An organic search ranking of a web page for a particular search query can be optimized by publishing a large number of short, subsidiary web documents associated with the web page. The web page and the associated web documents can be individually optimized in terms of one or more parameters based upon web analytical data compiled for the search query. The web page and associated web documents can also be jointly optimized by coordinating the content of the associated web documents to align with the primary web page, and further by providing a network of links between the associated web documents and the primary web page. To provide greater insight and to assess the overall efficacy of the web presence optimization effort, historical search rank data can be correlated with specific events and reported to a user.