Google expects AI search reporting to change

Luke Meredith

Google’s John Mueller has said he expects the way Search Console measures visibility in AI (artificial intelligence) search to develop as Google’s search features change.

Responding to a question on LinkedIn, Mueller explained that position and impression reporting needs to help website owners understand where their sites appear. He also acknowledged that some situations are difficult to measure consistently, and said Google would update its documentation if significant changes were made. His comments describe an expectation of future development, rather than the launch of a new reporting feature.

Search Console allows businesses to monitor how their websites appear in Google, including the clicks they receive and their average position. However, a position in an AI answer needs some explanation.

Google’s documentation states that links within an AI Overview share the position assigned to the overview itself. AI Mode, which allows people to explore questions through an interactive AI response, follows the general position rules used for search results. These differences mean that a ranking figure alone may not show how prominently a particular link appeared.

What does this mean for businesses?

For companies looking to generate more enquiries online, the practical implication is that search reports need context. An improvement in average position can be encouraging, but it doesn’t establish whether the website is attracting more potential customers.

A supplier selling to other businesses, for example, may want to understand whether visitors are reaching its service pages and requesting quotations. Looking at those enquiries alongside search visibility and clicks can help explain whether increased exposure is contributing to its commercial goals.

Mueller’s comments also suggest that comparisons over time may require closer attention as reporting develops. Before treating a movement in the figures as a gain or loss in performance, it will be worth checking whether Google has changed how those figures are calculated.

To understand what your search performance means for your business, speak to Engage Web about improving your visibility and attracting more relevant enquiries.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.