Measurement 01
Read search results without treating a position as a promise
An earlier depiction of the top three positions does not describe every current journey. Observe results for a specific question, device and context.
GUIDES / 2026
Measurement · SEO
Concrete methods for deciding, building, publishing and measuring. Every guide includes a worked example, an infographic and an actionable checklist.
18 guides
Measurement 02
Google Search World Domination: read a chart without losing its date
A search-engine map describes a territory, period and method. Before making a decision today, identify all three rather than extrapolating an old graphic.
Measurement 03
Analytics in a spreadsheet: build a reproducible report
Excellent Analytics belonged to an earlier generation of tools. The underlying need remains: turn an export into decisions without losing definitions or provenance.
Measurement 04
Navigational traffic: serve people who are already looking for you
A branded query may mean purchasing, signing in or resolving a problem. The right destination depends on the task, not merely the presence of the brand name.
Measurement 05
Campaign economics: use contribution and full costs, not revenue alone
Revenue attributed to a campaign is not profit. A useful calculation separates spend, conversion, contribution and uncertainty.
Measurement 06
SEO and CRM: connect the initial need with a relevant next step
A visit, an enquiry and a customer relationship are different stages. Connecting them can improve the response when collection is limited and events are precisely defined.
Measurement 07
Why backlink tools report different totals
A backlink total depends on an index and its filters. Compare definitions before concluding that a tool is wrong or a campaign succeeded.
Measurement 08
Compare weeks and months without misleading charts
A chart depends on its calendar. Align days, time zones and metric definitions before commenting on growth or decline.
Measurement 09
Search clicks and sessions: explain the reporting gap
Two accurate reports can show different volumes. Search-result clicks and sessions recorded after arrival have different definitions and collection methods.
Measurement 10
Search-suggestion bias: a cautious evaluation protocol
Suggestions can reflect language patterns, data and product decisions. Investigate differences with a protocol that avoids generalising from one search.
Measurement 11
An odd analytics chart? Audit the data first
A suspicious curve can result from collection, calculation or display. Separate these layers before turning a visual anomaly into a commercial conclusion.
Measurement 12
Google Trends: relative interest is not a sales forecast
A normalised curve describes relative interest within a selected scope. It does not automatically translate a search into customers or sales volumes.
Measurement 13
Amazon advertising: attributed sales versus actual contribution
A sale attributed to advertising is not automatically profitable or incremental. Include costs, returns and uncertainty in the campaign decision.
Measurement 14
Evaluate search relevance with an explicit rubric
A useful result depends on the question and context. Define your assessment before selecting examples that seem to confirm an opinion about a search engine.
Measurement 15
PageRank, DR and authority scores: what a number cannot prove
Metrics from different providers are not interchangeable. A score can help organise observations, but does not certify editorial reliability or future rankings.
Measurement 16
Barter campaigns: free of cash does not mean profitable
An exchanged service has costs and limitations. Describe commitments, estimated value and delivery evidence before presenting barter as an advantage.
Measurement 17
Search volumes: interpret estimates without promising traffic
A query volume is neither a customer count nor a visitor target. Preserve measurement settings and use estimates to decide which questions deserve an answer.
Measurement 18
Calculations and conversions: check formulas, units and rounding
A calculator can give an exact answer to a badly specified question. Write down the units and calculation basis before choosing the tool.
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