A search results audit records what a reader is likely to learn when looking for you or your company. It is more useful than a simple positive-versus-negative score. Classify each result by source, subject, accuracy, and relevance to a specific audience decision.
01
Create a consistent baseline
Choose a manageable set of name, brand, and service queries. Record date, language, country context, and the result URLs. Search results can vary, so avoid presenting one screenshot as a universal view. Google’s explanation of ranking describes multiple contributing factors; your baseline should document the conditions under which you observed the results.
- Include common name variants and spelling differences.
- Separate your organization from similarly named subjects.
- Record important page titles and descriptions without copying whole articles.
02
Classify the story and its gaps
Example: results show an old job title, an accurate directory, a relevant interview, and a complaint. Mark the job title for updating, verify the directory, note the interview’s value, and investigate the complaint on its merits. Also ask what is missing: a clear current biography or an explanation of services may matter more than another promotional page.
03
Turn the audit into a prioritized worklist
Identify which items you control, which need a factual request, and which are legitimate independent coverage. Assign an action and review date to each material issue. Recheck the same baseline after meaningful changes and record new findings. Keep sensitive evidence in a private record rather than publishing a report that amplifies unwanted personal details.
Frequently asked questions
Should we track only the first page?
Start with results most relevant to actual audience behavior, then expand where evidence suggests a meaningful issue. Avoid spending equal effort on every obscure result simply because it exists.
Does a negative headline always need removal?
No. Read the source and assess accuracy, context, policy eligibility, and practical impact. A correction, update, service improvement, or no action may be the appropriate outcome.
Continue with your next step
Related guides on this topic
Sources and policies
Check the current policy before submitting a request.
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Share the URLs and explain your concern. We will review the context and explain which options are worth assessing.
Request a confidential reviewOr call (307) 429-2531Educational information, not legal advice. Outcomes depend on the facts and decisions made by third parties.