After connecting Google Search Console, open Analytics and select Google. Set the reporting period and check the brand and property. Semly brings search performance together with the brand's monitored visibility in AI answers.
Google Search Console connection instructions
Impressions: appearances of a website result in Google search results.
Clicks: clicks on a result leading to the website. They are different from sessions and conversions.
CTR: clicks divided by impressions, expressed as a percentage. 1,440 clicks and 48,000 impressions give a 3% CTR.
Average position: the average position of a result in Google. A lower number means a higher ranking; it is not a fixed ranking for every user.
The top cards separate Google performance: impressions, clicks, CTR and average position, from Semly results: visibility in AI answers, AI citations and average position in AI answers. AI visibility concerns the brand's presence in monitored answers, citations concern sources used, and position relates to AI answers. These sets help assess the brand's presence in both channels. They are different from Google clicks and traffic. Changes on cards refer to the previous period where a comparison is available.
Channel comparison: track Google performance alongside mentions in AI answers. These are different metrics; an AI citation is not a click or visit.
The chart has separate series for Google impressions, Google clicks and mentions in AI answers. Switch aggregation between day, week and month to read trends more easily.
Countries and devices: review where impressions and clicks originate and how impressions are split between desktop and mobile. This helps identify audiences for content improvements.
Potential cannibalization: several URLs appear for the same or similar queries. Review intent and each page's role before making changes. Leon can suggest a preferred URL, separate topics, merge content or recommend a 301 redirect; you decide what to implement.
The table shows the query, URL count, clicks, impressions, CTR and positions. Expand a row to review the related URLs and assess whether they compete for the same intent.
Pages: review individual URLs, clicks, impressions, CTR and position. Prioritize updates by the size of the opportunity or decline.
The page block lets you switch between Page position analysis and Page performance. The first charts URL positions; the second provides performance data. Search, sorting and filters help identify pages that need updating.
AI citations vs Google Search Console: compare cited URLs with their Google performance. Find pages with strong SEO but few AI citations, or pages cited despite weaker search performance.
Each row represents a specific URL. Semly's column shows AI appearances; the Google Search Console columns show that URL's clicks, impressions, CTR and position. Identify content cited by AI with weaker Google performance, and pages strong in Google but rarely cited.
Queries: see the search terms for which your website appears. High impressions and low CTR can identify topics to investigate, including content, title and intent alignment.
Leon uses Google Search Console data to analyze brand visibility, provide more relevant recommendations and create content. It can help prioritize updates, suggest topics based on real queries and prepare an article. Example workflow: detect a click decline, review pages and queries, compare AI visibility, prepare a recommendation and content, then assess results after implementation.
All the data described here is also available through Semly MCP. Connect an MCP-compatible assistant to analyze it using natural-language requests. Access depends on brand permissions and available tools. Google Search Console supplies analytics data; publishing requires a configured CMS integration, such as WordPress, or an appropriate knowledge base function and write permissions.
Compare the last 28 days with the previous 28 days in Google Search Console. Identify pages with the largest click declines, related queries and possible causes. Separate evidence from hypotheses.
Review queries with multiple URLs. Assess potential cannibalization by intent and recommend actions before changing content.
Compare page performance in Google Search Console with AI citations. Identify five priorities for improving SEO and AI visibility.
Use Google Search Console queries to prepare an article outline and draft. After my approval, publish it to the connected WordPress site or knowledge base using the available tools.
After connecting Bing Webmaster Tools to the same brand, select Comparison in Analytics. Compare Google page and query performance with Bing. The separate comparison article explains details, coverage differences and MCP analysis examples.
Google Search Console data can be delayed, and some queries are hidden for privacy. Table totals may differ from overall figures. Compare consistent periods and filters. AI metrics come from Semly monitoring and Google performance comes from Google Search Console, so they have separate coverage and measurement methods. Comparisons show changes occurring together, not proof of causation.
