Content ROI Tiers
Content ROI Tiers classifies every page on your site into one of four buckets based on two dimensions: volume (is this page in the top quartile of traffic?) and trajectory (is traffic growing, flat, or declining versus the prior period?). The result is a portfolio view that tells you, at a glance, which pages to protect, which to invest in, and which to refresh or retire.
The four tiers
High clicks AND growing ≥15% versus the prior period.
Your best-performing pages. Protect them with strong internal links, refresh content quarterly, and consider running CRO experiments on the landing page.
High clicks, flat or declining <15%.
Reliable traffic generators. Even a small CTR or conversion improvement compounds fast here. If a Workhorse is declining, cross-reference Content Decay and check SERP layout changes for the primary query.
Low clicks but growing ≥15%.
These pages have momentum before volume. Now is the cheapest time to invest — add internal links from your top pages, deepen the content, and add a structured-data block to accelerate ranking.
Low clicks AND flat or declining.
Refresh if the content addresses a real audience need. Otherwise consolidate into a stronger page via 301 redirect, or remove with a 410 if it serves no purpose. These pages consume crawl budget without return.
How we compute it
- We fetch the top-pages dataset for your selected window and for a prior window of equal length.
- We define high-clicks as being in the top quartile of current click volume across all your pages (minimum threshold: 1 click).
- We compute the click percentage delta vs the prior period. Pages with no prior-period data are treated as 100% new growth.
- Each page is assigned a tier using the 2×2 matrix above: high/low volume × growing (+15%) / declining (−15%) / flat.
- The chart shows the count of pages per tier; the table is sorted Stars first, then Sleepers, then Workhorses, then Dead-weight — by clicks descending within each tier.
Table columns
- URL — links to the live page.
- Tier — colour-coded badge (green Star, blue Workhorse, amber Sleeper, red Dead-weight).
- Clicks — total clicks in the current window.
- Δ vs prior — percentage change, colour-coded.
- Impressions — total impressions in the current window.
- Avg Position — average ranking position in the current window.
- Recommendation — a one-line action derived from the tier and direction.
What to do with it
- Export the Dead-weight list and schedule a quarterly content review. Prune aggressively — every page you remove or consolidate frees crawl budget and concentrates link equity.
- Add the top-5 Sleepers to a sprint backlog. A single internal link from a Star page can meaningfully move a Sleeper’s position.
- For declining Workhorses: check Content Decay for the ratio-to-peak score, then look at SERP layout changes for the primary query before rewriting.
- Stars that are also in Striking Distance for a high-value query are your highest-leverage pages — a small position gain on a Star compounds the most.
Related reports
- Content Decay — deep-dive on declining pages.
- Rising Pages — the Sleeper list with velocity details.
- Falling Pages — the Workhorse-declining and Dead-weight list in full.
- Cannibalization — Dead-weight pages caused by internal competition.