1. Confirm the basics work
Open your important pages on a phone. Check that each loads over HTTPS and clearly identifies the service, coverage and next step. Try phone, email and form controls. Note any content that is hidden behind an interaction or difficult to read.
2. Compare intended pages with indexed pages
Create a list of the pages customers should find in search. Compare that list with Search Console’s indexing information. An excluded duplicate or private page may be correct; an excluded main service page deserves investigation. Submit a sitemap of canonical pages that return successful responses.
3. Give each service a useful home
Each priority service should explain who it is for, what it includes, what affects scope and how to enquire. Merge pages that answer the same question without adding distinct value. Connect related services and guides through ordinary links.
4. Check your local information
Verify your public name, contact details, hours and actual service area. Review Business Profile eligibility and categories. Do not create a location page that implies a staffed office where none exists. Keep seasonal changes visible.
5. Establish a baseline and choose priorities
Record current relevant queries, landing pages and qualified enquiries where available. Choose a short list of changes with a clear expected benefit and a verification step. A focused improvement plan is easier to learn from than changing every page at once.
Published October 7, 2026. Practical educational guidance; implementation depends on your website. How we prepare our resources.
