1. Separate five different stages
“The website does not work in search” can describe several situations. Separate them before planning the work.
| Stage | Question | What this does not establish |
|---|---|---|
| Crawlability | Can a search crawler retrieve the page? | That the page is indexed |
| Indexing | Is the page in the search engine’s index? | That it appears for relevant queries |
| Impressions | Does the page appear in search results? | That people visit it |
| Clicks | Do people arrive from search? | That they enquire or fit the business |
| Enquiries | Was an actual enquiry received? | That it was handled or became a sale |
Search, visit and enquiry data may live in different systems. Do not count a contact-link click as a received enquiry when the subsequent action is not verified.
2. Record the starting point
List your main services and their pages. For each, note whether the address works, the content matches the service, the next action is clear and search data is available. If there is no data, record that explicitly; it is not the same as no demand.
If webmaster tools or analytics are already in use, record a comparable period, the relevant pages and available metrics. Note recent domain changes, redesigns, migrations or offer changes, as these can affect the meaning of a comparison.
A public URL and a description of the problem are enough for the first discussion. Access should be shared separately with agreed permissions, not bundled with passwords for the entire hosting account.
3. Check the purpose of priority pages
Choose a few services that genuinely matter. Ask four questions about each page: who needs it, which question it answers, how it differs from neighbouring pages and what action it suggests.
- The heading identifies a specific service, not just the company name.
- The scope, limitations, stages and required client input are clear.
- Examples and figures are supported; an illustrative workflow is not presented as a client case.
- The page answers real buying questions instead of repeating a keyword.
- Relevant pages are connected through understandable links.
Do not create dozens of near-identical pages by changing a city name. A separate page needs its own useful purpose and content.
4. Separate an observation from a diagnosis
Open key pages on desktop and mobile. Check navigation, readability, contact options and broken journeys. Record the exact address and failed action. “The contact link does not open on mobile” is reproducible; “search engines dislike the design” is still an assumption.
Ask the technical audit to check server responses, redirects, crawler access restrictions, indexing directives, preferred page addresses and the sitemap separately. The existence of a file or setting does not establish that it works correctly.
Do not change restrictions and redirects indiscriminately. Some may protect internal areas or preserve old links. Every correction should have a clear reason and a verification method.
5. Ask for a verifiable work plan
A useful plan connects an observed issue, a specific change and a check. It does not have to begin with a large volume of new copy.
| Observation | Work | Verification |
|---|---|---|
| An important service has only a one-line description | Create a dedicated page explaining scope and process | Content is approved, the page is accessible and links work |
| An old address leads to an error | Identify its purpose and agree on a correction | Check both the old and destination addresses |
| The source of enquiries is unclear | Agree on a method for recording the source | Test the journey through to the working system |
Separate released changes from their search impact. A published page is a work output, not yet evidence of increased enquiries.
6. Agree on expectations before starting
- Which pages and tasks are priorities, and why?
- What is included and what is priced separately?
- Who prepares, approves and publishes content?
- Which data is available, and what cannot yet be measured?
- How will completed changes and metric trends be reported?
- Who handles enquiries after they leave the website?
Do not treat a guaranteed position, indexing deadline or enquiry count as a sign of proposal quality. Agree on transparent work, a baseline and a verification process instead.
For general guidance, consult the official Google SEO Starter Guide: useful content and understandable links matter more than an artificial word target, and following recommendations does not guarantee indexing or a top ranking.