In just the last few years, the way that people discover information online has shifted – and it’s set to change even more as large language models (LLMs) reshape search behaviour and tools like Google’s AI Overviews and AI Mode. During this rapid shift, traditional SEO metrics like rankings and clicks can no longer tell the full story of how you’re performing online. So, how do you measure SEO success in the age of LLMs?
To measure SEO success in the LLM era, track visibility across AI-driven results, brand mentions and citations, and engagement quality – not just clicks or rankings. Blend Google Search Console (GSC), Google Analytics (GA4), and brand monitoring tools to assess your influence across both traditional and AI-powered search.
Read on to find out how to track, analyse, and prove SEO performance in an AI-driven search landscape.
Features like Google’s AI Overviews and other generative-AI search tools mean that users often get their answers before they even click on to a website. You might still appear or be cited as a reference, but that visibility isn’t reflected in clicks or rankings.
In other words, the search experience has become multi-layered: LLMs aggregate, summarise, and attribute content, creating new forms of influence beyond traditional SERPs. Because of this, success can no longer solely be judged by traffic or position – you’ll need to take a broader, brand-centric perspective.
For more information about how brand affects AI results, read our guide on the role of brand in LLM driven search.
To reflect the new SEO environment, you’ll need to expand beyond traditional keyword and traffic tracking. Below are the key metrics to include in your modern SEO dashboard.
You should monitor how often your site appears in AI Overviews or conversational results like ChatGPT or Gemini. Even without a click, appearing as a cited source signals authority and relevance – and provides brand awareness as an authoritative source within your niche.
Brand searches and unlinked mentions indicate that users recognise and seek out your business – even if they first saw it in an AI-generated response. Tracking these increases in branded searches acts as a proxy for understanding your users’ awareness.
Citations and mentions in LLM results show that your content is being used by AI or referenced consistently across the web. These are strong signals of topical authority, relevance, and content reliability.
Traditional metrics like bounce rate and engagement time still matter, but you should be separating users that click through from LLMs in your analytics to gain a broader understanding of how they perform.
Are users clicking through from AI summaries? Do they engage deeply after visiting your site? Are these users more or less likely to convert?
Just as with traditional SEO, different businesses will have different needs. A tech service business is more likely to see higher engagement from AI clicks compared to a supermarket due to the demographic and expertise of their customers. Evaluate where your business benefits from the most and adjust your strategy accordingly.
With most sites experiencing fewer organic clicks, focus on the quality of sessions. This includes conversion rate, lead volume, and engagement. Evaluate whether AI driven traffic converts at higher rates than generic organic search.
LLMs often interpret conversational queries such as “how do I…”, “compare X vs Y”. You should be monitoring how your content performs for these long-tail questions to understand where it’s being pulled into AI responses.
There are a variety of tools and techniques that you can use to track your LLM success. These range from traditional SEO tools that you’ve already been using to new tools that have popped up following the AI boom.
Unfortunately, Google hasn’t been much help so far in regards to AI Overviews, so you’ll have to rely on more manual methods or third party tools until Google releases a way to track clicks and impressions in AI Overviews separately.
Use GSC to monitor impressions and positions for key queries. Rising impressions without matching clicks may indicate AI Overview appearances. Many of our clients saw a large increase in impressions over the last year that was independent from clicks, which we’ve found to be from being seen in AI Overviews without being clicked on.
You can also filter for branded queries to measure recognition growth.
*Note: Pay attention to other changes made by Google. For example, a recent change that stopped keyword tracking tools using the num=100 parameter meant that all sites saw a massive drop in impressions, despite this drop being from software, not users.
Segment traffic in GA4 by organic, direct, and branded search. Track conversions by channel, compare behaviour patterns, and measure engagement depth. Use custom events to assess content consumption.
Tools like Brand24, Mention, or Semrush Brand Monitoring can track when your business appears in Q&A forums, social discussions, or AI-referenced articles. Analyse both linked and unlinked mentions for influence signals.
Track your brand’s presence in AI-generated search features like AI Overviews or ChatGPT. Compare metrics before and after AI feature rollouts to identify shifts in visibility and engagement.
By combining data from GSC, Analytics, and Brand Monitoring, you can connect impressions, mentions, and conversions for a complete view of performance. Build dashboards to visualise influence across search types.
When Google rolled out AI Overviews, Wildcat noticed that our own organic impressions started to increase as it appeared for more and more AI Overview results – going from 515K impressions across June and July 2024 to a whopping 3.5 million impressions during the same period in 2025.
Due to the click-through-rate changes that we’ve discussed in this guide, we only saw 300 more clicks onto the site despite this massive increase in impressions. However, lead generation and quality from the site has drastically increased. This supports the theory that the lower click numbers are still providing more business value through more qualified users.
Bonus Tips:
In a world where LLMs and AI are rewriting the rules of SEO, success depends on how quickly you can adapt and go beyond traditional metrics. Wildcat helps you combine LLM visibility tracking, brand-mention monitoring, and engagement analytics to show the real impact of your SEO.
Our team can help you audit your current LLM tracking setup and identify what you could be missing, build dashboards that integrate available AI data, track mentions and brand queries, and redefine your KPIs for the new SEO landscape.
Get in touch with our team to discuss how we can help you understand your AI performance today!
Senior SEO Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
SEO Executive
Reiss joined the Wildcat Digital team in July 2025, with a background in journalism and digital content, Reiss brings both creativity and technical know-how to the team.
After graduating with a Journalism Studies BA from the University of Sheffield, where he also served as Games Editor and Deputy Editor for the student-run newspaper – Reiss jumped straight into the world of climate tech communications.
Outside of work, Reiss loves crochet, swimming, playing guitar, and diving into both video and board games. He’s always up for picking up new skills and trying new things – which makes him a perfect fit for our team!
Content & Proposal Writer
Liv joined the WildcatDigital Team in June 2025, with a strong background in financial admin and client care, Olivia is taking an exciting step into the creative world – and we’re so glad she’s doing it with us!
She’s currently studying content creation through her apprenticeship with Wildcat, and already bringing fresh energy and creativity to the team.
Outside of work, Olivia runs her own BIAB nail business, loves reformer Pilates, long walks, and is a member of a competitive dance team.
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