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11Module
How to communicate GEO progress and ROI to stakeholders. Building reports that demonstrate value and guide decision-making.
Available3 lessons18 min
Reporting GEO results means writing two documents rather than one: a single page for whoever funds the work, carrying the decision being asked for, one comparison stated against the noise floor, what shipped with dates, and what result would make you recommend stopping; and the sheet itself for the team, with the counted list of sites named in the answers, which is the off-site work queue. Every number carries the date it was measured, the platform, how many runs it came from and who ran it, because without those a reader who was not there cannot check it and a difference between quarters could be a difference between people. On the return question, sessions can see only the linked citation, so three of the four citation outcomes arrive as zero; what is defensible is what the work cost, what changed and whether competitors moved with you, and which buying questions you are absent from. A revenue figure derived from mentions invents every term in it.
Module ten was the measurement kept. This is what happens to it in a room: who reads it, what a number has to carry to be checkable, and what may honestly be claimed when somebody asks what it returned.
Most of the failures here are not measurement failures. They are a report written for two readers at once, a figure nobody can trace, and a revenue number invented to answer a question that has no session-based answer.