Once we agree on a decision, we:

[kexej28769@nongnue]

If you don't have a decision in mind, if you're just making a report to dig into things, you're wasting time. Don't make a report.

If the decision is to prioritize next month, you might have a research report prepared to help you prioritize. But the purpose of the report isn't to dig - it's to help you make a decision. It's basically a frame of mind, but I think it's an important one.



List all the data that might be relevant to this decision.
Work through the list and ask the following questions for each element:
What are the odds of austria number data my mind because of this piece of information?
Can this information be better divided or grouped to improve performance?
How long will it take me to include this information in the report?
Is this information to rule something out or to help me make a decision?
Example: Creating a hypothesis for a report
Here's an example decision a client recently suggested to me:

Verdict: Do we need to change our focus based on the fluctuations in our weekly organic traffic?
Who is it for: SEO Manager
Website: A large e-commerce site
Are we happy with this decision? In this case, I wasn’t. Experience has taught me that SEO rarely works week after week. One thing our SEO split testing platform has taught us time and time again is that even obvious improvements can take three to four weeks to see a significant change in traffic.

New Decision: Do we need to change our focus based on the fluctuations in our monthly organic traffic?
Great — now we're happy with our decision, so let's start listing possible factors. For the sake of brevity, I'm just going to include three here:

Individual keyword rankings
Individual keyword clicks
Number of indexed pages
1. Individual keyword rankings

What are the odds of changing my mind because of this piece of information?
As for individual keyword rankings? Quite low. This is a large