How Glass Atlas Wins Visibility in Evolving SERPs
Headquarters
Manchester, United Kingdom
Founded
2025
Company Size
100+
Industry
Digital Agency
Glass Atlas
Glass Atlas is the digital agency of choice for transformation and growth. With 180+ performance marketing and commerce technology specialists, it helps brands like Richer Sounds and Footasylum navigate their next stage of growth with clarity, craft, and conviction.
The Challenge: Keeping Up with the Changing Search Environment
Glass Atlas manages SEO across a large client portfolio, which requires constant visibility into how keywords perform and how the SERP evolves. For Glass Atlas, this became increasingly complex as the search landscape changed and altered how organic results appear in SERPs:
"There have been a lot of changes in the search landscape over the last 8 years, with numerous algorithm updates, changes in Google’s content criteria, and increased collateral pushing down organic listings."
To continue delivering results for clients despite these changes, the agency needed daily updates on its clients’ keyword performance and how this relates to competitors and the overall SERP landscape. Furthermore, Glass Atlas required insights into how SERP features change the SERP layout and influence visibility and performance.
Without this level of insight, Glass Atlas found it increasingly difficult to explain performance changes to clients, to prioritize the right SEO actions, and to adapt strategies to the evolving search environment. Ultimately, this would make it harder for clients to understand their performance and the direction of their SEO strategy.
The Solution: Pixel Tracking and SERP Analysis
Since 2018, Glass Atlas has used AccuRanker to track the most important keywords for its clients daily. The agency effectively chunks and tags keyword data, enabling the team to report on areas with commercial impact for clients and to guide SEO campaigns accordingly.
Four key ways that AccuRanker helps Glass Atlas deliver client insights are:
1. Explaining CTR drops with pixel positions
Glass Atlas observed that more and more e-commerce clients experienced declining CTRs even when rankings remained unchanged. Ranks clearly did not tell the full story, so the team needed more than rank data to identify the root cause. So they turned to AccuRanker’s pixel tracking.
By combining pixel positions with Google Search Console (GSC) data, the specialists learned that SERP features such as AI Overviews, Product Listing Ads, and Organic Shopping Listings were pushing the top 3 positions down. Thus, a rank #1 was sometimes no longer visible above the fold. Glass Atlas uses these insights to explain CTR drops to clients and adjust the strategy to remain visible in SERPs.
2. Finding content and optimization opportunities
Glass Atlas needed to identify keyword gaps to uncover content ideas and ensure that each client’s website captured the full search demand. The agency required this type of analysis to ensure its clients remain competitive as new content opportunities emerge.
By combining keyword tracking with competitor ranks and statistics, Glass Atlas can identify keywords where clients are not ranking, but competitors are. The specialists analyze these keyword gaps to determine the right actions, whether that means building new commercial or informational pages or optimizing internal filter functionality and PIM systems. As a result, clients expand their visibility and capture demand they would otherwise miss.
3. Keeping an eye on competitor movement
A competitor’s increased SEO activity or other changes across a competitor’s domain can quickly reshape the SERP landscape and influence the first 10 organic listings on the SERP. Therefore, Glass Atlas needed extensive competitor tracking to stay up to date on competitors’ position changes.
Using the Share of Voice metric and dynamic competitor tracking, the team continuously evaluates which domains are gaining or losing visibility. If a competitor’s Share of Voice suddenly increases or new domains enter the top results, the team can investigate the cause and quickly react to protect their clients’ positions.
4. Translating changes in rank into SERP visibility
Understanding how ranking changes translate into actual SERP visibility is critical for clients’ understanding of their SEO performance. Thus, in its organic weekly client reporting, Glass Atlas needed to explain performance shifts in a SERP landscape where rankings alone do not reflect what users see.
To do this, the agency overlays branded and non-branded GSC impressions and click data with AccuRanker’s Share of Voice, average rank, and ranking distribution. This way, the team can show how rankings change and how those changes impact clients’ visibility and search performance. As a result, Glass Atlas delivers more transparent reporting, while clients gain a thorough understanding of what actually drives traffic.
With AccuRanker, Glass Atlas gets the data it needs to interpret complex SERP changes and turn those insights into targeted SEO strategies.
The Result: Taking Advantage of the Changing SERPs
Glass Atlas relies on AccuRanker across 75 clients, each navigating individual challenges in the ever-changing SERP landscape. After analyzing the clients’ performance, the agency noticed a recurring pattern: declining CTRs for e-commerce clients, particularly on core product-related keywords, despite maintaining position #1 rankings.
Glass Atlas needed to identify the cause to solve this issue. By overlaying GSC’s CTRs with AccuRanker’s average pixels from top, the team provides granular reports on when they see SERP real estate, like AI Overviews or organic product grids, push their rank #1 down the results page and below the fold. This analysis allows Glass Atlas to adapt to the dynamic SERP:
"By viewing the historical daily SERP and SERP features, we can make strategic decisions to increase visibility by optimizing for AI Overviews through technical SEO, content strategy, and digital PR to ensure we own this space."
The team optimizes for AI Overviews while also improving product pages and product feeds to increase visibility in the SERP. By acting on these insights, Glass Atlas expands its focus beyond traditional organic listings and adapts to dynamic SERPs that change with each query.
This approach ensures that if the agency sees drops in clicks to traditional organic search results, Glass Atlas’ e-commerce clients are best positioned to occupy the space that is pushing down organic listings. This way, clients compensate for declining CTRs on traditional blue links by being visible within the SERP features that take over the SERP and capture user attention.
"We have used RankTracker, Moz, Semrush, and Ahrefs in the past, but none give the versatility of dashboards, insights, and granular visibility that can be turned into an impactful strategy and actions like AccuRanker."
