One measurement guardrail I'd add: track citation visibility separately from visits and conversions. For a small site, sample the same set of question queries weekly and log the cited URL; then compare landing-page visits and qualified conversions against a stable page/query cohort. That helps avoid treating a citation or a rollout as proof of traffic lift. I'm with BOMTOBE, the team behind Orke, so this is not an independent user testimonial; I haven't tested this checklist on a site.