Which SEO metrics should a business owner look at first?

Start with the needs generating impressions and clicks, the pages people visit, and the relevant inquiries that result. Site-wide average position or total traffic can provide clues, but cannot determine value on their own.

Connect the report to your services

Search Console helps you monitor queries, pages, impressions and clicks. Choose the services you want to promote, review their data, and compare analytics with inquiry records to understand quality.

Separate branded and non-branded queries. The former may reflect people who already know you; the latter can reveal new entry points. Compare consistent date ranges, locations and devices.

When an average changes, break it down

A site-wide average position is affected by the mix of queries and pages. It does not mean every keyword moved together. Compare the same query or page under consistent dates, locations and devices, alongside impressions and clicks. Inquiries and sales need separate website and sales records.

Reference: Google documentation