No, rank tracking isn’t dead, but tracking positions alone no longer tells you whether people find you. AI Overviews, featured snippets and local packs now sit above the first organic result, and more people ask ChatGPT or Perplexity instead of searching. You still need to know where you rank. You also need to know what sits above you, and whether AI answers mention you at all.
Here’s what changed, what a position number can and can’t tell you now, and what we’d track instead of positions alone.
What changed: the page above position #1
Ten years ago, #1 meant the top of the page. Today, a search can show an AI Overview, ads, a featured snippet, a People also ask box and a local pack before the first organic link. On a phone, #1 can sit below the first screen.
You can see this for any keyword with the SERP checker, which lists every element on the results page in order. Run your top keywords through it and count how many features appear above the first organic result. That number changes how much a given position is worth.
Why rankings look less reliable than they used to
- Personalisation. Google adjusts results by location, device and search history, so your own searches don’t match anyone else’s. A rank checker runs a clean search for a chosen market, which is the right baseline, but it’s one view, not every searcher’s view.
- Location. Results for local-intent queries differ between cities. A single national position hides that. Check by city with the local rank checker.
- Device. Mobile and desktop results differ. Check both with the mobile rank checker.
- Volatility. Positions move day to day. Look at trends across many keywords, not one keyword on one day.
AI is changing where people search
AI Overviews answer many questions on the results page itself, and assistants like ChatGPT, Perplexity and Gemini answer them without a results page at all. When they search the web, they mostly read and cite pages that already rank well, so good rankings still feed AI answers. But the click, and the brand mention, can go to whoever the AI chooses to cite.
That’s why we built the AI visibility checker: it asks the AI engines the questions your customers ask and shows whether your brand is mentioned or cited. If the idea is new to you, start with what AI visibility is.
What to track now
1. Positions, by market and device
Still the fastest signal that something changed. Track the keywords that drive revenue, in the markets you sell in, on the device your customers use.
2. What sits above you
For each important keyword, note whether there’s an AI Overview, a featured snippet or a local pack. A #2 under an AI Overview earns fewer clicks than a #2 on a plain page.
3. Clicks and impressions from Search Console
Google Search Console shows what positions actually deliver. If impressions rise and clicks fall, something on the results page is taking the click.
4. AI Overview citations
Check whether your keywords trigger an AI Overview and whether your site is one of its sources with the AI Overview checker.
5. AI assistant mentions
Track how often ChatGPT, Perplexity, Gemini and Claude mention you for category questions, and which competitors they name instead.
Our take
Rank tracking isn’t dead; tracking only rankings is. The position number is still the best early warning you have, and it’s cheap to get. Pair it with what’s on the results page, what Search Console says about clicks, and whether AI answers include you. Together those four tell you whether people actually find you.
FAQ
Is keyword rank tracking still worth it?
Yes. Rankings remain the quickest way to spot drops and measure the effect of changes. Interpret them alongside SERP features and Search Console clicks rather than on their own.
Why don’t my rankings match what I see on Google?
Your own searches are personalised by location, history and account. Rank checkers run a clean search for a set market and device, so compare like with like.
Do AI Overviews affect rankings?
They don’t change your organic position, but they sit above it and can take clicks. They also cite sources, and being cited can bring visits even when your organic position is lower.
Start with the basics: check where you rank today.
