Begin with a useful baseline
Record the period, pages, audience and measurement source before changes begin. A screenshot without dates or scope cannot show what caused a change. Where analytics or Search Console data is unavailable, say so.
- Compare similar periods and account for seasonality.
- Separate brand searches from discovery searches.
- Distinguish impressions, clicks, sessions and enquiries.
- Record significant website changes and tracking changes.
Connect visibility to the business goal
Higher impressions can indicate broader visibility, but do not automatically mean useful visits or revenue. A qualified enquiry needs an agreed definition. Confirm that any reported submission was actually stored and available to the intended operator.
Read case studies critically
A credible case study states the starting point, work completed, dates, measurement method and limitations. It also needs permission to use client identity or data. Do not treat one project’s outcome as a promise for another website.
Common questions
Does a ranking increase prove more sales?
No. Rankings, traffic, enquiries and sales measure different stages. Review the stages you can actually observe.
Sources & further reading
Primary guidance from the relevant platforms: