1. Case Overview and Issues
Before involving an SEO expert witness, clarify how SEO is connected to your case. Ask:
- Does the dispute involve search rankings, traffic, or visibility in Google or Bing?
- Is there allegedly defamatory or harmful content appearing in search results?
- Did a site redesign, migration, or platform change precede a major traffic change?
- Is a domain name or website’s SEO value relevant to claimed damages?
If at least one of these questions is answered “yes,” SEO analysis is likely to be useful.
2. Analytics and Data Sources
Identify and preserve key data sources as early as possible:
- Web analytics (e.g., Google Analytics or similar) for several years, if available.
- Google Search Console data for impressions, clicks, and average positions.
- Any third-party SEO tools used (e.g., rank trackers, backlink tools).
- Server logs, particularly around key launches or incidents.
- Backups or archives of website content and templates.
Document who controls each system and how credentials or exports can be obtained.
3. Timelines and Key Events
SEO analysis is much easier when key events are clearly documented. Create a timeline that includes:
- Launch dates for major redesigns or platform changes.
- Start and end dates of work by any SEO providers or agencies.
- Dates when traffic changes or ranking drops were first noticed.
- Any known security incidents, outages, or hosting changes.
- Dates when harmful or defamatory content appears to have been published.
Sharing this timeline with an SEO expert allows for more targeted and efficient analysis.
4. Contracts and Communications
If the matter involves an SEO provider or vendor, gather:
- Contracts and statements of work that describe SEO obligations.
- Change orders and updated scopes of work, if any.
- Email discussions and major project updates.
- Reports or dashboards provided by the SEO vendor.
These documents may help an expert assess whether actions taken were reasonable and consistent with the agreed scope.
5. Examples of Search Results
For defamation, reputation, or brand disputes involving search results, capture examples of what users see. This can include:
- Screenshots of branded and non-branded search results.
- Search results from different dates, if available.
- Notes on whether results differ between desktop and mobile devices.
Even if search results later change, these examples help show what users likely saw during the relevant period.
6. Business Context and Impact
SEO is a means to an end. Providing business context helps an expert connect technical findings to real-world outcomes. Consider:
- Which products, services, or locations rely most heavily on organic search.
- How leads or sales are tracked and attributed to search traffic.
- Any internal estimates of revenue tied to organic visibility.
This context is useful when evaluating claimed damages and the financial impact of SEO changes.
7. Questions to Ask an SEO Expert Witness
When interviewing or retaining an SEO expert witness, consider asking:
- How much hands-on SEO work the expert currently performs.
- Whether they have testified before and in what types of matters.
- How they approach traffic loss, defamation, or domain-related analyses.
- What data they typically need to prepare a report or rebuttal.
The SEO Expert Witness FAQ page includes answers to many of these questions in Bill’s context.
8. Next Steps
After working through this checklist, you should have a clearer view of whether SEO issues are significant in your matter and whether you have sufficient data to begin expert analysis.
To discuss a specific case or timeline, please contact Bill using the Contact page.