
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 the next round of work small enough to assess clearly.
Use crawls, search reports, release history, and page comparisons to check the explanation. Avoid treating one tool score as a complete diagnosis. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




