Reporting that survives CFO scrutiny

The fastest way to lose an SEO budget is to hand the CFO a dashboard of vanity metrics. Impressions, rankings, and sessions mean nothing in isolation.

We structure every report around three questions: 'what moved?', 'what did it earn?', and 'what's next?' — in that order. Everything else is supporting evidence.

On earnings, we build attribution models that tie SEO-sourced traffic to pipeline, revenue, or transactions — with clear assumptions and confidence intervals. Nobody trusts a report that claims certainty it doesn't have.

The reports that survive are short, honest, and boring in a good way. That's what we build.