Establish a dated baseline
Save Search Console clicks, impressions, click-through rate and average position for a complete period. Keep the selected property, search type and dates with the record. Compare like periods and annotate website migrations or major content changes.
Review branded and non-branded queries separately. A rise in people searching the clinic’s name can reflect other marketing activity. A site-wide average position can change when the mix of queries changes, even if an important page remains stable.
Follow the landing page
Identify which pages attract relevant search visits and which queries lead to them. Compare those pages with the intended keyword map. Search Console clicks and analytics sessions need not match exactly because measurement methods and consent differ.
Do not use a public site-search result count as an indexed-page total. Use Search Console inspection for important URLs and the dated indexing report for wider trends.
Connect visibility to supported outcomes
Count accepted enquiries separately from contact clicks and engagement. Where records can be reconciled, review qualification, bookings and attendance. Leave source unknown when there is no reliable evidence rather than attributing every enquiry to SEO.
Keep internal tests and duplicates out of commercial totals. An analytics event named generate_lead needs a verified trigger and should not fire merely because someone opened a form.
Choose the next action from the pattern
Impressions with weak click-through may justify reviewing intent and search-result wording. Relevant visits with few accepted enquiries call for a page and form review. Good enquiries with limited bookings require an operational review.
Use enough time for the clinic’s buying cycle, record changes and avoid claiming causation from one short comparison. The main guide explains the wider SEO programme; this page focuses on the measurement decisions.
Sources and next steps
Google Search SEO Starter Guide