Discovery Questions

Ask these questions to qualify the prospect and map their entity landscape before pitching a solution.

The Questions

What are your most important services?

Establishes the core service entities that need to be represented on the site.

What locations do you need to be known for?

Surfaces location entities — critical for local SEO and multi-location businesses.

What topics should Google associate with your brand?

Opens the conversation about topical authority. Most prospects have never thought about this explicitly.

Which pages on your site prove that connection today?

Forces them to confront the gap. Many will struggle to answer — that is the opening.

Who are your top 3 competitors in search?

Enables a quick entity clarity comparison. Competitor entity strength is often the root cause of ranking gaps.

Do you have any content that supports your core services — blogs, guides, FAQs?

Identifies whether a supporting content ecosystem exists. Absence of supporting content is a strong signal for entity SEO need.

After the discovery conversation, map the prospect against the fit criteria:

Fit Level	Signals
Strong fit	Existing SEO foundation, unclear entity/topic relationships, budget for monthly retainer
Medium fit	Newer site, needs foundational pages first, willing to invest in content
Weak fit	No clear offer, poor technical health, no indexable content, or no budget