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Search Console reports often stop at clicks and impressions, leaving UK SMEs unable to see which queries create customers. This article sets out a monthly query-to-enquiry scorecard that links high-impression terms to landing pages, form fills and calls, with a template and a worked service-business example.
Rising branded queries can flatter a Search Console dashboard while generic visibility stalls. This audit separates brand, brand-plus-town and generic demand, benchmarks non-branded impressions and sets a 90-day plan for category pages, landing copy and paid-search defence.
Many UK small businesses rank for broad terms yet lose high-intent local clicks because their relevance is uneven across towns, services and streets. This audit framework treats local search as a map of proof rather than a single homepage keyword.
AI overviews and chat-style results are changing where clicks land, but many smaller UK firms still judge visibility by rankings alone. This one-hour review helps owners trace relevance leaks across intent, entities, local data, freshness and measurement, then prioritise fixes with a simple score sheet.