"Google Search Console's "Insights" section no longer shows click trends for individual keywords. It now displays trends for keyword groups, once available only to high-traffic sites. Selecting any group of keywords takes you to the Performance section with the regex filter activated to show details. Many marketers believe the future of organic search monitoring is keyword groups. Consumers' queries are becoming longer and more diverse as they interact with genAI platforms such as ChatGPT and Google AI Mode. Hence tracking individual words is becoming ineffective."
"Analyze SERPs Identify new sections or features on search engine result pages impacting your site's performance. If an important keyword group (such as brand-name queries) is trending down, run a live search and analyze the results (on desktop and mobile). A loss of brand visibility often results from advertising: a competitor bidding on the terms. To combat, adjust your paid search strategy (or report policy-breaking ads)."
Google Search Console Insights now surfaces trends by keyword groups rather than individual keyword clicks, and selecting a group opens the Performance report with a regex filter to inspect queries. Marketers should monitor SERP features, ads, and AI Overviews when cluster performance declines, and run live searches on desktop and mobile to diagnose visibility losses. For lagging clusters, use the Pages tab to identify ranking URLs and improve cluster visibility through internal links, product-content associations, new product pages, and category pages. Upward-trending clusters indicate content creation and optimization opportunities to capture growing demand.
Read at Practical Ecommerce
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