
Define the problem
Start with the affected URLs, observed change, and business consequence. A ranking decline can have several causes that require different evidence. Keep a short record of common questions and objections.
Use crawls, search reports, release history, and page comparisons to check the explanation. Avoid treating one tool score as a complete diagnosis. Use a real test inquiry to check delivery and follow-up.
- A written brief
- Named responsibilities
- Agreed review points




