Google has provided advice on AI Search optimization for CMOs, stating that it does not evaluate third-party SEO tools or vendors, and such tools cannot access its internal metrics.
The article by Brendon Kraham, Google’s VP of Search and Commerce for Global Ads Solutions, was featured on Think with Google, the company’s marketing platform. It echoes Google’s previous statements from May about the importance of AEO and GEO in SEO, and highlights the significance of LLMs.txt files and content chunking.
The updated messaging focuses more on the measurement part.
Google’s Comments on Tools and Metrics
Kraham discussed measurement in a specific section.
Google does not directly assess third-party SEO tools or vendors and cannot access their internal metrics.
Marketers are encouraged to use Google’s reporting tools to track results such as leads, sales, and sign-ups. Google provides data on visibility through Search Console for AI Search features and product listings through Merchant Center. These reports can help track SEO progress and additional metrics may be added in the future.
Why This Is Important
AI-visibility tools for marketing teams provide useful information on brand visibility in AI Overviews and AI Mode. Nevertheless, Google informs CMOs that these tools cannot access its internal metrics.
This clarifies Google’s position when a vendor’s dashboard shows data that differs from your Search Console data, although it does not dictate what third-party tools can independently measure.
Looking to the future
Google continues to enhance its Search Console reporting for AI capabilities and intends to introduce additional metrics gradually.
Marketing teams must determine if first-party reporting will provide sufficient information to evaluate the performance of AI Search, or if there will still be a need for third-party tools to bridge the gap.
