Establish a baseline
Before changing pages, record available queries, entry pages and conversions. Separate branded demand from searches unrelated to the company name. Document measurement gaps and seasonality. A baseline helps interpret changes; it does not prove that every later variation was caused by SEO.
Address the obstacles
Prioritise broken important pages, broken links, conflicting versions and obstacles to using the offer. Give every issue an owner and completion criterion. Do not spend the first month on cosmetic refinements while a sales enquiry still fails to reach the person who should handle it.
Improve existing answers
Select pages with a clear commercial task. Check whether they explain scope, audience, process and common concerns. Use real sales questions to complete the answers. Add new material when it serves a distinct need and can be linked from relevant pages, not merely to meet an article quota.
Review and adapt
At the end of each cycle, separate completed work from observed outcomes. Review queries, enquiry quality and unresolved issues. Keep a change log to help explain trends. Ninety days is a framework for work and learning, not a guaranteed deadline for a ranking or a return.
Key takeaways
- Measure delivery, visibility and business outcomes separately.