Start with a buyer question
Choose a question a prospective customer asks before they are ready to speak to sales. For a Salesforce project, that might be whether their current org can be improved, how a migration would work or what affects an implementation estimate. Give each important question a clear home on the website.
Our recommendation is to review a small set of useful pages before adding more articles. Ask someone outside the delivery team to read each page and explain the service, the evidence and the next step. Their confusion is a concrete editing brief.
AI search still needs accessible, useful pages
Google says the existing SEO foundations apply to AI Overviews and AI Mode. There is no additional AI-specific markup requirement, and following the guidance does not guarantee inclusion. Important information should be available as text, connected through internal links and eligible for indexing.
Google: AI features and your website
Treat visibility on other answer platforms as a separate measurement question. Record where an observed citation or referral appeared and when. Do not present a single prompt response as evidence that all buyers will see the same recommendation.
Make each page help someone decide
A useful service page explains the problem, the work involved, dependencies and what happens after an enquiry. A useful article answers its question before introducing the relevant service. A project story distinguishes delivered scope from measured outcomes and explains the source of any result.
Google’s people-first content guidance asks publishers to assess originality, accuracy, authorship and the value added beyond other sources. For a consultancy, useful material can come from approved implementation lessons, worked examples and decisions your team can explain.
Google: creating helpful, reliable content
| Page | Question to answer | Useful next step |
|---|---|---|
| Service | Is this suitable for our process and systems? | Discuss the requirement. |
| Technical guide | How do we solve or investigate this problem? | Read the related service or implementation example. |
| Project story | What was delivered, and what evidence supports it? | Discuss a comparable workflow. |
| Contact | Who responds, and what happens next? | Send an enquiry or choose a meeting time. |
Check access before rewriting everything
Review important URLs, status codes, canonical addresses, internal links and the sitemap. Google’s starter guide covers these foundations and encourages clear organization and descriptive links. Keep a page inventory so a redesign does not quietly lose useful content.
For a migration, retain useful addresses where possible. Where an address must change, map it to the equivalent destination and test the redirect. Sending unrelated retired articles to a blog index is not the same as preserving the answer.
Google: site moves and URL mapping
Use supported structured data, not a schema checklist
Structured data must describe the visible page accurately. Correct markup creates eligibility for supported features; it does not guarantee a rich result. Avoid review stars without real review evidence or adding a type simply because another site uses it.
Google: structured data policies
An important 2026 correction: Google stopped showing FAQ rich results on 7 May 2026 and removed that feature’s documentation in June. Keep useful customer questions on the page, but do not sell FAQ markup as a way to obtain that retired result.
Google: search documentation updates
Measure the business journey
Agree what counts as a received enquiry and a confirmed appointment before reporting conversions. Form starts, button clicks, job applications and vendor messages answer different questions. Keep them separate.
- Review landing pages and sources together, with career and internal traffic identified separately.
- Verify that a successful form reaches its owner and that a failed delivery cannot look successful.
- Record qualification and discovery outcomes in the sales process.
- Compare the same definitions over time and note content changes, campaigns and reporting gaps.
A faster page is useful, but a lab score alone does not show whether a customer understood the offer. Google also advises assessing page experience as a whole. Test reading, navigation and form completion on a narrow screen as part of the release.
Choose the next improvement from evidence
If qualified buyers do not arrive, investigate audience fit and distribution. If they arrive but cannot find an answer, revise the page. If they start an enquiry and stop, examine the form and expectation it creates. If enquiries arrive but do not progress, review qualification and follow-up. This is a working diagnosis framework, not proof that one of those issues explains every low-converting website.
Turn the review into a practical plan
Bring the page, audience and business question you want to improve. We can discuss content, technical constraints and the next step toward a scoped website or SEO project.