1) Lock in the on-page fundamentals

Titles and descriptions win the click; headers and copy keep it. This is the foundation I’d fix first before publishing anything new.

• Titles: target query + clear benefit, ~55–60 characters, unique per page.
• Meta descriptions: 140–155 characters; lead with the outcome.
• Headers: one H1; H2s that map to subtopics people actually search.
• Media: descriptive alt text, WebP/AVIF, lazy-load below the fold.
• Internal links: 3–5 contextual links per page using natural anchors.
• Indexation: no accidental noindex; add canonicals for variants.

These edits typically move CTR and time-on-page fastest.

2) Match search intent instead of guessing

People look for tasks, comparisons, and prices. Build the format they expect so they don’t bounce.

• Navigational: brand, contact, pricing.
• Informational: guides, checklists, how-tos.
• Transactional: service/product pages with proof and clear CTAs.
• Local: “thing + city + problem” pages with service radius and reviews.

Practical step: in Search Console, group queries by intent and publish to fill obvious gaps.

3) Build topic clusters so your site looks authoritative

Depth and internal structure help search engines understand coverage and help readers find what’s next.

• One hub per topic that summarizes and links out.
• 5–12 focused supporting articles, each answering one subtopic well.
• Cross-link supports to the hub and to two neighboring articles.
• Refresh hubs quarterly with updates and new internal links.

4) Earn the click on the results page

You can lift CTR without jumping a full rank if you format content to qualify for rich results.

• FAQ schema where you already have short Q&As.
• HowTo or Video schema only when it genuinely fits.
• Show “updated on” dates when content changes meaningfully.
• Use years or outcomes in titles when relevant, not as decoration.

5) Keep the site fast enough that content can win

• Largest Contentful Paint: lightweight hero, inline critical CSS, defer the rest.
• Cumulative Layout Shift: set width/height on images and embeds.
• Interaction to Next Paint: limit third-party scripts; hydrate only what needs it.

6) Strengthen credibility (E-E-A-T)

Make it obvious why your content can be trusted and who’s behind it.

• Real bylines with short bios and profile pages.
• Cite sources and explain methods for data claims.
• Clear About, Contact, and policy pages.
• Reviews/testimonials with context and owner responses.

7) If you’re local, give Maps real attention

Visibility here drives a lot of discovery and calls.

• Google Business Profile: accurate categories, services, and UTM-tagged links.
• Reviews: ask after wins and reply to every review.
• Photos weekly; seed and answer Q&A.
• Location pages for real service areas, not city stuffing.

8) Measure and iterate on what works

Tight feedback loops beat guesswork. Track, adjust, and log changes.

• GA4 events: scroll, video plays, CTA clicks, forms, and “copy phone.”
• Search Console: watch “almost there” queries; adjust titles/meta for CTR.
• Change log: record title rewrites, internal links, and schema; review after 2–4 weeks.

9) A simple 8-week publishing schedule

Consistency is the competitive edge most teams skip. Here’s a realistic cadence.

• Weeks 1–2: fix on-page gaps, speed hygiene, internal linking; update GBP.
• Weeks 3–4: publish 2 service pages and 1 topic hub; add 6–10 internal links sitewide.
• Weeks 5–6: two bottom-of-funnel posts like “service + city + price/time,” add FAQ schema.
• Weeks 7–8: one comparison post, one customer story; refresh the hub.

What good looks like after 12 weeks

When you ship the playbook above and keep it consistent, calls and form fills usually climb steadily. The table below uses simple CSS bars to visualize growth.

Week	Leads	Trend
1	8
2	8
3	9
4	10
5	12
6	14
7	16
8	18
9	19
10	21
11	23
12	25

Channel economics: why compounding matters

Paid can fill the gap, but organic and Maps usually win on cost per lead once content and GBP begin to rank.

Channel	Cost per lead	Relative
Organic SEO	$48
GBP/Maps	$35
Paid Search	$110
Paid Social	$85
Referral	$60

Google Business Profile optimization checklist

Sort by priority and knock these out over the first two weeks.

Task	Impact (1–5)	Effort (1–5)	Priority score
Primary category accuracy	5	1	6.5
Review velocity + owner responses	5	2	5.5
UTM-tag website and booking links	4	1	5.0
Add service list with descriptions	4	2	4.0
NAP consistency across citations	4	3	3.0
Weekly photo uploads	3	2	2.5
Q&A seeded and monitored	3	2	2.5
Products/menus set up	3	2	2.5
GBP Posts (promos/events)	2	2	1.0

Simple, local content plan (8 weeks)

• Week 1–2: GBP overhaul, reviews program live, fix top technical issues.
• Week 3–4: Publish 2 service pages + 1 location page; add before/after galleries.
• Week 5–6: Two BOFU posts targeting “service + city + price/time,” add FAQ schema.
• Week 7–8: One comparison post, one customer story, and a short “how pricing works” page.