How to approach the work
Review titles by template rather than editing random URLs. Identify duplicate boilerplate, missing service names and country names inserted where the business has no relevant offering. Give each page a clear main heading and organise supporting headings around real questions.
What to check and change
Write descriptions as concise previews, not lists of keyword variants. Search engines can generate a different snippet from visible content, so improve the opening paragraphs too. Check truncation visually across devices rather than treating one character count as a universal rule.
A practical example
Example: “Best SEO, Best SEO Agency, SEO Company” tells a buyer almost nothing. “Technical SEO Agency for Website Migrations” explains the service. The page should then show the migration process, access requirements, testing responsibilities and how success will be assessed.
What to measure and ask your agency
Compare click-through rate only alongside query mix, position and device. A ranking change can alter CTR without any copy effect. Your SEO agency should record what changed and use relevant comparison periods instead of attributing every movement to a new title.
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Technical reference: Google Search Central
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