current rule?
Get confirmation from the relevant team.
Your answer: [complete here]

3. Which passages are affected?
Check the page's copy, FAQ, documents and links.
Your answer: [complete here]

4. What should be replaced?
Update the facts and their consequences for the reader.
Your answer: [complete here]

5. How will you confirm consistency?
Review the different materials after publication.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · GEO and business information

Present evidence that makes an offer credible

Identify verifiable evidence without inventing references.

Before you start

Projects and documents the business is allowed to publish.

Avoid this mistake

Do not use customer logos or testimonials without publication rights.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which claim needs support?

    Choose an important promise in the offer.

    Example answer — fictional case

    The team supports website redesign projects.

  2. What evidence exists?

    Find a verifiable project or deliverable.

    Example answer — fictional case

    A migration plan is available for anonymisation.

  3. What may be published?

    Confirm rights and confidentiality boundaries.

    Example answer — fictional case

    The document may be shown without customer names or URLs.

  4. What does the evidence actually show?

    Explain its scope without extrapolating outcomes.

    Example answer — fictional case

    It illustrates mapping methods, not a guaranteed traffic gain.

  5. How should it appear on the page?

    Place the evidence near the claim and explain it.

    Example answer — fictional case

    An annotated extract supports the migration-plan description.

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Present evidence that makes an offer credible

Complete one case at a time. Keep this document in your own workspace.

1. Which claim needs support?
Choose an important promise in the offer.
Your answer: [complete here]

2. What evidence exists?
Find a verifiable project or deliverable.
Your answer: [complete here]

3. What may be published?
Confirm rights and confidentiality boundaries.
Your answer: [complete here]

4. What does the evidence actually show?
Explain its scope without extrapolating outcomes.
Your answer: [complete here]

5. How should it appear on the page?
Place the evidence near the claim and explain it.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Priorities

Test the journey from a service page to contact

Check that people can enquire about the right service without getting lost.

Before you start

A service page and an authorised form-testing window.

Avoid this mistake

Do not repeatedly send fake enquiries; clearly identify an authorised test.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which enquiry are you preparing?

    Choose a service and a realistic question.

    Example answer — fictional case

    Ask about the scope of an online shop audit.

  2. Which button starts the journey?

    Check that its label describes the action.

    Example answer — fictional case

    The button says ‘Discuss my audit’.

  3. Is context retained?

    Check the destination and available fields.

    Example answer — fictional case

    The contact page retains the audit in the subject.

  4. Is confirmation clear?

    During an authorised test, check success and error handling.

    Example answer — fictional case

    The labelled test confirms submission without promising an immediate response.

  5. Who actually receives the enquiry?

    Ask the internal recipient to confirm delivery.

    Example answer — fictional case

    The team receives the message with the correct subject and contact details.

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Test the journey from a service page to contact

Complete one case at a time. Keep this document in your own workspace.

1. Which enquiry are you preparing?
Choose a service and a realistic question.
Your answer: [complete here]

2. Which button starts the journey?
Check that its label describes the action.
Your answer: [complete here]

3. Is context retained?
Check the destination and available fields.
Your answer: [complete here]

4. Is confirmation clear?
During an authorised test, check success and error handling.
Your answer: [complete here]

5. Who actually receives the enquiry?
Ask the internal recipient to confirm delivery.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Measurement

Read the searches that bring your site into view

Use observed queries to understand visitor expectations.

Before you start

Authorised access to the Search Console Performance report.

Avoid this mistake

The query list is not exhaustive; some data is not displayed.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which scope will you use?

    Set period, country and search type before reviewing.

    Example answer — fictional case

    Web search in Switzerland over a complete period.

  2. Which queries stand out?

    Record a few questions connected to your offer.

    Example answer — fictional case

    Several searches concern training prerequisites.

  3. Which metrics should stay separate?

    Read impressions and clicks independently.

    Example answer — fictional case

    One query appears frequently but receives few clicks.

  4. Which page answers the search?

    Review associated pages without assuming a unique match.

    Example answer — fictional case

    The catalogue and a programme page both appear for the topic.

  5. What action should you record?

    Turn an observation into an editorial check.

    Example answer — fictional case

    Check whether the relevant programme explains prerequisites clearly enough.

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Read the searches that bring your site into view

Complete one case at a time. Keep this document in your own workspace.

1. Which scope will you use?
Set period, country and search type before reviewing.
Your answer: [complete here]

2. Which queries stand out?
Record a few questions connected to your offer.
Your answer: [complete here]

3. Which metrics should stay separate?
Read impressions and clicks independently.
Your answer: [complete here]

4. Which page answers the search?
Review associated pages without assuming a unique match.
Your answer: [complete here]

5. What action should you record?
Turn an observation into an editorial check.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — Performance. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Measurement

Identify the pages attracting search clicks

Recognise website entry points and their actual roles.

Before you start

The page-level Performance report and a list of important offers.

Avoid this mistake

The most visited page is not automatically the most commercially important.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which pages are you comparing?

    Keep identical filters across the list.

    Example answer — fictional case

    Website pages in Web search over the same complete month.

  2. Which pages receive clicks?

    Record the main observed destinations.

    Example answer — fictional case

    A practical guide receives more clicks than service pages.

  3. Which need do they address?

    Open the pages to identify their purpose.

    Example answer — fictional case

    The guide explains a concept but does not describe the offer in detail.

  4. Where can readers go next?

    Check links to relevant further information.

    Example answer — fictional case

    The guide does not yet link to the matching service.

  5. Which improvement should you suggest?

    Choose an action that respects the reader's need.

    Example answer — fictional case

    Add a contextual service link without turning the guide into an advertisement.

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Identify the pages attracting search clicks

Complete one case at a time. Keep this document in your own workspace.

1. Which pages are you comparing?
Keep identical filters across the list.
Your answer: [complete here]

2. Which pages receive clicks?
Record the main observed destinations.
Your answer: [complete here]

3. Which need do they address?
Open the pages to identify their purpose.
Your answer: [complete here]

4. Where can readers go next?
Check links to relevant further information.
Your answer: [complete here]

5. Which improvement should you suggest?
Choose an action that respects the reader's need.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — Performance. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · GEO and business information

Distinguish SEO from visibility in AI answers

Choose suitable observations without confusing rankings, mentions and citations.

