Choose questions that represent real decisions
Build a small query set around the audience, offer, geography, and stage of evaluation. Separate brand questions from category discovery and comparisons. Record the exact wording, provider, date, locale, and collection method. Results can change across sessions, so one answer should be treated as an observation rather than a permanent position.
- ✓ Keep competitor references and citation URLs with the observation.
- ✓ Avoid cherry-picking only favorable questions or responses.
Investigate the information behind the answer
Check whether the cited source actually supports the statement and whether the business facts are correct. Examine crawlability, content clarity, and entity consistency before rewriting pages. Missing citations can have several causes, and additional markup alone does not guarantee a change. SchemaGraph can support entity inspection while content and search evidence inform the broader diagnosis.
- ✓ Distinguish mention, linked citation, factual accuracy, and referral.
- ✓ Flag inferred explanations separately from directly observed evidence.
Use the findings to prioritize useful changes
Fix inaccurate facts and broken journeys first. Improve the pages that own the relevant question, using genuine evidence and contextual links. Reobserve the same query set after documenting a change, while recognizing that correlation does not prove causation. Evaluate referral quality where measurable; an answer mention is not itself a sale or attributable pipeline.
- ✓ Preserve the baseline and the observation method.
- ✓ Review qualified visits and conversions alongside answer observations.