Google: Third-Party SEO Tools Lack Access to Internal Metrics

Image credit: Search Engine Journal

Google clarified that third-party search engine optimization (SEO) tools do not have access to its internal metrics, advising marketers to prioritize business outcomes and utilize Google‘s own reporting for data.

The statement challenges claims made by some artificial intelligence (AI) visibility tool vendors regarding their access to proprietary Google data, providing clarity for chief marketing officers (CMOs) when vendor dashboards present conflicting information compared to Google Search Console data.

Brendon Kraham, Google’s vice president of Search and Commerce for Global Ads Solutions, authored new AI Search optimization guidance for CMOs, published on the company’s “Think with Google” platform. The guidance stated that Google does not evaluate third-party SEO tools or vendors.

The new advice reiterated previous recommendations issued in May, including that AI Search Optimization (AEO) and Generative Experience Optimization (GEO) are extensions of traditional SEO. Google also advised that tactics such as llms.txt files and content chunking are unnecessary.

Google encouraged marketers to measure tangible business outcomes, such as leads, sales, and sign-ups, rather than relying on external tools for visibility metrics. The company emphasized using its own reporting for accurate visibility data.

The company confirmed that Search Console now reports impressions specifically from AI Search features. Similarly, Merchant Center provides data on product listing appearances within these AI-powered search experiences.

Google plans to expand Search Console reporting for AI features, with additional metrics expected to be integrated over time, according to the guidance.

The tech firm underscored that third-party AI-visibility tools do not possess access to Google’s internal metrics. This clarification is intended to resolve discrepancies that may arise when vendor dashboards present data that conflicts with official Search Console reports.

Source: Search Engine Journal