Understanding digital performance is getting harder.
People are discovering content through AI tools and social platforms that often never reach your website.
In this talk, recorded for the Wellington Content Strategy Meetup, I look at how we can get clues about our AI visibility with freely available data.
I explore how digital teams can adapt to this changing landscape with practical, evidence-based approaches to measurement.
What’s covered:
- how AI is changing the way people discover content
- how to optimise content for Google AI Overviews
- what data can tell us about AI visibility and performance
- which GA4 measures are the most useful now
- why the future of measurement is about tracking your whole online ecosystem
I also explore a question that’s becoming increasingly important:
If AI reduces website traffic, can we move beyond sessions as a measure of value?
Rather than focusing solely on growing traffic, we can concentrate on designing better content and service journeys, while understanding performance across the wider search, AI and digital ecosystem.
If these ideas resonate with your organisation, Lanalytics can help with:
- Analytics strategy and advisory
- Search and AI performance reviews
- Audience behaviour analysis and workshops
- Content performance workshops
- GA4 implementation, training and dashboards
If you’d like to discuss how these approaches could support your organisation, I’d love to hear from you.
Many thanks to Emily Paterson and the Wellington Content Strategy Meetup for hosting and sharing the recording.