An Information Center can drift over time if topics are chosen in isolation from business goals. To get the most from organic search, content should serve both the questions people ask and the outcomes your organization is working toward.

Review your content plan with stakeholders regularly

• Share upcoming article topics with sales, support, and leadership.
• Ask whether each topic supports key services or strategic themes.
• Adjust or postpone topics that no longer fit current priorities.

This keeps the Information Center anchored to what matters for the business.

Use simple mapping between articles and offers

• Tag each article with the primary service or product it supports.
• Track which tags show the most organic activity.
• Identify areas where there is business focus but little content.

When you manage your Information Center in this way, organic search becomes a channel that not only brings in visitors, but does so in a way that matches where you most want the business to grow.