Start with five pages and a customer question
Choose the homepage, a priority service, pricing or scope, one useful guide and the enquiry page. Write the question each page should answer. For a specialist service, this might be “Is this suitable for our problem?” rather than a broad definition that attracts readers who will never buy.
Record the URL, intended audience and next action. This gives every proposed fix a purpose. Do not begin by creating a page for every keyword or town; first identify the decision your existing pages fail to support.
Check access before rewriting content
Open each URL, follow its internal links and inspect its title, main heading and canonical URL. Check whether robots rules or a noindex instruction exclude it. Confirm that the XML sitemap lists intended public pages and that missing URLs return an appropriate error.
A page loading for you does not prove Google has indexed it. In a verified Search Console property, inspect the URL and read the reported indexing status and selected canonical. Record the date and result. Without access, write “indexing unverified”, rather than reporting a successful crawl as indexed.
Look for answers a buyer can use
The page should state what is offered, who it suits, what is included, what affects price and how to proceed. Put a concise answer near the beginning, with limitations beside the claim. Support it with your own process, examples or permissioned evidence.
For AI search, start with the same useful content and accessible pages. Google says no special additional optimisation is required for its AI features. Structured data should describe visible facts; it does not purchase a citation or guarantee a search feature.
Test the enquiry and prioritise findings
Use a small screen and keyboard to follow the journey. Check labels, required fields, error messages and the accepted-submission confirmation. A confirmation must describe what the system actually accepted; it should not assert that a person read it or that a report was delivered.
Record findings as URL, observed problem, customer impact, proposed fix, evidence and recheck. Prioritise a broken form or excluded service page over cosmetic metadata changes. Treat keyword demand, backlink quality, field performance and actual AI citations as separate investigations.
Keep a baseline you can compare
Save the reviewed URLs and dates, then record relevant impressions, clicks and qualified enquiries where the data exists. Separate branded searches from discovery by new customers. Note whether a change affected the page, the offer or the measurement itself.
Repeat the same review after changes. A higher technical score is useful evidence about implementation; it is not proof that sales increased. HELIX’s free audit follows a defined public-site scope and identifies questions that require additional evidence.