How I measure · Definitions · Sources

How I measure. The definition behind every number on this site.

When a service page says clicks, impressions or presence rate, it means what is written here. If a number on this site cannot be traced to a row below, tell me and it comes down.

Read the definitions What I do not claim
These rules apply to all four things I sell: Websites · SEO + AEO · CRO · Automations & AI.
Why this page exists

State the basis before the number.

An actuarial report opens with what was counted, over which period, by whom, and what was left out. The figure comes after.

Marketing leads with the biggest figure available, chooses the window that flatters it, and leaves the definition for the footnote. A growth multiple is usually two small numbers. A 40% lift is usually one month against a bad one.

Every figure on this site is one of the terms defined below, from the source named against it, for a stated period. Where a number is mine rather than Google's or Microsoft's, it says so. Where I cannot say what was counted, I do not print the number.

The definitions

Nine definitions.

Ordered from most familiar to least. Google Search Console and Bing Webmaster Tools are the free reports Google and Microsoft give every site owner.

01
Click

A person choosing a link to the site from a Google or Bing results page, as counted by Search Console or Bing Webmaster Tools for the named site and date range. Not a session, not a visit, not a page view. Analytics software counts visits and will disagree with Search Console. This site uses Search Console, because the search engine recorded it.

Counted by Google or Microsoft · Search Console, Bing Webmaster Tools
02
Impression

A link to the site appearing on a results page somebody loaded, whether or not they scrolled to it. Impressions rise before clicks do. A rise in impressions alone is not a result. It is an early sign and reported as one.

Counted by Google or Microsoft · Search Console, Bing Webmaster Tools
03
Organic click

A click from unpaid search results only. Paid ads, Discover and News are excluded. Every traffic figure on this site is an organic click count unless it says otherwise. When this site says Bet Better reached 1,200 organic clicks a week over six weeks from a small base, that is a weekly count from Google Search Console for betbetter.world, and I will show you the export.

Counted by Google · Search Console, search type Web, unpaid only
04
AI-search impression

A count from Google Search Console's AI report of a link to the site shown inside a Google AI Overview or AI Mode answer. Impressions only. No clicks, no queries. It covers Google's own AI answers only: not ChatGPT, not Perplexity, not Claude. Where the report's coverage or period is unconfirmed for a site, the figure is not published.

Counted by Google · Search Console, generative-AI performance report · Google surfaces only
05
Presence rate

I put a fixed set of 30 questions, the ones your customers ask, to five AI answer engines. The presence rate is how many of those 30 answers name or cite your business, written as n of 30, never as a percentage. This is my number. It comes from my own tool, on questions I chose. The choice of questions is the biggest lever on the result. Every run comes with the question list and a dated screenshot of every answer. You can re-run any of them in a browser in ten minutes.

Counted by me · my own tool, my own choice of questions · dated screenshots supplied with every run
06
Bing citation share

The share of a site's Bing impressions or clicks that Microsoft attributes to its AI answers, for the named site and date range, reported as Microsoft reports it. I do not adjust it or blend it with Google's report. The two count different things.

Counted by Microsoft · Bing Webmaster Tools
07
Single-hop redirect

An old web address that sends the visitor to its new page in one step, with no second redirect. Every extra step is another place for a rule to be lost. Verified by requesting each old address from the live site, one at a time. When a case study says 19 of 19, 19 requests were sent and 19 landed on a live page in one step, on the date stated.

Counted by me · direct request to the live site · date stated on the page it appears
08
Baseline

The before picture. Ninety days of the client's own Search Console data, exported and archived before anything on the site changes, plus a full copy of the site and the list of pages the old server was serving. Ninety days smooths the weekly cycle and still describes the site as it is now. A baseline taken after launch is the first month of the after picture with the wrong label.

