Keep four different outcomes separate
A mention names the practice. A citation links or refers to a source. A visit reaches your website. A qualified enquiry comes from someone with a relevant service need. Report these separately rather than describing all four as leads.
For example, an answer may name your practice but give the wrong branch. That is a factual problem to investigate, even if a report marks the mention as a visibility success.
Ask what was actually tested
- Which questions were used, and why do they represent our audience?
- Which product and settings were used?
- When were the answers collected?
- Was each question repeated, and how were different answers recorded?
- Can we inspect the original answer and linked source?
A small sample is useful for spotting issues. It should be described as a sample, without implying that it measures every user, location or version of the product.
Investigate errors at their source
Check your own service pages and public business information first. If they contradict each other, correct the verified facts. If an answer cites an external page, inspect what that page actually says before assuming your website caused the error.
Keep a record of the original answer and any correction made. A later different answer does not by itself prove that one website edit caused the change.
Connect reporting to a decision
An owner should finish the report knowing what needs correcting, which useful pages need work and what remains uncertain. Review referral visits and relevant enquiries where data is available, with the source and limits stated. Avoid paying primarily for a larger score whose calculation cannot be explained.
Sources and further reading
Choose a useful next step
Use our free enquiry planner to connect website and marketing questions to a practical next step for the practice.
