GUIDE 02 / SEO REPORTING

Report the decision, the change and the evidence together.

A dashboard can be accurate and still be useless. Reporting becomes operational when the reader can tell what changed, what was observed, what remains uncertain and whether to keep, revise, investigate or stop the work.

SIGNAL STACK

Each layer establishes something different.

Strategy supplies the decision. Technical SEO establishes the released state. An ongoing scope retains that context across releases.

01

Release

What was actually published, when, and on which routes or templates?

Establishes the intervention
02

Search

How did impressions, clicks, CTR and average position change by query, page, country, device and time?

Establishes observed Google Search behavior
03

Visit

What did attributed organic sessions do on the site under the current analytics definition?

Establishes measured onsite behavior
04

Business

Which qualified enquiries, sales or other approved events occurred, and how does the business value them?

Establishes the commercial outcome supplied by the operation

COMPARISON DESIGN

Choose the comparison before reading the movement.

A line rising after a release is an observation. Its usefulness depends on whether the time range, page set, query family, market and competing changes make the comparison relevant to the original decision.

  1. Fix the scope

    Name the exact pages, queries, country, device, search type and business event.

  2. Annotate the intervention

    Record the verified release date and every material change that shares the window.

  3. Choose the baseline

    Use a comparable period and expose seasonality, incomplete data or changed tracking.

  4. Inspect alternatives

    Check demand, result composition, site-wide effects, migrations and measurement failures.

  5. State the boundary

    Separate what the data directly shows from the cause or forecast being inferred.

THE REVIEW MEMO

Four answers are enough when they are specific.

01Decision

What did we believe should happen, and under which condition?

02Delivery

What exact public state was verified?

03Observation

What changed in search and business data at the correct scope?

04Action

Keep, revise, investigate or stop, and name the next decision.

What should the report answer?

Send the site, the released work and the business decision.

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