Services · Method 01 of 03
Customer question research
Start with questions customers already ask, not with a keyword list. Those questions arrive in call notes, estimate requests, review text, and the search terms in your Business Profile and Search Console reports. Research turns them into a page plan: one question cluster per page, an answer at the top, and an official source behind any claim about a rule.
Collect the wording customers use
Copy the exact phrasing, not a cleaned-up version of it. Five places produce most of the material:
- Call notes and voicemail transcripts from the last few months.
- Estimate requests, including the free-text field most customers fill in badly and honestly.
- Review text, where customers describe what surprised them.
- The search terms in your Business Profile performance report.
- The queries report in Search Console, filtered to the pages that already get impressions.
Two rules keep the list honest. A question counts as evidence only if a customer wrote or said it, and it keeps its source label so you can go back and read the context.
Group by the decision the customer is making
Sorting by stage is more useful than sorting by topic, because a page should move someone one step closer to booking.
| Stage | What the customer is deciding | Example question shape |
|---|---|---|
| Cost and estimate | Whether they can afford it and how pricing works | What changes the price of a move |
| Timing | When to book and what is available | How far ahead to schedule |
| Scope | What the crew will and will not handle | Whether a piano or a gun safe travels |
| Rules and paperwork | What is required of them and of the mover | Which documents a move needs |
| Local logistics | Whether the move physically works at both ends | Parking, elevators, permits, narrow streets |
| After the move | What happens if something goes wrong | How damage claims work |
Each cluster then gets one owning page. A question that appears in two clusters is usually two questions wearing the same words.
Decide what becomes a page
Not every question deserves a page. A question becomes one when it is asked often enough to matter, no existing page answers it directly, and answering it helps someone choose or prepare. When an existing page is the right home, the work is a section on that page, not a new URL.
Priority comes from three things you can observe without a keyword tool: how often the question appears in your own records, whether the asker was close to booking, and whether the answer requires information only a mover can give.
Answer in the first sentence
The page opens with the answer, then explains it. A reader who stops after one sentence should still have what they came for. After the answer: the steps or conditions, the exceptions, and a link to the official rule when the answer is about regulation, tax or licensing.
Facts that need a source: registration requirements, liability and valuation rules, review rules, and anything Google publishes about its own products. Facts that need no source: how your crews work, what your estimate includes, and which questions your office asks on the phone. Both kinds belong on the page, labeled differently.
Keep the record
The research log is the deliverable that outlives the project. One row per question: the exact wording, where it came from, the stage, the page that answers it, whether the answer is written, and the official source if one applies. When someone asks why a page exists, the log answers in one line.
Revisit the log when the phone script changes, when a rule changes, or when a page stops getting impressions. A question that no longer appears is a candidate for merging into another page.
How the method runs
In this order
- Export the search terms from the Business Profile performance report and the queries from Search Console.
- Read call notes, voicemail transcripts and estimate requests; copy the customer wording exactly.
- Group the questions by decision stage and de-duplicate by meaning, not by phrasing.
- Assign each cluster one owning page, and mark the questions that belong in a section instead.
- Write the answer-first block, then the steps, exceptions and official citations.
- Log every question with its source and the page that answers it.
Do it yourself instead
Each of these is free, and each one is a chapter of the manual rather than a summary. Nothing here requires an account on this site.
Part of the manual
This method follows the same rules as the field manual. Read the chapter index for the work that comes before and after it, or check the editorial standards for how pages are sourced and corrected.
Contact
Start with the decision in front of you
Describe the site, the service area and the question you need answered. If the manual already answers it, the reply will point to the chapter instead of a proposal.
hello@seoformovers.us.com
Plain text only. No form, no scheduler, no sales sequence.