AI Search is Here. Here’s How to Measure Its Impact in Google Search Console.

SEO used to be simple: you ranked blue links, people clicked, and you tracked it.

Now, Google’s "AI Overviews" (formerly SGE) are changing the rules. AI is answering questions directly on the search page, which means your organic traffic might look a little different these days.

If you’re seeing a dip in clicks despite steady rankings, you aren't alone. The big question is: Is AI stealing your traffic, or is it helping your brand?

Since Google Search Console (GSC) doesn’t have an "AI Button" yet, we have to get creative. Here is how we measure AI search impact at Branded by.

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1. The Reality: There is No "AI Filter" (Yet)

Right now, Google doesn't provide a specific checkbox to see "AI Overview Traffic." Instead, AI-generated answers are bundled into your standard Search results.

To see what’s happening, you have to look for the "shadow" AI leaves behind. This usually shows up as:

• Lower Click-Through Rates (CTR) on keywords that used to be "easy wins."
• Higher Impressions but fewer Clicks for informational queries.
• A shift in which pages are getting traffic.

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2. The Framework: The "AI Search Audit"

We use a three-step framework to identify how AI is affecting a site’s performance.

Step A: Segment Your Keywords

AI Overviews trigger most often for "What," "Why," and "How" questions.

1. Open GSC and go to Performance.
2. Click New > Query.
3. Select Custom (Regex) and paste this: ^(who|what|where|when|why|how|is|can|does)
4. Compare your CTR from the last 3 months to the same period last year.

What to look for: If impressions are steady but CTR has dropped significantly on these "Question" queries, an AI Overview is likely answering the user's question before they ever reach your site.

Step B: Identify "Citations" vs. "Standard Links"

When Google generates an AI answer, it lists sources. If you are one of those sources, you still get a "Click."

• Action: Look at your top-performing URLs. Are they informational blog posts?
• The Trend: If a specific blog post’s traffic stays high while its average position drops, you are likely being cited in an AI Overview. This is a win for Brand Positioning.

Step C: Monitor "Zero-Click" Keywords

Compare your high-volume, short-tail keywords. If you are in Position 1 but your clicks are down 20%, the search landscape for that term has changed. Google is likely providing a "Zero-Click" experience via AI.

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3. How to Respond to the Data

Once you know where AI is impacting you, you have two choices: Fight or Adapt.

If the data shows...

1. ‍CTR is tanking on basic "What is" terms
   • ‍‍Stop chasing high-volume, low-intent keywords. Focus on Brand Storytelling that AI can't replicate.
2. ‍Impressions are up, Clicks are steady
   • ‍‍You're being used as an AI source. Optimize your "featured snippets" and use clear, bulleted lists to stay in the AI box.
3. ‍No change at all
   • ‍‍Your niche might be too technical or "YMYL" (Your Money Your Life) for AI to dominate yet. Double down on authority now.

The Bottom Line

AI search isn't the "SEO Killer" people feared, but it is a filter. It filters out users who just wanted a quick definition and leaves you with users who actually want to read what you have to say.

As we move into the new AI era of marketing, measuring your impact isn't just about counting clicks—it's about understanding the intent behind them.

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Key Takeaways

• Use Regex in GSC: Filter for informational queries (Who, What, How) to see where AI is most active.
• Watch the CTR Gap: If rankings stay the same but clicks drop, an AI Overview is likely taking the "real estate."
• Pivot to Complexity: AI is great at simple answers. It struggles with deep, opinionated, or experience-based content.
• Citations are Clicks: Being a source in an AI Overview is the new "Position Zero."

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FAQs

Does Google Search Console show AI Overview data separately?

No. Currently, clicks from AI Overviews are reported as standard organic search traffic in your Performance reports.

Is AI Search impact always bad?

Not necessarily. While it may reduce "junk" traffic (people looking for 2-second answers), it can increase the quality of the visitors who do eventually click through to your site.

How can I optimize for AI Overviews?

Focus on clear structure (H2 and H3 tags), answer questions directly in the first paragraph of your sections, and use schema markup to help Google understand your data.

Should I stop doing SEO because of AI?

Absolutely not. In fact, SEO remains a top ROI driver for local businesses because AI still relies on high-quality, human-created content to generate its answers.

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