This guide will help you understand how to interpret SEO data, spot common problems, and troubleshoot no matter which platform you’re using.
Common SEO Data Sources
Some of the tools you might be using include:
- Google Analytics (GA4) – Traffic, bounce rate, conversions
- Google Search Console – Impressions, clicks, keyword rankings
- SEMrush, Ahrefs, Moz, Ubersuggest – Backlinks, keyword tracking, audits
- BrightLocal, Yext, Whitespark – Local SEO data and citations
- Hotjar, Clarity – Visitor behavior and interaction heatmaps
- Google Tag Manager – Manages tracking codes
- Matomo, Plausible, Fathom Analytics – Privacy-focused traffic tools
- CRM Systems (HubSpot, Salesforce) – Lead tracking tied to SEO
Common SEO Data Problems & How to Fix Them
1️⃣ Traffic Doesn’t Match Ranking Data
- Possible Causes:
- SEO tools track rankings, but rankings don’t always equal traffic
- You might be ranking for low-traffic or irrelevant keywords
- Some keywords may only drive brand awareness, not clicks
- Local vs national tracking differences
- Fix:
- Use Google Search Console to see actual click-through rates (CTR)
- Compare traffic reports in GA4, Matomo, or Plausible
- Check if you’re targeting the right keywords and audiences
2️⃣ Conflicting Data Between Tools
- Possible Causes:
- Different tools use different data collection methods
- Sampling vs complete data sets
- Time zones and reporting windows may differ
- Tools may define metrics differently (e.g., sessions vs visits)
- Fix:
- Understand what each tool actually measures
- Align your tools’ reporting dates and time zones
- Focus on trends over time instead of exact matches
3️⃣ Backlink Data Looks Inaccurate
- Possible Causes:
- Different backlink tools use different web crawlers
- Backlinks may be new or removed since last crawl
- Some links are no-follow or toxic
- Fix:
- Compare data across Ahrefs, SEMrush, Moz, and Google Search Console
- Use a disavow file if necessary for spam links
- Monitor for new link-building opportunities
4️⃣ Conversion Tracking Is Missing
- Possible Causes:
- No goals set up in Analytics or CRM
- Incorrect setup in Google Tag Manager or other tag systems
- Tracking codes accidentally removed during website updates
- Fix:
- Set up or review goals in GA4, HubSpot, Salesforce, or Matomo
- Test your funnel with a real submission to confirm tracking
- Use Google Tag Assistant or browser console tools to verify tags are firing
5️⃣ Local SEO Data Is Incomplete
- Possible Causes:
- Google Business Profile may not be linked to reporting tools
- Citations (like Yelp or TripAdvisor) may be inconsistent
- Reviews and local mentions not being tracked
- Fix:
- Use tools like BrightLocal or Whitespark to audit local listings
- Keep NAP data (Name, Address, Phone Number) consistent
- Monitor and respond to reviews regularly
Best Practices for Managing SEO Data
- Use multiple tools together to get a complete picture
- Keep reports consistent in date ranges and scope
- Focus on long-term trends instead of daily fluctuations
- Document what each tool is tracking so you know what to expect
Need Help Understanding Your SEO Data?
If you’re confused about your SEO data, I can help review your dashboards, reports, and tracking setup.
SEO Emergencies
If your SEO data suddenly disappears, looks completely wrong, or you fear a reporting failure, visit the Emergency Section for immediate support.