Exported from Google, archived by me · 90 days · taken before any change
09
Conversion

An event the server recorded. A form the server received, a payment the server confirmed, a booking the server wrote to the database. Not a page load, not a thank-you page view, not a tracking pixel. Ad accounts routinely count page loads as conversions, so the ad platform steers on a wrong number. This site measures itself the same way I measure yours.

Counted by the server · recorded server-side, not in the browser
Two classes of number

Two classes of number. Theirs and mine.

Every figure in a report from me sits in one of two columns, kept visually separate.

Google's and Microsoft's numbers

You can log in and check every one.

Clicks, impressions, AI-search impressions and Bing citation share come from your own Search Console and Bing Webmaster Tools, for a site you own, over a date range printed next to the figure.

  • The account is yours, under your Google or Microsoft login
  • The date range is printed beside the number
  • The export is supplied on request, as the file, not a chart of it
  • I cannot edit them
Counted by the search engine · reported as reported
My numbers

Presence rate, redirect checks, the before picture.

Three things on this site are counted by me. That is a conflict of interest, so each one comes with the raw material to re-run it.

  • Presence rate: the question list, dated screenshots, the date of each run
  • Redirects: the full request log, one line per old address
  • The before picture: the archived files, not a summary of them
  • The questions are mine. That is the lever, so it is disclosed
Counted by me · raw material supplied with every figure
The column a number sits in is printed with it. A report that mixes the two is asking you to trust the vendor's number with the search engine's credibility.
What I do not claim

Five claims this site does not make.

Each of these would sell better than the truth.

Not claimed

Causation I cannot separate.

If clicks rise after a rebuild in the same quarter as a Google update, a seasonal peak and a new ad campaign, I report the rise and list the four things that happened. I do not say which one did it unless the data can separate them.

Not claimed

A traffic outcome inside 90 days of a launch.

Google has not finished recrawling a rebuilt site at nine days, or at thirty. The case study for a site that went live on 1 September 2026 has no traffic figure and will not have one until the 90-day comparison against the baseline is done. Until then the proof is the migration mechanism, checked on launch day.

Not claimed

Multiples off small bases.

Ten clicks to a hundred is a tenfold rise. It is also ninety clicks. Growth on this site is stated in absolute counts: 1,200 organic clicks a week over six weeks from a small base, and about 250 organic clicks a week in a category with almost no casual search volume.

Not claimed

AI-impression numbers before the source and window are confirmed.

Google's AI report is new and its coverage has changed since it appeared. A figure from it means nothing without the site, the date range and a note that it covers Google's own AI answers only. Until those three are confirmed, no AI-impression figure is published here.

Not claimed

Testimonials.

There are no client quotes on this site. None has been given in writing for publication yet. When one is, it will carry a name and a business you can look up. Until then, you can ask to speak to a past client and I will arrange it once they agree.

The one thing that is promised

That nothing broke on my side.

The only guarantee on this site is the migration promise on the websites page: every page your old server serves redirects to a live page on launch day, and at 90 days I compare your Search Console against the baseline. I do not guarantee traffic, rankings or AI citations. Nobody controls those.

How to check me

Three files, on request.

These are the three things I hand over so you can check any number.

01

The Search Console export.

For any click, impression or AI-search figure about a site I control, the export it came from, with the site, the search type and the date range visible. For a client's site, the same export, with the client's permission.

02

The before picture.

The full copy of the old site taken before the migration, as the archived file. Every page, every title, every description, as they stood on the date taken. The 90-day comparison is run against this.

03

The redirect map.

Every old address the server was serving, the page it now redirects to, and the log showing each one landing on a live page in one step, with the date. If a line in it fails, the migration promise applies and the fix is free.

See the numbers in use Where the presence rate comes from

Ask for the export. You get the export.

The first call is 20 minutes and free. To see the file behind any figure on this site, name the figure. If a number here does not trace to one of the nine definitions above, tell me and it comes down.

Book a 20-minute call Who is measuring
Melbourne, Australia Sources and dates on every number Replies from me, usually same day
Book a call Definitions