Docs · Results

How results are read

Every live change is judged on what it was meant to do, read three times over two months, and given a plain verdict.

When it’s read

The before is the last 28 days before the change went live. The after is read at 14, 31 and 59 days: the two-week read, one month after, and two months after. Each after uses only days that come after the change.

What each change is judged on

Titles, descriptions, structured data

The page’s click rate on Google, against what the site’s own click rate predicts.

Page content and FAQ answers

The position of the search it was written for, net of how the whole site moved.

New pages

Views on Google, or AI answers that quote the page.

Answers to AI questions

The share of AI answers that name the business, or quote the page.

Title for /contact

↘ Hurt

2.4% → 1.9%

Reverted on 28 Oct

Meta description for /blog

No clear change

3.2% → 3.3%

Within the site’s own drift

New title and description for /services/it-support

↗ Helped

1.8%

→

1.8%

click rate from Google, while the whole site moved +4% in the same weeks

Before · 28 days

After · 31 days

Read at 31 days · Google Search Console

The verdicts

Helped

Clearly better than the before, beyond what the site did on its own.

No clear change

Read, but too close to the before to call.

Hurt

Clearly worse. Revert is one click away.

Too early

Not read yet, or waiting for its next check-in.

Not enough data

Too few Google views to tell either way.

Fair by design

• Pages are compared with the whole site over the same weeks, so a busy month doesn’t count as a win.
• Changes on the same page within four weeks of each other share the credit, and the result says so.
• Changes made for an AI search are asked again 14 days after they go live. If the assistants quote the page, the result says Helped, with the date it was asked.
• Replies aren’t judged; they’re counted as proven wins when an AI answer quotes them.

Where you see it

On each live change as a Result card, on the Results page in the top bar, and in the monthly report’s “What our changes did”. The full method is on How we measure.