Checking a website's visibility today

Hi,
I'm writing because I've had a website promoting my IT training business for 10 years. Since March 2025, I've noticed a significant decline in contacts. If I check my Google SERPs, I see a slight decline, but not enough to explain the significant decline in contacts. I'd like to understand if this might be related to how people search online today.
The question is: if I need to check my website's visibility, what should I analyze besides Google SERPs using keywords that identify my business or user needs in my field? The replies to my questions from ChatGPT or Perplexity?
Thank you very much.
A nice day
Idefix

Hi Idefix,
Even if your Google ranking looks okay, fewer contacts can happen if search habits change. Check Google Analytics, Search Console, and how users behave on your site. Also, people may search differently now, using questions or longer phrases.

Thank you for your reply!
I looked at the keywords from the last few months. They haven't changed. Search Console shows me mostly keywords related to website creation (which is my second business and is advertised on another website) and slightly less keywords related to my teaching activity.
Keywords are made up of 2 or 3 words. I don't see any long tail keywords.
I don't have Google Analytics installed. Could you give me more information? Which?
Thank you very much
A nice evening.
Idefix

Besides Google SERPs, check Google Analytics or GA4 to see which pages and queries are losing traffic. Also use Search Console to monitor impressions, CTR, and coverage issuessometimes user behavior or search intent changes even if rankings drop only sligh

Thank you for your reply.
Sorry for the delay in responding, but I followed your advice and looked at the Google Search Console data for my website:
www.cor**siinfor***mati***catre***viso.co*m
I compared two semesters: July 2024 - December 2024 and May 2025 - October 2025. I noticed:
1) that among the top 50 queries analyzed by GSC, over 30 were for website creation and web marketing services, which aren't advertised on this site, but on another one that's also about my firm.
2) A decline in some queries like "Excel courses" (very important to me). I saw a 90% drop in clicks.
3) Impressions for "Excel courses" also dropped, but only by 15%. Does this mean I've lost rankings in the SERPs?
4) Is it possible that people are using keywords other than those indicated by GSC?
5) Should I do a new keyword search for my website? I did the last one a few years ago.
6) I don't see any long-tail keywords in the GSC queries.

Thank you very much
A nice weekend

You said you notice a big decline in conversion but not in serps so much. Do you look at the competitors ? It may simply be because of the offer/price if the serps is not very highly affected

Hi,
I do not publish the prices of my courses.
I just checked the keyword: "excel course" and noticed that I am listed first in Google AI Overview, not in the SERP.
thank you very much

Rankings are only part of the picture. Check analytics for traffic sources, device types, bounce rates, and page performance. Also consider shifts in search intent — maybe people aren’t using the same keywords or are asking questions differently.

You say: ... maybe people aren’t using the same keywords or are asking questions differently...
How can I find out?
I haven't installed Analytics, but I think I will now.
Do you think I should do keyword research?

How do you explain that GSC gives me information about Queries that are not relevant to computer science courses?

Thanks
A nice evening.

don’t just stare at SERPs. check search intent shifts: people may now ask questions, look for video tutorials, or AI-generated answers instead of typing your exact keyword.

Hi,
Where do you recommend I start from? I understand your questions, but I'm not sure how to get those precise answers.
Thank you very much

It's not only about SERPs when it comes to checking your website's visibility, check Google Search Console, Google Trends, your Google Business Profile statistics and your website analytics. AI tools like ChatGPT can help with ideas, but real visibility information comes from Google.

I analyzed the performance of my Google Business Profile and noticed that the keywords used by users who found me were related to the website creation sector, not IT training.
So this is definitely something that needs to be addressed.
Google Trends doesn't provide me with information for such a small keyword.
Thank you very much