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Shayaike Hassan is a Microsoft Advertising Certified Professional & a Digital Marketer. But he was working as a Chief Strategy Officer at Stack Learner. also, he is preparing for PMP Certification and learning programming.
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The purpose of this series is to share my experience with keyword research, resulting from my collection of the best information on the Internet, which helped me rank high in search engine results.
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The search engine optimisation landscape in 2025 has transitioned from a relatively predictable model of link-based indexing to a complex, agentic environment where generative artificial intelligence dictates the flow of information. For digital marketing professionals, business students, and founders, the traditional methods of tracking keyword performance—once limited to checking a ranking position and counting clicks—are no longer sufficient to capture the nuances of modern search behaviour. The digital marketing industry in 2025 is undergoing one of its most significant transformations, primarily driven by the launch of AI-powered search experiences that have fundamentally restructured the search engine results page (Conductor, 2025). As organic search continues to produce an average of 33% of overall website traffic across key industries, understanding how to measure the effectiveness of SEO efforts has become a critical requirement for maintaining competitive advantage (Conductor, 2025).
The following analysis explores the sophisticated metrics required to monitor keyword performance after publication. It provides a structured framework for evaluating rankings, impressions, click-through rates, traffic, and conversions within a search ecosystem that is increasingly dominated by zero-click results and AI-generated summaries. By moving beyond superficial data points, organisations can identify the underlying trends that influence long-term visibility and profitability in the era of generative search.
Historically, the success of a keyword strategy was measured by the achievement of a 'top ten' ranking. However, in 2025, the presence of Google’s AI Overviews has caused a massive decoupling of traditional metrics. Research indicates that organic results account for 94% of all clicks, yet the environment in which these clicks occur has become increasingly crowded with features that satisfy user intent without requiring a visit to a publisher's website (AIOSEO, 2025). This shift necessitates a re-evaluation of what constitutes 'success' in keyword performance.
For many high-maturity organisations, SEO is now viewed as a holistic brand visibility strategy rather than a mere traffic-generation tool. Organisations at the highest level of SEO maturity measure and report on three times as many metrics compared to those at the lowest level, reflecting a need for deeper insights into how users interact with content across diverse platforms (Conductor, 2025). The introduction of AI Mode, a Gemini-powered search interface, has accelerated the move toward zero-click answers, which now account for 92% to 94% of all searches in that specific mode (Suso Digital, 2025). Consequently, metrics such as 'Share of Voice' and 'Citation Frequency' have ascended in importance, serving as indicators of authority and brand presence in an automated information marketplace.
Metric Category | Traditional Focus (Pre-2024) | Generative Era Focus (2025) | Key Tool Alignment |
Visibility | Ranking Position | Share of Voice & AI Citations | GSC & Semrush |
Exposure | Impressions | Viewability in AI Overviews | GSC + Manual Probes |
Engagement | Clicks | Engaged Sessions & Scroll Depth | GA4 & Analytify |
Efficiency | Click-Through Rate | Position-Adjusted CTR | GSC |
Success | Conversion Rate | Attribution-Driven ROI | GA4 & Looker Studio |
The measurement of impressions—the frequency with which a website appears in search results—has traditionally been a leading indicator of future traffic. In the current search landscape, however, impressions and clicks have entered a period of divergence often referred to as the 'Great Decoupling' (AdExpert, 2025). Before the wide-scale rollout of AI Overviews, these metrics showed a positive correlation; as impressions increased, clicks typically followed a similar trajectory. In the first half of 2025, however, this correlation flipped to a negative value for many publishers (Digital Marketing Institute, 2025).
This shift suggests that a rising impression count may actually indicate a loss of traffic if those impressions are occurring within an AI summary that satisfies the user's query directly. For informational verticals like health, travel, and law, the impact has been particularly sharp, as users rely on AI-generated summaries to answer factual questions without clicking through to the source (Digital Marketing Institute, 2025).
