Search Engine Optimization has always been an area of marketing that feels like it evolves quickly. Largely due to the incessant algorithm updates that can require shifts in SEO strategies. The largest evolutionary point we have seen, at least in my opinion, is the integration of the AI overviews in the search engine results pages (SERPS) in addition to the AI mode that is now an option.
Google’s search engine has long been a valuable gateway to website traffic and customers for businesses. Those traffic metrics are largely how many gauged the efficacy of their SEO campaigns. We have always taken a more holistic approach but for those that haven’t, now that the AI overview is integrated in search you should be including impressions and their role in your organic growth. This evolution has shifted impressions from being an arguably secondary metric for many, to being a primary metric in modern SEO.
The estimation is that between 50 and 64% of searches trigger AI overviews where users may get their answer in the same window and not lead to a click to another website. This doesn’t mean that these searches don’t contribute value to your business. After all, the goal has always been to make a connection with your audience. The new Generative Ai Performance Reports are helpful to understand which pages are reaching your intended audience in this new landscape.
What is an impression in Google Search and how are they counted?
When discussing traditional search an impression is when a search engine user “should have” been able to see a link to your website in search results. Meaning, it is within their frame of viewing.
With the new Generative AI features in the SERPs the calculation has a lot of variables. An impression is counted when your site link is in the current page of results, whether the user scrolls by or not. It just has to have been loaded in that screen.
In the case where the results page displays a widget that expands or a carousel typically you would need to have the user scroll your site link into view for it to be counted as an impression.
How this relates to the AI overview is if your link is included above the show more link, you automatically get the impression but if it is not even if you are technically included in the answer you will not get an impression attributed unless the user clicks the show more button as seen below.
If a user scrolls back and forth past your website the impression is only counted once. It is not an exact count of how many times a user’s eyes saw your link, again it’s how many times they “should” see it, meaning once within the window.
How are positions counted in Google search now with AI overviews?
Google Search Console counts all of the links that are cited within the AI overview as position one within that search instance.
The first organic position after is actually counted as position TWO. So if you have seen any “decreases” in your top ranking phrases, it’s possible that this is the reason why and it warrants further investigation. This is why at Ormi Media, we educate our clients to fully look at their organic search presence holistically. We highly recommend and encourage them to think about each piece of data and how it tells the story of growth when it’s all combined.
Why are impressions important in 2026?
With the increase of AI overviews being shown and zero click searches we can no longer simply focus on user and traffic numbers to tell us the story about website growth. Comparing last year’s traffic numbers to today is no longer apples with apples. We must add further context, if you have not already been doing so.
Traffic is still incredibly important and a priority for every search marketer however, the purpose has always been to connect with your ideal customer, push them further down the sales funnel so that they turn into paying customers. Right now, your potential customers are getting the information about your offering within the SERPs themselves. The aim now, and for a long while has been quality of traffic. Are we moving people through the funnel and in those searches when they do land on site do we have great engagement and conversion metrics?
Will reporting change over time?
John Mueller has stated that he expects that it will all evolve over time. It’s important that in this iteration of search that you are partnered with an organic search marketing provider that keeps their finger on the pulse of all of these changes so they can support your business growth while providing all of the insights that keep you and your brand ahead of the trends.