Before you start

A conventional search and an AI answer addressing the same need.

Avoid this mistake

An AI mention proves neither a click nor a lasting recommendation.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which need are you comparing?

    Use a specific customer question.

    Example answer — fictional case

    Choose training for a beginner team.

  2. What does conventional search show?

    Record the pages offered, not just your own position.

    Example answer — fictional case

    Results include programmes, comparisons and guides.

  3. What does the AI answer show?

    Separate answer text, named brands and cited links.

    Example answer — fictional case

    The answer summarises criteria and cites two guides.

  4. Which facts concern your business?

    Check descriptions of your activity when they appear.

    Example answer — fictional case

    The brand is absent in this trial; no result can be attributed to it.

  5. Which work can you control?

    Choose an improvement to your content or business information.

    Example answer — fictional case

    Clarify prerequisites and arrangements, then observe again without a citation guarantee.

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Distinguish SEO from visibility in AI answers

Complete one case at a time. Keep this document in your own workspace.

1. Which need are you comparing?
Use a specific customer question.
Your answer: [complete here]

2. What does conventional search show?
Record the pages offered, not just your own position.
Your answer: [complete here]

3. What does the AI answer show?
Separate answer text, named brands and cited links.
Your answer: [complete here]

4. Which facts concern your business?
Check descriptions of your activity when they appear.
Your answer: [complete here]

5. Which work can you control?
Choose an improvement to your content or business information.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — AI features. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · GEO and business information

Create a reference fact sheet for your business

Keep approved facts available for consistent website copy.

Before you start

Public business information and its responsible owners.

Avoid this mistake

This internal sheet does not replace legal documents or required approvals.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which identity should be used?

    Record the public name and variants genuinely in use.

    Example answer — fictional case

    Approved brand name, legal name and abbreviation.

  2. Which activity should be described?

    State services without artificially widening their scope.

    Example answer — fictional case

    Office software training and team support.

  3. Which locations and languages are confirmed?

    Distinguish premises, service coverage and service languages.

    Example answer — fictional case

    Office in Lausanne, visits by agreement, service in French and English.

  4. Who approves each fact?

    Assign a reference person to the information.

    Example answer — fictional case

    Management approves identity; sales approves the service list.

  5. Where should the sheet be reused?

    List pages and profiles needing alignment.

    Example answer — fictional case

    Homepage, contact and business introduction use the same confirmed facts.

Paste into Word, Google Docs, Notion or a text document. Nothing to fill in or submit on this website.

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Create a reference fact sheet for your business

Complete one case at a time. Keep this document in your own workspace.

1. Which identity should be used?
Record the public name and variants genuinely in use.
Your answer: [complete here]

2. Which activity should be described?
State services without artificially widening their scope.
Your answer: [complete here]

3. Which locations and languages are confirmed?
Distinguish premises, service coverage and service languages.
Your answer: [complete here]

4. Who approves each fact?
Assign a reference person to the information.
Your answer: [complete here]

5. Where should the sheet be reused?
List pages and profiles needing alignment.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Priorities

Compare SEO proposals by their actual scope

Compare proposed work rather than marketing slogans.

Before you start

Two proposals you are authorised to review.

Avoid this mistake

A keyword count or first-place promise does not describe the work performed.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which decision must you make?

    Define your need before comparing proposals.

    Example answer — fictional case

    Choose an audit to prepare a redesign.

  2. Which work is included?

    Record the analyses and their exact scope.

    Example answer — fictional case

    One offer covers redirects; the other does not mention them.

  3. Which deliverables are promised?

    Look for their format and intended use.

    Example answer — fictional case

    Findings report, correction priorities and a presentation meeting.

  4. Which responsibilities are unclear?

    Identify implementation, required access and approval.

    Example answer — fictional case

    Technical implementation is not explicitly assigned.

  5. Which clarification should you request?

    Ask a precise question before choosing.

    Example answer — fictional case

    Ask who tests redirects and what the developer receives.

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Show the blank worksheet / copy manually
Compare SEO proposals by their actual scope

Complete one case at a time. Keep this document in your own workspace.

1. Which decision must you make?
Define your need before comparing proposals.
Your answer: [complete here]

2. Which work is included?
Record the analyses and their exact scope.
Your answer: [complete here]

3. Which deliverables are promised?
Look for their format and intended use.
Your answer: [complete here]

4. Which responsibilities are unclear?
Identify implementation, required access and approval.
Your answer: [complete here]

5. Which clarification should you request?
Ask a precise question before choosing.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Priorities

Choose three achievable SEO actions

Turn a problem list into a limited first work package.

Before you start

Documented findings and the availability of relevant people.

Avoid this mistake

Do not confuse urgency, ease and business importance.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which problems are established?

    Set aside assumptions without supporting observations.

    Example answer — fictional case

    A broken contact link and two poorly described services.

  2. What blocks the visitor?

    Identify obstacles to an essential action.

    Example answer — fictional case

    The broken link prevents access to the form.

  3. Which dependencies exist?

    Check access, approvals and required skills.

    Example answer — fictional case

    The link fix is simple; descriptions need commercial approval.

  4. Which package should you choose?

    Select no more than three actions with an owner.

    Example answer — fictional case

    Repair the link, approve one service description and update its page.

  5. How will you track completion?

    Define a final check for every action.

    Example answer — fictional case

    The form opens and the published service matches the approved description.

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Choose three achievable SEO actions

Complete one case at a time. Keep this document in your own workspace.

1. Which problems are established?
Set aside assumptions without supporting observations.
Your answer: [complete here]

2. What blocks the visitor?
Identify obstacles to an essential action.
Your answer: [complete here]

3. Which dependencies exist?
Check access, approvals and required skills.
Your answer: [complete here]

4. Which package should you choose?
Select no more than three actions with an owner.
Your answer: [complete here]

5. How will you track completion?
Define a final check for every action.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Beginner · Priorities

Prepare a request for SEO support

Provide enough context to receive a suitable proposal.

