The shift from SEO to GEO
Search is moving from ten blue links to direct AI answers. That shift breaks most existing SEO dashboards because the click — the thing everything is built around — might not happen anymore. Alexander Holl's SEOkomm 2025 talk tackles the measurement problem head-on: how do you define success when users get their answer without ever visiting your site?
Holl starts with Avinash Kaushik's five criteria for good KPIs — uncomplicated, relevant, timely, instantly useful, and behavior-driving. The argument is that most teams skip straight to fancy new metrics without first checking whether their existing dashboards even pass these basics. A Google Sheet that nails the right five numbers beats an overloaded BI tool nobody reads.
AI Visibility Score
The new metric on the table is the AI Visibility Score — how often your brand or content surfaces as a source in AI-generated answers. It is still early. The score does not yet cleanly satisfy Kaushik's criteria, but it is the best proxy we have for brand authority in a world where Google SGE and ChatGPT Search mediate discovery.
The practical takeaway from KLIXPERT.io: before bolting a new GEO metric onto your dashboard, pressure-test it against those five criteria. If your team cannot explain the number in one sentence, it does not belong there yet.
I keep coming back to the "forces good behavior" criterion. Metrics that reward clickbait or traffic vanity are the first thing to cut when the click itself becomes optional.