How to Get SEO Reporting and Attribution Right
Turning search data into a report that answers what changed, why, and what to do next.
Samir Haddad
Why does it matter?
Most SEO reports list metrics nobody acts on, because they were never tied to a decision anyone had to make.
What are the numbers?
- Data sources Search Console for search, analytics for behavior, back end for revenue
- Ranking reports personalised and localized results make them approximate
- Attribution organic search often assists conversions credited elsewhere
- Seasonality year-on-year comparison is usually more honest than month-on-month
- Lag SEO changes take weeks to months to show
What should I do?
- Report against the decisions the business actually makes
- Compare year on year where seasonality is material
- Segment by page type and intent rather than reporting totals
- Record what was changed and when, so effects can be attributed
- Say plainly what is uncertain
What should I avoid?
Avoid:
- Rank tracking presented as the primary measure
- Month-on-month comparisons across a seasonal business
- Reports with no recommendation attached
- Claiming causation from a single correlated change
When should I get help?
Short answer Bring in help when reporting cannot explain a change, when analytics and Search Console disagree, or when SEO must be justified against paid channels.
Where this comes from
- Google Search Central — Search Console reporting
- Google Analytics Help — Attribution models
- Bing Webmaster Tools — Reporting
The figures and practices above come from the sources listed.
Working on something like this?
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Where to go next
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