SEO strategy
A practical plan for your next move.
Connect your business goals to search opportunities and a prioritized plan for your website. Define the work, responsibilities, and measures before implementation begins.
Start with the business question
More visits are only useful when they support the business. Begin with your services, the customers you want to reach, and the action a useful website visit should make possible.
An existing website provides a starting point: its important URLs, service descriptions, navigation, and available search data. Record what is known before deciding what to change.
Define a scope people can act on
- A page inventory that connects each important URL to a real customer need.
- A prioritized list of content and technical issues, with a reason for each priority.
- Named responsibilities, access requirements, and dependencies.
- A measurement plan that distinguishes visibility, website activity, and actual inquiries.
Keep the plan proportionate
A small service website may need a few careful changes. A large site may need a staged technical review. The amount of work should follow the evidence, rather than a fixed quota of new pages.
Before an engagement, confirm who will implement the work, which systems are involved, and how proposed changes will be approved.
What to bring to the discussion
Start with the website address and a plain-language description of the problem. Note any redesigns, platform changes, or sudden shifts in inquiries. Summaries are enough for an initial conversation; do not send credentials or private customer records.
Make the scope tangible
What useful work leaves behind.
Use these examples to define deliverables with a provider. They describe the work to agree, without promising a result.
- A page-to-question map
- Match the questions customers ask to existing pages. Mark overlap and genuine gaps before proposing a new URL.
- A priority record
- For each issue, record the affected page, evidence, expected benefit, confidence, effort and owner. Explain why it belongs ahead of another task.
- An acceptance plan
- State what will be checked after implementation and which outcome needs longer observation. Keep completed edits separate from future search performance.
What should your website do better?
Start with your website, your service area, and the business goals you want search to support.