Updated 22 October 2026. The earlier unsupported site-audit statistics and categorical ranking claims have been removed.
Publishing more pages is not a strategy on its own. A useful starting point is to understand what people search for, which page receives that search and whether the visit has a sensible next step.
Map searches to existing pages
Use Search Console to review queries for each important page. Separate searches for your business name, your services, technical questions and general industry news.
A page with many impressions may be appearing for a broad topic. That does not establish that prospective clients are arriving. Look at clicks, the query mix and actual enquiries together.
Give each page a clear job
Your service page should explain what you deliver, for whom, where and how someone can assess fit. A project page should demonstrate your contribution on relevant work. An article can answer a narrower question and link to the service or evidence where useful.
If two pages answer the same need, review their queries and performance before deciding whether to distinguish or combine them. Similar wording alone does not establish harmful cannibalisation, but an unclear purpose makes the site harder to manage.
Use project detail that helps a buyer
Describe the scope, constraints, responsibilities and documented outcome. Include approved images with useful captions. Avoid repeating a list of cities or claiming broad expertise without explaining the work behind it.
Location pages need a real purpose: actual coverage, relevant experience or distinct questions. Do not automatically create a page for every service and town combination.
Check technical access
Confirm that important pages load, can be crawled and use the intended canonical URLs. Check navigation, internal links and redirects when changing the site. Use structured data accurately; it should describe the page rather than invent credentials.
Google's Search Essentials and SEO Starter Guide provide the primary starting guidance.
Connect the visit to a conversation
Make the next step appropriate to the visitor: related project evidence, a technical document, a written enquiry or an optional call. Search visibility and enquiry conversion are connected but separate problems.
See our SEO service or use the website self-review.
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