Marketing & search · Practical guide

Give every external listing correction a named owner

The same wrong website link appears in several reports because nobody knows who can edit that directory.

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What to change

Turn the finding into an actionable issue rather than a general reminder. Keep the exact public record, current destination, desired destination and available contact route together. Assign one person to pursue the correction and a second check to verify the visitor outcome. If the account is inaccessible, record the recovery dependency explicitly. This prevents repeated audits from rediscovering an issue while silently treating it as someone else's responsibility.

A worked example

Illustrative example

Illustrative test: A colleague receives the issue record without additional verbal instructions. A report may repeatedly mention an outdated directory link without naming who can edit it. The practice creates one issue containing the public record, current and intended destinations, account contact and verification owner. A colleague unfamiliar with the original audit can now pursue it. If access recovery is required, that dependency is explicit, preventing another review from marking the same unresolved item as a fresh discovery without action.

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What this means for your practice

A report saying Update directories is difficult to act on and almost impossible to close confidently. Turn each finding into a specific record: the public listing, wrong destination, approved replacement, account holder or support route, and responsible person. If account recovery is required, make that dependency visible rather than treating it as an unexplained delay. Ask a second colleague to verify the public result after the request. This avoids repeated audits rediscovering the same issue while everyone assumes another team owns it. A useful handover should let someone unfamiliar with the original conversation understand exactly what needs to change and what evidence will establish completion.

How to check the result

They can identify the precise correction, responsible contact and completion evidence.

A mistake to avoid

A task saying update all directories is too vague to close reliably.

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.

Checks to discuss

Record what you know, what is still missing and the answer you need from your team or supplier.

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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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