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Course → Module 10: Measurement and Maintenance
Session 10 of 10

Final Project: Entity Authority Baseline Report

Session 10.10 · ~5 min read

This is the final session of Entity Authority 1.0: Baseline. Everything you have learned across ten modules comes together here in a single deliverable: the Entity Authority Baseline Report. This document captures your entity's current state, documents the work you have done, and establishes the foundation for all future entity strategy.

The baseline report is not an academic exercise. It is a working document that you will reference every quarter, share with stakeholders, and use to justify budget and effort. Treat it with the same seriousness you would treat a financial audit or an engineering specification.

Your baseline report is not the end. It is the foundation document for everything that comes next.

Report Structure

The report follows a specific structure. Each section maps to a module in this course. If you completed the assignments throughout the course, you already have most of the raw material. This session is about organizing it into a coherent, professional document.

graph TD A["Entity Authority
Baseline Report"] --> B["1. Executive Summary"] A --> C["2. Entity Profile"] A --> D["3. Scorecard
(Radar Chart)"] A --> E["4. Dimension
Detail Sections"] A --> F["5. Brand SERP
Analysis"] A --> G["6. Technical
Health"] A --> H["7. Findings &
Recommendations"] A --> I["8. Action Plan"] A --> J["9. Appendices"] E --> E1["NAP"] E --> E2["Schema"] E --> E3["Linking"] E --> E4["GBP"] E --> E5["Wikidata"] E --> E6["Citations"] E --> E7["Content & Social"] style A fill:#222221,stroke:#c8a882,color:#ede9e3 style B fill:#222221,stroke:#6b8f71,color:#ede9e3 style C fill:#222221,stroke:#6b8f71,color:#ede9e3 style D fill:#222221,stroke:#6b8f71,color:#ede9e3 style E fill:#222221,stroke:#6b8f71,color:#ede9e3 style F fill:#222221,stroke:#6b8f71,color:#ede9e3 style G fill:#222221,stroke:#6b8f71,color:#ede9e3 style H fill:#222221,stroke:#6b8f71,color:#ede9e3 style I fill:#222221,stroke:#6b8f71,color:#ede9e3 style J fill:#222221,stroke:#6b8f71,color:#ede9e3

Report Sections

Section Contents Length Source Module
1. Executive Summary One-page overview: entity name, type, overall score, top 3 findings, top 3 recommendations 1 page All
2. Entity Profile Canonical NAP, entity type (person/org/local), primary URL, key identifiers (Wikidata QID, GBP ID) 0.5 page Module 1
3. Entity Presence Scorecard Radar chart, dimension scores (1-5), evidence summary for each score 1-2 pages Session 10.1
4a. NAP Consistency Canonical NAP statement, audit results by platform, inconsistencies found and corrected 1 page Module 1
4b. Structured Data Types implemented, validation results, coverage per page, @id mapping 1-2 pages Module 2
4c. Entity Linking Profile inventory, link direction (to/from/both), sameAs audit, broken links 1 page Module 3
4d. Google Business Profile Verification status, completeness audit, post frequency, review summary 1 page Module 4
4e. Wikidata / Wikipedia Wikidata item URL, properties list, reference quality, Wikipedia status 0.5-1 page Module 5
4f. Citations and Mentions Citation inventory, source quality, mention tracking 0.5-1 page Module 9
4g. Content and Social About page audit, author entity status, social profile inventory, content calendar status 1 page Modules 8, 9
5. Brand SERP Analysis Full SERP screenshot, position-by-position analysis, control score, quality score, KP status 1-2 pages Module 6
6. Technical Health Core Web Vitals, indexing status, sitemap, robots.txt, HTTPS, mobile-friendliness 1 page Module 7
7. Findings and Recommendations Prioritized list of issues found, categorized by severity (Critical/High/Moderate) 1-2 pages All
8. 90-Day Action Plan 3-5 priorities with specific actions, responsible parties, and deadlines 1 page Session 10.7
9. Appendices Screenshots, validation reports, raw data, monitoring spreadsheet templates Variable All

Before and After Comparison

If you scored your entity at the start of this course (Session 0.3: The Baseline Audit) and again now, you can create a before-and-after comparison. This is the most powerful page in the entire report because it demonstrates measurable impact.

