Check the foundations
Start with pages that fail to load, important content blocked from indexing, unclear canonical URLs, and broken internal links. Fix obstacles before adding more content.
Match pages to real questions
List the questions customers ask before buying. Give each important topic a clear home and avoid creating multiple pages that repeat the same answer.
Make your expertise concrete
Explain what you do, what the customer needs to provide, and how the work is reviewed. Use original examples and accurate information rather than unsupported claims.
Improve the enquiry journey
Search visibility only helps when the destination is useful. Review mobile usability, contact options, forms, and the information a customer needs to take the next step.
Review progress consistently
Record changes and compare relevant search and enquiry data over time. Search rankings and AI answer inclusion are not guaranteed, so use business outcomes alongside visibility observations.
Further reading
Key takeaways
- Check the foundations
- Match pages to real questions
- Make your expertise concrete
- Improve the enquiry journey
