While high traffic indicates successful keyword ranking, zero leads or sales suggest an issue *beyond* basic Search Engine Optimisation (SEO); it points to a disconnect between what users expect when they click through from search results and what your website delivers. SEO focuses on visibility, not conversion, and as of December 2025, Google’s systems increasingly differentiate between these.

Google Search Console currently provides detailed ‘Page Experience’ reports, including Core Web Vitals data relevant to Australian mobile users – a significant demographic. However, these metrics only influence ranking; they don’t guarantee conversions. Google Analytics 4 (GA4), now standard, tracks user behaviour *after* the click. GA4’s ‘Explorations’ feature allows analysis of user journeys, identifying drop-off points – for example, high bounce rates on landing pages. Furthermore, GA4 integrates with Google Ads, enabling attribution modelling to understand which keywords drive traffic that *eventually* converts, even across multiple touchpoints. In 2026, Google is rolling out enhanced privacy controls within GA4, requiring businesses to actively manage consent for data collection under Australian Privacy Principles. The Performance Max campaigns within Google Ads, available to Australian businesses, utilise AI to optimise for conversions, but rely on accurate conversion tracking setup within GA4.

Essentially, SEO gets people *to* your website, while website usability, compelling content, and clear calls to action determine whether they become leads or customers – a process tracked and analysed through tools like Google Analytics 4.