Establish the baseline
Before reviewing a change, record the affected pages, the period being compared and the available data. Note any tracking gaps, seasonality or website changes that could influence the comparison.
Separate visibility from visits
Search Console can show impressions, clicks and average position for the queries and pages it reports. A rise in impressions may reflect broader coverage without a matching increase in visits. Query intent and the type of page appearing in search help explain the difference.
Check what happens after the click
Analytics and configured conversion events can help distinguish a visit from a contact submission or purchase. Test the event setup before using it in a report. A button click should not be presented as a completed enquiry when the form was never submitted.
Keep business outcomes connected to business records
A submitted form still needs qualification. When your sales records are available and suitable for reporting, they can help distinguish relevant enquiries, booked work and revenue. We do not calculate sales from keyword positions or assume that every organic visit became a customer.
Document what actually changed
Implementation records identify the URL, the update and the publication date. Subsequent movement is assessed alongside other influences. Without sufficient evidence, the report should describe an observation rather than claim a single task caused the outcome.
Make the next decision explicit
Each review should identify whether to maintain a change, investigate further or revise the plan. The recommendation should follow the evidence available, including its limitations.
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