Before you start

Your website address, priorities and planned changes.

Avoid this mistake

Do not send passwords or customer exports in an initial enquiry.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which website is involved?

    Provide the address and main languages.

    Example answer — fictional case

    https://example.com/, French and English versions.

  2. Which decision are you preparing?

    Explain the business issue rather than just asking for visibility.

    Example answer — fictional case

    Prepare a redesign without losing pages that attract enquiries.

  3. Which changes are planned?

    State known constraints and how certain they are.

    Example answer — fictional case

    A new structure is being considered; the new URLs are not approved.

  4. Which information do you have?

    Mention available tools without sharing access secrets.

    Example answer — fictional case

    Search Console is available; historical page information must be gathered.

  5. What response do you need?

    Explain what the first conversation should clarify.

    Example answer — fictional case

    Define audit scope, contacts and redesign deliverables.

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Prepare a request for SEO support

Complete one case at a time. Keep this document in your own workspace.

1. Which website is involved?
Provide the address and main languages.
Your answer: [complete here]

2. Which decision are you preparing?
Explain the business issue rather than just asking for visibility.
Your answer: [complete here]

3. Which changes are planned?
State known constraints and how certain they are.
Your answer: [complete here]

4. Which information do you have?
Mention available tools without sharing access secrets.
Your answer: [complete here]

5. What response do you need?
Explain what the first conversation should clarify.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — SEO. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Measurement

Map a query group to its observed pages

Check which pages actually address a family of searches.

Before you start

An authorised Search Console export with queries, pages and documented filters.

Avoid this mistake

Several pages appearing for a query do not by themselves prove harmful internal competition.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which search group will you study?

    Group questions sharing a need, not merely a word.

    Example answer — fictional case

    Searches about audit scope and deliverables.

  2. Which filters must remain fixed?

    Set period, country, device and search type.

    Example answer — fictional case

    Switzerland, mobile, Web search, the same complete period for every page.

  3. Which pages appear?

    Record URLs and clicks without adding incompatible aggregations.

    Example answer — fictional case

    The guide and service page appear for different formulations.

  4. Are their roles distinct?

    Compare the pages' intent and answers.

    Example answer — fictional case

    The guide explains the method; the service page describes the proposed engagement.

  5. Which decision should you record?

    Choose clarification, linking or deeper investigation.

    Example answer — fictional case

    Clarify both roles and link the guide to the service page.

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Map a query group to its observed pages

Complete one case at a time. Keep this document in your own workspace.

1. Which search group will you study?
Group questions sharing a need, not merely a word.
Your answer: [complete here]

2. Which filters must remain fixed?
Set period, country, device and search type.
Your answer: [complete here]

3. Which pages appear?
Record URLs and clicks without adding incompatible aggregations.
Your answer: [complete here]

4. Are their roles distinct?
Compare the pages' intent and answers.
Your answer: [complete here]

5. Which decision should you record?
Choose clarification, linking or deeper investigation.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — Performance. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Content and links

Decide what to do with overlapping pages

Decide whether to retain or combine content based on its use.

Before you start

Two pages, their objectives and available traffic and link data.

Avoid this mistake

Do not merge pages merely because they use the same words.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which pages look similar?

    Record their URLs and main promises.

    Example answer — fictional case

    Two guides explain how to prepare a redesign.

  2. Which difference helps readers?

    Look for genuinely different audiences, stages or depth.

    Example answer — fictional case

    One addresses management; the other details developers' work.

  3. Which usage evidence should you keep?

    Review queries, incoming links and journeys before deciding.

    Example answer — fictional case

    Partners link to the technical guide.

  4. Which option should you choose?

    Explain why you would retain, rewrite or combine them.

    Example answer — fictional case

    Keep both guides with more distinct introductions and outlines.

  5. What should you check afterwards?

    Review links, promises and data without hasty attribution.

    Example answer — fictional case

    Each guide identifies its audience; partner links still reach the right content.

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Decide what to do with overlapping pages

Complete one case at a time. Keep this document in your own workspace.

1. Which pages look similar?
Record their URLs and main promises.
Your answer: [complete here]

2. Which difference helps readers?
Look for genuinely different audiences, stages or depth.
Your answer: [complete here]

3. Which usage evidence should you keep?
Review queries, incoming links and journeys before deciding.
Your answer: [complete here]

4. Which option should you choose?
Explain why you would retain, rewrite or combine them.
Your answer: [complete here]

5. What should you check afterwards?
Review links, promises and data without hasty attribution.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Measurement

Prioritise content updates

Choose updates based on their importance and supporting evidence.

Before you start

A content inventory, performance data and current business facts.

Avoid this mistake

A seasonal click decline does not automatically justify rewriting a page.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which collection will you review?

    Limit the review to a coherent page family.

    Example answer — fictional case

    Guides relating to professional training.

  2. Which signal triggers investigation?

    Separate outdated facts, demand changes and traffic variation.

    Example answer — fictional case

    A guide describes a training format no longer available.

  3. How important is it to the business?

    Connect the page to a current journey or offer.

    Example answer — fictional case

    The guide still directs readers to a course being sold.

  4. What effort and dependencies are involved?

    Identify the required source, writer and approver.

    Example answer — fictional case

    The training lead must provide the new arrangements.

  5. Which work order should you propose?

    Justify the priority and completion check.

    Example answer — fictional case

    Update this guide before an article with no known error; check links to the programme.

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Prioritise content updates

Complete one case at a time. Keep this document in your own workspace.

1. Which collection will you review?
Limit the review to a coherent page family.
Your answer: [complete here]

2. Which signal triggers investigation?
Separate outdated facts, demand changes and traffic variation.
Your answer: [complete here]

3. How important is it to the business?
Connect the page to a current journey or offer.
Your answer: [complete here]

4. What effort and dependencies are involved?
Identify the required source, writer and approver.
Your answer: [complete here]

5. Which work order should you propose?
Justify the priority and completion check.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — Performance. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Technical SEO

Find important pages without internal links

Identify content that is hard to discover from other pages.