Industry benchmarks provide a baseline for understanding how impressions vary across different sectors. Data from 2024 and 2025 suggest that the marketplace and e-commerce sectors continue to generate the highest volume of impressions, while the legal sector remains at the lower end of the spectrum due to its niche and high-competition nature (Zero Gravity Marketing, 2024).
Industry | Median Impressions (Annual) | Impression Growth Strategy |
eCommerce | 10,385,650 | Expand keyword clusters and product schemas |
Education | 3,693,948 | Focus on long-form, authoritative guides |
Health & Beauty | 3,693,948 | Optimise for YMYL and E-E-A-T signals |
Legal | 812,286 | Target high-intent local and long-tail terms |
Manufacturing | 2,100,000 | Focus on technical specifications and B2B intent |
To effectively track impressions in 2025, it is necessary to differentiate between 'traditional' impressions and 'AI-assisted' impressions. When a brand is cited in an AI Overview, it receives an impression, but the value of that impression must be weighed against the likelihood of a click. Research shows that web pages appearing under AI Overviews saw a 34.5% decrease in organic click-through rates, despite the potential for high impression volume (AdExpert, 2025). Therefore, the modern SEO report must view impressions as a measure of brand 'reach' and 'relevance' in the AI training set rather than a direct driver of site visits.
While the 'average position' of a keyword remains a foundational metric, its utility has been complicated by the rise of AI Mode and the volatility of generative SERPs. In 2025, visibility in AI Mode depends on satisfying a full range of user intent, as the AI breaks initial queries into multiple component concepts and sub-questions (Suso Digital, 2025). This means a website may rank 'number one' for a primary keyword but fail to appear in the AI summary if its content does not cover the relevant semantic sub-clusters.
Furthermore, traditional ranking reports often fail to account for the 'Zero-Click Dominance' that has become the default for many informational searches. A study by Semrush indicates that 92% to 94% of searches in AI Mode result in no clicks, which fundamentally alters the value of a high ranking (Suso Digital, 2025). For keyword performance tracking, this implies that the 'position' metric must be contextualised by the 'citation' metric.
Ranking volatility has increased as AI systems pull from real-time data and multiple sources, causing featured domains to change more frequently than traditional rankings ever did (Dataslayer, 2025). Monitoring position history is essential for identifying 'cannibalisation'—a scenario where multiple pages from the same domain compete for the same keyword and search intent (Backlinko, 2025). Frequent switching between URLs in search results is a strong indicator of this issue, which dilutes authority signals and confuses search engines (Seologist, 2025).
Ranking Type | Measurement Frequency | Success Indicator |
Traditional Organic | Weekly | Stable top 3 position |
AI Overview Citation | Daily | Inclusion in the primary summary |
Featured Snippet | Weekly | Capture of 'Position Zero' |
People Also Ask | Monthly | Presence in high-proximity follow-ups |
Local Map Pack | Daily | Appearance in tthe op 3 for local intent |
To monitor rankings effectively, marketers should use a Keyword-to-Page map, ensuring that every target keyword has exactly one master URL (Seologist, 2025). This structured approach reduces the risk of internal competition and allows search engines to clearly identify the most authoritative page for a given query. In 2025, a 'good' ranking is defined not just by its numerical value, but by its ability to secure a citation in AI-generated responses, which provides a 35% higher organic CTR compared to non-cited results (Dataslayer, 2025).
The click-through rate is perhaps the most disrupted metric in the generative search era. Since 2024, the organic CTR for queries with AI Overviews has plummeted from 1.76% to 0.61%, representing a monumental decline in the efficiency of traditional search results (Seer Interactive, 2025). This decline appears to have bottomed out in late 2025, but it has left publishers with significantly less traffic from queries that used to be highly productive (Seer Interactive, 2025).
However, a 'Citation Advantage' has emerged. Brands that are cited within an AI Overview earn significantly more clicks than those that are merely listed below the fold. Specifically, cited brands receive an organic CTR of approximately 0.70%, while those not cited on the same query see only 0.52% (Seer Interactive, 2025). This data confirms that being a source for the AI is now a primary requirement for maintaining organic traffic.
