Following on from the previous ‘Testing’ chapter, Marta Szmidt begins chapter 19 with an introduction to newer metrics that you should be considering.

Marta says: “You need to add new metrics for measuring SEO success and face the reality that search has changed.

It's no longer the same traditional search engines we used to know, and you need to adapt to the reality. You need to combine classic traditional SEO metrics with new ones that target AI search visibility.”

Which metrics aren't as relevant anymore, compared to the metrics that you have to focus on in 2026?

“There has been a big shift in metrics. Clicks, organic traffic, and click-through rate have all been hit by what is happening with the shift in search behaviour, so they have become less relevant. They're not going to give you the picture in the same way they used to.

We are seeing a big rise in zero-click search results. People find the answer very quickly now with AI tools, and even if you appear in an AI overview, that doesn't mean that the user will click on to your site. This shift means that we’re seeing a drop in clicks and organic traffic.

In the same way, the rankings are not going to show us the whole picture because, according to some data, 36% of people in the US will be using AI for search by 2028. We need to adapt to it. That doesn't mean that the normal traditional search and engagement metrics are going to disappear, but we need to adapt and find the metrics that are relevant for us now, with AI search in the picture.”