Three different observations
A brand can appear in an answer without receiving a link. A page can be cited without its company being recommended. And a link can be visible without anyone choosing to open it. These are three different observations, not three names for the same result.
Start with the mention
A mention tells you that a brand name appeared in the response you reviewed. Keep the question beside it. A mention in a shortlist may be useful to investigate; a mention in a warning or an unrelated example has a different meaning. Counting names without reading the surrounding passage can hide that distinction.
Then inspect the citation
A citation connects the response to a source. Open it. Check which statement it supports and whether the linked page actually describes your business. The source might be your own site, a directory, an editorial article or something else entirely. Record both the URL and the context instead of treating every citation as a recommendation.
A visit needs separate evidence
To understand website visits, look at your analytics and the evidence available from your traffic sources. Avoid estimating visits by multiplying a mention count by a made-up conversion rate. When the data does not show a connection, leave it as an open question.
A small review you can repeat
Choose a manageable set of customer questions. For each observation, record the question, engine, date, market, exact mention and cited URL where available. Add a short note explaining why the result matters. Keep changes to your question set visible so the next review is comparable.
Bring the question back to the business
A useful conclusion is specific: a service is being described incorrectly, a directory needs an update, or customers cannot find a clear explanation of your work. Those are things a team can investigate. A single visibility score, without its evidence, gives them much less to work with.
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