The presence of various Google features significantly alters the CTR for the top three organic positions. For example, the inclusion of 'Sitelinks' can boost the first position to a 46.9% CTR, while 'Shopping' integrations can cause it to fall to just 13.7% as attention is diverted to paid and visual elements (Sistrix, 2025).
SERP Integration | Position 1 CTR | Position 2 CTR | Position 3 CTR |
Purely Organic | 34.2% | 17.1% | 11.4% |
Sitelinks | 46.9% | 14.0% | 5.6% |
Featured Snippets | 23.3% | 20.5% | 13.3% |
Google Apps/Tools | 16.3% | 16.7% | 11.0% |
Shopping Boxes | 13.7% | 8.0% | 6.4% |
To improve CTR in 2025, the analysis suggests that title tags must be compelling and meta descriptions must be engaging and structured clearly (Zero Gravity Marketing, 2024). Furthermore, pages that include a keyword in their URL have a 45% higher CTR, highlighting the continued importance of basic on-page optimisation even in a high-tech search environment (AIOSEO, 2025). Monitoring these metrics through Google Search Console allows marketers to identify 'low-hanging fruit'—keywords where a small improvement in ranking position could yield a significant lift in click share (Anatech Consultancy, 2025).
Once a user clicks through to a website, the focus of measurement shifts to the quality of the traffic and the level of engagement. In 2025, total traffic is often considered a 'vanity metric' if it is not accompanied by high engagement and clear intent signals. Organic search produced 33% of overall website traffic in 2024, but the key to success lies in 'Engaged Sessions' (Conductor, 2025). An engaged session is typically defined as a visit that lasts longer than 10 seconds, includes a conversion event, or involves at least two page views (AIOSEO, 2025).
Monitoring engagement metrics like scroll depth and average session duration provides a window into content quality. If users are spending significant time on a page, it signals to search engines that the content is authoritative and useful, which can positively influence future rankings (Zero Gravity Marketing, 2024).
Industry | Median Organic Sessions | Median Engaged Sessions | Top Engagement Driver |
Education | 2,948,062 | 1,675,503 | Long-form content |
Health & Beauty | 267,724 | 185,000 | Interactive tools |
Legal | 6,562 | 4,484 | High-trust case studies |
Travel | 267,724 | 290,661 | Visual storytelling |
eCommerce | 127,835 | 110,000 | User reviews |
Engagement rate improvements in 2025 are often achieved by answering questions quickly at the top of the page, structuring content for easy scanning with H2/H3 headings, and simplifying language to an 8th-grade reading level (Backlinko, 2025). For informational content, the analysis suggests starting with a direct, 50-70-word answer to the primary query. This not only satisfies the user but also makes it easier for AI models to extract and cite the brand as an authoritative source (Dataslayer, 2025).
The ultimate goal of keyword research and SEO is to drive conversions—whether those are sales, leads, or newsletter sign-ups. In 2025, measuring conversion performance requires an understanding of the 'Messy Middle,' a term coined by Google to describe the non-linear path users take between initial awareness and final purchase (Koozai, 2025). This journey is filled with exploration and evaluation, often involving dozens of interactions with a brand before a conversion occurs (Hikeseo, 2025).
Choosing the right attribution model is critical for assigning value to keywords at different stages of the funnel.
First-Click Attribution: Assigns 100% of the credit to the first touchpoint. This model is excellent for identifying keywords that spark demand and bring new audiences into the top of the funnel (Mavlers, 2025; TrueProfit, 2025).
Last-Click Attribution: Assigns 100% of the credit to the final interaction. While simple, it often undervalues the educational and awareness-building keywords that led to the sale (Cometly, 2025).
Data-Driven Attribution (DDA): The default for Google Ads and GA4 in 2025, DDA uses machine learning to evaluate the actual contribution of each interaction in a conversion path (Mavlers, 2025).
