Until last year, I was part of an in-house SEO team for a huge ecommerce site, charged specifically with managing SEO data and insights.
This included owning and developing internal SEO reporting, and I made every mistake in the book as I got to grips with not just the impact and effectiveness of the reports, but everything down to the accuracy and reliability of the data.
Over time, I saw first-hand the benefits of continually improving the reporting process:
