An image search increase inflates the main narrative

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.

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.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to recordRecord whether the report covers web, image or another search type.Compare equivalent search types across the chosen windows.Connect each surface to its realistic visitor task.

Evidence, open questions and decisionsNext action and responsible role

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