Google has introduced a new experimental feature inside Google Search Console that could make organic search traffic analysis much quicker for marketers and in house teams.
The update, called AI powered configuration, sits within the Search Console Performance report and is designed to reduce the time it takes to filter, compare and analyse search data.
If you regularly use Google Search Console for SEO reporting, this is worth paying attention to.
What is AI powered configuration in Google Search Console?
The Performance report in Google Search Console is one of the most valuable tools for analysing clicks, impressions, average CTR and average position. It shows how your site performs in Google Search, but building the exact view you need can take time.
AI powered configuration allows users to describe the report they want to see in plain English. Instead of manually selecting filters and setting comparisons, you can type a request and Search Console will configure the report automatically.
For example, you can ask Search Console to show queries on mobile that contain a specific keyword over the last six months, or compare traffic for blog pages this quarter against the same quarter last year. The system will apply the relevant filters, select the appropriate metrics and build the comparison for you.
It does not generate insights. It simply speeds up the configuration process.
Why this Google Search Console update matters for SEO
For agencies and in house teams managing multiple websites, time spent setting up reports quickly adds up. The ability to move from question to data view faster could improve efficiency across SEO reporting workflows.
This update may be particularly useful when:
You are investigating a sudden drop in organic traffic.
You need to compare performance across date ranges.
You are analysing specific page groups, such as blog content or product categories.
You are reporting on keyword performance in different countries or devices.
While experienced SEO professionals are comfortable building complex filters, not everyone in a wider marketing team is. AI powered configuration lowers the barrier to using the Search Console Performance report effectively.
Limitations of the AI powered configuration feature
As with most early stage AI features, there are limitations.
Currently, the feature only works within the Performance report for standard Search results. It does not apply to Discover or News data. Google has also highlighted that AI may misinterpret certain requests, so users should always review the applied filters before drawing conclusions from the data.
Importantly, this feature focuses purely on configuration. It cannot sort tables, export data or replace deeper analysis.
In short, it is a time saving tool, not an automated SEO strategy.
Our view on Google’s AI feature in Search Console
At Honcho, we see this as a practical improvement rather than a major shift in how SEO works.
If the feature proves accurate and reliable, it could streamline parts of the SEO reporting process and make Google Search Console more accessible to wider marketing teams. However, the quality of insight will still depend on how well the data is interpreted.
We will be testing AI powered configuration across client accounts as it rolls out. If it consistently saves time without introducing errors, it will be a valuable addition to day to day SEO analysis.
