What to change
A blended average can fall when the site starts appearing for additional queries with lower positions. Ask the analyst to hold a relevant query set constant and compare that subset before declaring a loss. Review the added-query group separately to understand the mix change. Preserve the device, country and search-type filters so the comparison addresses the same audience instead of combining several changing dimensions into one alarming number.
A worked example
Illustrative example
Illustrative test: Hold a small branded query set constant while reviewing the wider total.
How to check the result
The manager can distinguish mix change from deterioration in the chosen sample.
A mistake to avoid
A blended average can move without every individual query worsening.
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.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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