AI in GSC, schema and LLM models, and the importance of domain names – SEO News – #1 – January 2026

Google has begun testing a new feature in Google Search Console aimed at simplifying the workflow within the Performance report. The new configuration tool leverages artificial intelligence to generate reports based on natural language queries.

This new solution allows users to describe the data analysis they wish to see without manually setting up filters and comparisons. The AI assistant interprets the user’s command and automatically configures the performance report.

How does the feature work?

Once access to the tool is granted:

1. The user clicks the filter icon in the Performance report,
2. In the side panel, they enter a query in natural language,
3. The AI suggests a set of filters, comparisons, and metrics,
4. Upon approving the suggestions, the report is automatically configured.

Access to this solution is currently very limited. Google is making it available only to selected sites and plans to expand the tests gradually. Additionally, a daily limit of 20 queries applies.

The company also notes that as an AI-based feature, the tool may make interpretational errors. Generated filters may not always perfectly match the user’s intent; therefore, Google recommends double-checking the applied settings before drawing conclusions from the data.

Which report elements does the AI support?

The AI configurator is designed with three areas in mind:

• Automatically applying filters (e.g., by queries, pages, countries, or devices),
• Creating comparisons (e.g., custom date ranges),
• Selecting appropriate metrics.

At the same time, the feature does not allow for table sorting or data export and works exclusively within the Search results report—it does not cover Discover or Google News reports.

John Mueller addressed a question regarding whether extensive schema markup helps Large Language Models (LLMs) better understand entities and content, or if its role is limited solely to displaying rich results in Google. In his response, he emphasized that he was providing a personal viewpoint rather than official Google guidelines.

Mueller’s answer was nuanced. As he stated, this topic will likely persist for a long time, and the shortest possible answer is: “yes, no, and it depends.”

When does structured data truly matter?

According to John Mueller, the effectiveness of structured data depends primarily on:

• The specific search engine function or AI system,
• How that function utilizes machine-readable information.

In certain areas, structured data is actually essential. This applies to, among others:

1. Product results,
2. Information such as price, availability, or shipping costs,
3. Data that cannot be reliably and precisely extracted solely from page content.

In such cases, schema markup serves as a source of unambiguous, easy-to-process information.

Google has published an official help page detailing how to properly collect customer reviews using a direct link or QR code in a Business Profile. The feature itself has been available for several months, but only now has Google clearly described its application and rules, aiming to help businesses use this solution in compliance with guidelines.

In the Business Profile panel, you can generate:

• A direct link leading to the review submission form,
• A QR code that a customer scans with their phone to go directly to the review section.

Where does Google recommend sharing the link or QR code?

In the documentation, Google explicitly suggests using these tools in daily communication with customers, for example:

• On receipts and invoices,
• In emails sent after service completion or purchase,
• At the end of a chat conversation,
• As a printed QR code placed within the premises.

The goal is to eliminate situations where a customer has to manually search for a business profile on Google Maps to leave a review.