Before you start

A page inventory and an authorised internal-link crawl.

Avoid this mistake

A missing link in an incomplete crawl does not prove that a page is genuinely orphaned.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which inventory is your reference?

    Combine CMS pages with other authorised sources.

    Example answer — fictional case

    A training page exists in the CMS but not in navigation.

  2. Which links were crawled?

    Record limitations, including JavaScript and private areas.

    Example answer — fictional case

    The crawl excludes the customer area and must check the dynamic menu.

  3. Should the page be accessible?

    Confirm its role and status with its owner.

    Example answer — fictional case

    The course is public and still offered.

  4. Where would a link make sense?

    Choose a page where readers need this destination.

    Example answer — fictional case

    The training catalogue can introduce this programme.

  5. How will you verify the fix?

    Check the HTML link and the actual journey.

    Example answer — fictional case

    The programme is reachable from the catalogue through a working descriptive link.

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Find important pages without internal links

Complete one case at a time. Keep this document in your own workspace.

1. Which inventory is your reference?
Combine CMS pages with other authorised sources.
Your answer: [complete here]

2. Which links were crawled?
Record limitations, including JavaScript and private areas.
Your answer: [complete here]

3. Should the page be accessible?
Confirm its role and status with its owner.
Your answer: [complete here]

4. Where would a link make sense?
Choose a page where readers need this destination.
Your answer: [complete here]

5. How will you verify the fix?
Check the HTML link and the actual journey.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Links. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Technical SEO

Review the URLs in a sitemap

Check that the sitemap presents pages you actually want considered for indexing.

Before you start

The XML sitemap and a sample of URLs with their statuses.

Avoid this mistake

A sitemap helps URL discovery but does not guarantee indexing.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which sitemap is published?

    Identify the file or index and how it is generated.

    Example answer — fictional case

    The CMS generates an index for pages and articles.

  2. Which URLs should you sample?

    Include several families, not only the homepage.

    Example answer — fictional case

    A service, a guide and an old withdrawn page.

  3. Are destinations consistent?

    Check status, intended indexability and reference URL.

    Example answer — fictional case

    The old page redirects but remains in the sitemap.

  4. Where should selection be corrected?

    Fix generation rules rather than manually editing a regenerated file.

    Example answer — fictional case

    Exclude retired URLs through approved settings or generator changes.

  5. What should be checked after regeneration?

    Review the file and its processing in Search Console.

    Example answer — fictional case

    The redirect is gone from the sitemap; monitor processing without assuming indexing.

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Review the URLs in a sitemap

Complete one case at a time. Keep this document in your own workspace.

1. Which sitemap is published?
Identify the file or index and how it is generated.
Your answer: [complete here]

2. Which URLs should you sample?
Include several families, not only the homepage.
Your answer: [complete here]

3. Are destinations consistent?
Check status, intended indexability and reference URL.
Your answer: [complete here]

4. Where should selection be corrected?
Fix generation rules rather than manually editing a regenerated file.
Your answer: [complete here]

5. What should be checked after regeneration?
Review the file and its processing in Search Console.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Sitemaps. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Content and links

Review a translated page in context

Avoid a word-for-word translation that conflicts with the offer or journey.

Before you start

Source and translated pages plus a competent target-language reviewer.

Avoid this mistake

Do not automatically translate commercial availability that differs by market.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which promise must remain the same?

    Record the offer, boundaries and intended audience.

    Example answer — fictional case

    An audit with a presentation, excluding development work.

  2. Which elements need adaptation?

    Review terminology, arrangements and local information.

    Example answer — fictional case

    Engagement wording is adapted without inventing a local office.

  3. Which text is easily overlooked?

    Check buttons, errors, forms and downloads.

    Example answer — fictional case

    The button is translated but confirmation remains in French.

  4. Do links preserve the right journey?

    Test navigation and contact links in the target language.

    Example answer — fictional case

    The enquiry opens the English form with the right subject.

  5. Who approves the final version?

    Validate language and commercial accuracy separately if needed.

    Example answer — fictional case

    The English reviewer approves the copy and the owner confirms the scope sold.

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Review a translated page in context

Complete one case at a time. Keep this document in your own workspace.

1. Which promise must remain the same?
Record the offer, boundaries and intended audience.
Your answer: [complete here]

2. Which elements need adaptation?
Review terminology, arrangements and local information.
Your answer: [complete here]

3. Which text is easily overlooked?
Check buttons, errors, forms and downloads.
Your answer: [complete here]

4. Do links preserve the right journey?
Test navigation and contact links in the target language.
Your answer: [complete here]

5. Who approves the final version?
Validate language and commercial accuracy separately if needed.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Localized versions. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · GEO and business information

Write an answer that remains clear outside its paragraph

Provide enough context so a short answer is not misleading when reused.

Before you start

A customer question, one page and approved facts.

Avoid this mistake

A self-contained answer does not guarantee citation by a search engine or AI.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which question is being answered?

    Explicitly name the subject and intended audience.

    Example answer — fictional case

    What does a technical audit for an online shop include?

  2. What short answer should you give?

    State the scope before adding detail.

    Example answer — fictional case

    The audit reviews page access, indexability and the shop's main page templates.

  3. Which condition must remain visible?

    Keep limitations close to the claim they qualify.

    Example answer — fictional case

    Template coverage depends on the agreed scope; implementation is not automatically included.

  4. Which evidence should you link?

    Support the answer with an approved source or example.

    Example answer — fictional case

    A deliverable extract shows how findings are documented.

  5. Is the passage accurate on its own?

    Have someone read it without the heading or preceding paragraph.

    Example answer — fictional case

    They identify the service and its limits without assuming an unlimited audit.

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Write an answer that remains clear outside its paragraph

Complete one case at a time. Keep this document in your own workspace.

1. Which question is being answered?
Explicitly name the subject and intended audience.
Your answer: [complete here]

2. What short answer should you give?
State the scope before adding detail.
Your answer: [complete here]

3. Which condition must remain visible?
Keep limitations close to the claim they qualify.
Your answer: [complete here]

4. Which evidence should you link?
Support the answer with an approved source or example.
Your answer: [complete here]

5. Is the passage accurate on its own?
Have someone read it without the heading or preceding paragraph.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — AI features. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · GEO and business information

Maintain a source register for your content

Know where claims come from before publication or reuse.

