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How you will know it is working.

The question is simple: did the work bring in calls or leads? Often nobody knows, because the tracking was never set up properly. So that is where I start.

the question

The question.

Name the source of your last ten customers. Not your last ten visitors. Your last ten paying customers. Most companies cannot do it, and the ones that can usually only manage it for the channels where someone happened to set tracking up correctly. Everything else gets credited to luck or to whoever asked for credit loudest.

week one

What gets installed in week one.

  1. 1

    Call tracking.

    Dedicated tracking numbers by channel, so a call from organic search is distinguishable from paid, from a referral, or from print. Calls are recorded where legally permitted.

  2. 2

    Form attribution.

    Each submission is stored with its source and landing page where that information is available, so you can see what brought the person to the site before they contacted you.

  3. 3

    Conversion tracking in Google Analytics 4,

    configured against inquiries rather than pageviews, because pageviews have never paid an invoice.

  4. 4

    Google Search Console,

    verified and connected, for query-level and indexing visibility.

  5. 5

    Lead logging into whatever system you already use.

    If you do not have one, a simple shared log I maintain.

every month

What you get every month.

One report, in plain language. It contains:

  • Total inquiries, by source
  • Individual inquiries with the channel and page that brought them in, where that is available
  • What changed since last month, and my read on why
  • What I am doing next month, and what I expect it to move

No dashboards you have to interpret. No metrics that sound impressive and mean nothing.

Inquiries by sourceLast 30 days
  • Organic search
    34
  • Google Business Profile
    19
  • Direct
    11
  • Paid search
    8
  • Referral
    6
  • AI assistants
    3
Total inquiries81

Sample report showing where inquiries came from.

when it is not

What happens when it is not working.

SEO takes time. That is true, and it is also an easy excuse when things are not working. At 30 days and again at 60 days I compare results against what I told you to expect. If we are behind, I will tell you why and what I think needs to change. If the real problem turns out to be somewhere else, I will tell you that too, even if it means less work for me.

first, not last

Why this is first and not last.

If tracking goes in after the work starts, the baseline is already gone. You are left trying to decide whether things improved without knowing what was happening before. That is why I want it in first.

start here

Start with the audit.

The audit is free, and the findings are yours to keep. If I think the real problem is something I do not handle, I will tell you that too.

Request a Free Audit