Jonathan Moore - Measuring Search Disruption

Measuring Search Disruption Jonathan Moore https://www.linkedin.com/in/moorejonathan/

@SearchLDN DISCLAIMER

@SearchLDN I’m not here to slag off prompt tracking

@SearchLDN I’m here because the toothpaste is out of the
tube

@SearchLDN There’s an AI measurement chasm

@SearchLDN We need to adapt. FAST

@SearchLDN Get used to uncertainty

@SearchLDN Proactively manage innovation

@SearchLDN Present bad news

@SearchLDN What is a good SEO strategy?

@SearchLDN https://newsletter.seomba.com/p/how-to-make-an-seo-strategy A set of diagnostics 1 A guiding principle
2 A coherent set of actions 3

@SearchLDN https://newsletter.theseosprint.com/p/ruthless-prioritization-seo

@SearchLDN Problems with KPIs

@SearchLDN Read this.

@SearchLDN Numbers don’t explain what’s wrong

@SearchLDN The signal comes after the damage

@SearchLDN You can’t fatten a pig by weighing it

@SearchLDN Where to start

@SearchLDN Start by comparing LLM sessions to organic and total
sessions https://krmdigital.uk/blog/ai-in-ga4/ 500,000 1,000,000 1,500,000 2,000,000 2,500,000 All Traffic Organic LLM Sessions All Traffic Organic LLM

@SearchLDN 50,000 100,000 150,000 200,000 250,000 Other PCP Home CMP
PLP PDP Sessions Page template Organic Search LLM Next segment by page template https://support.google.com/analytics/answer/11523339?hl=en

@SearchLDN Now check revenue -£1,000 £0 £1,000 £2,000 £3,000 £4,000
£5,000 £6,000 £7,000 £8,000 £9,000 Revenue Total Organic LLM Linear (Total) Linear (Organic) Linear (LLM)

@SearchLDN Also check revenue per session https://www.searchenginejournal.com/why-your-seo-kpis-are-failing-your-business-and-how-to-fix-them/564769/ £3.26 £3.35 £0.00
£0.50 £1.00 £1.50 £2.00 £2.50 £3.00 £3.50 £4.00 Q4 2024 Q4 2025 Organic revenue per session

@SearchLDN Check query length in search console https://exceljet.net/formulas/count-total-words-in-a-cell 5,000 10,000
15,000 20,000 1 2 3 4 5 6 7 8+ Clicks Query Length 1 2 3 4 5 6 7 8+ TRY: (\S+\s){5,}\S+

@SearchLDN Check SERP features https://dataforseo.com/apis/serp-api/google-serp-api

@SearchLDN Use research and publications to show volatility

@SearchLDN We know there are flaws with prompt tracking

@SearchLDN Read this https://sparktoro.com/blog/new-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility/

@SearchLDN Recommended AI diagnostics checks

@SearchLDN Are we recognised as a brand ? What are
we known for? Do we show for our key attributes? Is our content understood ? Where do we need to be mentioned?

@SearchLDN Are we recommended? How often do we show up
? How do we show up? Who else shows up?

@SearchLDN Now s elect the tool and the metric

@SearchLDN Diagnostic check Tool Metric

@SearchLDN Waikay is a solid, affordable start https://waikay.io/

@SearchLDN As is Advanced Web Ranking https://www.advancedwebranking.com/

@SearchLDN I also like Similarweb https://www.similarweb.com/

@SearchLDN USE NEW METRICS WITH CAUTION

@SearchLDN Try to ensure they have definitions and are directional

@SearchLDN Be a cynical optimist

@SearchLDN Presenting your diagnostics

@SearchLDN You should now have A set of diagnostics 1
A guiding principle 2 A coherent set of actions 3

@SearchLDN Read this https://speakerdeck.com/tinareis/wtsfest-london-2026-how-to-use-data-to-get-buy-in-for-seo

@SearchLDN Your audience is predicting you before you start.

@SearchLDN You have 30 seconds to get them onboard

@SearchLDN Solutions kill attention (Zeigarnik effect)

@SearchLDN Start with a moment not with a metric

@SearchLDN Show the struggle

@SearchLDN Finally present the metric

@SearchLDN Do not act like a direct report

@SearchLDN Use power pauses

@SearchLDN Present with brevity

@SearchLDN Don’t hide behind jargon

@SearchLDN Expect to be interrupted

@SearchLDN Add a data appendix , with definitions and glossary

@SearchLDN Can you present in 3 -mins without slides?

Thank you I’m available. HIRE ME! https://www.linkedin.com/in/moorejonathan/

Jonathan Moore - Measuring Search Disruption

Jonathan Moore - Measuring Search Disruption

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