Before you start

A draft and authorised documents supporting its claims.

Avoid this mistake

Citing a source does not automatically validate every sentence in the paragraph.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which claim needs checking?

    Isolate a factual sentence rather than a broad topic.

    Example answer — fictional case

    The training includes a supervised practical exercise.

  2. Which source establishes it?

    Match a precise reference to the claim.

    Example answer — fictional case

    The approved programme describes the exercise and supervision.

  3. What are the source's limits?

    Record its scope and what it does not confirm.

    Example answer — fictional case

    It does not guarantee a professional outcome after the session.

  4. Who can resolve uncertainty?

    Name someone qualified to confirm the fact.

    Example answer — fictional case

    The training lead must approve a new arrangement.

  5. What may finally be published?

    Keep approved wording and its evidence reference internally.

    Example answer — fictional case

    The copy describes the supervised exercise without guaranteeing an attained skill level.

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Maintain a source register for your content

Complete one case at a time. Keep this document in your own workspace.

1. Which claim needs checking?
Isolate a factual sentence rather than a broad topic.
Your answer: [complete here]

2. Which source establishes it?
Match a precise reference to the claim.
Your answer: [complete here]

3. What are the source's limits?
Record its scope and what it does not confirm.
Your answer: [complete here]

4. Who can resolve uncertainty?
Name someone qualified to confirm the fact.
Your answer: [complete here]

5. What may finally be published?
Keep approved wording and its evidence reference internally.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Measurement

Review the search visibility of your images

Connect image-search observations with the relevant pages and files.

Before you start

Search Console when available and a sample of public images.

Avoid this mistake

A descriptive filename cannot compensate for an inaccessible image or missing context.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which image group will you review?

    Choose a family connected to an editorial objective.

    Example answer — fictional case

    Product photographs within one category.

  2. Which data is available?

    Separate image search from other search types.

    Example answer — fictional case

    The Images filter shows clicks to a few product pages.

  3. Are the files accessible?

    Check public loading and restrictions with the technical team.

    Example answer — fictional case

    A main photograph appears only after an interaction.

  4. What context surrounds the image?

    Review captions, alternative text and page content.

    Example answer — fictional case

    The photograph and description match the selected variant.

  5. Which fix and follow-up are needed?

    Address a documented obstacle before monitoring observations.

    Example answer — fictional case

    Make the main photo available on loading and review data after publication.

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Review the search visibility of your images

Complete one case at a time. Keep this document in your own workspace.

1. Which image group will you review?
Choose a family connected to an editorial objective.
Your answer: [complete here]

2. Which data is available?
Separate image search from other search types.
Your answer: [complete here]

3. Are the files accessible?
Check public loading and restrictions with the technical team.
Your answer: [complete here]

4. What context surrounds the image?
Review captions, alternative text and page content.
Your answer: [complete here]

5. Which fix and follow-up are needed?
Address a documented obstacle before monitoring observations.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Images. The worksheet is a working method, not an exhaustive summary of this documentation.

Intermediate · Priorities

Organise content approval before publication

Assign checks to avoid contradictory revision requests.

Before you start

A draft, an editorial owner and the people responsible for factual approval.

Avoid this mistake

A general request to ‘make it more SEO’ is not an acceptance criterion.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which deliverable needs approval?

    Define the page, audience and review scope.

    Example answer — fictional case

    A service page aimed at marketing managers.

  2. Who checks which aspects?

    Separate business accuracy, comprehension and functionality.

    Example answer — fictional case

    Sales approves the offer; the editor reviews copy; the web team checks links.

  3. Which criteria are observable?

    Define precise checks before gathering feedback.

    Example answer — fictional case

    Named deliverables, explicit boundaries and an accessible form.

  4. How should disagreement be handled?

    Assign a named decision-maker and record the decision.

    Example answer — fictional case

    The offer owner decides how to handle an unsupported promise.

  5. When is the page ready?

    Close blocking issues and keep the approved version.

    Example answer — fictional case

    All three owners approve their criteria and no critical fact awaits confirmation.

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Organise content approval before publication

Complete one case at a time. Keep this document in your own workspace.

1. Which deliverable needs approval?
Define the page, audience and review scope.
Your answer: [complete here]

2. Who checks which aspects?
Separate business accuracy, comprehension and functionality.
Your answer: [complete here]

3. Which criteria are observable?
Define precise checks before gathering feedback.
Your answer: [complete here]

4. How should disagreement be handled?
Assign a named decision-maker and record the decision.
Your answer: [complete here]

5. When is the page ready?
Close blocking issues and keep the approved version.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Content. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Separate crawling restrictions from index exclusion

Choose the right rule without preventing a search engine from reading an important instruction.

Before you start

Access to HTTP responses, robots.txt and a test environment; approval from the technical owner.

Avoid this mistake

Blocking a URL in robots.txt does not guarantee removal from results and can prevent a crawler from reading noindex.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which outcome is required?

    Distinguish confidentiality, absence from results and reduced crawling.

    Example answer — fictional case

    A public confirmation page should not appear in search.

  2. Which rules are currently visible?

    Record robots.txt, HTTP status, robots meta tags and the X-Robots-Tag header.

    Example answer — fictional case

    The page returns 200, allows crawling and has no noindex instruction.

  3. Can the crawler read the rule?

    Check access to the response carrying the instruction; private data requires access control.

    Example answer — fictional case

    The proposed noindex will be readable; the public page contains no personal data.

  4. What should be tested before release?

    Test a target URL and a commercial page that must remain unaffected.

    Example answer — fictional case

    The confirmation receives noindex; the service page keeps its original behaviour.

  5. How will the change be verified?

    Keep the served response and monitor the engine's recorded state without expecting immediate updates.

    Example answer — fictional case

    The HTTP check confirms noindex; an inspection review is planned after recrawling.

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Separate crawling restrictions from index exclusion

Complete one case at a time. Keep this document in your own workspace.

