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![THIS IS MOZ’S GSC DATA FOR THE
KEYWORD [URLS]](https://image.slidesharecdn.com/sejxstatsearchanalytics6-11webinarfinalpresentation-250611022521-74a08cd5/75/AIO-Hurting-Traffic-How-To-Identify-True-Loss-With-GA4-GSC-Rank-Tracking-32-2048.jpg){kind=tracking}
![MOZ.COM RANKING FOR [URLS]](https://image.slidesharecdn.com/sejxstatsearchanalytics6-11webinarfinalpresentation-250611022521-74a08cd5/75/AIO-Hurting-Traffic-How-To-Identify-True-Loss-With-GA4-GSC-Rank-Tracking-39-2048.jpg){kind=tracking}
![KEYWORD EXAMPLE 1:
[URLS]](https://image.slidesharecdn.com/sejxstatsearchanalytics6-11webinarfinalpresentation-250611022521-74a08cd5/75/AIO-Hurting-Traffic-How-To-Identify-True-Loss-With-GA4-GSC-Rank-Tracking-53-2048.jpg){kind=tracking}
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[SEO]](https://image.slidesharecdn.com/sejxstatsearchanalytics6-11webinarfinalpresentation-250611022521-74a08cd5/75/AIO-Hurting-Traffic-How-To-Identify-True-Loss-With-GA4-GSC-Rank-Tracking-61-2048.jpg){kind=tracking}
![KEYWORD EXAMPLE 3:
[KEYWORDS]](https://image.slidesharecdn.com/sejxstatsearchanalytics6-11webinarfinalpresentation-250611022521-74a08cd5/75/AIO-Hurting-Traffic-How-To-Identify-True-Loss-With-GA4-GSC-Rank-Tracking-68-2048.jpg){kind=tracking}
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AIO Hurting Traffic? How To Identify True Loss With GA4, GSC & Rank Tracking
Wondering if AI Overviews are stealing your clicks? Are these AI answer engines eating into our traffic, or just changing the shape of it? Google’s AI Overviews now appear on up to 40% of search queries, but what impact are they really having? 👈 The info in this webinar will help you find out. Stop Guessing. How To Measure AIO’s Real Impact Watch us as we explore the three main tools that can help you: -Separate AIO traffic from traditional organic traffic. -Assess the damage done to your old SEO strategy. -Create a modern AIO SEO strategy with your unique findings. In this tactical session, Tom Capper, Sr. Search Scientist at STAT, will walk you through a practical framework for assessing AIO impact using three tools you already rely on. You’ll learn to pinpoint if, where, and how AIOs affect your traffic so that you can respond with clarity, not guesswork. Start Measuring the Real Impact of AIOs on SERPs Today Don’t rely on assumptions.
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Similar to AIO Hurting Traffic? How To Identify True Loss With GA4, GSC & Rank Tracking
AIO Hurting Traffic? How To Identify True Loss With GA4, GSC & Rank Tracking
- 2. ARE AIOS HURTING TRAFFIC? Howto identify true loss with GA4, GSC, & rank tracking
- 3. TOM CAPPER Sr. SearchScientist @THCapper tom.capper@moz.com
- 4. ON THE AGENDA: ●AIO Situation Update ● How AIOs appear in GA & GSC ● Layering in rank tracking ● Worked examples ● Should we be worried?
- 5. CHRIS ANG Enterprise AccountExecutive STEPHANIE CHEUNG Enterprise Account Executive BREAKOUT SESSION
- 6. ON THE AGENDA: ●AIO Situation Update ● How AIOs appear in GA & GSC ● Layering in rank tracking ● Worked examples ● Should we be worried?
- 7. THE DATA: ● 11.5kkeywords ● 2 devices ● 3 locations: ○ Brighton, England ○ Portland, Oregon ○ Cork, Ireland ● 11.5k x2 x3 = 69k keywords
- 8. AIO FULL RELEASE,MAY 2024
- 9.
