Opportunities

Everything worth doing next, found by comparing your pages against your search data and your competitors. Work top down. The score weighs how much traffic is at stake against how hard the fix is, so the first few rows are where your time pays back fastest. Each one names the page, the problem and the fix; act on it, or dismiss it and it won’t come back.

Optimize: pages you already have, made better· 71

Cannibalization· 4

Two of your pages are competing for the same searches

Google picks one page per site for most queries. When two target the same topic it splits your rankings between them and neither one wins.

→ Merge them, or sharpen each page's angle so they stop overlapping

94Opp

Using 401k to Buy Investment Property: How to Utilize Retirement Funds for Real Estate Investing95 Also in Issues

/blog/using-401k-to-buy-investment-property

Cannibalizes /blog/how-to-use-your-401k-to-buy-real-estate-best-strategies · 94%

This page and /blog/how-to-use-your-401k-to-buy-real-estate-best-strategies target the same topic and split each other's rankings. Merge them into one, or sharpen each page's distinct angle so they stop competing.

Impact High· Effort Med· Speed Med

94Opp

How to Invest in Real Estate for Passive Income - Willowdale Equity93 Also in Issues

/blog/how-to-invest-in-real-estate-for-passive-income

Cannibalizes /blog/passive-real-estate-income · 94%

This page and /blog/passive-real-estate-income target the same topic and split each other's rankings. Merge them into one, or sharpen each page's distinct angle so they stop competing.

Impact High· Effort Med· Speed Med

Opp	Page	Type	Detail	Impact	Status
94	Using 401k to Buy Investment Property: How to Utilize Retirement Funds for Real Estate Investing /blog/using-401k-to-buy-investment-property	Cannibalization	Cannibalizes /blog/how-to-use-your-401k-to-buy-real-estate-best-strategies · 94%	High	Open
94	How to Invest in Real Estate for Passive Income - Willowdale Equity /blog/how-to-invest-in-real-estate-for-passive-income	Cannibalization	Cannibalizes /blog/passive-real-estate-income · 94%	High	Open
76	What is the Difference Between NOI and EBITDA? - Willowdale Equity /blog/what-is-the-difference-between-noi-and-ebitda	Striking distance	Striking · #11 for "noi vs ebitda"	Low	Open
76	Where to Invest 300k: Top Opportunities for High Returns in 2026 /blog/where-to-invest-300k	Striking distance	Striking · #11 for "how to invest 300k"	Low	Open
71	Invest 100k in Stocks or Real Estate: Maximizing Returns in Today's Market /blog/invest-100k-in-stocks-or-real-estate	Low CTR	Low CTR · #1 for "real estate investing" (0.0%)	Low	Open
69	The Single Family Office Structure - Willowdale Equity /blog/single-family-office	Featured snippet	Snippet · #1 for "how to structure a family office"	Low	Open
68	Passive Real Estate Investing \| Willowdale Equity /	Traffic but no engagement	Bouncing · 42 visits, 19% engaged	Low	Open

Does a page
already exist?

That single question splits the worklist. If a page exists it lands in Optimize, page-first, carrying its own audit score and the signal that flagged it. If nothing on your site covers the topic yet it lands in Gaps, topic-first, with the competitors who rank for it and where they rank. Optimize sits on top because improving something that already ranks usually beats writing something new. Both halves are on one scroll, because a worklist that hides half of itself behind a toggle is not a worklist.

The row opens
the tool that fits it.

A page stuck on page two opens a Content Refresh in the editor. A page ranking well that nobody clicks opens the title and meta rewrite. A question you rank for without owning the answer box opens the answer block. Two of your own pages competing for the same searches open that page’s drawer in the Page Tracker, because merging is a decision about a pair rather than an edit to one page. You choose the row; the destination is already decided.

An issue becomes
an opportunity when it pays.

Issues is the exhaustive list: every open finding, grouped by the check that raised it, ranked by verdict. Opportunities is curated and ranked by upside, and a finding only crosses over when market data says what fixing it is worth. Most opportunities have no counterpart at all, because a page ranking #14 can be flawless. Only three of the signals overlap with a check, and where they do each side carries a marker pointing at the other, so you always know it is one job seen twice.

Act on it, or
tell it to stop.

Every row takes Mark done, Skip for now or Dismiss, and a Board lens sorts the whole list into To do, Snoozed, Done and Dismissed. What you resolve is keyed to the exact evidence that raised it, the specific query or the specific pair of pages, so it never comes back for that problem; a genuinely different query on the same page is a different problem and does surface. The scan closes things itself too: anything open last week that this week’s rebuild no longer finds moves into No longer flagged, marked auto.

