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.
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.
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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