Leads from SEO are similar to leads from PPC ads in that the easiest way to attribute is through website leads that resulted from Organic & Referral (GMB & Local Listings) Traffic. Of course, this is only “Last Touch” Attribution, meaning that the leads will count only if the last place the user was before the website was an Organic or Referral source. For a more in-depth look at where your leads are coming from, I would suggest looking at the Multi-Touch Conversion funnels in Google Analytics. In many cases Leads will start on an organic source and then re-visit the site through other channels, meaning they don’t get counted. Even so, Organic and Referral should be a top source for leads!