What people ask before they trust a worklist.

Where the rows come from, how they are ordered, and what happens when you tell one to go away.

How is this different from Issues?

They are two lenses on the same site and they answer different questions. Issues is correctness: every open finding, grouped by the check that raised it, ranked by verdict, and deliberately exhaustive, because a correctness list that leaves things out is not one. Opportunities is leverage: curated, ranked by upside, and a finding only crosses over when market data quantifies what fixing it is worth. Most rows here have no counterpart at all, since a page ranking #14 can pass every check. Only three signals overlap with a check, and on those each side shows a marker linking to the other so you never do the same job twice by accident. Topic Research is the third lens: that one is where you go hunting, this one is pushed at you.

Where do the rows come from, and how often do they change?

The scan runs every Monday morning, and Re-scan rebuilds it on demand. Cannibalization comes from the crawl’s own embeddings, so it works on a site with no traffic at all. Striking distance, low CTR and featured-snippet targets come from the last 28 days of Search Console. Content decay comes from comparing those 28 days against the 28 before them, page by page. Bouncing and loved-but-invisible come from your GA4 engagement joined to your search impressions. Internal-link rows come out of the fortnightly deep crawl. Gaps come from the competitor monitor. Each rebuild replaces the whole list rather than appending to it.

What happens when I click the action on a row?

It opens the tool that matches the signal, not a generic rewrite. Striking distance, bouncing, loved-but-invisible and decay open a Content Refresh on that page. Low CTR opens the title and meta rewrite. A featured-snippet target opens the answer block, pre-filled with the question you rank for. An internal-link row opens the weave-in preview. Cannibalization goes to that page’s drawer in the Page Tracker, where both pages and all their findings sit together, because consolidating is a decision about a pair. A Gap row opens a brief in Topic Research instead, since there is no page to open.

How is the score worked out?

Arithmetic, not a model’s opinion. A striking-distance row scores higher the closer it already is to page one and the more impressions it earns. A decay row scores on how many clicks were lost and how steep the drop was. A cannibalization row scores on how similar the two pages are. A gap scores on search volume, how high the best competitor ranks and how many of your competitors rank for it. Impact, Effort and Speed are read off the same numbers. The only model call anywhere in the scan groups competitor keyword variants into one topic so you do not get six rows for six phrasings of the same article.

If I dismiss something, does it come back?

Not for that problem. Every row is keyed to the evidence that raised it: the exact query for a ranking signal, the exact pair for cannibalization, the page itself for the engagement signals. Mark done, Skip for now and Dismiss are all recorded against that key, and the next rebuild skips anything already resolved. A different query on the same page is a different key, so that one does appear, which is the point: you are dismissing a problem, not silencing a page. Everything resolved stays visible in the No longer flagged history, tagged auto or marked done, and can be reopened from there.

Do I need Search Console, and does my plan change what I see?

The scan runs on every plan, including during the trial, and no row is held back by tier. Without Search Console the ranking signals and decay are skipped and the run says so rather than failing; cannibalization and the internal-link rows still come from the crawl. Without GA4 the two engagement signals stay quiet. Gaps need at least one tracked competitor. The one paid line is extraction, not viewing: seeing the list is never gated, and downloading it as a CSV or Excel sheet is a paid feature, which is also true of the Page Tracker, Issues and keyword exports.

You should not have to
go hunting for the work. It arrives ranked.

Opportunities

Does a page
already exist?

The row opens
the tool that fits it.

An issue becomes
an opportunity when it pays.

Act on it, or
tell it to stop.

Four steps, and only the last one is yours.

It rebuilds itself weekly

Each group says what it costs you

One score sorts, three chips explain

You act, and it closes

What people ask before they trust a worklist.

Stop deciding what to work on.

You should not have togo hunting for the work. It arrives ranked.

Opportunities

Does a pagealready exist?

The row opensthe tool that fits it.

An issue becomesan opportunity when it pays.

Consider · 424 · Minor upside; fix when you're in the page anyway.

Act on it, ortell it to stop.

Four steps, and only the last one is yours.

It rebuilds itself weekly

Each group says what it costs you

One score sorts, three chips explain

You act, and it closes

What people ask before they trust a worklist.

Stop deciding what to work on.

You should not have to
go hunting for the work. It arrives ranked.

Does a page
already exist?

The row opens
the tool that fits it.

An issue becomes
an opportunity when it pays.

Act on it, or
tell it to stop.