1. Which outcome is required?
Distinguish confidentiality, absence from results and reduced crawling.
Your answer: [complete here]

2. Which rules are currently visible?
Record robots.txt, HTTP status, robots meta tags and the X-Robots-Tag header.
Your answer: [complete here]

3. Can the crawler read the rule?
Check access to the response carrying the instruction; private data requires access control.
Your answer: [complete here]

4. What should be tested before release?
Test a target URL and a commercial page that must remain unaffected.
Your answer: [complete here]

5. How will the change be verified?
Keep the served response and monitor the engine's recorded state without expecting immediate updates.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Noindex. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Audit canonical URLs across a group of pages

Find conflicting signals between variants, links and the preferred URL.

Before you start

A group of similar pages, their HTML responses and Search Console when available.

Avoid this mistake

A canonical is neither a redirect nor a guarantee that Google will select the declared URL.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which variants should be compared?

    Group identical or very similar content without merging distinct offers.

    Example answer — fictional case

    A product page and its campaign-tracking variants.

  2. Which URL should represent the group?

    Justify the choice through content, access and site architecture.

    Example answer — fictional case

    The product address without parameters is the public reference and returns 200.

  3. Which signals conflict?

    Compare declared canonicals, redirects, internal links and sitemap entries.

    Example answer — fictional case

    The canonical targets the clean address, but category links add a parameter.

  4. What is known about the engine's choice?

    Separate inspection observations from site declarations and record missing data.

    Example answer — fictional case

    Inspection of one variant reports the intended reference; the others remain unchecked.

  5. How can the correction be made safely?

    Test a small batch and ensure different pages do not mistakenly share one reference.

    Example answer — fictional case

    Category links are cleaned up; two distinct products retain separate canonicals.

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Audit canonical URLs across a group of pages

Complete one case at a time. Keep this document in your own workspace.

1. Which variants should be compared?
Group identical or very similar content without merging distinct offers.
Your answer: [complete here]

2. Which URL should represent the group?
Justify the choice through content, access and site architecture.
Your answer: [complete here]

3. Which signals conflict?
Compare declared canonicals, redirects, internal links and sitemap entries.
Your answer: [complete here]

4. What is known about the engine's choice?
Separate inspection observations from site declarations and record missing data.
Your answer: [complete here]

5. How can the correction be made safely?
Test a small batch and ensure different pages do not mistakenly share one reference.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Canonical URLs. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Check relationships between language versions

Audit a consistent hreflang set without confusing translation with duplication.

Before you start

A list of language or regional versions, their HTML or sitemap and a technical owner.

Avoid this mistake

An English homepage is not a substitute for the English translation of a French service page.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which equivalent pages belong together?

    Match pages serving the same need in each language or market.

    Example answer — fictional case

    French, English and German pages describe the same service.

  2. Are the codes and addresses correct?

    Check supported codes and absolute final URLs without unexpected redirects.

    Example answer — fictional case

    The fr, en and de versions return 200 directly.

  3. Are the references reciprocal?

    Check that each version references the other members and itself within the declared set.

    Example answer — fictional case

    The English version omits German; the German return reference is present.

  4. Are canonical signals consistent?

    Review indexability and the canonical of each version without making one language the global reference.

    Example answer — fictional case

    Each translation has its own canonical and is eligible for indexing.

  5. How will the corrected set be validated?

    Recheck all relationships after release and test the language selector.

    Example answer — fictional case

    All three pages reference each other and the selector preserves the service being viewed.

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Check relationships between language versions

Complete one case at a time. Keep this document in your own workspace.

1. Which equivalent pages belong together?
Match pages serving the same need in each language or market.
Your answer: [complete here]

2. Are the codes and addresses correct?
Check supported codes and absolute final URLs without unexpected redirects.
Your answer: [complete here]

3. Are the references reciprocal?
Check that each version references the other members and itself within the declared set.
Your answer: [complete here]

4. Are canonical signals consistent?
Review indexability and the canonical of each version without making one language the global reference.
Your answer: [complete here]

5. How will the corrected set be validated?
Recheck all relationships after release and test the language selector.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Localized versions. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Analyse a sample of crawler request logs

Identify the URL families actually requested by verified crawlers.

Before you start

An authorised, minimised log extract, field documentation and an infrastructure specialist.

Avoid this mistake

A user-agent containing Googlebot does not authenticate a crawler; a visit does not prove indexing.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which question should the logs answer?

    Choose a measurable hypothesis about crawling within a URL group.

    Example answer — fictional case

    Do filtered variants receive more requests than product pages?

  2. What does the extract actually cover?

    Record the period, servers, cache and gaps; protect sensitive information.

    Example answer — fictional case

    The extract covers origin-server requests but not everything served by the CDN.

  3. How will crawlers be identified?

    Have their origin checked using the appropriate official method, then isolate that traffic.

    Example answer — fictional case

    The infrastructure team supplies a subset of verified Googlebot requests.

  4. Which URL families stand out?

    Group paths and statuses before interpreting volumes; retain traceable examples.

    Example answer — fictional case

    Repeated filters attract 200 requests while some product pages return 500 errors.

  5. What action does the evidence support?

    Address documented errors and compare other sources before changing crawling rules.

    Example answer — fictional case

    Fix product errors, then investigate filters; do not apply a blanket block from this extract alone.

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Analyse a sample of crawler request logs

Complete one case at a time. Keep this document in your own workspace.

1. Which question should the logs answer?
Choose a measurable hypothesis about crawling within a URL group.
Your answer: [complete here]

2. What does the extract actually cover?
Record the period, servers, cache and gaps; protect sensitive information.
Your answer: [complete here]

3. How will crawlers be identified?
Have their origin checked using the appropriate official method, then isolate that traffic.
Your answer: [complete here]

4. Which URL families stand out?
Group paths and statuses before interpreting volumes; retain traceable examples.
Your answer: [complete here]

5. What action does the evidence support?
Address documented errors and compare other sources before changing crawling rules.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Crawling — Crawl budget. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Test discovery across paginated content

Check that items beyond the first screen remain reachable through usable URLs and links.

