Opportunities
Opportunities is the worklist. It answers "what should I do next?" by combining your latest crawl with your Search Console rankings and, where connected, your GA4 engagement data, then ranking what's worth your time.
You don't build this list. It's rebuilt for you weekly, and you can rebuild it on demand.
The tab has two halves on one scroll, and the dividing line is a single question: does the page already exist?
Optimize: pages you already have
Pages that are underperforming in a way the data can see. Each one names the specific signal:
| Signal | What it means |
|---|---|
| Striking distance | Ranking just outside the positions that get clicks. Small improvements pay here |
| Low CTR | Good impressions, poor click-through. Usually a title and meta problem |
| Snippet | Close to winning a featured snippet, but the page isn't structured to be quoted |
| Heading gap | A question people search isn't answered under a heading of its own |
| Cannibalization | Two of your pages competing for the same query, splitting the signal |
| Interlinking | Missing internal links that would pass authority where it's needed |
| Decay | Traffic falling off a page that used to perform |
| Rising | The opposite. Momentum worth reinforcing |
Every opportunity carries Impact, Effort and Speed chips, plus a combined score used for ranking. That's so you can pick by what you actually have available. Sometimes that's the highest-impact item, and sometimes it's the three you can finish before lunch.
Most Optimize items open a focused tool rather than dumping you into a full rewrite. A low-CTR page opens a title-and-meta editor. A snippet or heading-gap opportunity opens a structured-answer composer. An interlinking opportunity shows the specific link targets.
📸 Screenshot slot:opportunities-optimize.png
The Optimize section with several different signal types visible, so the variety is clear.
Gaps: pages you don't have yet
Topics where competitors rank and you have nothing. These lead to a brief rather than an edit, and from there into the normal article flow.
Working the list
Each item can be:
- Actioned: opens the right tool for that signal
- Dismissed: with a reason, so it doesn't come back on the next scan
- Snoozed: hidden until a date you choose
- Marked done: moves to the resolved list
Your decisions survive re-scans. Dismissing something is permanent unless you undo it; the weekly rebuild won't quietly resurrect it.
Why this isn't the Issues tab
They overlap deliberately, and the difference is worth internalising.
Issues is exhaustive and about correctness. Every deviation from what a page should be, whether or not fixing it moves a number.
Opportunities is curated and about leverage. Something appears here only when there's market evidence of upside: a Search Console signal, a competitor gap, a ranking within reach.
The classic example: "add a structured answer block" is an issue on 49 pages. It's an opportunity on the 3 where Search Console shows you're one step from a featured snippet. Same fix, different question, and Opportunities exists so the three don't drown in the forty-nine.
Where an item appears on both tabs, each marks the crossover so you can see the other view.
Opportunities is never metered. The list is computed from data you already have, and it costs essentially nothing to produce. What's metered is the article or rewrite you spend acting on one, so the insight is always free and the consumable is what counts.
📸 Screenshot slot:opportunities-page-drawer.png
A page drawer opened from an opportunity, showing that page's audit issues and the opportunity together.