Checklist

Check if synonyms are still helping.

Synonyms should solve a demonstrable language difference. Audit rules periodically on origin, direction, overlap, assortment and effect.

Source

Is it clear from which query data, customer language or support question the rule originated?

Does the relationship really have to work two ways or is one-way mapping safer?

Are there any double, conflicting or too broad rules that unnecessarily increase the recall?

Are the terms, brands and products still active and relevant in the current range?

Do CTR and relevant clicks improve or decrease only the no-result rate?

Is it recorded who manages the rule, why it exists and when it is reassessed?