Google has rolled out significant changes to how results are presented in search, and with AI Overviews (“AI mode”) expanding in the UK, the practical reality of SEO is shifting fast. Today’s update, as covered by Ahrefs (link), highlights changes that affect how tools collect and report rankings. Based on the update and current industry signals, it’s likely we’ll see either higher costs to view rankings outside positions 1–10 or a complete removal of granular long-tail position data from some tools due to infrastructure and compliance constraints.

Key takeaways from the latest SERP changes

• More dynamic SERPs: AI modules, personalised elements, and continuously shifting blocks (Top stories, Discussions & forums, Visual packs) mean fewer stable “blue link” positions.
• Reduced visibility of deep positions: Tracking exact positions beyond page one is becoming less reliable and more expensive for tools to surface.
• AI Overviews steal attention: When present, AI answers compress multiple clicks into one interface, pushing organic listings down and altering user journeys.
• Cost pressure on SEO tools: Accurately modelling variable SERPs and AI modules at scale is compute-heavy, which may force pricing changes or feature limits.

What this means for SMEs and marketing managers

If your reporting hinges on average position across hundreds of keywords (many sitting outside the top 10), expect volatility and potential data gaps. Rankings are still useful, but their directional value matters more than precise placement for lower-visibility terms.

• Expect tool pricing shifts: Access to full SERP depth or historical long-tail positions may move to premium tiers.
• Prepare for metric substitutions: Impression share, non-brand click-through, and query group visibility will be more telling than exact position for many terms.
• Organic visibility moves beyond ten blue links: Winning SERP features (People Also Ask, image packs, Discussions, video moments) can outperform a classic #3 ranking in clicks.

How user behaviour is changing in the AI era

AI Overviews summarise answers and reduce pogo-sticking. Users skim AI’s synthesis, then click when they want depth, data, or tools. Early patterns we’re seeing:

• Fewer but higher-intent clicks: When users do click, they’re looking for proof, calculators, benchmarks, or unique expertise.
• Brand preference matters more: In ambiguous queries, familiar brands cited within AI Overviews attract disproportionate attention.
• Entity-level optimisation rises: Clear author, brand, and product entities improve the likelihood of being referenced by AI systems.

Rethinking keyword tracking and reporting

Rankings aren’t dead—but the way we track and report them should evolve. Here’s a pragmatic approach we’re adopting at ClickPower™ for clients:

1. Shift to query groups, not just single terms. Build clusters around jobs-to-be-done (e.g., “CCTV installation cost”, “home security quotes”, “business CCTV compliance”). Measure group-level impressions, clicks, and conversions.
2. Track visibility, not just position. Use Search Console impressions, CTR, and top-of-funnel to bottom-of-funnel click paths. Layer in brand vs non-brand segmentation.
3. Instrument for engagement. In GA4, track scroll depth, on-page interactions (tabs, accordions), internal search, and key tool usage to understand post-click value.
4. Monitor SERP features. Record where you appear in AI Overviews, PAA, images, video carousels, and forum snippets. Prioritise features that repeatedly surface for your query groups.
5. Adopt directional rank checks. For priority keywords (the short list), keep daily/weekly monitoring for positions 1–10. Treat deeper ranks as directional (weekly/monthly samples).

Practical SEO moves to protect and grow organic traffic

• Target AI-referenced angles: Create content that directly answers composite questions AI Overviews tend to show (definitions + steps + pros/cons + cost + sources).
• Unique data beats summaries: Publish case studies, pricing benchmarks, methodologies, and mini-datasets that AI can cite—and humans want to click for.
• Strengthen entities and expertise: Use organisation, service, and author schema; maintain consistent NAP; add reviewer/expert bios with credentials; link to governing bodies and standards.
• Own more SERP real estate: Support articles with FAQs, a short video, an explainer image, and a downloadable checklist to trigger multiple modules.
• Speed and UX still win: Fast pages, clean information architecture, and strong internal links help your eligibility for both classic rankings and AI selection.
• Localise where it counts: For UK audiences, address regional pricing, regulations, and suppliers. This increases relevance for AI and maps/pack results.

Reporting: a simple template for the new SERP

Here’s the monthly snapshot we recommend moving to:

• Traffic & conversions: Non-brand organic sessions, qualified leads, assisted conversions.
• Visibility: Search Console impressions and CTR by query group; % of URLs with impressions in top 10 queries per group.
• Features: Appearances in PAA, image/video packs, Discussions, and (when observable) AI Overview citations.
• Rankings (priority only): Top 20 focus keywords, daily/weekly positions 1–10, movement, and outcomes.
• Next Best Actions (NBA): Three prioritised actions with expected impact and difficulty.

What to ask your SEO/tool vendors right now

• How will you report visibility when positions 11–100 become unreliable or unavailable?
• Can we get query-group level reporting aligned to funnels and personas?
• Will pricing change for deeper rank tracking or SERP feature monitoring?
• Do you record AI Overview appearances or citations? How?

Our view at ClickPower™

We expect SEO platforms to either increase prices for deep rank data or retire that granularity in favour of feature- and visibility-led metrics. That’s not a setback, it’s an opportunity to focus on outcomes that actually move the needle: targeted visibility, qualified traffic, and conversions.

If you’d like your reporting migrated to this model, or want to understand how AI Overviews are affecting your market, get in touch. We’ll audit your current data sources (Search Console, GA4, Tag Manager) and set up a clear, customer-centric view of organic performance.

Further reading

• Ahrefs on the latest SERP changes: https://ahrefs.com/blog/google-serp-changes-update/