- 10. THERE’S BEEN ALARGE INCREASE IN AIOS SINCE JANUARY
- 11. SERPS WITH AIOSARE STILL OVERWHELMINGLY INFORMATIONAL
- 12. AIOS OVERLAP WITHOTHER INFORMATIONAL FEATURES
- 13. @tcapper.co.uk YMYL IS VERYMUCH NOT SAFE.
- 14. YMYL IS NOTSAFE
- 15. @tcapper.co.uk HOW HAVE AIOSAFFECTED YOUR SITES? POLL:
- 16. ON THE AGENDA: ●AIO Situation Update ● How AIOs appear in GA & GSC ● Layering in rank tracking ● Worked examples ● Should we be worried?
- 17.
- 18. @tcapper.co.uk YOU MIGHT HAVENOTICED THESE PARAMETERS IN SERPS & REPORTS
- 19. @tcapper.co.uk THESE CAN BEISOLATED IN GOOGLE TAG MANAGER
- 20.
- 21. HOW IT LOOKSIN GOOGLE ANALYTICS
- 22. SO THE SAMESNIPPET FROM THE HTML SERP IN STAT…
- 23. @tcapper.co.uk …AND IN THERANKING URL HASH PARAMETER…
- 24. …ALSO APPEARS INGOOGLE ANALYTICS, WITH A CLICK COUNT
- 25. @tcapper.co.uk BUT WAIT. THERE’SA PROBLEM.
- 26. THE HIGHLIGHTED TEXTISN’T IN THE AI OVERVIEW
- 27. @tcapper.co.uk ONE OF THEAIO URLS DIDN’T EVEN HAVE FRAGMENT TEXT
- 28. @tcapper.co.uk GA4 FOR AIOTRACKING: PROS & CONS + We can map traffic to specific features (with a rank tracker)
- 29. @tcapper.co.uk GA4 FOR AIOTRACKING: PROS & CONS + We can map traffic to specific features (with a rank tracker) - It’s inconsistent — not every AIO has fragment text
- 30. @tcapper.co.uk GA4 FOR AIOTRACKING: PROS & CONS + We can map traffic to specific features (with a rank tracker) - It’s inconsistent — not every AIO has fragment text - No keyword-level filtering — what if this text is duplicated?
- 31. AIOS IN GOOGLESEARCH CONSOLE
- 32. THIS IS MOZ’SGSC DATA FOR THE KEYWORD [URLS]
- 33. THIS IS WHENWE STARTED APPEARING IN AIOS
- 34. @tcapper.co.uk PROBLEM 1: WE ONLYKNOW ABOUT THE AIOS BECAUSE OF OTHER TOOLS.
- 35. IMPRESSIONS CLEARLY INCREASED. AVG.POSITION… MAYBE?
- 36. @tcapper.co.uk PROBLEM 2: THESE METRICSARE… NOT PARTICULARLY USEFUL.
- 37. THIS IS THEOFFICIAL GOOGLE GUIDE TO ‘AVERAGE POSITION’
- 38.
- 39. MOZ.COM RANKING FOR[URLS]
- 40. SO PRE-EXISTING LOWERPOSITIONS ARE TANKING THE AVERAGE?
- 41. HERE’S HOW THATAIO APPEARANCE SHOWS UP IN STAT
- 42. @tcapper.co.uk GSC FOR AIOTRACKING: PROS & CONS + We can filter to keyword/URL combinations + Powerful when AIO & organic are different URLs - AIO is otherwise not separated from regular organic - Metrics are poorly & ambiguously defined
- 43. @tcapper.co.uk WE HAD TOBRING IN ANOTHER SOURCE TO GET THE FULL PICTURE. Just like with GA4.
- 44. THE ELEPHANT INTHE ROOM (BUT IT’S AI MODE, NOT AIO)
- 45. ON THE AGENDA: ●AIO Situation Update ● How AIOs appear in GA & GSC ● Layering in rank tracking ● Worked examples ● Should we be worried?
