Measurement hub
SEO Reporting Frameworks
A report is only as trustworthy as the trail behind each number. This hub covers the monthly report format, a data provenance checklist you can attach to any figure, what third-party visibility scores can and cannot prove, and how to log corrections and replications.
For a ready-made layout, use the casino SEO report template. This hub covers the evidence behind it.
Guides in this hub
Measurement guide · Competitor SEO
Organic share of voice for iGaming
Define the denominator, choose weights, split brand queries and state what the share cannot prove.
Measurement guide · Search Console
Interpreting Search Console average position
How the number is built, why it moves when rankings did not, and how to report it.
Measurement guide · Reporting
Casino SEO reporting template
Sections, definitions and annotations for a monthly report, plus the claims to leave out.
A data provenance checklist
Attach these fields to every dataset behind a report. If a field is unknown, write "unknown" rather than leaving it out.
| Field | Example entry |
|---|---|
| Source | Search Console property, API or bulk export; named third-party provider |
| Permission | Own property; provider license terms; manual check |
| Collection method | How results were obtained; location, device, language, depth |
| Timestamp | Date, time and time zone (Search Console uses Pacific Time) |
| Cadence | Daily, weekly; gaps listed |
| Cohort version | Keyword set and competitor set versions |
| Transformations | Filters, regex, weights, CTR curve |
| Known issues | Reporting changes, provider changes, missing days |
| QA log | Spot checks done, by whom, with screenshots |
What third-party visibility scores cannot prove
Visibility indexes are estimates built from a provider's keyword list, demand model and click curve. Within one tool they show direction. They do not prove clicks, conversions or revenue, and a rise in a score can come from the provider adding keywords. Quote them with the provider name, the date and the keyword scope, and check them against Search Console clicks.
Corrections and replication
- Keep the raw data and the method notes for every published figure, so another analyst can reproduce it.
- When a figure is wrong, correct it in place, add a dated correction note, and say what changed.
- When a method changes, start a new series rather than silently rewriting history.
SpinSERP applies the same rules to its own pages; see our corrections policy.
Where to go next
See Search Console Analytics for the base data and Competitor SEO for share of voice.
Sources
- Google: Debugging drops in Google Search traffic updated December 10, 2025
- Search Console Help: Data anomalies in Search Console entries through 2026