What to change
Broader visibility is valuable only when its audience and questions are understood. Ask the analyst to identify which query groups account for the added impressions and which pages receive them. Separate relevant service discovery from broad informational exposure rather than presenting one undifferentiated gain. Compare like-for-like filters, and keep the conclusion limited to observed visibility; clicks, enquiries and accepted appointments require their own evidence.
A worked example
Illustrative example
Illustrative test: Compare a service query group with a broad informational query group. A general article may gain appearances for a broad administrative question while the practice's local service pages receive similar clicks to before. The analyst separates those query groups and explains which audience expanded. Your team can welcome the wider reach without claiming additional enquiries. The next decision is whether the article offers a relevant onward route and whether that later activity is measured, not simply whether its impression total increased.
What this means for your practice
An impression means your site appeared in a search result; it does not mean someone clicked or contacted the practice. More appearances can be encouraging, but their value depends on the questions and audience behind them. Ask your analyst which searches and pages account for the increase. A broad educational article may attract a different audience from a local service page. Review those groups separately before changing budgets or calling the result commercial growth. Keep the next stages visible as separate measures: clicks, enquiries and any later accepted outcome. Your report should make clear which stage improved and which conclusion still needs evidence.
How to check the result
The report explains which audience expanded and why click growth differs.
A mistake to avoid
More impressions alone do not prove better commercial performance.
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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