- 46. @tcapper.co.uk YOUR RANK TRACKER* INTRODUCESTHREE DATA POINTS. * any good rank tracker
- 47. @tcapper.co.uk 1. WHETHER THEAIO IS PRESENT
- 48. @tcapper.co.uk 2. WHETHER YOUAPPEAR IN IT, AND IF SO, IN WHAT POSITION
- 49. @tcapper.co.uk 3. TRADITIONAL ORGANICRANK, AKA ‘BASE RANK’
- 50. WE MIGHT ALSOCHOOSE TO LOOK AT PAGE-LEVEL DATA OVER TIME
- 51. @tcapper.co.uk BRINGING IT ALLTOGETHER: GA4 + GSC + Rank tracker = AIO impact
- 52. ON THE AGENDA: ●AIO Situation Update ● How AIOs appear in GA & GSC ● Layering in rank tracking ● Worked examples ● Should we be worried?
- 53.
- 54.
- 55. @tcapper.co.uk WE KNOW FROMSTAT WHEN MOZ STARTED APPEARING IN THE AIO
- 56. BUT THE SNIPPETISN’T HERE — “URLS COME IN VARIOUS FORMS”
- 57. @tcapper.co.uk THE PICTURE WECAN FORM: ● GSC: Low clicks from organic + AIO combined
- 58. @tcapper.co.uk THE PICTURE WECAN FORM: ● GSC: Low clicks from organic + AIO combined ● STAT: There is an AIO, we know the snippet text
- 59. @tcapper.co.uk THE PICTURE WECAN FORM: ● GSC: Low clicks from organic + AIO combined ● STAT: There is an AIO, we know the snippet text ● GA: This snippet text generates no sessions
- 60. @tcapper.co.uk THIS KEYWORD ALWAYSDROVE VERY FEW CLICKS & THE AIO DRIVES NONE.
- 61.
- 62. @tcapper.co.uk MOZ HAS HISTORICALLYRANKED WELL FOR THIS TERM.
- 63. @tcapper.co.uk NOW THERE’S ALSOAN AIO RANK, WITH A DIFFERENT URL
- 64. THE BLUE SPIKESSHOW MOZ’S APPEARANCE IN THE AIO
- 65. @tcapper.co.uk TOTAL CLICKS HAVEDECLINED WITH ORGANIC RANK
- 66. @tcapper.co.uk THE AIO URLHASN’T SEEN AN IMPROVEMENT IN CLICKS
- 67. @tcapper.co.uk AGAIN, THE AIODOESN’T SEEM TO BE DRIVING TRAFFIC.
- 68.
- 69. @tcapper.co.uk MOZ DOESN’T APPEARIN THE AIO FOR THIS KEYWORD
- 70. WE CAN BREAKOUT THIS KEYWORD IN GA — FROM THE SNIPPET
- 71. @tcapper.co.uk EVEN BEFORE AIOS,THIS P1 RANK WAS DRIVING VERY LITTLE TRAFFIC
- 72. ON THE AGENDA: ●AIO Situation Update ● How AIOs appear in GA & GSC ● Layering in rank tracking ● Worked examples ● Should we be worried?
- 73. @tcapper.co.uk FOR MOZ, THEMAIN TAKEAWAY IS THAT AIOS PRIMARILY HIT ALREADY LOW CTR KEYWORDS.
- 74. @tcapper.co.uk FOR MOZ, THEMAIN TAKEAWAY IS THAT AIOS PRIMARILY HIT ALREADY LOW CTR KEYWORDS. For your site, it may be different!
- 75. @tcapper.co.uk AIO IMPACT ASSESSMENTS: ●GA → Map traffic to features ● GSC → Map traffic to keywords ● Rank tracker → Map keywords to features
- 76. CHRIS ANG Enterprise AccountExecutive STEPHANIE CHEUNG Enterprise Account Executive BREAKOUT SESSION