10.7. Summary

• Identify the content that’s not being found by common queries—maybe it’s time to weed it out or at least make it less prominent.

• Use SSA to identify content gaps; consider these gaps as opportunities to grow your offerings.

• Diagnose content problems with SSA, such as deficient titling, poorly applied metadata, or poor writing.

• See what types of queries co-occur with specific queries you want to study; you’ll get a sense of what content should co-occur.

• Squash ill-considered reliance on jargon and brand names by finding better plain-language alternatives among your query data.

• Get content owners to finally follow content guidelines by using query data to show them how terribly their content fails when they ignore the guidelines.