What should I change to move a near-miss query?

What this check inspects

This is the near-miss list with the fix attached. For the highest-impression near-miss queries, Shipwork takes the exact page the search data attributes each query to and runs a content-gap comparison against the pages that already appear for it, so the result is improve this page by adding this, not a list to investigate. It reads real-user speed for the same page where field data exists, checks whether the page title and H1 contain the query words, and works out whether the query is shopping or research intent and whether the page serves that intent. It is bounded to the top few queries, because each one is a full comparison.

What a failure means

It becomes available exactly when the near-miss list is available, so with no connected property it reports the same not-connected line rather than an explanation of its own. A comparison that fails on one page, because the page or the search step or the writing step was unavailable, drops that one opportunity and leaves the others. Field speed with no data for a specific page is reported as no data, never as a verdict. A title or H1 is only flagged when at least half the significant query words are missing, so a partial overlap is not called a problem. An intent mismatch is only reported when both the query wording and the page type are known and disagree.

How to fix it

1. Start with the top opportunity. It pairs a query with proven demand to the exact page that almost ranks for it.
2. Add the competitor subtopics the comparison lists to that page, rather than starting a new page.
3. Work the query words into the page title and H1 when they are missing, because those are what the searcher sees in the result.
4. Fix the real-user speed the check names for the same page. A slow page and a near-miss query are one compounding problem, not two.

A typical failure, worked through