
Define the problem
Start with the affected URLs, observed change, and business consequence. A ranking decline can have several causes that require different evidence. Record the decision as well as the numbers behind it.
Use crawls, search reports, release history, and page comparisons to check the explanation. Avoid treating one tool score as a complete diagnosis. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




