Every URL on hrgurus.com.au, checked against Search Console, Analytics — every traffic source, not just Google — and the backlink data, for the 16 months from 28 April 2025 to 24 August 2026, with a recommendation for each one. The priority is holding onto the search traffic you already have. Most of this you can approve in blocks — the part that needs you is at the end.
These shaped the recommendations, and they matter more than any individual URL.
The single rule behind almost every decision here. 276 URLs are doing work that 23 pages should be doing, and wherever two pages share a purpose, they compete instead of combining.
| Doing one job today | Pages now | Pages after | Clicks | Found in search |
|---|---|---|---|---|
| Blog posts on the same topic | 126 | 12 | 105 | 87,276 |
| Category and tag archives | 45 | 0 | 1 | 492 |
| Shop, cart, checkout and products | 41 | 0 | 122 | 39,745 |
| Team profiles across three URL styles | 29 | 6 | 237 | 9,519 |
| Describing what HR Gurus does | 21 | 4 | 37 | 101,626 |
| Thanking someone for a form | 8 | 1 | 0 | 8 |
| Old advertising landing pages | 6 | 0 | 3 | 107 |
It shows up as near-duplicates too. Two posts called “Reference checks — are they worth it?” and “are they really worth it?”. Three separate interview guide templates. Two position description templates. “Manager or a leader” and “Manager vs leader”. Each pair splits whatever strength the topic has across two addresses.
Every page on the new site answers one question: what is this page for? If two pages give the same answer, one of them goes.
Of 42,037 visits in 16 months, Google search brought 12,966 (31%). The rest came from somewhere else entirely.
| Where visits come from | Visits | Share | Enquiries |
|---|---|---|---|
| Direct — typed in or bookmarked | 14,338 | 34% | 31 |
| Google search | 12,966 | 31% | 23 |
| Google Ads (ended) | 5,351 | 13% | 30 |
| Bing search | 3,336 | 8% | 8 |
| 1,493 | 4% | 1 | |
| Instagram Ads (ended Dec 2025) | 1,277 | 3% | 0 |
| 546 | 1% | 2 | |
| ChatGPT, Claude, Perplexity, Copilot | 313 | 1% | 8 |
The paid campaigns have stopped. Instagram advertising ended in December 2025. The Google Ads campaigns that drove the landing pages and the redundancy funnel ran through 2025 and ended — those pages have had zero paid visits in the last six months. The figures above are 16-month totals, so most of that paid traffic is history rather than current activity.
AI assistants convert better than almost anything else you have. 313 visits produced 8 enquiries — roughly fourteen times the rate of Google search, on a channel that barely existed two years ago.
Across 141 search terms, two or more of your pages both rank — and neither wins. Together those terms drew 159,547 impressions and returned 608 clicks.
The clearest case is your core commercial term. Google can see two HR Gurus pages and isn't confident which to show, so it shows both, weakly. The service page consistently sits far below the homepage, which means it isn't helping — it's a second, weaker listing on a term you'd otherwise own.
| “hr consulting melbourne” — 20,955 impressions, 11 clicks | Impressions | Clicks | Position |
|---|---|---|---|
| / | 8,690 | 11 | 12.2 |
| /services/hr-consultancy-melbourne | 4,040 | 0 | 73.6 |
| /what-are-hr-policies | 1,682 | 0 | 10.1 |
| stresstest.hrgurus.com.au/quiz | 1,682 | 0 | 10.1 |
This is one page, one purpose failing in public: two pages, one job, and Google splitting the difference. The same pattern repeats on “hr consultant melbourne”, “hr consultants melbourne”, “hr consulting services melbourne”, “hr outsourcing melbourne” and eleven more. That page carries 24,939 impressions across 41 competing terms and has never converted them.
412 of your 582 live pages have no link pointing to them from any other page.