Model Type | Primary Strength | Major Weakness | Ideal Use Case |
First-Click | Measures brand discovery | Ignores nurturing | Awareness campaigns |
Last-Click | Simple and unambiguous | Undervalues ToFu | ROI for performance ads |
Linear | Recognises the full team | Hard to action | Multi-channel strategy |
Data-Driven | High precision/accuracy | Requires high data volume | Mature SEO programmes |
In 2025, keyword-level conversion tracking is best managed through the integration of Google Search Console and Google Analytics 4. By linking these platforms, marketers can see not just which keywords drive traffic, but which specific queries lead to key events (conversions) (Analytify, 2025). This allows for 'Predictive SEO,' where historical data and user behaviour patterns are used to forecast which keywords will drive future business growth (Analytify, 2025).
As traditional rankings become more fragmented, 'Share of Voice' (SOV) has emerged as a modern metric for quantifying organic search visibility. SEO SOV reflects the percentage of total estimated organic clicks a brand earns within a specific keyword universe, providing a clearer picture of market presence than isolated rankings (Anatech Consultancy, 2025).
Calculating SEO SOV involves blending rankings, search volume, and estimated CTR models. The standard formula is:
Monitoring SEO SOV helps determine whether a brand is effectively leveraging relevant keywords and identifies gaps where a small rank lift could yield a significant click-share lift (Anatech Consultancy, 2025; Atropos Digital, 2025). In 2025, calculating 'AI Share of Voice' is also recommended. This involves testing a set of target prompts (e.g., 30-100 prompts) across AI platforms like ChatGPT, Perplexity, and Google Gemini to see how often a brand is mentioned and how prominently it is featured (Dataslayer, 2025).
Keyword cannibalisation occurs when multiple pages on a website target the same keyword and intent, causing them to compete against each other in search results. This dilution of authority is a major hurdle for keyword performance in 2025, as search engines prefer to rank a single, highly authoritative 'power page' (Backlinko, 2025).
Regular content audits are essential for identifying cannibalisation issues. Marketers should look for:
Declining traffic despite publishing new content (Search Engine Land, 2025).
Fluctuating rankings, where different URLs from the same domain appear for a query over time (Seologist, 2025).
Low click-through rates for keywords where multiple pages are appearing (Zero Gravity Marketing, 2024).
Detection Method | Tool Required | Indicators of Cannibalisation |
Search Query Filter | Google Search Console | Multiple URLs ranking for the same query |
Position History | Ahrefs / Semrush | Flip-flopping between different URLs |
Site Operator Search | Multiple indexed pages for one core term | |
Crawler Audit | Screaming Frog | Duplicate H1, titles, or metadata |
To fix these issues, the analysis recommends consolidating similar content into one comprehensive page and setting up 301 redirects for the old URLs. This concentrates authority signals—such as backlinks and internal links—onto a single page, making it a stronger candidate for AI citations and top rankings (Backlinko, 2025). For pages that must coexist, differentiating the keyword intent (e.g., one informational and one transactional) ensures they no longer compete for the same user need (Search Engine Land, 2025).
The intent behind a keyword is not static; it can shift over time based on seasonality, cultural changes, or evolving user needs. Mark Williams-Cook describes search terms as a 'spotlight' that moves around a universe of information (Williams-Cook, 2025). For example, the query 'COVID' shifted from panic-driven symptom searches in 2020 to management and long-term recovery searches in subsequent years (Williams-Cook, 2025).
People Also Ask (PAA): Monitoring how PAA questions change over time provides a signal of what Google thinks is a helpful follow-up. A shift in these questions often precedes a change in the primary search results (Williams-Cook, 2025).
SERP Feature Changes: If a keyword that once triggered informational guides suddenly triggers shopping carousels, the intent has moved from 'Know' to 'Do' (Sistrix, 2025).
Predictive Analytics: Using tools to forecast seasonal trends helps businesses pivot their content strategies before a major shift occurs (Analytify, 2025).
Intent Marker | Keyword Example | Content Strategy Shift |
Informational | "How to track keywords" | In-depth guide with summaries |
Commercial | "best keyword tools 2025" | Comparison charts and ROI data |
Navigational | "GSC login" | Optimise for direct brand access |
Transactional | "Buy SEO software" | Clear CTAs and streamlined checkout |
As we look toward 2026, the metrics used to track keyword performance will continue to move away from direct traffic and toward brand 'influence' and 'entity authority.' The emergence of 'Agentic Search'—where AI agents like Gemini can perform tasks like tracking price drops or making purchases—means that the traditional website visit may become less common for transactional journeys (Suso Digital, 2025).
