Decision paths
From the symptom to the fix, one step at a time.
Each path starts with something you noticed (leads dropped, ads spend but nothing books, the site does not rank) and walks to the checks, the evidence and the scoped service that resolves it.
Start at the symptom you recognise. Every step names what to look at and what a result means, so you can stop as soon as you have your answer.
Decision pathYour website doesn't rank. How do you find out why before rewriting anything?Website not ranking? Check Search Console indexing status, query level data, and cannibalization before rewriting content, in the right order.Decision pathYour site gets traffic but no one is inquiring. Where does it actually break?Getting traffic with no inquiries? Check landing page intent, watch real sessions, and confirm your forms fire, in the right order, before you buy more traffic.Decision pathBusiness always slows down this time of year. What should you check before cutting your budget?Business slowing down for the season? Confirm it's really seasonal with year over year data before cutting your marketing budget, and how to pace it instead.Decision pathBad reviews are hurting your business. What should you check before responding?Negative reviews piling up? Check whether it's a pattern or an isolated complaint, read what they actually say, and check branded search impact before reacting.Decision pathYou're rebranding or changing your business name. What has to happen, and in what order?Changing your business name or domain? Check the right order: legal name, Google Business Profile, redirect map, then GA4 and Ads, before you lose visibility.Decision pathYou're opening a new location. What has to be set up, and in what order?Opening a new business location? Check your Google Business Profile setup, build the location page first, and avoid a duplicate listing flag, in order.Decision pathYour marketing budget just got cut. What should you check before deciding what to trim?Facing a marketing budget cut? Check which channel and campaign contribute least in GA4 and Google Ads before trimming, so you cut waste, not what works.Decision pathYou just lost a big contract. What should you check before touching your marketing budget?Just lost a major client or contract? Check your CRM pipeline value and past acquisition channel before increasing marketing spend to replace the revenue.Decision pathYour leads dropped suddenly. What do you check first?A step by step order to check GA4, Google Ads, Search Console, and GBP when your leads suddenly stop, so you fix the real cause instead of guessing.Decision pathYou're making your first marketing hire or hiring your first agency. What should you check first?Making your first marketing hire or agency choice? Check your existing account access, set a baseline, and settle ownership before anyone touches your accounts.Decision pathYou're expanding to a new city. What should you check before spending on it?Expanding your service business to a new city? Check existing search demand, licensing, and Google Business Profile setup before running ads or building a page.Decision pathA competitor keeps outranking you. Where do you check first?A competitor outranking you in search, ads, or the map pack? Check Search Console, Google Ads Auction insights, and GBP category and reviews, in order.Decision pathAI tools aren't mentioning your business. What should you check before trying to fix it?ChatGPT or Google AI Mode not mentioning your business? Check your actual search rankings, GBP completeness, and schema markup before chasing AI specific fixes.Decision pathYour agency isn't showing results. How do you check that for yourself?Think your marketing agency isn't producing results? Check platform access, raw GA4 and Ads numbers, and the account's own change history before deciding.Decision pathYou're spending on Google Ads but nothing is booking. Where's the leak?Nothing booking despite Google Ads spend? Check the search terms report, your conversion setup, the GA4 funnel, and your calls, in the right order.