Module 08
Measurement
Knowing whether any of it worked - across two consoles, a set of vendor tools that measure different things, and a channel where the click may never happen.
5 lessons · 6 videos · 1h 40m
- 08.01
Search Console, Honestly
Read impressions, clicks, CTR and average position for what they actually are, and avoid the four aggregation traps that make the report say something it does not.
- 08.02
The Generative AI Reports: What They Contain and What They Do Not
Use the Search Console generative-AI reporting for the questions it can answer, and state precisely which dimensions are absent and when the data begins.
- 08.03
Bing Webmaster Tools and the AI Performance Report
Instrument the Bing side of AI visibility, and explain why a team that ignores it is blind to the index behind ChatGPT Search and Copilot.
- 08.04
AI Visibility Tools: What a Score Is Worth
Compare what the AI-visibility platforms actually sample and measure, and explain why two credible 2026 studies can put Reddit at forty percent of citations and under five.
- 08.05
Attribution Without a Click, and Experiments That Can Be Wrong
Design an SEO experiment with a control and a stated failure condition, and build an attribution picture from branded search, direct, referral and self-reported data.