You’ve just wrapped up a monthly client call. The keyword rankings are stable, organic traffic is holding steady, and the backlink profile is growing. By all traditional measures, the campaign is a success.
Then your client asks the question that’s becoming increasingly common: “This is all great, but what about that AI summary at the top of Google? Are we showing up there?”
If that question gives you a moment of pause, you’re not alone. The ground is shifting under our feet. Industry analysis suggests that up to 40% of traditional search results could eventually be replaced by AI-generated answers. For agencies, this isn’t just a new feature to watch; it’s a fundamental change in how visibility is earned and measured. Relying solely on a list of blue links is like navigating a new city with an old map—you’re missing the most important parts of the landscape.
Welcome to the new frontier of SEO reporting. It’s time to start tracking the one KPI that matters most in the age of AI: Share of AI Answer (SoAA).
From Rank Tracking to Answer Tracking: A Necessary Evolution
For years, rank tracking has been the cornerstone of SEO reports. Securing a position in the top three results was the goal, and our dashboards reflected that. But generative AI like Google’s Search Generative Experience (SGE) fundamentally changes the user journey.
Users aren’t just looking for links; they’re looking for direct answers. And Google is increasingly providing them.
This creates a critical visibility gap. Your client could be ranked number one organically, but if a competitor’s brand is mentioned directly in the AI-generated answer above it, who truly ‘owns’ that search query?
That’s why tracking your Share of AI Answer is so crucial.
What is Share of AI Answer (SoAA)?
Share of AI Answer is a metric that measures how frequently your brand (or your client’s brand) is featured, cited, or mentioned within AI-generated search results for a target set of keywords.
Think of it as the new ‘above the fold.’ It’s your brand’s visibility within the most prominent real estate on the SERP. This space is incredibly valuable, as brand visibility in AI answers drives a 28% increase in user trust. If you aren’t measuring it, you’re missing a massive piece of the performance puzzle.
The 4-Step Framework for Tracking and Reporting on SoAA
Adding a new KPI can feel daunting, but you can get started with a straightforward, scalable process. Here’s a framework you can adapt for your clients and integrate into your reporting.
Step 1: Identify Your ‘Answer-Based’ Keywords
Not all keywords are created equal in the world of generative AI. You need to focus on the queries most likely to trigger an AI-generated response. We know that conversational and long-tail queries are 70% more likely to trigger an AI-generated response.
Start by segmenting your client’s keyword list into these categories:
- Question-Based Queries: ‘how to choose a project management tool,’ ‘what are the benefits of cloud accounting’
- Comparison Keywords: ‘salesforce vs hubspot,’ ‘best coffee shops in brooklyn’
- Implicit ‘Best’ Keywords: ’email marketing software for small business,’ ‘local seo services for plumbers’
These are the terms where users are seeking a synthesized answer, not just a link to a homepage. This is your battleground for SoAA.
Step 2: Choose Your Tracking Methodology
Automated SoAA tracking is still an emerging technology. While some enterprise tools are starting to incorporate it, any agency can get started manually or with simple tools.
The Manual Method (for smaller clients):
- Create a Google Sheet with your target ‘answer-based’ keywords.
- On a set schedule (e.g., bi-weekly), use an incognito browser to search for each term.
- In your sheet, mark a ‘1’ if your client’s brand is mentioned or cited in the AI answer and a ‘0’ if it is not.
- Bonus: Note which competitors appear when you don’t. This gives you invaluable competitive intelligence.
The goal is to build a dataset you can visualize and present to clients, showing your progress in capturing this valuable new SERP real estate.
Step 3: Calculate and Visualize Your SoAA Score
Once you have your data, calculating your SoAA is simple.
SoAA Formula:
(Number of keywords where your brand appeared in the AI answer / Total number of keywords tracked) x 100
For example, if you tracked 50 keywords and your client was featured in the AI answer for 15 of them, your SoAA would be 30%.
This single percentage is a powerful new KPI, but the real storytelling comes from visualizing it over time. A simple line chart showing the SoAA trend month-over-month demonstrates progress far more effectively than a static list of rankings can.
Keep in mind that AI answers are four times more likely to be trusted if they cite a source. When you show a client that their SoAA is increasing, you’re not just showing a vanity metric; you’re proving that you are positioning them as a trusted, authoritative voice in their industry.
Step 4: Integrate SoAA into Your White-Label Reports
Simply adding this new chart to your report isn’t enough. You need to frame it correctly. This is your opportunity to lead the conversation and demonstrate your agency’s forward-thinking value.
Here’s how to position it in your white-label SEO reporting:
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Educate First: Start with a brief, one-paragraph explanation of what SoAA is and why it matters now. Assume your client is hearing about this for the first time.
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Connect to Goals: Tie the SoAA metric directly to business outcomes. Frame it with language like, ‘Our strategy to increase our Share of AI Answer for purchase-intent keywords is designed to capture customers at the critical moment of consideration.’ This framing is especially powerful when you consider that 60% of consumers state that an AI answer has directly influenced a purchase decision.
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Tell the Story: Don’t just show the data; interpret it.
- Good: ‘Our SoAA increased by 10% this month.’
- Better: ‘This month, we increased our SoAA by 10% for keywords related to B2B software solutions. This means we are now featured in the initial answer for an estimated 5,000 more potential customers per month, positioning our brand as a top solution before they even click a link.’
By reporting on SoAA, you transform your agency from a service provider executing tasks into a strategic partner navigating the future of search.
Frequently Asked Questions (FAQ)
What’s the difference between SoAA and regular rank tracking?
Rank tracking measures your position in the list of blue links. SoAA measures your visibility within the AI-generated summary that often appears above those links. You can rank number one and still have a 0% SoAA if a competitor is featured in the AI answer.
How often should I measure SoAA?
For most clients, tracking monthly or bi-weekly is sufficient to identify trends without getting lost in daily fluctuations. The key is consistency.
Do I need expensive tools to track this?
No. While enterprise tools will make this easier in the future, the manual method described above is a valid and effective way to start providing this value to your clients today.
Does getting featured in an AI answer guarantee clicks?
Not necessarily, and that’s a key mindset shift. The primary value of being in an AI answer is brand visibility and authority. It influences the user’s perception and trust before the click, making them more likely to seek out your brand directly or click on your organic listing below.
How does SoAA fit into a broader SEO strategy?
It’s a critical component of a modern omnichannel SEO strategy. The same activities that build topical authority and trust—like creating comprehensive content, earning high-quality backlinks, and managing brand entity information—are what help you get featured in AI answers. SoAA is the metric that proves those efforts are working in the new search landscape.
The Future of Reporting is Here
The rise of AI in search is the most significant shift our industry has faced in a decade. Agencies that adapt quickly will not only retain their clients but will also have a powerful differentiator to attract new ones.
Starting to track Share of AI Answer moves your reporting from reactive to proactive. It shows clients that you are not just keeping up with trends but are actively navigating them to protect and grow their visibility.
If you’re looking for a partner to help implement advanced, scalable SEO strategies like this for your clients, consider working with an agency SEO partner dedicated to your growth. The future of search isn’t about finding a link; it’s about becoming the answer.