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They formally separated AI visibility from traditional search visibility inside Google Search Console.
If that sentence means nothing to you, let me translate it into language that matters for your business.
Google has just acknowledged, publicly and with data to prove it, that appearing in AI-generated answers is a fundamentally different thing from appearing in traditional search results. And they have built a separate dashboard to track it.
For mortgage brokers, this is not a technical development. This is a line in the sand.
What actually changed
Until now, when Google’s AI generated an answer that referenced your website, that data was mixed into your overall search performance numbers. You could not tell whether your impressions came from a traditional search listing or from an AI Overview, and you had no way to measure whether your content was being used by Google’s AI at all.
The new reports change that. Site owners can now see, separately and specifically, which of their pages appeared in AI Overviews, AI Mode, and AI features in Discover. They can see how many AI-specific impressions those pages received, which countries and devices those impressions came from, and how the numbers have changed over time.
In practical terms, Google has created a scoreboard for AI visibility. And most brokers do not yet know they are playing the game.
Why this matters for brokers specifically
As of March 2026, Google AI Overviews appear on more than 48 per cent of all Google Search queries. A year earlier, that figure was 6.49 per cent. That is not gradual growth. That is a structural shift in how search works.
When a potential client searches for “mortgage broker near me” or “best home loan broker in Newcastle”, there is now a near coin-flip chance that the first thing they see is not a list of blue links, but an AI-generated answer that names specific brokers and explains why they are relevant.
If you’re being cited in that answer, you have a significant and growing advantage. If it’s not, you are invisible in a channel that now accounts for nearly half of all search activity.
The new Search Console reports let you see, for the first time, exactly where you stand.
What the reports don’t yet tell you
There is an important limitation worth understanding. The reports currently show impressions only. Google has not yet included click data, which means you can see how often your site appeared in an AI answer, but not how many people clicked through to your site from that answer.
There is also no historical backfill. The data starts from the day the reports become available on your site. If you wait three months to connect and review your Search Console, you lose three months of baseline data that you cannot recover.
That last point matters more than it sounds. The value of this data is in the trend, not the snapshot. Knowing that your AI impressions grew from 200 to 1,400 over six months tells you something actionable.
A single month’s number without context tells you very little.
What brokers should do right now
First, confirm that Google Search Console is connected to your website. If you are on a franchise platform like Mortgage Choice or Loan Market, check whether your aggregator has connected GSC at the franchise level or whether you need to set it up for your specific pages. If you are unsure, ask your aggregator’s digital team.
Second, check whether the new AI reports have been rolled out to your site. Google is releasing them to a subset of websites initially, so you may not see them yet. When they do appear, capture your baseline numbers on day one.
Third, and most importantly, start thinking about your content through the lens of AI citation rather than just traditional search ranking. The content that performs well in AI answers is structured differently from the content that ranks well in traditional search. It is direct, it answers specific questions, it includes local context, and it is written with the authority and specificity that AI engines look for when deciding which sources to cite.
A 200-word answer to “how much deposit does a first home buyer need in Newcastle” that is genuinely useful, locally specific, and structured clearly will outperform a 2,000-word generic article about home loan deposits every time in an AI-generated answer.
The bigger picture
Google’s building a separate AI visibility dashboard is not just a product update. It is a formal acknowledgment that AI search is now a distinct channel, with distinct rules, distinct measurements, and distinct winners.
The brokers who understand this early and structure their digital presence accordingly will have a measurable advantage over those who continue to treat search as a single, undifferentiated game. The data to prove it now exists inside Google’s own tools.
The question is whether you are looking at that data or whether your competitors are looking at it first.
Darrell Weekes is the managing director of Purple Thread Marketing.
[Related: AI is racing ahead – are brokerages keeping up?]
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