Focus page
Work on one page that should make money, change one thing at a time, and see two weeks later whether it worked, by search and by conversions.
A sitewide audit gives you a long list of small problems and no idea which one pays. The focus page narrows the work to one page: the page that should turn visitors into customers and already shows up in search, just not near the top. That is where a better ranking turns into money instead of a nicer chart.
Ask your assistant for the focus page (focus), or set it with set_goals. The health score tells you whether anything is broken; the focus page is the week's work.
Set it up
Write the brief
Three lines: what the site sells, who buys it, and what counts as a conversion (a signup, a booked call, a purchase). Loomaly reads the focus page against this brief, so it is worth getting right. It also shapes fixing with AI: wording fixes from problem are written for that buyer and point to that conversion.
Connect Search Console
The page's clicks, rankings and every before/after comparison come from Google Search Console. It is read-only and takes a minute. You can do both of these while the first scan runs.
Pick the page
Loomaly suggests pages already seen in search that rank between 3 and 20 over the last 28 days, most impressions first. Pick the one that should sell, or type its address. A page with plenty of impressions that never converts is a trap: don't pick it just because the numbers are big.
What the card shows
- Search numbers: clicks, impressions, click-through rate and average position for the last 28 days Search Console has, against the 28 before. Search Console data lands two to three days late.
- Index status: whether Google has the page indexed and when it last crawled it, from Search Console's URL Inspection.
- Conversion checkup: the page read the way a buyer would, against your brief. Can you tell at a glance what is on offer? Is it about what you sell? Would your buyer recognise it is for them? Does it say what they get, show proof, offer a step towards your conversion, and answer the last doubts (price, how it works, how to start)? Each line is done, missing or not sure. The answer is kept until the page is scanned again or the brief changes; Check the live page reads the page as it is now, for right after you change it.
- Still wrong with this page: its open issues, worst first.
- Fix these first: shown above the card when errors elsewhere on the site keep pages out of Google (a
noindex, error status codes, an empty page for crawlers…). The focus page is built on the same templates, and while pages can't be found no change to it will show. - Target search phrase: the words this page should rank for, and whether they are in the title, the H1, the meta description, the opening, and the anchor text of internal links. You type the phrase; if you don't, and Search Console is connected, Loomaly uses the query that page earned the most impressions for over the last 28 days (brand queries and queries under 10 impressions are skipped).
- Change log: what changed and when, with a verdict on each change.
Set the target phrase
Next to the page address, Target search phrase saves the words you want that page to rank for. The five marks underneath say whether the phrase is already in the title, the H1, the description, the opening paragraph, and the text of internal links pointing at the page. A mark is empty when there is no description yet, or when fewer than two internal links point here, so there is nothing to judge.
The same phrase can be saved with set_goals (page + keyword). Up to five site phrases go in keywords on the brief; the first is used for the homepage when that page has none of its own.
Loomaly does not invent phrases. It uses what you typed, or a real Search Console query. The anonymous check at /check has neither, so it does not show this.
One change at a time
Fix one thing, log it, and leave the page alone until the verdict is in. If you change the title, the intro and the internal links in the same week, you will never know which one did the work.
Log a change with set_goals: summary, optional shippedOn and ref (commit or PR). Re-checking a focus-page fix with check (target: fix and a PR ref) can also feed the change log.
If the page is plainly broken (it doesn't say what you sell, or has no way to sign up), fix all of it at once and log it as one change. The rule is there so you can learn what works, not to keep a broken page broken.
How a change is judged
Loomaly compares the 14 days before the day the change went live with the 14 days after. The day itself counts for neither.
- Watching: the 14 days after are not over, or Search Console hasn't delivered them yet. The verdict comes about 17 days after the change went live.
- Too few clicks to tell: fewer than 10 clicks in each window and no move in ranking. Nothing can be read from search on a page this quiet; the card says so, and the conversion checkup and index status are what to go by until traffic grows.
- Normal wobble, no verdict: clicks moved by less than 20% or fewer than 10, and the average position by less than one place. Rankings move around on their own; this is not a result.
- Search up · conversions unknown / Search down: search moved beyond the noise, and you haven't said how many conversions there were. This is not a verdict on whether the change paid.
Add the conversions you counted in each window (in whatever tool records your signups or sales) with Add conversions, and they decide:
- Worked: more conversions: conversions went up, even if rankings stayed flat.
- Missed: conversions did not follow: the page climbed in search, but conversions didn't go up.
- Missed: conversions fell.
- No effect: neither search nor conversions moved beyond the noise.
In the weekly report
The weekly report starts with your focus page: its clicks for the latest week, the verdicts that came in, or a reminder to leave the page alone while a change is being watched. Its Fix this one first is the most serious open issue on the focus page.