URL Deep Dive

What is it?

URL Deep Dive runs the SEO Root Cause Analysis for one page. You pick a URL, and Prism shows its trend, funnel, hits and misses, the reason it moved, and the queries it ranks for.

Why use it?

• To understand why one important page gained or lost traffic.
• To see every Google search query that leads to that page.
• To check whether a page's change came from impressions, position or CTR.

Before you start

• Connect Search Console and GA4.
• Turn on Compare in the date picker, so Prism can compare two periods.
• Save a branded pattern to see the branded split. See Branded keywords.

How to use it

1. Open the tab

   In Advanced Analytics, click URL Deep Dive. You see Search for a URL above to start.

2. Search for the page

   Type part of the path in the box, for example /blog/. The box shows Search N URLs — type part of a path, e.g. /blog/.

3. Pick the URL

   Click it in the list. The list shows the top 50. Type more of the path to narrow it down.

4. Read the report

   Scroll through the trend, funnel, Hits & Misses, Why this URL moved and Queries for this URL.

5. Pick another page

   Click Clear to start again.

Understanding the screen

URL picker

• While loading: Loading URLs…
• Footer: Showing the top 50 — type more of the path to narrow it down.
• No match: No URL match and your text.

Header

The header shows:

• Open page ↗ — opens the live page.
• A chip with the page's category.
• Includes N Search Console versions of this page (anchor links, UTM-tagged links) — Prism groups these versions into one page.
• Clear — removes the URL.

Trend, funnel and Hits & Misses

These work the same as on the SEO Root Cause Analysis tab, but only for this URL. Read about the Organic Funnel and Hits & Misses.

Why this URL moved

Explains the page's change, with a Driven by pill that names the main cause.

Queries for this URL

Shows the top 25 queries for the page. Click Show all N queries to see them all, or Show fewer to go back. The list includes a (not set) row: The (not set) row is the part of this URL's clicks and impressions Search Console doesn't attribute to any query, for privacy reasons. See (not set) explained.

Example

For example, you pick /blog/seo-checklist/. Why this URL moved shows Driven by Position. In Queries for this URL, the main query dropped from position 4 to position 9. Update the page's content to win back the rank.

Tips

• Start from URL Breakdown. Find a page in Biggest rank drops or Content decay radar, then open it here.
• Use Open page ↗ to check the live page while you read the report.

Common issues