SEOZoom Observatory transforms data chaos into strategy
What’s happening on Google? And how can we understand it? Between daily algorithm updates, the advent of AI Overview, and the merger between Social and Search, traditional data no longer explains SERP behavior. We’ve been noticing this for months: the information is there, but it’s fragmented; and when read as isolated metrics, it tells us less and less about what’s really happening.
Organic results, AI responses, news, SERP features, and social content coexist on the same page and have different impacts depending on the sector. A change of pace was needed to bring order to the chaos, to transform billions of raw data into strategic information, instead of dispersing them into an indistinct mass that does not lead to better decisions.
Today, we present our solution: the new SEOZoom Observatory, our telescope focused on the Google ecosystem that decodes the digital present to anticipate the future.
What is the new SEOZoom Observatory?
The SEOZoom Observatory is a real-time analysis dashboard that correlates the signals Google currently uses to attribute visibility.
Thanks to SEOZoom’s proprietary technology and data, you can thoroughly verify the dynamics that regulate online visibility in Italy, identify weak signals before they become trends, understand how Google is redistributing space, and observe the daily metamorphosis of search results. It is a reliable compass based on hard numbers, not opinions, that helps you plan marketing strategies that really work.
It is a live platform, freely accessible via a browser, which we have decided to make completely public: you don’t need a subscription to SEOZoom, nor do you need to be registered on the platform to consult the macroscopic data. Access is free, and to view all the complete data, you only need to authenticate with a Google or Facebook account.
As Ivano Di Biasi said during the exclusive presentation at the Astronomical Observatory of Naples, it was created with a specific mission: to ignore “the background noise of distant galaxies and focus on our solar system,” i.e., only the data that today has a real impact on visibility—observable SERPs, active sectors, sources that Google chooses, formats that take up space and attention. Not billions of potential keywords, but the signals that are already influencing the way the engine responds to searches.
What is this section for?
In practice, the Observatory serves to read Google as a system, connecting elements that today have a real impact on visibility, even when they do not translate into a linear movement of positions. It is the same lens we use internally to interpret the evolution of the search engine, now made accessible to anyone who needs to understand what is really changing.
Focusing on this perimeter means reducing noise and increasing readability. It means working on visible and actionable data, data that allows us to understand what is working now, in what contexts, and with what logic.
The Observatory was not created to add another data panel, but to reconstruct context: where attention is shifting, which formats occupy space, which sources are chosen when Google responds directly, which content enters the information flow, when social media becomes search results. The unit of reading is not a single keyword taken on its own, but the set of dynamics that change by sector and scenario – what is close, measurable, and relevant.
Where to find it and how to use it
Access is immediate through two channels:
- For everyone, by connecting directly to the address https://observatory.seozoom.com/.
- For SEOZoom users, by clicking on “Osservatorio” in the left side menu of the platform, which replaces and enhances the old section of the same name.
The tool is designed to be the homepage of your working day: the place to check in the morning, even before opening your email or Search Console, to understand “what’s going on” on Google. If the Observatory indicates a storm (high volatility) or structural changes (new AI features), you already know that the fluctuations in your traffic are not due to your latest article, but to a market movement.
Why the old Observatory was no longer enough
The previous Observatory on the platform responded to the SEO logic that has guided us throughout our ten-year journey—a more linear context, where visibility came mainly from organic results and the reading of fluctuations could focus on rankings, keywords, and traffic.
That lens worked because the scope to be observed was more stable and the SERP was less stratified. Today, the scope has expanded, as we see every day, and AI responses, information boxes, news, videos, social results, and page-changing features have introduced new points of access to visibility.
Remaining focused solely on organic results means missing out on a growing number of signals that explain why a SERP “behaves” in a certain way and why the same domain can experience variations in exposure without any obvious changes in ranking.
In short, the observatory had a limited view. It was like a seismograph that only detected large tremors, signaling “earthquakes” in the Google algorithm or abnormal fluctuations in rankings to insiders. It was useful, but incomplete. You could tell that the earth was shaking, but you couldn’t see what was changing above you, in the sky that determines the success or invisibility of a brand and which is now dominated by the fusion of Search and Social, by AI Overview, by new formats that attract more interest than classic text content.
Remaining focused solely on organic data means missing the signals that explain why a domain experiences changes in exposure without obvious movements in the rankings. It was inevitable that we would abandon the seismograph in favor of a full-spectrum radar.
The change in perspective we have chosen
The difference with the new tool lies above all in the relationship between variables: ranking and traffic remain central data, but they are read together with what changes the shape of the SERP and what catches the user’s eye even before the click.
This allows us to better distinguish between noise and direction, between physiological fluctuations and structural transformations. Above all, it allows for a reading by sector—not to give a trivial, convenient label, but because Google applies different logic depending on the context, and the same “phenomenon” can be marginal in one area and dominant in another.
What we monitor to decode the signals of new visibility
In other words, you no longer need to know only if a SERP is moving: you need to understand why it is changing shape and where Google is focusing visibility and redesigning priorities.
That’s why we first defined which signals to really observe, because not everything that is measurable helps to understand what is happening.
Your first encounter with the Observatory is in the SERP and Volatility section, the welcome dashboard designed to give you immediate context before any operation. Here you will find data on daily volatility, filtered for noise: the sensors distinguish normal fluctuations from structural updates, allowing you to immediately understand if there is turbulence affecting the entire index. Above all, you can constantly monitor the intensity of SERP movements sector by sector, so you know immediately whether a drop in traffic is a problem for a single site or part of a broader dynamic affecting a specific sector.
