What to change
The unexpected result may reveal overlapping purpose, weak connections or contradictory preferred-address signals. Ask the content owner to compare the practical question answered by each page before requesting a technical change. Make the intended guide clearly useful for that task and connect it from relevant pages. Record the implementation evidence separately from subsequent search observations, since the organisation can control its site but not promise a particular result selection.
A worked example
Illustrative example
Illustrative test: Follow the result for a concrete troubleshooting query and assess the destination. A search for help with enquiry reporting may open a broad marketing overview instead of the detailed measurement guide. The content owner compares the answers and improves the relevant guide's introduction and contextual links. The supplier checks that page preferences do not contradict that role. The release record proves those changes were made; later search observations are recorded separately without promising that the search engine must choose the intended page.
What this means for your practice
If a general article appears where a more specific guide would help, start by comparing what the two pages actually promise. The intended guide may need a clearer purpose, better connections from related pages or correction of conflicting preferred-address settings. Ask the content owner and supplier to review those factors together. Your practice can control the usefulness and consistency of its own pages, but cannot guarantee which result a search engine chooses. Record the changes separately from later observations. A useful example is to follow the result yourself and ask whether the landing page answers the original question without requiring another search through the library.
How to check the result
The preferred guide is clearly differentiated and consistently linked for its task.
A mistake to avoid
No editorial change guarantees that a search engine will select a particular page.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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