The problem
A large, content-heavy site where the answers genuinely existed and nobody could find them. That combination sends people to the phone, and the calls are almost all questions the website could have answered.
What putting it in involved
The site was built as a single-page app, so a normal crawl came back with nothing usable. The content was reachable through the JSON API the app itself calls, and that is what was indexed. Worth knowing if your own site is built the same way: it is a solvable problem, and it is the reason a generic crawler finds nothing on sites like this.