spinecentral.co.uk - Website Build and SEO Discussion

matched

Tue, Nov 25, 2025, 9:00 AM • —

Client

BrandRap

Participants

0 attendees

Action Items

12 pending

AI Meeting Analysis

AI GENERATED

Client Sentiment

[~]MIXED

The client expressed frustration about significant spend (£20k+) producing low-quality leads, but showed openness to an audit-led plan, improved tracking, and a rebuild to resolve the issues.

Meeting Quality

EFFECTIVENESS78%

GOOD

Relationship Status

stable

Executive Summary

The team discussed rebuilding spinecentral.co.uk to improve SEO, reduce Google Ads-driven bounce rates, and increase qualified lead generation. Key focus areas were expanding location- and condition-specific content, fixing technical tracking/URL issues, and completing an urgent audit to inform a scope and pricing proposal.

Key Topics Discussed

Website rebuild for SEO and engagement improvementLocal SEO and location/condition-based content strategyGoogle Ads performance issues and lead quality concernsConversion tracking, attribution, and dashboard reportingTechnical SEO cleanup: duplicate URLs/content and hosting configurationCross-domain tracking and analytics implementationAudit-first approach leading to scope and pricing proposalABC Europe e-commerce UX and backend/logistics improvementsAgency engagement model (month-to-month, direct communication)

Decisions Made

✓Proceed with a rapid audit of Google Ads, Analytics, and Search Console before finalizing scope and pricing.
✓Prioritize fixing cross-domain tracking, lead form tracking, and duplicate URL/content issues as part of the technical cleanup.
✓Shift content strategy toward location-based and segment-specific pages (e.g., pregnancy, sciatica) to improve local SEO and relevance.
✓Implement comprehensive conversion tracking and dashboard reporting (calls, forms, lead follow-ups) to address lead quality and attribution gaps.
✓Operate on a flexible month-to-month engagement model with direct communication with the delivery team.

Follow-up Items

→Agency to send client access request links for Google Ads, Google Analytics, and Google Search Console.
→Client to provide/administer access to Google Ads, Analytics, and Search Console once access links are received.
→Agency team to complete SEO + Google Ads audit and deliver a next-day proposal (timeline target stated).
→Agency to run a Google Ads diagnostic review focused on low-quality leads and geographic targeting irrelevance.
→Agency to conduct a technical review of Analytics/Ads implementation, including lead form conversion tracking and cross-domain measurement.
→Agency to prepare a formal scope of work and pricing proposal after audit completion.
→Agency to set up detailed tracking and reporting dashboard integrating call tracking, form submissions, and lead follow-up outcomes.
→Agency to assist with technical cleanup of the current site/hosting to resolve duplicate URL/duplicate content issues.
→Agency to schedule and run an audit walkthrough meeting with the client.
→Client to review the audit report and proposal and confirm next steps for website rebuild + SEO engagement.

Open Questions

?What is the exact root cause of the low-quality leads (keyword intent, match types, targeting settings, landing page mismatch, tracking gaps, or spam)?
?Which geographies should be targeted/excluded, and what evidence exists of current geographic irrelevance (locations report, search terms, user location vs. intent)?
?What is the current measurement setup (GA4/GTAG/GTM), and where specifically is cross-domain tracking breaking?
?Which URLs are duplicated (www/non-www, http/https, trailing slashes, parameters, staging domains), and what canonical/redirect strategy will be used?
?What are the priority service lines and patient segments to build content around beyond pregnancy and sciatica?
?What is the desired conversion definition and lead qualification criteria (calls > X seconds, booked appointment, form fields, CRM stages)?
?What is the timeline and budget expectation for the rebuild and ongoing SEO/ads management after the audit?
?How will ABC Europe’s e-commerce revamp be prioritized relative to spinecentral.co.uk work (resources, sequencing, ownership)?

AI Recommendations

★The meeting clearly identified the main problems (tracking, duplicate URLs, content gaps, lead quality) and produced concrete next steps (access, audits, proposal, tracking plan). Effectiveness is reduced by several unresolved specifics (target geographies, measurement architecture, rebuild scope/timeline) pending the audit.

Analysis generated: Dec 15, 2025, 7:44 PM

Action Items

Coordinate with team to schedule detailed audit review meeting

🎤 Haris Karim

pending

Provide required admin access to Google Ads, Analytics, and Search Console on receipt of access link from agency

🎤 Richard Gliddon

pending

Review forthcoming audit report and proposal, prepare to proceed with website rebuild and SEO engagement

🎤 Richard Gliddon

pending

Conduct internal technical and SEO audits on client’s existing digital assets

🎤 Sam Dastmalchi

pending

Initiate Google Ads diagnostic review to find causes of low lead quality and geographic irrelevance

🎤 Sam Dastmalchi

pending

Prepare and arrange client meeting for audit walkthrough

🎤 Sam Dastmalchi

pending

Send client access links for Google Ads, Analytics, and Search Console for audit

🎤 Haris Karim

pending

Provide formal scope and pricing proposal after audit completion

🎤 Haris Karim

pending

Implement Google Ads and Analytics technical review focusing on lead form tracking and geographic targeting issues

🎤 Haris Karim

pending

Oversee and coordinate completion of SEO and Google Ads audit by team, aiming for next day proposal delivery

🎤 Haris Karim

pending

Assist in technical cleanup of current website and hosting configurations to resolve duplicate content issues

🎤 Haris Karim

pending

Setup detailed tracking and dashboard reporting integration that includes call tracking, form submissions, and lead follow-ups

🎤 Haris Karim

pending