In this future, success will be measured by:
Citation Prominence: Being the first or most frequent source cited in AI responses (Dataslayer, 2025).
LLM Share of Voice: How often a brand is mentioned in the outputs of major AI models (Shopify, 2025).
E-E-A-T Signal Strength: The measurable credibility of authors and organisations as recognised by search and AI systems (AIOSEO, 2025).
For marketers, founders, and industry professionals, the goal remains the same: to deliver genuine value to the audience. However, the mechanisms for measuring that value have evolved. By focusing on engaged sessions, citation rates, and share of voice, organisations can ensure their keyword strategies are not only ranking today but are also positioned for the generative search landscape of tomorrow.
For effective performance monitoring in 2025, a seamless integration of Google Search Console (GSC) and Google Analytics 4 (GA4) is non-negotiable. This combination provides a complete view of the user journey, from the initial search query to the final conversion.
Verification: Confirm verified ownership of the property in GSC (Analytify, 2025).
Admin Setup: In GA4, navigate to 'Admin' > 'Product Links' > 'Search Console Links' (Analytify, 2025).
Link Creation: Click the 'Link' button, choose the account, and select the appropriate data stream (MeasureSchool, 2025).
Publishing Reports: Go to the GA4 Library and publish the 'Search Console' collection to make the reports accessible in the navigation menu (MeasureSchool, 2025).
Once linked, two primary reports become available:
Google Organic Search Queries: Displays the specific keywords users entered, along with impressions, clicks, CTR, and average position (MeasureSchool, 2025).
Google Organic Search Traffic: Shows which landing pages are performing best in organic search and how users behave after arriving (Analytify, 2025).
By correlating high-impression keywords with engagement metrics like session duration and bounce rate, businesses can identify 'broken' journeys—keywords that rank well but lead to content that fails to satisfy the user's intent (Analytify, 2025).
The interplay between organic and paid search has also been reshaped by AI Overviews. While organic CTR has seen a 61% decline for AIO queries, paid performance has experienced even more significant erosion, with paid CTR dropping by as much as 68% in the same period (Seer Interactive, 2025; Dataslayer, 2025).
Interestingly, brands that are cited in the organic AI Overview see a 91% higher paid CTR compared to those that are not cited (Seer Interactive, 2025). This suggests that visibility in AI results acts as a trust-building mechanism that enhances the performance of all other marketing assets on the page.
Metric | Organic AIO Impact | Paid AIO Impact | Cited Advantage (Organic) |
CTR Decline | -61% | -68% | +35% |
Visibility | Pushed down | Integrated/Pushed below | Primary source |
Strategy | GEO/Citations | ROI re-evaluation | Holistic brand play |
For marketing leaders, this data implies that the paid search strategy for informational keywords must be re-evaluated. If the cost-per-click (CPC) is rising (by up to 25% in retail and legal sectors) while the CTR is cratering, the traditional ROI of informational PPC is no longer sustainable (AdExpert, 2025). Instead, businesses should focus their paid efforts on high-intent transactional terms where AI Overviews are less likely to satisfy the full user journey (Semrush, 2025).
As keyword tracking moves into 2026, it is vital to remember that search data is merely a reflection of human curiosity and intent. While the tools—GA4, GSC, AIOSEO, and Semrush—provide the necessary statistics, the interpretation of that data requires a nuanced understanding of the market. Success in SEO is no longer about tricking an algorithm but about building a trustworthy, recognisable brand that both AI platforms and human users can rely on for high-quality information (Suso Digital, 2025).
Regularly reassessing keyword maps, monitoring intent shifts, and focusing on engaged sessions will separate the organisations that thrive in the generative era from those that are left behind. The brands that win in 2025 will be the ones who meet customers where they are—confidently, consistently, and with clarity (Koozai, 2025).
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