What to change
Different search surfaces can expose the same website in very different contexts. Ask the analyst to label the search type explicitly and compare the same type across periods. An image-led discovery may be useful, but it should not silently become evidence of stronger service-page acquisition. Link each reported change to the likely landing experience and keep any claim about later business outcomes dependent on separate measurement.
A worked example
Illustrative example
Illustrative test: Review a photography-led page separately from a service enquiry landing page. A branch-photo page may gain image-search appearances during a period when ordinary web-search visits to service pages do not change. The report separates those surfaces and names their landing experiences. The practice can assess whether the image page offers useful location information, while avoiding a claim that more people requested appointments. Any later enquiry comparison is presented as a distinct measurement question requiring its own evidence.
What this means for your practice
A photograph can attract attention through image search while a service page attracts visits through ordinary web results. Those are different contexts and may support different visitor tasks. Ask your analyst to label the search type explicitly and compare the same type across periods. Image-led discovery can be useful, but it should not quietly become evidence of more people finding or enquiring about a service. Review where the visitor lands and what they can do next. Any claim about enquiries still needs its own measurement. Clear labels let your team appreciate genuine visual reach without mistaking it for an outcome the report has not established.
How to check the result
Each reported change has a clear search surface and useful interpretation.
A mistake to avoid
Visibility in one surface should not be presented as identical to another.
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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