The four actions
| Action | When it applies | What we do | Typical owner |
|---|---|---|---|
| Fix | The source is your own: site pages, PDFs, help docs | Rewrite to the Answer Standard, apply the Answer Grid action, retire stale files | Your digital team, with our drafts |
| Claim | A profile you can control but haven't: business profiles, directories, marketplaces, retailer listings, review platforms | Claim it, complete it with approved fact lines, set a review date | Marketing |
| Correct | An independent source describes you wrongly or out of date | Send a correction request with evidence, log it, re-check in 30 days | Communications or partnerships |
| Compete | An influential source covers competitors but not you | Seek inclusion with data or expert input, or build a stronger answer of your own to the same question | Marketing, with our pitch drafts |
Watch
Sources that are rarely cited and sit outside the buyer's decision are marked Watch. They get no work this cycle, and we look again at the next measurement.
How actions are ranked
Each action scores 1 to 3 on three factors, multiplied together, so the work starts where it matters most:
Stage
Deciding 3, Comparing 2, Exploring 1.
Reach
How often the source is cited across the question set: top third 3, middle 2, bottom 1.
Risk
A confirmed Critical or Major accuracy error 3, a possible error 2, none 1.
What you get
A ranked action list in every report: the top ten actions form the month's work plan, each with an owner, a status and a due date. Regulated clients see a separate column showing which actions need compliance sign-off.
Tidewell Insurance
| Source | Action | Score | Owner | Due |
|---|---|---|---|---|
| tidewell.example | Fix | 18 | Digital team | 30 Oct |
| Broker directory | Claim | 12 | Marketing | 6 Nov |
| Comparison article | Correct | 9 | Communications | 13 Nov |
| Trade association guide | Compete | 6 | Marketing | 27 Nov |
| Old forum thread, cited once | Watch | Not scored | None this cycle | Not set |
tidewell.example is cited for 18 questions: Fix. A broker directory lists Tidewell with an old address: Claim. A comparison article says its cyber policy covers ransom payments: Correct. A trade association guide names four rivals and not Tidewell: Compete. A 2019 forum thread cited once: Watch.
Frequently asked questions
Why one action per source, not per question?
Because the same source usually sits behind several questions. Fixing it once moves all of them, and it gives each action a clear owner.
Who does the work?
We draft and pitch. Your team approves and publishes on the sites you control. Correction requests and inclusion pitches go out under your name or ours, as you prefer.