Your highest-demand page, /services/hr-consultancy-melbourne, has 41,046 impressions and not a single internal link. Google finds it, people search for it, and nothing on your own site points to it. Fifteen of your sixteen HR Advice pages — the strongest, best-targeted content you have — are in the same position.
Of the 590 links that do exist in your content, 411 need fixing at migration — and 46 are already broken today, pointing at pages that no longer exist.
Other websites link to hrgurus.com.au 2,767 times. The homepage holds 1,545 of those, from 286 different websites.
| Page | Links | Websites linking | Google position |
|---|---|---|---|
| / (homepage) | 1,545 | 286 | 10–12 |
| /services/hr-consultancy-melbourne | 2 | 1 | 54–74 |
This is what decides the Melbourne problem above. The homepage is the stronger horse — it already ranks, backed by 286 sites, while the service page has one. Handing that search term to a brand-new page means starting from no authority at all. Both options are with Webomaze to call, because it's a judgement about trading an established position for a better-matched page.
Separately: not one page we propose deleting has a single link pointing at it.
Found while reconciling the search data against the site itself:
| Page | Clicks | What it does today |
|---|---|---|
| /staff-member/louise-betts | 23 | Redirects to the homepage — Google reads an unrelated redirect as a dead page |
| /lindadavey/hrguru | 7 | 404 — not found, ranking at position 26 |
| /luke-fenwick | 4 | 404 — not found, ranking at position 8 |
| /staff-member/kendel | 1 | Redirects to an image file rather than a page |
| reach.hrgurus.com.au | 10 | Returns 403 forbidden — old funnel, still in Google's index |
None of these were in any list we had. They're in the sign-off sheet now.
Every one of the 747 URLs is assigned exactly one of these. The counts are the whole site.
694 of the 747 URLs group into decisions you can say yes to once. Nothing here needs a page-by-page read — the reasoning for every row is in the sign-off sheet if you want it.
53 URLs we genuinely can't decide, because they're business questions rather than search questions. They group into nine actual questions — answer those and all 53 are resolved.
These carry real demand but almost no clicks. We've suggested a destination for each in the sheet — we need you to confirm they still reflect what you actually sell.
All still live and visible in Google. If an offer has ended, its page should point at whatever replaced it rather than sitting there.
There are eight separate thank-you pages, one per form. The new site has a single thank-you template — we need one per surviving form, not eight.
The quiz lives at stresstest.hrgurus.com.au rather than on your main site. It draws 11,259 impressions and returns a single click — and because Google treats it as a separate site, it competes with your own pages on 17 search terms.
reach.hrgurus.com.au returns a “403 forbidden” error but is still listed in Google and still earning clicks — people are clicking through to a locked door. Alongside it sit five /redundancy-guide… pages that were advertised through 2025 and are not part of the website at all — they live in ClickFunnels. Between them they took 1,767 paid visits and produced no enquiries before the campaign ended.
You've said you don't like the current About page. /industries/ has formatting problems and draws 203 impressions. /disclaimer/ may simply be part of the terms of use now.
You've confirmed the campaigns are switched off, and the data agrees — Instagram ended in December 2025, and the old landing pages and redundancy funnel have had no paid visits in six months. But roughly 150 visits a month are still arriving tagged as paid search, under campaigns named Brand and 20834975504.
They land mostly on your homepage, with a trickle of one to three visits across about sixty different blog posts. That spread is characteristic of an automated campaign — the kind that builds its own ads from whatever is on your site — rather than anything someone set up by hand. It produced 10 enquiries in six months.
The backlink data turned up addresses other sites link to that no longer exist on yours. Five return "page not found" today, so the value of those links is being thrown away right now. One redirects to the dead funnel address from question 6.
These earn clicks in Search Console but don't exist in the website's content list — most likely leftovers from an earlier version of the site.
These rules apply to every redirect on the list. They're also what we'll be asking Webomaze to hold us to.
Anything at all — a section that doesn't sit right, a question, or a straight yes. It comes to us with the page you were on, so there's no need to explain where you are.