ChatGPT's Impact on the Search Landscape
Explore how search is evolving as ChatGPT becomes a key search platform. Learn strategies that enhance brand visibility and new ways to measure impact.
The KPIs that Matter in AI Search
AI is reshaping search from click-driven to influence-driven. Brands need a new way to measure what actually matters.
Download our guide on KPIs that matter in AI Search
You’re measuring the wrong things.
Clicks are on the decline. The real risk, though, is failing to allow traffic to decline. Understanding what’s changed with the rise of two distinct AI surfaces–LLMs as search alternatives and AI features in traditional search–will allow you to develop an accurate measurement framework.
New search platforms and features demand new KPIs
Visibility has shifted. Search results are now AI-synthesized answers, meaning individual content segments — not whole pages — drive discovery. Your measurement framework and writing strategy need to reflect this, or you risk losing visibility entirely.
Using the right measurement framework enables a focused optimization strategy and performance evaluation.
Search used to reward the best-optimized page. Now it rewards the most trusted answer. If your measurement has not caught up to that shift, your strategy hasn't either.
What you’ll find in this guide
What’s changing with how search performance is measured: AI doesn’t send users to pages; it assembles answers. Brands need to be included in answers, not placed in results.
How to write for citability: LLMs decide what content gets cited. Learn how to write for machine audiences and drive visibility in AI answers.
What you should start to measure: Clicks aren’t enough anymore, learn how to measure for visibility, credibility, traffic and business outcomes.
What measurement tools exist–and which ones you should trust: No one tool captures the whole picture. Use multiple to capture a comprehensive view of performance.
Your brand’s next steps: Practical steps to move your visibility measurement to account for the modern search environment.
