Start with one page
In Google Search Console, open the Search results performance report for your site. Set a date range and filter to the exact service page you want to review. Open the Queries tab and look at impressions and clicks together. Click-through rate is clicks divided by impressions.
Write down the page URL, date range and a few visible queries that matter to your business. Treat the query list as a sample. Google omits some queries for privacy, so adding up the rows can give a different total from the chart.
Read the queries like customer requests
Sort what you see into three groups. Mark phrases that match the job you sell, phrases that describe a related but different job, and phrases from outside your service area. Judge each group on its own. A page that answers the right customer’s question can still get impressions for searches that would never turn into enquiries.
Illustrative example. A Vancouver deck repair page shows for “replace rotten deck boards Vancouver” and “DIY deck stain colours.” The first search describes a job the contractor takes. The second is about doing it yourself. If the first group matters but rarely gets clicks, inspect how the page presents the repair service before adding more content about stains.
Pick one edit that matches the evidence
- The query matches, but your title is vague. Change a title such as “Outdoor Services” to describe the job and location you actually serve. Make the page heading and opening paragraph explain the same service.
- The search describes a job you handle but barely mention. Add a short explanation of what you inspect, what work is in scope and what photos a customer can send for an initial conversation.
- The search is for something you don’t offer. Leave it out of your target list. If the page genuinely leaves the scope unclear, describe where your work starts and ends.
Google can generate the displayed title link from several signals, including the title element and on-page headings. A title edit is something to test, and the text shown in results can differ from the title you wrote.
Check clicks and enquiries separately
Record the date and the exact edit. When enough new data is available, compare two similar date windows using the same page filter. Check the queries relevant to the work, alongside impressions and average position. If visibility or the mix of searches changed, the new click-through rate alone can’t tell you what caused the difference.
Keep a separate record of calls and forms that turn into relevant enquiries. If clicks rise and enquiry quality doesn’t, check whether the page makes the scope, service area and next step clear. If the page gets very few impressions, give yourself more data before judging a small change.
Use the result to decide what to fix next
Start with one page and one edit. Our service page writing guide can help you turn that decision into copy. If you need help updating the site, see our website design and support options.
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Sources
- Google Search Console Help on performance report filters and use cases
- Google Search Console Help on performance report data
- Google Search Central on title links
Editorial note: this guide was prepared with AI assistance for AI Power Studio. Examples are illustrative. Sources checked November 9, 2026.