The world of search is constantly evolving, with Artificial Intelligence (AI) rapidly reshaping how users interact with search engines and discover online information. While Google remains a prominent player, a future shift in AI adoption means companies need to consider the impact on search and how they will not only reach their audiences but also effectively monitor key engagement metrics. To thrive in this new era, businesses must adapt their strategies beyond traditional SEO and embrace a holistic approach that prioritises topical authority, user experience and conversion.
This blog post will take a deep dive into the critical shifts in the online search world, highlight essential metrics to track for all search engines, and emphasise the crucial roles of Conversion Rate Optimisation (CRO) and User Experience (UX) in achieving sustained online success.
The Evolving Search Environment: Going Beyond 10 Blue Links
For years, search engine optimisation (SEO) primarily focused on ranking high in the familiar list of “10 blue links.” This is still important, but the advent of AI has introduced a new dimension, characterised by:
Search is no longer just about traditional listings – today’s AI-driven search landscape includes two key trends:
- Answer Engines (AEO): These deliver concise, factual info directly on the search results page—think Featured Snippets, People Also Ask, Knowledge Panels, and now Google’s AI Mode (including AI Overviews). AI Mode uses Gemini to synthesise responses across multiple sources, support follow-up queries, and even allow voice or visual interactions, while still functioning inside Google Search.
- Generative Engines (GEO): Standalone AI platforms like ChatGPT, Claude, Gemini’s chatbot app, and Copilot deliver conversational AI outside the SERP. They generate custom, human-like responses for complex or open-ended queries, with the freedom of multi-turn conversations.
How to Optimise Content for AI-Driven Search
Conversational and Long-Tail Queries: Users are increasingly using natural, conversational language in searches, often asking full questions instead of entering short keywords. Voice search further amplifies this trend.
Focus on Intent and Semantics (and Value for People): Search algorithms continue to evolve to understand the intent behind a query, not just the words used. This means content that truly answers a user’s need, regardless of how they phrase it, will perform better. Google and other search engines favour content that fulfils people’s needs. Focus on publishing unique, user-first content that visitors find helpful and satisfying, especially as questions become longer and more specific.
Diversified Search Journeys and Multimodal Success: Users don’t rely solely on text-based search anymore. They might use image search (like Google Lens), AI chatbots (like ChatGPT or Gemini in Chrome) or voice assistants to find what they’re looking for. To support this, back up your written content with high-quality images and videos, and keep your Merchant Centre and Business Profile information accurate and up to date for wider visibility.
The Importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Across all search engines, content demonstrating genuine experience, deep expertise, strong authoritativeness and high trustworthiness is prioritised. For example, my 18 years of experience as an SEO specialist mean I understand the nuances of this ever-changing environment. This is especially vital for “Your Money, Your Life” (YMYL) topics. Learn more about E-E-A-T.
Technical Accessibility and Indexing: Before your content can appear anywhere – whether in links, snippets or AI answers – search engines must be able to crawl and index it. Ensure your pages meet technical requirements: allow bots to access them, make sure they work properly (returning a 200 status code) and include indexable content. This is essential for both classic search visibility and modern AI-driven formats.
Essential Metrics for Tracking AI Engine Engagement
Now we’ve highlighted how search is changing, let’s look at how we can track visibility and engagement effectively.
Traditional metrics like keyword rankings and raw organic traffic still hold some value, but they no longer tell the full story. To accurately measure your success in this new environment, focus on these AI-ready key performance indicators:
- Branded Search Impressions and Clicks:
- Why it matters: In a “zero-click” scenario, brand awareness becomes paramount. Even if users don’t click through, your brand appearing in AI-generated answers or direct search results for branded terms signifies growing recognition and trust.
- What to track: Monitor the volume of searches that include your brand name or specific product names. Look for trends in both impressions (how often your brand appears) and clicks (even if they are fewer, they are highly valuable). This indicates whether your content is building awareness, even when consumed directly on the SERP.
- Visibility for Keyword Groupings and Topic Clusters:
- Why it matters: Individual keyword rankings are less important than your overall authority and visibility across broader topics. AI favours content that provides comprehensive answers to a user’s entire need, not just a single keyword.
- What to track: Instead of obsessing over single keyword positions, analyse your visibility for entire topic clusters. Use tools to see how often your content appears in rich results, featured snippets, “People Also Ask” sections, and AI-generated summaries across a range of related queries. This indicates your “share of voice” within your industry.