Before you start

A paginated or infinite-scroll category, its HTML responses and a test environment.

Avoid this mistake

A button that loads content after interaction does not always replace a crawlable link path.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which items are in scope?

    Identify one item in the first batch and another several batches later.

    Example answer — fictional case

    One product appears immediately; another belongs to the third batch.

  2. Which addresses reach those items?

    Record distinct URLs and their behaviour when opened directly.

    Example answer — fictional case

    Page 3 has its own URL and directly displays its batch.

  3. Which links exist without interaction?

    Inspect anchors and href values in the available HTML, then the rendered page.

    Example answer — fictional case

    A next-page link exists alongside the load-more button.

  4. Are page signals consistent?

    Check statuses, canonicals and indexing rules without automatically canonicalising every batch to the first.

    Example answer — fictional case

    Each paginated page declares its own URL; filters follow a separate rule.

  5. Which journey should be tested after the fix?

    Repeat direct access, next-page navigation and return visits on mobile and desktop.

    Example answer — fictional case

    The third-batch product remains reachable through a shareable URL without losing the user's place.

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Test discovery across paginated content

Complete one case at a time. Keep this document in your own workspace.

1. Which items are in scope?
Identify one item in the first batch and another several batches later.
Your answer: [complete here]

2. Which addresses reach those items?
Record distinct URLs and their behaviour when opened directly.
Your answer: [complete here]

3. Which links exist without interaction?
Inspect anchors and href values in the available HTML, then the rendered page.
Your answer: [complete here]

4. Are page signals consistent?
Check statuses, canonicals and indexing rules without automatically canonicalising every batch to the first.
Your answer: [complete here]

5. Which journey should be tested after the fix?
Repeat direct access, next-page navigation and return visits on mobile and desktop.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Pagination. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Check lazy loading without hiding essential content

Ensure loading optimisation preserves access to images and key information.

Before you start

A representative page, browser developer tools and a developer's support.

Avoid this mistake

Content visible after a click or manual scroll is not necessarily available to every crawler.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which elements are deferred?

    Inventory images, text blocks and components waiting for a trigger.

    Example answer — fictional case

    Secondary photos are deferred; the main description waits for a click.

  2. What triggers their appearance?

    Distinguish viewport proximity, interaction and network requests; record errors.

    Example answer — fictional case

    Photos load near the viewport, but the description requires interaction.

  3. What must be accessible immediately?

    Agree which information is essential to understanding the page.

    Example answer — fictional case

    The product name, price and description must be available without a click.

  4. Which solution should be tested?

    Compare a version that exposes essential content and defers only suitable elements.

    Example answer — fictional case

    The description is served in HTML; secondary photos still load progressively.

  5. How can the experience be protected?

    Test content access, image loading and visual stability under different conditions.

    Example answer — fictional case

    Text is readable without interaction and reserved image space prevents loading shifts.

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Check lazy loading without hiding essential content

Complete one case at a time. Keep this document in your own workspace.

1. Which elements are deferred?
Inventory images, text blocks and components waiting for a trigger.
Your answer: [complete here]

2. What triggers their appearance?
Distinguish viewport proximity, interaction and network requests; record errors.
Your answer: [complete here]

3. What must be accessible immediately?
Agree which information is essential to understanding the page.
Your answer: [complete here]

4. Which solution should be tested?
Compare a version that exposes essential content and defers only suitable elements.
Your answer: [complete here]

5. How can the experience be protected?
Test content access, image loading and visual stability under different conditions.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Lazy loading. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Diagnose server errors affecting crawling

Separate a temporary incident from a recurring problem before changing infrastructure or code.

Before you start

Affected URLs, HTTP statuses, minimised logs and access to the operations team.

Avoid this mistake

Replacing every error with an empty 200 page hides the problem instead of solving it.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which symptoms are confirmed?

    Record URLs, statuses and circumstances; avoid conclusions from a single screenshot.

    Example answer — fictional case

    Three category pages intermittently return 503 during imports.

  2. Which layer produces the response?

    Compare CDN, proxy, application and origin with the technical team.

    Example answer — fictional case

    The proxy waits for an application slowed by an import task.

  3. Is the problem reproducible?

    Look for a timing or functional pattern while limiting test load.

    Example answer — fictional case

    Errors coincide with imports; a test outside the import window responds normally.

  4. Which fix and rollback are planned?

    Assign an owner and define when to reverse the change.

    Example answer — fictional case

    Reschedule and throttle imports; restore the previous configuration if errors increase.

  5. What evidence closes the incident?

    Check affected URLs over a comparable period and monitor new errors.

    Example answer — fictional case

    Two import cycles no longer reproduce the issue; crawl monitoring remains open.

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Diagnose server errors affecting crawling

Complete one case at a time. Keep this document in your own workspace.

1. Which symptoms are confirmed?
Record URLs, statuses and circumstances; avoid conclusions from a single screenshot.
Your answer: [complete here]

2. Which layer produces the response?
Compare CDN, proxy, application and origin with the technical team.
Your answer: [complete here]

3. Is the problem reproducible?
Look for a timing or functional pattern while limiting test load.
Your answer: [complete here]

4. Which fix and rollback are planned?
Assign an owner and define when to reverse the change.
Your answer: [complete here]

5. What evidence closes the incident?
Check affected URLs over a comparable period and monitor new errors.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Crawling errors. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Technical SEO

Prepare SEO release checks

Define blocking checks for a release instead of judging only the appearance of pages.

Before you start

The change scope, a page sample, protected staging and a release owner.

Avoid this mistake

A visually correct page can still retain a staging noindex or links to the wrong domain.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which behaviours might change?

    List modified components and page families exposed to risk.

    Example answer — fictional case

    The new product template changes titles, links, structured data and images.

  2. Which baseline should be retained?

    Capture statuses, directives, canonicals and key functions on a representative sample.

    Example answer — fictional case

    A simple product, a variant and an unavailable product form the baseline.

  3. Which defects block release?

    Define observable criteria and who has decision authority.

    Example answer — fictional case

    A noindex directive on public products blocks release; the web owner makes the decision.

