The playbook
SEO Reporting: Template and Field Guide
This SEO reporting template turns a broad task into a record another person can use. It captures period, segment, metric, 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
Pair query and landing-page trends with useful business outcomes. Separate changes in branded demand from broader discovery where the data allows. Annotate major releases and measurement changes so readers can distinguish operational context from an unexplained chart movement.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| period | Record the period 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. |
| metric | Record the metric associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| change | Record the change associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| next action | Record the next action 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 period. Use the same reference throughout the record so notes are not attached to the wrong item. Then separate branded and nonbranded demand where possible. This establishes the information required before the worksheet becomes a request for action.
Next, connect landing-page activity to qualified outcomes. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as reporting only a single average ranking number, rather than a broad instruction to “improve performance.”
Finally, annotate releases seasonality and measurement changes. Put show page groups trends and business outcomes with context 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 | Reporting only a single average ranking number |
| Action | Show page groups trends and business outcomes with context |
| First check | Separate branded and nonbranded demand where possible |
| Follow-up check | Annotate releases seasonality and measurement changes |
| Outcome to define | qualified organic outcomes |
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 organic outcomes connected to the item so the team can later assess whether the action was useful.
Keep a dated record of the page or query being examined. Search interfaces and external references can change. A saved observation should include enough context to distinguish an old issue from the current state.
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