- Direct Visits (and other “Dark Traffic” indicators):
- Why it matters: As users find answers directly within AI interfaces, they may then navigate directly to your site to learn more, without a traditional organic search referral. This direct traffic indicates strong brand recognition.
- What to track: Monitor direct traffic in your analytics. While “dark traffic” (traffic difficult to attribute) might increase, a rise in direct visits suggests users are remembering your brand and actively seeking you out after encountering your information elsewhere (e.g., through an AI summary). Also, track social shares and mentions, as these can drive direct traffic.
- Conversion Rate Optimisation (CRO) and User Experience (UX):
- Why it matters: With potential decreases in traditional organic clicks, every visitor to your site becomes even more valuable. Optimising your website for conversions and providing an exceptional user experience ensures that the traffic you do receive turns into valuable actions. Search engines such as Google have suggested that clicks from AI Overviews are often higher quality, as users may have more context and specific intent after interacting with AI summaries, leading to a more engaged audience.
- What to track:
- Engagement Metrics: Go beyond bounce rate. Track metrics like average engagement time, scroll depth, pages per session, and interactions with content (e.g., video plays, downloads). These indicate how truly engaged users are with your content.
- Conversion Rates: Focus on conversion rates for key actions (purchases, sign-ups, lead form submissions, micro-conversions). This directly ties your SEO and content efforts to business outcomes. Consider looking at various indicators of conversion on your site, be it sales, sign-ups, or information lookups about your business, rather than just clicks.
- User Feedback and Usability: Utilise heatmaps, session recordings, user surveys, and usability testing to understand how users interact with your site, identify friction points, and gather qualitative feedback.
- Core Web Vitals: These Google metrics (Largest Contentful Paint, First Input Delay, Cumulative Layout Shift) are crucial for page experience and impact rankings across all search engines.
- Mobile-First Performance: Ensure your site is optimised for mobile devices, as a significant portion of search and browsing occurs on smartphones.
The Power Duo: CRO and UX in the AI Era
CRO and UX are no longer optional extras; they are fundamental to success.
- User Experience (UX) as the Foundation: A delightful and intuitive user experience is the bedrock upon which successful CRO is built. Even the best content can be disappointing if visitors arrive at a page that’s cluttered, difficult to navigate, or makes it hard to find the main information they’re seeking. If your website is slow, difficult to navigate, or provides a frustrating experience, users will leave regardless of how they found you. Focus on:
- Fast Loading Times: Optimising for page speed is essential for user satisfaction and a key ranking factor.
- Intuitive Navigation: Users should easily find what they’re looking for.
- Mobile Responsiveness: A seamless experience across all devices.
- Readability and Visual Appeal: Clear fonts, appropriate imagery, and a clean layout ensure visitors can easily distinguish main content from other elements.
- Accessibility: Ensuring your site is usable by everyone.
- Meeting User Search Intent: Content should directly and comprehensively answer the user’s need.
- Conversion Rate Optimisation (CRO) as the Driver of Value: Once users land on your site, CRO ensures they take the desired actions. This goes beyond simple A/B testing of button colours. In the AI era, CRO is about:
- Personalisation: Tailoring the experience based on user behaviour and intent, leveraging first-party data.
- Clear Calls to Action (CTAs): Making it obvious what you want users to do next.
- Frictionless Journeys: Removing any obstacles that might prevent a conversion (e.g., simplified forms, clear checkout processes).
- Trust Signals: Including testimonials, security badges, and clear privacy policies to build confidence.
- Optimising for Micro-Conversions: Tracking smaller actions (e.g., video plays, content downloads) that indicate user engagement and move them closer to a primary conversion.
- Voice and Visual Search Readiness: Optimising content and website elements for non-text-based queries.
Final Thoughts
The search environment is undergoing a profound transformation, driven by AI and evolving user behaviours. This evolution also means new opportunities for site owners. While the specifics of each search engine may differ, the core principles for success remain consistent: create high-quality, user-centric content that fulfils user needs, prioritise an exceptional user experience, and rigorously track metrics that reflect brand visibility, topical authority, and conversion success. By embracing this holistic approach, your website can not only survive but thrive in this new era of search.
Need help with your SEO, AEO or GEO? Or any other acronym! Contact me today for a free SEO review, and let’s put your business on the map!