  4. What happens after publication?

    Assign immediate checks, later monitoring and the rollback plan.

    Example answer — fictional case

    The developer checks responses; the SEO reviews signals; operations monitors errors.

  5. How will acceptance be recorded?

    Keep results, accepted exceptions and remaining actions without equating acceptance with business impact.

    Example answer — fictional case

    Technical checks pass; search monitoring continues without a promise of immediate gains.

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Prepare SEO release checks

Complete one case at a time. Keep this document in your own workspace.

1. Which behaviours might change?
List modified components and page families exposed to risk.
Your answer: [complete here]

2. Which baseline should be retained?
Capture statuses, directives, canonicals and key functions on a representative sample.
Your answer: [complete here]

3. Which defects block release?
Define observable criteria and who has decision authority.
Your answer: [complete here]

4. What happens after publication?
Assign immediate checks, later monitoring and the rollback plan.
Your answer: [complete here]

5. How will acceptance be recorded?
Keep results, accepted exceptions and remaining actions without equating acceptance with business impact.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — Site moves. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · GEO and business information

Build a repeatable protocol for observing AI answers

Compare contextualised observations without turning variable outputs into a certain ranking.

Before you start

A stable question set, an accessible tool and an approved workspace for observations.

Avoid this mistake

One answer or a few prompts cannot measure a whole brand's visibility.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which hypothesis will be observed?

    Define a limited question and outputs to examine without assuming causality.

    Example answer — fictional case

    Is the brand described accurately for one specific service in French?

  2. Which conditions must be recorded?

    Record tool, mode, language, session context and test timing in your internal document.

    Example answer — fictional case

    Same tool and mode, French, new conversations without added business context.

  3. How will repeats be organised?

    Predefine a sample of formulations and a reasonable number of rounds.

    Example answer — fictional case

    Five formulations are tested across three rounds; each answer is retained separately.

  4. Which criteria will be coded?

    Separate mentions, citations, accuracy and missing answers using a shared reading rule.

    Example answer — fictional case

    A mention without a link is not coded as a citation; an invented offer is recorded as an error.

  5. Which conclusion is defensible?

    Report variation, limitations and missing observations; do not generalise to all users.

    Example answer — fictional case

    Descriptions are accurate in part of the sample; citations vary between rounds.

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Build a repeatable protocol for observing AI answers

Complete one case at a time. Keep this document in your own workspace.

1. Which hypothesis will be observed?
Define a limited question and outputs to examine without assuming causality.
Your answer: [complete here]

2. Which conditions must be recorded?
Record tool, mode, language, session context and test timing in your internal document.
Your answer: [complete here]

3. How will repeats be organised?
Predefine a sample of formulations and a reasonable number of rounds.
Your answer: [complete here]

4. Which criteria will be coded?
Separate mentions, citations, accuracy and missing answers using a shared reading rule.
Your answer: [complete here]

5. Which conclusion is defensible?
Report variation, limitations and missing observations; do not generalise to all users.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Google Search Central — AI features. The worksheet is a working method, not an exhaustive summary of this documentation.

Advanced · Measurement

Segment an SEO change before interpreting it

Break down an overall movement to locate the change without assigning a cause too quickly.

Before you start

Comparable Search Console data and an internal record of known changes.

Avoid this mistake

Totals, exported rows and groupings are not always directly comparable; some queries may be missing.

Complete your worksheet, one question at a time

Start with one page or one situation. Read the instructions below, then copy the blank worksheet into your document. Replace each answer with your own findings; write “unknown” when information is unavailable.

  1. Which movement needs explaining?

    Choose a metric and two comparable periods; record seasonal differences.

    Example answer — fictional case

    Clicks decline between equal-length periods with comparable weekdays.

  2. Which filters will stay constant?

    Fix search type, country and other filters before comparing segments.

    Example answer — fictional case

    Web search and Switzerland for both periods; initially no query filter.

  3. Which segments account for the difference?

    Review pages, devices, countries or query groups in turn without adding overlapping sets.

    Example answer — fictional case

    The decline is concentrated on mobile within one category-page family.

  4. Which competing explanations need checking?

    Compare demand, visibility, result presentation and site changes.

    Example answer — fictional case

    Demand for some products falls while a navigation change also affects categories.

  5. What can be concluded and tested next?

    Separate observations from hypotheses and choose a check that can distinguish them.

    Example answer — fictional case

    The mobile decline is confirmed; a connection with navigation remains a hypothesis to test.

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Segment an SEO change before interpreting it

Complete one case at a time. Keep this document in your own workspace.

1. Which movement needs explaining?
Choose a metric and two comparable periods; record seasonal differences.
Your answer: [complete here]

2. Which filters will stay constant?
Fix search type, country and other filters before comparing segments.
Your answer: [complete here]

3. Which segments account for the difference?
Review pages, devices, countries or query groups in turn without adding overlapping sets.
Your answer: [complete here]

4. Which competing explanations need checking?
Compare demand, visibility, result presentation and site changes.
Your answer: [complete here]

5. What can be concluded and tested next?
Separate observations from hypotheses and choose a check that can distinguish them.
Your answer: [complete here]

Person responsible / next action: [complete here]

Official reference to consult : Search Console — Performance. The worksheet is a working method, not an exhaustive summary of this documentation.

A few terms before you start

SEO
Making pages easier to discover, understand and use in organic search.
GEO
Work on how an organisation and its content are understood and represented in AI answers, without a citation guarantee.
Crawling
A crawler requesting a page or resource. This does not prove that it is indexed.
Indexing
A search engine selecting and storing information that may appear in its results.
Canonical URL
The reference URL for a set of duplicate or very similar pages. A declared canonical is a signal, not an absolute instruction.
Search intent
What someone is trying to achieve with a search: understand, compare, choose or act.
Structured data
Markup that describes entities and properties in a machine-readable format.
Field data
Measurements from observed user experiences, distinct from a controlled laboratory test.

Success framework

SEOSEO combines technical quality, editorial relevance and measurement within a continuous improvement approach adapted to changes in search and generative systems.

Explore further