The chart below shows a template with sample data. Replace the values with your actual scores.

Writing the Executive Summary

The executive summary is the most important page of the report. For many readers, it is the only page. It must communicate three things in one page or less:

  1. Current state: One sentence describing the entity's overall position. "As of April 2026, [Entity Name] has an Entity Presence Score of 31/45, with strong NAP consistency and technical health but underdeveloped Wikidata presence and citation profile."
  2. Top findings: Three to five bullet points. Each finding is one sentence, specific and evidence-based. "Structured data contains three errors on the service page, preventing rich result eligibility."
  3. Top recommendations: Three to five prioritized actions. Each recommendation includes the expected impact. "Create a Wikidata item with at least 10 properties to strengthen Knowledge Graph inclusion (expected impact: Knowledge Panel eligibility within 3 months)."

Quality Standards

A baseline report is only useful if it is credible. Credibility comes from specificity and evidence.

Quality Criterion Weak Example Strong Example
Specificity "SEO needs improvement" "Organization schema on /about/ is missing the 'founder' property"
Evidence "NAP seems consistent" "NAP verified identical across 12 platforms. Yelp listing missing suite number (screenshot in Appendix B)."
Actionability "Fix the website" "Add Person schema to the About page for the CEO. Estimated time: 30 minutes. Priority: High."
Measurability "Improve brand search" "Increase brand search impressions from 640/month to 900/month by end of Q3 2026."
Completeness Covers only schema and NAP Covers all nine scorecard dimensions with evidence for each

Delivering the Report

If you are doing this for your own entity, the report is your personal reference document. Print it, keep it accessible, and refer to it at every quarterly review.

If you are doing this for a client or stakeholder, the report format matters. Use a clean document template. Include the radar chart prominently. Lead with the executive summary. Put raw data and screenshots in appendices so they do not overwhelm the main narrative.

The report should answer one question that every stakeholder has: "Where are we, and what do we do next?" If it answers that question clearly, it has done its job.

After the Report

Submitting the report is not the end. The report feeds directly into your quarterly review cycle (Session 10.7). The action plan becomes your priorities for the next 90 days. The scorecard becomes the benchmark for your next assessment. The findings become the items you track for resolution.

In 90 days, you will open this report, pull up your new data, and see how far you have come. That moment of comparison is what makes the entire baseline process worthwhile.

This report is your entity's birth certificate, health record, and growth plan in one document. It proves where you started. It documents what you built. And it charts where you are going.

Further Reading

Assignment: Final Project

Create your complete Entity Authority Baseline Report. This is the capstone deliverable for the entire course.

  1. Compile your data. Gather all assignment outputs from Modules 0 through 10. You should have NAP audits, schema validation results, profile inventories, GBP audits, Wikidata documentation, brand SERP screenshots, technical health reports, content inventories, and scorecard data.
  2. Build the report. Follow the report structure outlined above. Write each section using the evidence you have collected. If you are missing data for a section, go back and complete the relevant assignment before proceeding.
  3. Create the before-and-after chart. Use your baseline scores from Session 0.3 and your current scores from Session 10.1. Generate a radar chart showing both.
  4. Write the executive summary. This should be the last thing you write, after all other sections are complete. Summarize the current state, top findings, and top recommendations in one page.
  5. Write the 90-day action plan. Identify three to five priorities for the next quarter. Each priority must include: the target dimension, current score, target score, specific actions, responsible party (even if it is you), and deadline.
  6. Review and finalize. Read the entire report from the perspective of someone seeing it for the first time. Is it clear? Is it specific? Is it evidence-based? If not, revise.
  7. Archive the report. Save it with a date in the filename (e.g., "Entity-Authority-Baseline-Report-2026-04.pdf"). This becomes Version 1. You will create Version 2 at your next quarterly review.

Congratulations on completing Entity Authority 1.0: Baseline. Your entity now has a documented foundation, a measurement system, and a maintenance rhythm. The next phase is growth.