Record the scope
Note the property, date range, country and search type. Keep comparable filters when reporting changes.
Separate query groups
Distinguish brand searches, service-buying intent and unrelated traffic. Growth in one group should not conceal losses in another.
Keep page context
Connect queries with their landing pages and known site changes. A redesign or consolidation can shift reporting between URLs.
Put it to work
A practical next step
Export a dated baseline with query groups and the page inventory before major work.
Keep the evidence with the decision.
Save the baseline, the reason for the change and the person responsible for checking it. This makes the work easier to review later and helps your team distinguish a verified improvement from an untested assumption.
This note provides a planning framework. The right implementation depends on your business model, market, website and available records. Where a decision involves scientific interpretation, clinical services or legal status, use the appropriate qualified reviewer rather than treating marketing guidance as approval.
Related agency support
Search Analytics ↗
Review the service scope and use the briefing tool to describe your current situation.