Something else that’s arguably changed a great deal in the past few years is keyword research. Andy Mollison advises on tracking more than basic keywords.

Andy says: “In a world of generative AI, keyword tracking as we know it is no longer good enough.”

Why is keyword tracking no longer good enough?

“The way we track performance in SEO has historically been through organic sessions, organic revenue, organic lead generation, and that kind of thing. Obviously, that is still very relevant, but it's also been about keyword position tracking as well – tracking your individual single keywords, or long tail keywords, or whatever it is you're tracking.

To an extent, that's still fine. However, you can’t ignore what’s going on. If you're not tracking outside of that, you're not tracking your performance as a whole. With AI overviews, AI Mode, and ChatGPT, people are searching in so many different ways now. Tracking keywords is not everything anymore.”