When search is not bringing enquiries
An existing website can lose relevant demand through indexing, structure, content or the enquiry journey. These are separate questions and require separate evidence.
SEO scope
Indexable URLs and duplicates; canonical URLs, redirects and sitemaps; search-intent clusters; commercial pages; internal links; stable metadata and structured data that describe visible content.
Deliverables
A prioritised issue register, query-to-page map, agreed implementation backlog, concrete code and content changes, and verification notes. Store projects require a separate review of categories, products, filters and pagination.
Measurement
Crawls and runtime checks verify implementation. Search Console comparisons measure indexing, impressions, clicks and relevant queries over comparable periods. Enquiries require conversion evidence rather than an assumed traffic-to-sales ratio.
Scope, access and quote
Start with the project brief and relevant URLs. After the initial review, agree priorities, deliverables, responsibilities and a schedule. Access is granted through roles where available. The quote depends on the work and implementation constraints; a fixed tariff or deadline is not presented before those are known.
FAQ
Why can a sitemap URL be absent from Google?
Discovery is not proof of indexing. Check availability, canonical URLs, duplicates, internal links and URL inspection where Search Console access exists.
How is a page selected for a query?
Match the user intent and required answer type. A category, service or information page has a distinct purpose; avoid competing pages for the same need.
Are title and description changes enough?
Not when indexing, content or the offer fails to meet the query. Metadata describes a page rather than replacing its usefulness.
What makes an outcome comparison valid?
Consistent metrics, comparable periods, reliable sources and a change history. Impressions, clicks and enquiries cannot substitute for one another.
Why is search timing different from implementation timing?
Template changes can be tested immediately; crawling and search reactions are outside the contractor’s control. Separate the implementation schedule from the observation period.
