Reporting Cadence (SOP)

Purpose

Without disciplined reporting, effort drifts from impact and stakeholders lose confidence. This SOP delivers a consistent, decision-focused report that connects the numbers to what was done and what happens next.

When & who

Trigger

First working week of each month, covering the prior month.

Frequency

Monthly

Roles

SEO lead, Account manager, Business owner

Procedure

1. 1
   Gather the metrics

   Compile organic traffic, rankings, conversions, technical health and AI Visibility Score against the agreed baselines.

2. 2
   Compare to targets

   Measure each metric against its target and the prior period, and highlight material gains and losses.

3. 3
   Explain the movement

   Attribute changes to specific actions, algorithm events or market shifts rather than presenting numbers without narrative.

4. 4
   Summarise work done

   List the optimisations, content and fixes shipped in the period and their observed or expected impact.

5. 5
   Set next priorities

   Recommend the next month's focus using the Priority Matrix, with clear owners and expected outcomes.

6. 6
   Present clearly

   Package the report in plain English with a one-page summary, visual trends and a short list of decisions needed.

7. 7
   Circulate and archive

   Share the report with stakeholders and store it so trends can be tracked across cycles.

Tools

• SearchScore Tracker
• Google Search Console
• Google Analytics
• Looker Studio