How to Read an SEO Report as a Contractor (And Spot Vanity Metrics)
Most reports are not "lies." They are incomplete. They show what's easy to measure, not what matters
The Contractor Reporting Truth Model
- A report must answer:
- Are we more visible where we make money?
- Are we being chosen more often (calls/requests)?
- Is lead quality improving?
- What did you change this month?
The Contractor Reporting Truth Model
- Vanity metrics (not useless, just incomplete)
- Impressions
- Traffic
- Number of ranking keywords
- Generic "domain authority" scores
- Decision metrics (what owners actually need)
- Maps grid movement
- Service-intent rankings
- Call volume by channel (validated)
- Missed call rate
- Conversion rate from key pages
- Review velocity vs competitors