How to approach the work
Separate branded and non-branded queries, page types, countries, languages and devices. Compare equivalent periods and record migrations, campaigns or measurement changes. Search Console and analytics measure different things, so do not expect their totals to match exactly.
What to check and change
Define a lead before configuring events. An email-button click indicates interest, not a delivered message or a qualified opportunity. Where possible, connect enquiries with a CRM outcome and keep a simple source field that the sales team can maintain.
A practical example
Example: visits rise because a broad educational article attracts students, while service enquiries stay flat. The report should show this distinction and improve the article’s relevant next step. It should not present every extra visit as new business.
What to measure and ask your agency
Use a short scorecard: technical issues resolved, useful pages published, non-brand visibility, qualified enquiries and the next prioritised actions. Ask your SEO agency to label assumptions and data gaps so a tracking problem is not mistaken for a business decline.
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Technical reference: Google Search Central
Work with an SEO agency
Send your website, target market and the business outcome you want. We will discuss the technical and content priorities, who will implement the work and how the outcome will be measured.
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