2.1 D1: the read-only audit and the other nine of the twelve questions
What you'll do in this section: On D1 you look but change nothing: get read-only access to the access logs, Search Console, Bing and the five business profiles in one go, then go through the nine of the "twelve pre-start questions" that chapter 0, 0.2 did not ask. When you're done, you'll have an access-request list and dental answers to the nine questions; the door, every profile and the facts page have not been touched at all.
Hard gate: until the baseline is saved, do not change the door, any profile or the facts page.
- D1Read-only auditRead-only access: logs, GSC, Bing, the five profiles
- D1Finish the nine questionsRegistration number, namesake doctors, Chinese and Indonesian buyers
- D2Freeze questions, sign off30 questions: English 18 · Chinese 10 · Indonesian 2
- D2–D3Web leg and full roundsRun the web control leg first, add its domains
- D4Freeze and noise bandFreeze the account-level Top 20, retest 3 rounds the same week
- D4Brand-six runRun all 36 in the same week, save it
- D5Fix the doorRecord the split day; check the WAF first
- D5–D7Build the fact tableFact table +
/facts, check prices tier by tier against the ledger
Why measure before you change: the page-type mix, the four states per URL, and the question shapes that the baseline needs to measure all have to be measured on the shelf as it stands, before the door has been fixed. Fix the door first and freeze the baseline afterwards, and what you freeze is a shelf you have already disturbed yourself — the before/after comparison in week 13 no longer holds. In the build order the door comes first and the ruler comes fifth, but the ruler's job of freezing comes before everything. So on D1 you can do only three kinds of thing: request access, pull the logs (if none were kept, turn logging on that day) and record the current state. Change not a single word. What the six lines of the door's read-only audit and the crawler hit table look like is already written in → General Edition 2.1 The five gates at a glance, and gate 0: access logs (read-only) and → General Edition B.1 Door templates; not repeated here.
Once the baseline is saved, you do three things in week one, in order: the door's five gates plus the /facts page; then the tiered itemised fixed-price pages; and last, the five business profiles, checking against the official registers, and the manufacturer locators. It's fine if the price pages and the profiles don't fit into week one and slip into week two, but you must not skip the baseline just to hit the week-one deadline.
Of the nine questions, six are answered differently for dental and aesthetics than in the General Edition; the other three (questions 5, 6 and 10) follow the General Edition:
| Question | If the answer is | What to do next |
|---|---|---|
| 1 · Legal name, licence / registration number | You can't get the registration number | Leave that cell blank in the fact table for now; fill it in before moving on |
| 7 · Whether the five profiles, GSC and Bing can give you read-only access | You can't get read-only access | The first two items can't be verified at acceptance; list this separately as a risk |
| 8 · Whether there's a namesake organisation or namesake doctor | Yes | The first batch switches to facts pages + profiles, not content pages |
| 9 · Whether you're using a platform that charges per enquiry, per lead or by fee-sharing on each sale | Yes, in use | Write it into the compliance memo and handle it per chapter 6, 6.2 |
| 11 · Whether there are Chinese-speaking buyers or Indonesian buyers | There are Chinese-speaking buyers | Write the 10 Chinese questions using the ratios in 2.2; for dental and aesthetics, write the 2 Indonesian questions anyway |
| 12 · Whether bookings come in by form, WhatsApp or phone | Phone | Observable tier; make the front-desk field "How did you find us?" mandatory; no question is dropped from the pool because of this |
For the wording of the remaining questions and how to read the answers, follow → General Edition 4.1 The full target-picking process and the twelve pre-start questions. If you can only do three things, use the General Edition's 48-hour version of shortcut 2 for the baseline instead — see → General Edition 4.8 Two shortcuts and this chapter's checklist; this 48-hour baseline must still be saved before you fix the door, and everything else stays the same.
2.2 The 30-question pool: English 18 · Chinese 10 · Indonesian 2
What you'll do in this section: Set the 30 questions using the language ratios for dental and aesthetics, rewrite price questions into a shape that a fixed final price can answer, and filter out pure symptom questions and educational questions. When you're done, you'll have a 30-question pool ready to be signed in person; once it's signed, it does not change for the whole quarter.
How the 30 questions split by language is fixed, so that two people can never count two different denominators:
| Language | Questions | Note |
|---|---|---|
| English | 18 | — |
| Chinese | 10 | Always include "新加坡" (Singapore); they also count toward the numerators of the location and price ratios, and do not add to the total of 30 |
| Indonesian | 2 | Mandatory 2 for dental and aesthetics: buyers from Jakarta, near-zero marginal cost |
The 10 Chinese questions are also fixed internally: 3 price-type, 3 scenario-type, 3 second-opinion-type, and 1 "who's best"-type. The Chinese questions must not be cut, because the Chinese landing page is the only lever that works as "build one page yourself → go straight into the named set"; if you can't fill all 30, cut the 3 bare-category-word questions first. For the rest of the ratios (location ≥60%, price ≥30%, bare words ≤10%) and how the second-person check and signing in person work, follow → General Edition 4.2 The question pool: where the 30 questions come from, how they are balanced, how they are signed; once signed, it does not change for the whole quarter — changing a question is changing the ruler.
The reasoning behind each of the three filters: a pure symptom question ("牙龈肿是怎么回事", what's going on with swollen gums) gets AI citing HealthHub and Mayo Clinic and almost never naming a clinic, so don't park it in the monitoring layer for now; an educational question ("是什么 / 要不要请", what is it / should I hire one) means the buyer hasn't reached the "who to buy from" stage yet; a price question phrased as "<项目> 在新加坡多少钱" (how much does <treatment> cost in Singapore) can go straight into the pool, but if the wording itself already presupposes a price range, rewrite it before it goes in.
