Rethinking Metrics for AI Search - Oban International

Rethinking Metrics for AI Search - Oban International

Search journeys no longer follow the same predictable path. With Google’s AI Mode and other generative interfaces, users encounter brands in fragmented, conversational ways: answers are summarised, sources cited, and choices compressed. That means the old yardsticks – keyword rankings, click-through rates, raw traffic – provide a partial and often misleading picture of performance. The task now is to measure what really matters: whether your bra…