My 2025 Christmas Wishlist for the SEO Industry

Every year, the SEO landscape shifts in surprising ways, and 2025 promises to be no different. As someone deeply involved in SEO, I find myself hoping for tools and data that can make my work clearer and more effective. This Christmas, my SEO wishlist focuses on four key improvements that could transform how we understand and optimize search performance in an AI-driven world.

Click and Impression Data from ChatGPT Like Google Search Console

One of my biggest wishes is for ChatGPT to provide click and impression data similar to what Google Search Console (GSC) offers. GSC has been invaluable for tracking how websites perform in search results, showing which queries bring traffic and how users interact with listings. However, as AI chatbots like ChatGPT become a primary source of answers, we lack visibility into how often our content is shown or clicked within these AI environments.

Imagine having a dashboard that reveals:

• How many times your content appears in ChatGPT responses

• Which prompts or questions lead users to your site

• Click-through rates from AI-generated answers

  
  

This data would help SEO professionals understand the real impact of AI on traffic and adjust strategies accordingly. Without it, we are navigating blind in a growing part of the search ecosystem.

Separate Data for Copilot, AI Mode, and AIO from Google and Microsoft

Google and Microsoft are integrating AI features into their search and productivity tools, but the data they provide often lumps together different AI experiences. My wish is for these companies to separate out data for:

• Copilot interactions

• AI mode usage

• All-in-one (AIO) experiences

  
  

Each of these modes offers distinct user journeys and engagement patterns. For example, Copilot might assist users in drafting emails or documents, while AI mode could enhance search results with AI-generated summaries. AIO might combine multiple AI features in one interface.

By breaking down data by these categories, SEO professionals could better understand where their content performs best and tailor optimization efforts to specific AI-driven experiences. This clarity would lead to smarter decisions and more precise targeting.

Why AI Links to Every Brand Except One

A puzzling trend in AI-generated answers is the tendency to link out to many brands but exclude one specific brand. This raises questions about bias, fairness, and transparency in AI responses. My third wish is for clear answers on why AI systems behave this way.

Understanding this would help content creators and marketers:

• Identify if certain brands are unfairly favored or excluded

• Adjust content strategies to align with AI linking patterns

• Advocate for more balanced and transparent AI linking practices

  
  

This insight would promote a healthier digital ecosystem where AI supports diverse sources fairly, rather than amplifying a narrow set of voices.

AIO Click-Through Rate Data on Show All, Expand, and AI Mode Experiences

Finally, I want detailed click-through rate (CTR) data for different user interactions within AI-powered search experiences. Specifically, how do CTRs compare when users:

• Click "Show All" to see full search results

• Use the "Expand" feature to get more details on a snippet

• Engage with AI mode answers directly

  
  

Knowing which interaction drives the most traffic can guide how we structure content and optimize for AI interfaces. For example, if "Expand" leads to higher CTRs, creating content that encourages users to explore snippets further would be valuable.

This data would help SEO professionals prioritize efforts and create content that fits the evolving ways people consume search results.

These four wishes reflect my hope for a future where SEO and AI work hand in hand, with transparency and data driving smarter decisions. As AI continues to reshape search, having clear, detailed insights will be essential for staying competitive and delivering value.