Example (dental and aesthetics) Buyers' own words in AI; all three pass the three filters: "新加坡哪家做隐形矫正好？" (which clinic in Singapore is best for clear aligner treatment?) "种植牙在新加坡大概多少钱？" (roughly how much does a dental implant cost in Singapore?) "A 诊所和 B 诊所哪个更适合我这种情况？" (which is a better fit for my case, Clinic A or Clinic B?)
Three things are not decided at this pool-entry step: a three-part symptom question (one that already carries a treatment option and a price) does not count as a pure symptom question; it stays in the pool, and how to handle it is in chapter 4, 4.2. Whether to turn a policy question into an execution question needs the baseline's four-state data, so that decision also waits for chapter 4, 4.2. And confirming the two Indonesian questions by an actual search happens when you write the Indonesian pages (chapter 5, 5.3).
2.3 Freezing the baseline, the noise band and the first brand-six run
What you'll do in this section: Run the web control leg once first and add in the domains unique to it, then freeze the account-level Top 20, retest three rounds in the same week to measure the noise band, and run all 36 brand-six runs in the same week as the baseline. When you're done, you'll have a frozen account-level Top 20, a noise-band round count, and a set of raw brand-six answers you can use as the baseline.
The rulers for dental and aesthetics follow the General Edition; you only fill in your own values in a few cells, and nothing is redefined:
What the figure cannot show: three "whys".
Why the web leg has to run first: a candidate pool taken only from the API leg has a systematic bias, and bias is not noise — adding more rounds cannot fix it. The complete method for running it has exactly one specification in the whole book, in → General Edition 4.4 The web control leg and the frozen baseline (the book's only full spec); how to do the coarse screen into piles and the full rounds is in → General Edition 4.3 Coarse screen and piles, full rounds, and the brand-six baseline. The frozen account-level Top 20 is the denominator for the entire quarter and does not change after that.
Why the noise band has to be measured: seats only count as up when the change is larger than the noise band; without that band, you cannot tell whether a rise or fall in week 13 is real or just sampling fluctuation. How to read it is in → General Edition 7.2 The noise band, the page-level signal and the ten monthly steps.
Why the brand-six run only counts these 36: the baseline's "X factual errors" figure comes only from this one run of 36. Any 2-round × 1-engine quick run (such as the two passes in shortcut 2) is only used to fix errors the same day, ahead of the queue — never as the baseline. A quick run and the 36 runs are not the same ruler; if X came from a quick run, the before and after in week 13's "X → Y" would not be comparable. → General Edition 3.1 Why this comes before writing pages · The two-hour checklist also reads this same set of raw answers.
The three rulers stay unchanged, the fourth reference number never counts as a criterion, the web leg runs first, and triage must not skip layers — these four rules are the general discipline and not a word of them changes; see → General Edition 7.1 What a retest produces, and the rulers. How to read review counts and star ratings is in chapter 7, 7.1.
2.4 Fixing the door: five gates; for dental, the WAF is the main trap
What you'll do in this section: Once the baseline is saved, fix the door through the General Edition's five gates, checking the WAF allowlist first for dental and aesthetics; record the day you fix the door as the split day. When you're done, you'll have a merged robots.txt, one WAF allowlist rule, and a split day recorded in the work order.
Hard gate: until the baseline is saved, do not change the door, any profile or the facts page.
Tick the dental door audit checklist like this:
| Gate | Needed for dental and aesthetics? |
|---|---|
| Crawler hit table | Yes |
| The three nosnippet controls | Yes |
| robots.txt master template merge | Yes |
| WAF allowlist | Yes — and it's this section's main trap |
| The four identities match | Yes |
| CSR check | Not needed |
| Visible-text check | Not needed |
| Platform robots.txt verification table | Not needed |
Exactly how to fix the five gates — the three nosnippet spots, the four-step robots.txt merge, and the three WAF allowlist tasks — is all written in → General Edition 2.2 Gate 1 read-only audit: what to check in nosnippet, robots and the WAF–→ General Edition 2.6 Fixing the door: nosnippet, the four-step robots merge, the WAF allowlist; not repeated here. The WAF is the key point for the dental door: writing Allow for ChatGPT-User in robots.txt is harmless but useless — the real switch is the WAF allowlist.
These two troubleshooting diagrams are not only for the day you fix the door: check the door layer once every month without conditions, even when seats have risen (→ General Edition 7.3 Not-moved triage and next month's three points).
Whether fixing the door itself needs a written compliance sign-off comes in two halves:
Basis: technical SEO itself is not advertising (Statute text; see Appendix A; for how this rule is used off-site, see chapter 6, 6.2). The price and rating fields in JSON-LD are reviewed as advertising content [Conservative line (not statute text)]. Write JSON-LD prices per chapter 1, 1.2; never add aggregateRating on any page (see chapter 1, 1.4 for why).
Schema only needs four things right: get @type right; point sameAs to the regulator's registration-number lookup page and the business profile pages, and write the UEN as identifier; make the published and modified dates genuine; and write only the fixed final price in the price field, never a minPrice / maxPrice range. These fields only work for Google's Knowledge Graph — AI's live fetches never read JSON-LD at all — so the same facts must first be written into visible HTML, see → General Edition 2.7 Gates 3 and 4: indexing paths, and JSON-LD sealed once.
The split day goes into the work order; at the week-13 settlement, every "before fixing the door vs after fixing the door" comparison is drawn against it, see → General Edition 7.4 Holding position and the 90-day settlement.
