Every business owner wants to be number one on Google. No secret there. And for a long time, an effective SEO strategy was the answer. It still is – but the game has quietly shifted, and if you’re only thinking about Google rankings, you’re already behind.

Let’s talk about SEO first, then we’ll get to the bit that’s changing fast.

Which SEO metrics actually matter?

Let’s set the foundation. We do Search Engine Optimisation to drive traffic to our website, encourage contact, or help people physically find our business. SEO is not an end in itself — it’s a means to drive a purchase or engage a service.

It’s easy to get caught up in thinking your SEO is working if you’ve got 20 keywords ranking on page one. Sounds great — but that’s not the point. We need the user to actually engage with your business. If there’s an SEO marketing company Adelaide-based or otherwise telling you they can get you to #1 for 100 keywords — they probably can — but are those keywords getting any traffic, or are they even relevant to your business?

Your metrics need to be Clicks, Calls or Direction Searches from SEO.

All three are measurable and should form part of your KPIs. Keyword ranking still matters, but it’s just one part of the story.

How to get these metrics

Google Search Console, Google Analytics and Google Business Profile will give you everything you need.

Google Search Console shows how often your site appeared in search results, where you’re ranked, and how many people actually clicked. That click-through rate (CTR) is critical — a high-ranking page that nobody clicks is a problem worth fixing.

Look at your queries and ask: where are impressions high but CTR is low? That’s your opportunity. Spend time on the keywords you’re being shown for, not the ones where you’re barely appearing.

Google Analytics connects those clicks to real outcomes — enquiries, form fills, purchases, calls. Link your traffic back to goals and you’ll know whether your SEO is actually doing its job.

Google Business Profile tells you how many people called, asked for directions, or clicked through to your website from your listing. It reports month by month and is often the most direct line between SEO effort and real-world action — especially for local businesses.

Now, here’s what’s changing: GEO

You’ve probably noticed you’re searching differently. You ask ChatGPT a question. You use the AI Overview at the top of Google. You get an answer — without clicking anything.

That’s the world your customers are living in too.

GEO — Generative Engine Optimisation — is the practice of making sure your business shows up when AI tools generate answers, recommendations and summaries. It’s SEO’s evolution, and it requires a slightly different approach.

Where traditional SEO focused on keywords and rankings, GEO is about authority, clarity and structure. AI tools pull answers from sources they consider credible and well-organised. If your content is vague, thin or hard to parse, you won’t get a mention — regardless of your Google ranking.

What GEO-ready content looks like

• It answers real questions directly and specifically
• It’s structured clearly — headings, short paragraphs, plain language
• It demonstrates expertise, not just keyword density
• It includes your business’s unique point of view, not just generic information
• It’s supported by credible signals — reviews, citations, consistent NAP (name, address, phone) across the web

The tools for measuring GEO are still catching up. In May 2026, Google Analytics announced a dedicated AI Assistant channel for traffic from recognised AI assistants — currently ChatGPT, Gemini and Claude (a note: we’re not seeing this yet in our own tracking, but our paid tools do show it). You can also search for your category in ChatGPT, Google’s AI Overview and Perplexity to see who’s showing up. If it’s not you, that’s useful information.

So what do you do with all of this?

Don’t abandon SEO. Traditional search isn’t dead — Google still processes billions of queries a day, and rankings still drive real traffic. But layer GEO thinking into your content strategy alongside it. Ask yourself:

• Is my content clear and authoritative enough to be cited by an AI?
• Am I answering the questions my customers are actually asking?
• Is my Google Business Profile complete, accurate and regularly updated?
• Are my metrics connected to real business outcomes — or just vanity numbers?

The businesses that will win over the next few years are the ones building visibility across both — search engines and AI tools.

As a marketing agency Adelaide businesses work with on strategy-led digital marketing, we’re happy to take an honest look at where your business sits with SEO and GEO — and what’s actually worth your time and budget. Call us on 0424 397 207 or get in touch.

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