A visit and a useful enquiry are different things. Before adding more pages, look at who arrives, what they were trying to find and whether the page helps them take the next step. This is how our Infinite Growth practice connects product development with search and customer growth.
Identify customer search intent
Someone searching for your company already knows your name. Someone asking how to connect their booking and membership systems may be discovering you for the first time. Those visits tell different stories. Separate searches for your brand from searches for a problem you solve.
Then ask whether the visitor is learning, comparing providers or ready to discuss work. A practical explanation may help the first person; a relevant project and a clear description of your role may help the second. One page rarely answers every stage equally well.
Review the pages acquiring visitors
Review your own Search Console data by page, query, market and time period. Are the pages you want customers to find actually receiving visits? A page with plenty of appearances but few clicks deserves a different investigation from a page people enter and quickly abandon.
Infinite Growth’s competitor notes distinguish keyword coverage from traffic contribution. A long list of ranked terms is not the same as visits. Treat third-party competitor traffic as an estimate, keep the market and dates consistent, and use it to find questions worth investigating—not to declare a competitor’s revenue.
Assess the enquiry journey
Choose an important service page and read it as a first-time customer. Can you tell who it is for, what the team actually builds and what you need to send to start a conversation? Try the contact path on a phone. An enquiry button should lead somewhere useful, and the form should not require a technical specification.
At the same time, have an engineer check whether important pages can be discovered and read, whether links work and whether the correct page version is being presented. A technical audit identifies obstacles; it does not tell the whole story of why someone chooses a provider.
Develop content from recurring customer questions
Collect questions from discovery calls, product demonstrations and support conversations. Group the related ones: connecting existing systems, protecting company data, trying a small first version, or what happens after launch. Answer each question with useful examples and a relevant next step.
A project example should explain the work your team did and what the customer can now do. Add sources where they help readers check a claim. Publishing many near-identical pages or dressing up general advice as first-hand experience gives the customer little reason to trust you.
Measure AI-search visibility and enquiries separately
GEO is often used to describe work on visibility in AI-generated answers. For Google Search’s AI Overviews and AI Mode, Google says the usual SEO foundations still apply; there is no special AI markup requirement or guaranteed inclusion. This guidance does not establish how often the separate Gemini app will recommend a business.
Keep a dated sample of relevant AI questions if you want to observe changes, but do not treat one mention as a sale. Review search visits alongside actual enquiries and whether those enquiries fit your services. Agree a small set of changes, record what changed, then review over comparable periods before deciding what to do next.
Before you start
- Bring the address of one service page you want to improve.
- List five questions prospects ask before working with you.
- Prepare available search data with its market and date range.
- Try the full enquiry journey on a phone.
- Agree what counts as a relevant enquiry and who will follow it up.
Related engineering work
Infinite Growth is our growth practice. Our team develops websites and applications, plans SEO/GEO, improves content and reviews search performance. We also build SEO Health Checker, with page and sitemap checks, Search Console analysis, a browser extension and command-line tools.
View the project case