The playbook
Organic Traffic Analysis: Template and Field Guide
This organic traffic analysis template turns a broad task into a record another person can use. It captures landing page, segment, visits, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
A surge in informational visits may have different commercial value from a smaller increase in suitable service inquiries. Compare landing-page intent, device, geography, and completed outcomes. Check whether changes in tracking or channel classification explain part of the movement.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| landing page | Record the landing page associated with this page or query record. Use a stable reference so later updates can be matched. |
| segment | Record the segment associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| visits | Record the visits associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| outcome | Record the outcome associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with landing page. Use the same reference throughout the record so notes are not attached to the wrong item. Then segment traffic by landing page topic and device. This establishes the information required before the worksheet becomes a request for action.
Next, compare equivalent date ranges and seasonality. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as assuming more visits always means better performance, rather than a broad instruction to “improve performance.”
Finally, investigate changes using search visibility and site behavior together. Put evaluate intent lead quality and conversion alongside visit counts in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Assuming more visits always means better performance |
| Action | Evaluate intent lead quality and conversion alongside visit counts |
| First check | Segment traffic by landing page topic and device |
| Follow-up check | Investigate changes using search visibility and site behavior together |
| Outcome to define | qualified outcomes per organic visit |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If segment changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified outcomes per organic visit connected to the item so the team can later assess whether the action was useful.
Keep page purpose visible throughout the work. A technically valid page can still fail to answer the reader’s question. Separate access and discovery problems from content problems so that the assigned action matches the cause.
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