Moves and ranking

A move is one concrete piece of growth work: write a comparison page, refresh an article that is losing clicks, fix pages Google can’t index. Every analysis in LogNorm produces moves, and every move is ranked against the others so the most valuable work comes first. This page explains what a move holds, how the ranking works and how you steer it.

What a move contains#

Open any move from Moves to see its page. Every move has the same shape:

• Type and category: what kind of work it is (below).
• Why this move: the reasoning in plain language, with the expected impact and the target keyword or page. The growth strategist writes full reasoning for top moves on its next pass.
• Evidence: the data behind it, such as Search Console rows, a SERP snapshot, competitor pages, AI answers with citations, audit findings, keyword metrics or a decay chart.
• Signals: impact, confidence and effort, each from 1 to 5.
• Ranking and scorecard: where LogNorm ranks it and why.
• People: owner, reviewer and campaign. Lifecycle, Discussion and an Activity history.

Types and categories

Content moves (articles, commercial pages, refreshes and AI visibility gaps) turn into a brief with Create brief and are published from the editor. The others (technical, CTR, linking and GEO fixes) come with a checklist and are finished with Mark done.

Where moves come from

Each move records the source that found it. You can filter the Moves page by source.

When a second, independent source finds the same move, LogNorm doesn’t create a copy: it adds the new evidence and raises the move’s confidence by one.

Add your own move

On the Moves page click New move. Give it a Title, a Type and What to do, and optionally a target keyword, a Page to improve, an expected impact, your own signals, a campaign and Add to this week. Your move is scored and ranked with everything LogNorm found, and you become its owner.

How ranking works#

LogNorm never scores a move on its own. A move only matters compared with the other moves competing for the same week, so LogNorm ranks open moves (those Discovered or Planned) against each other:

1. It asks head-to-head questions: “if the team can only do one of these two this week, should A come first?” The question weighs upside, the odds of working, effort and whether waiting makes things worse, for your business.
2. Every pair is asked both ways round, because the order you read two options in can bias the answer.
3. The answers are fitted into one strength per move, and the list is sorted by it.

On a full pass each move meets several randomly chosen opponents, then its nearest neighbours in the first result, so effort goes where the order is least certain. New strengths are smoothed against the previous ranking so the list doesn’t jump around on noise.

When the ranking runs

• New moves show Ranking… for a minute or two. LogNorm then compares each one with a handful of moves spread across the list and with its closest neighbours, and slots it in without reshuffling everything else.
• Changed moves are placed again the same way when their evidence gets stronger, their signals are edited or a duplicate is merged into them.
• Every week, every website with open moves gets a full re-rank. You can also start one yourself with Re-score and re-rank on the Moves page.

Why it’s ranked here

Every open move’s page has a Why it’s ranked here panel. It shows the move’s position (for example #4 of 62 open moves), how many head-to-head calls placed it, and two lists: Ahead of (moves it beat) and Behind (moves it lost to), each with how sure LogNorm was. A call you made yourself is labelled Your call. The same explanation appears when you hover the rank pips in any list.

Steer the ranking#

You have the last word on the order. There are two ways to tell LogNorm what should come first:

• Rank higher and Rank lower on a move’s page. The move swaps past its neighbour immediately, and LogNorm remembers the call.
• Drag and drop in the weekly plan. Dropping a move between two others records that it should come after the one above and before the one below.

These calls are stored as preferences and applied on every later pass, including full weekly re-ranks. The move you preferred is placed just above the one you preferred it to (not arbitrarily high), and if you change your mind about the same pair, your latest call replaces the earlier one.

Signals: impact, confidence and effort#

Signals describe a move on a 1 to 5 scale:

The source that found the move sets the first values from its data. LogNorm’s scorecard (below) then refines them. They feed the head-to-head comparisons, but priority is never calculated from them directly.

Adjust signals yourself

1. Open the move

   In the Signals panel, click Adjust.

2. Pick new values

   Set impact, confidence and effort, then click Save signals.

Your values win. LogNorm’s scorecard leaves them alone from then on, and the ranking sees them as the team’s own read when it places the move again a moment later. To hand the move back to LogNorm, click Use LogNorm’s scores in the scorecard.

LogNorm’s scorecard#

Before work starts, LogNorm checks every move against your business profile and records the answers in the LogNorm’s scorecard panel:

• Business fit: how close the move is to what you sell and who buys it (none to core).
• Buyer intent: how close the people it reaches are to buying (none, learning, evaluating, buying).
• Winnability: the chance it works, given your position, keyword difficulty and competitors.
• Effort: the work for a small team, from an hour to several weeks.
• Urgent, Somewhat urgent or Can wait, and whether the evidence agrees with the move’s claims.

A small table shows each signal as Found (from the source) next to LogNorm (after the scorecard). LogNorm only moves a signal when it is sure, and changes confidence by at most one step. Click Re-score with LogNorm to score one move again, or Re-score and re-rank on the Moves page to rescore every open move, look for duplicates and re-rank them all.

Possible duplicates and merging#

Different analyses can find the same opportunity with different words. LogNorm handles this in two ways:

• Sure it’s a duplicate: it merges the weaker move into the stronger one. The evidence moves across, the kept move’s confidence goes up by one, and the other is dismissed as Merged into…. A planned move is always the one kept; if both are planned, LogNorm asks you instead.
• Not sure: it asks you. The Moves page shows a possible duplicates banner, and each move’s scorecard shows Possibly the same move.

For each pair, choose Keep the first or Keep the second to merge, or Not duplicates so LogNorm stops suggesting that pair. Only moves that haven’t started can be merged away.

Lifecycle and statuses#

Change a status from the Lifecycle panel on the move page (Move to), from a card’s ⋯ menu in the weekly plan, or by dragging cards between columns in the Moves page’s board view. Only sensible steps are offered: for example, In review goes to Approved or back to Drafting. Content moves are published from the editor, fixes with Mark done, and Won is set only by measurement.

Dismiss, delete and suppression#

There are two ways to get rid of a move, and they behave differently:

• Dismiss… works on moves that haven’t shipped (Discovered, Planned, Researching, Drafting). Pick a reason such as Not a fit for our audience or Too much effort for now. The move keeps its evidence and reopens by itself only if a later finding shows a bigger impact. Click Reopen to bring it back yourself.
• Delete permanently… (Owner, Admin or Editor) removes the move with its evidence, history and comments. Linked content is kept. LogNorm also remembers the deletion, so no analysis ever recreates that move. If you later add the same move by hand, the block is lifted.

On the Moves page you can select several moves and use Dismiss or Delete in the bar at the bottom.

Validate fixes#

Fix moves that come from the SEO or GEO audit show a Check the fix on your live site panel, listing each audit issue and how many pages still need fixing. After you ship the fix, click Validate fix: LogNorm re-checks the affected pages right away, without a full audit, and clears the ones that pass. When every issue is fixed, the move is marked done and measurement starts. Site-wide and AI-judged GEO checks show Validate (re-run audit) instead, and link-graph checks such as orphan pages need a full crawl. Validation uses a few credits and needs a role that can run audits. See Site audit.

The Moves page#

Moves lists every move for the website, grouped by category and sorted by LogNorm’s rank. You can:

• search by title, keyword or URL;
• filter by Status (All active, This week’s plan, Everything), Type, Source, Topic, Owner and Campaign;
• group by Category, Type, Source or Status, or not at all;
• sort by LogNorm’s rank, Impact, Least effort or Newest;
• switch between the list and a board by status.

How many moves you can see depends on your plan. When some are hidden, a banner says how many.

Related#