And we re-run these exact 15 questions every week

Same questions, same five engines, same method. You watch 1% move, and you see which competitor lost the slot you gained.

Everything past Aug on this page is what the program targets, not something already achieved. Only the Aug figure was measured.

Coverage, traffic and inbound briefs / mo are reported every month against the same 15 questions, so the number you are judged on never moves.