Adapting SEO Performance Metrics in the Age of AI-Generated Summaries

Google recently discussed whether “SEO is on a dying path” because of AI search in their Search Off the Record podcast. Gary Illyes stood firm that SEO continues to be an important strategy: “I mean, SEO has been dying since 2001, so I’m not scared for it. Like, I’m not. Yeah. No. I’m pretty sure that, in 2025,the first article that comes out is going to be about how SEO is dying again.” – Gary Illyes

We aren’t surprised by the general takeaway that while user behavior is changing and SERPs are seeing a reduction of organic results from a brand’s website, AI-powered search is still built on top of SEO best practices. Relevant and thoughtful content in all forms, authority of a website, and other fundamental principles of SEO still fuel the algorithms that power AI-generated results. As always, your SEO strategies will need to change to remain competitive. But, with organic rankings essentially non-existent in results and users shifting to increasingly sophisticated search behaviors, how do you even know if your SEO efforts are having an impact?

Focus on CTR and Engagement Metrics
Gone are the days of solely relying on keyword ranking reports. With AI-generated summaries providing quick answers directly on the search engine results page, users are finding information without clicking through to the actual website (and don’t get me started on our inability to parse through misinformation). This shift necessitates a greater emphasis on click through rate and site engagement metrics. Additionally, engagement metrics such as time on page, bounce rate, and number of pages to convert become even more critical in understanding if your organic traffic is relevant. If you’ve been living in Google Search Console, it’s time to start living in Google Analytics.

Optimize for Featured Snippets and AI Summaries
AI-generated summaries often pull information from featured snippets. We’ve all been chasing the coveted feature snippet since it was released in 2014 and this is one SEO best practice that needs to remain in your arsenal. The best way to do this is to understand what your customer is looking for and answer those questions concisely and clearly, using bullet points and lists where appropriate. Tracking the performance of content in featured snippets and AI summaries should become a key metric, as it directly impacts visibility and traffic.

Measure Voice Search Performance
In the US, 41% of adults use voice search daily. It’s not just for the younger generations either; over 50% of older adults enjoy using voice search for various tasks.¹ As more users turn to voice assistants for information, SEO strategies must adapt to this trend. Brands should track the performance of long-tail keywords and natural language queries that are more likely to be used in voice searches.

Evolve the Lagging Performance Indicators
SEO has long been a mystery to those not living in marketing (maybe even a mystery to some in marketing!). CEOs and CFOs are not blind to the endless questioning if SEO is dead and this confusion will only continue as we lose organic clicks to forums and AI summaries. In a world where marketing budgets are cut, investment in organic is at risk and the best way to combat this is to demonstrate results. Rankings, time on page, bounce rate, are leading KPIs known only to your marketers.  A proven SEO marketer will translate organic performance into results and bottom-line revenue that even the most jaded CFO can understand and invest in.

Adapt to Changing SERP Features
The SERP is becoming increasingly dynamic with AI summaries, the prevalence of Reddit, more visual content. Keeping an eye on the content delivered in the SERP for your key products or services will ensure your content and optimization strategy adjusts as you continue to vie for authority and customers for your brand.

In Summary
When you think about it, nothing and everything has changed about the SEO space with the additional of AI search. Organic search results as we once knew them are dead, but the work to populate your brand in SERPs is not. Natural language and conversational queries fundamentally change what it means to optimize your website and remain relevant. By embracing key SEO fundamentals and adapting content and experience to the changing consumer behavior, you can keep your SEO efforts alive and well.

How do you feel about these changes in SEO metrics? Are there any specific areas you think should be prioritized?

¹ Key Voice Search Statistics [2023 Updated Data]