What to change
The intended service area should guide interpretation of geographic changes. Ask the analyst to separate that audience from newly appearing countries, using the same page and query filters where possible. Review whether the extra exposure comes from broadly useful informational content or an operational mismatch. The report should describe observed geography cautiously and avoid treating a reporting location as proof that a particular visitor can or cannot use the service.
A worked example
Illustrative example
Illustrative test: Contrast the target market with newly appearing countries for the same pages. A broadly useful guide may begin appearing in several overseas markets while the practice's intended local audience remains stable. The analyst shows both views with matching page filters. Your team can describe the educational reach accurately without presenting it as local service growth. A reporting location is treated as context, not proof about an individual person's eligibility, and the relevant service-area comparison stays visible in the management discussion.
What this means for your practice
A rise in international visibility can make the overall chart look stronger while the audience your practice serves remains unchanged or declines. Ask your analyst to separate the intended market from newly appearing countries using comparable pages and search questions. Some broader exposure may be a natural result of useful educational content; it should simply be described accurately. Do not infer an individual person's eligibility from a reporting location alone. The practical decision is whether the observed growth supports the purpose of those pages. Keep intended-market performance visible alongside the broader total so local service discussions are not driven by an unrelated audience shift.
How to check the result
The report shows the intended market separately and explains which geographic observations support the page's purpose, without claiming they prove individual eligibility.
A mistake to avoid
Location data is a reporting dimension, not proof of a person's eligibility.
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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