The analysis of SERP Features completes the reading, with a focus on the structure of Google’s results page to monitor the presence and evolution of elements such as AI Overview, featured snippets, direct answers, or multimedia carousels which, as we know, change the form of the response and take space away from traditional organic results. Here, the key data is not the presence itself, but the percentage of keywords involved and how these features combine with each other. It is in this reading that you understand when organic results are flanked, resized, or moved in relation to other formats.
Through the Rankings of the most visited sites and the Winners & Losers analysis, you can refine your analysis of the market pulse, investigating who is gaining real visibility and who is losing it. It is a snapshot of the balance of power, essential for knowing who is rising or falling in your market before even going into vertical detail.
The four pillars of Sector Studies
To understand why those sites are rising or falling, you need to enter the Sector Studies area, where we isolate the four forces that shape the architecture of Google’s responses today.
The first pillar is the AI Overview: we monitor the level of disintermediation to show you how much Artificial Intelligence is responding directly to the user, taking away clicks. The crucial data here is the source: we show you which domains the algorithm has chosen as trusted sources to generate the response, giving you the exact target for your Brand Authority strategy.
The second pillar analyzes Social integration. Google has transformed SERP into a multimedia hub, and we track the organic presence of results from YouTube, TikTok, and Reddit to reveal which search intents prioritize video or discussion over text. This tells you where visual content is needed and where you can compete with your blog.
The third pillar concerns Information. In the News sector, we separate production from actual visibility and show you which publications get exposure in the news feed and for which topics, defining who really wins the battle for media attention and with which topics.
The fourth pillar maps SERP Features with the morphological evolution of the page to see which blocks (Carousels, Maps, Shopping Boxes) are occupying the visible space in your sector. Understanding this structure allows you to adapt the format of your content to occupy the available space, instead of passively undergoing layout changes.
We have brought all these signals together because it is their combination that reveals the real picture. This is precisely the purpose of the Observatory: to help you understand how visibility changes, even before asking yourself where you are positioned.
Check identities and sector profiles in the eyes of Google
The Analyze Website section closes the circle of the Observatory by bringing the analysis from the market to the individual domain. It is a tool designed to give you an immediate reading of how Google is labeling your site or that of your competitors, breaking it down to reveal its sector distribution and show the weight of each of the thematic “boxes.”
By entering a domain, you get an accurate picture of how the search engine divides its visibility across different subject areas. Here, perception gives way to concrete data: you can see the percentage of traffic that each sector brings you, your ranking position compared to other players in that niche, and, crucially, your Topical Zoom Authority, our metric that measures your real strength in each specific area, isolating vertical authority from the overall size of the site.
This allows you to finally understand whether you are perceived as a generalist leader or whether your strength is concentrated in specific sectors, comparing your position with that of your competitors in the same context.
Stop reacting and start planning
Free access to this wealth of data has a specific purpose: to shift your operations from simple reaction to strategic planning.
SEO has often been a reactive discipline: you published, waited for ranking, and only took action following a decline or update. The Observatory reverses your workflow, helping you understand and anticipate movement by showing you the context before you even decide to invest your budget.
Consulting these tools should become the preliminary check for every strategy. If the Volatility Observatory indicates a phase of acute instability in your sector, you immediately know that a fluctuation in your traffic is not an isolated case to be corrected technically, but a market dynamic to be expected. If the Sector Studies show you that Google is heavily rewarding videos or direct answers for your target keywords, you avoid wasting resources on producing text articles that would already be invisible. The value here is not in the data itself, but in the way it allows you to allocate resources.
Using the Observatory means stopping asking yourself “why have I lost positions” and starting to see clearly “where visibility has shifted,” so you can intercept it exactly there with the right format.
A measurement standard for the entire market
The complexity of the current scenario has erased the old professional boundaries, and today the Observatory is not a tool reserved for technicians, but a necessary resource for you, whatever your angle of observation on the market, because it transforms uncertainty into usable data.
You need it when you are immersed in operations and see a drop in the charts: instead of frantically searching for an error in the code or content, here you can immediately find confirmation of whether it is your problem or whether the entire sector is shaking. It is the shield that allows you to distinguish a technical error from an inevitable market dynamic.
You need it even more when you have to sit down at the decision-making table. If you have to justify a budget to stakeholders or explain why the old strategy is no longer delivering the same numbers, you can’t just present your feelings. The Observatory gives you the evidence to prove that the decline in staff is due to the invasion of AI Overviews or that you need to invest in videos because Google is favoring them. And you need it if your role is to report on or study digital, because it allows you to cut through the hype of the moment and anchor your analysis to certified numbers.
The guarantee of scientific validation
We have decided to take a further step forward. Over the past 10 years, we have seen time and again how metrics can be easily misunderstood and that computing power alone is no longer enough: we need the ability to clean up the signal from background noise.
That is why we have chosen not to leave the Observatory to automation alone, but to set up a Scientific Committee composed of experts and leading figures in the digital sector. Their task is to work closely with our analysts to ensure that every number you read has been verified and is truly representative of the Italian scenario. Above all, it will identify the crucial issues on which to develop future tools and studies.
This human supervision transforms the database into an authoritative source: when you cite data from the Observatory, you know that behind that graph there is a validation process that excludes statistical artifacts or errors of interpretation.
From numbers to vision with White Papers
This strategic vision and depth of analysis takes shape in white papers, periodic publications created to bridge the gap between news and strategy.
If dashboards help you react in real time to what is happening today, white papers help you prepare for what will happen tomorrow. These documents combine Observatory data with SEOZoom’s interpretative expertise to explain the root causes of change. You won’t find simple summaries, but guides that decode the new rules of the game, helping you understand whether a phenomenon is a passing bubble or a structural transformation worth investing in. These are the materials you need to look beyond day-to-day operations and build a long-term strategy on solid foundations.
We don’t follow the narrative. We build it with data.
