What to change
Search performance describes discovery, while the practice's business questions concern later actions. Ask the analyst to identify the landing pages behind the click change and compare their approved onward measurement where it exists. If that measurement is missing, state the gap and plan a suitable check. Do not convert additional clicks into estimated patients or revenue without a defensible connection between the stages.
A worked example
Illustrative example
Illustrative test: Compare a guide's search clicks with its recorded onward actions, where available. A guide may gain reported search clicks after a clearer explanation is published, but the practice has no approved measure connecting those arrivals to completed enquiries. The report names the click improvement and the missing next-stage evidence. Your team decides what future check would answer that question. It does not multiply clicks by an assumed patient value to produce a commercial result that the available data cannot support.
What this means for your practice
More reported search clicks show that people clicked those results more often. They do not by themselves establish more enquiries, bookings or patients. Ask your analyst which landing pages account for the change and whether approved onward measurement exists for them. Compare the relevant enquiry evidence over an appropriate period, keeping definitions clear. If the connection is missing, state that gap and decide what future measurement would help. Avoid filling it with an assumed conversion rate simply to produce an impressive outcome. Your report is more useful when it names the stage that improved and the next question the practice still needs to answer.
How to check the result
The conclusion states which stage improved and which remains unverified.
A mistake to avoid
Search clicks are not interchangeable with patients, bookings or qualified enquiries.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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