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Data and reporting
Most SEO reporting proves activity. Useful reporting proves change, on the exact URLs you touched, in a window you agreed before the work started. That is a higher bar and it is the only kind of report worth the time it takes to build.
What this covers
| Area | What goes wrong | What I do about it |
|---|---|---|
| Conversion tracking | Nothing is measured, so no SEO work can be proven either way | GA4 events through Tag Manager on the actions that actually matter to the business |
| Search Console | Used as a rank checker and nothing more | Query and page level analysis, index monitoring, and comparison windows that hold up |
| Attribution | Organic gets credited or blamed for things it did not do | Segment by landing page and query, and separate brand from non-brand before drawing conclusions |
| Dashboards | Monthly screenshots that nobody opens | Live dashboards limited to the metrics tied to an actual decision |
| Crawl monitoring | A regression ships in March and gets found in June | Scheduled crawls with reports delivered automatically, so problems surface in days |
| Log file analysis | Guessing what Google crawls instead of knowing | Server logs joined against the crawl and Search Console data |
| Before and after | Claims with no evidence behind them | Fixed comparison windows on the exact URLs changed. Clicks and positions, not impressions |
| Generative AI report | AI Overviews and AI Mode impressions sit in the Web total and nobody separates them | Pull Search Console’s generative AI performance report into the dashboard next to clicks, so pages that are read but not visited become visible |
| AI referrals | Sessions from ChatGPT, Perplexity and Gemini land in Referral or Direct | A GA4 channel group for AI referrers so the number exists, even while it is small |
Signs you need this
- You cannot say which SEO change produced which result.
- Your monthly report shows sessions and rankings, and leads nowhere.
- Conversions are not tracked, or are tracked on the wrong events.
- Nobody noticed a traffic drop until a month after it started.
- Brand and non-brand traffic sit in the same number.
- You are about to invest in content with no baseline to measure it against.
How I price the first step
A measurement setup and audit: conversion tracking wired correctly, Search Console configured properly, and one dashboard showing the numbers your decisions actually depend on. Fixed scope, and you own everything at the end.
How I work on it
- Fix the measurement first. There is no point reporting on numbers that are wrong at source.
- Set the baseline. Agree the comparison window before the work, not after the result.
- Automate the monitoring. Scheduled crawls and index alerts so regressions surface in days.
- Report on the URLs we touched. Specific pages, specific queries, before and after.
Want to talk through a site?
Twenty minutes, screen shared, your Search Console open. You will leave with at least one thing worth fixing whether or not we end up working together.
Typical reply time: within one working day