All sites / Australia / #39 / Government and public services / Australian Government

ato.gov.au kept its Google rankings and lost 31% of its search traffic.

estimated monthly search visits, Oct 2024: 3.5M; estimated monthly search visits, Oct 2024
estimated monthly search visits, Oct 2026: 2.5M; estimated monthly search visits, Oct 2026
change in estimated search traffic: −31%; change in estimated search traffic
change in keywords ranking top 3: −0%; change in keywords ranking top 3

Estimated search traffic

ato.gov.au, Ahrefs estimated monthly organic search traffic, Australia. Dotted line marks the Oct 2024 level. Vertical marks are Google results page changes.

Keywords ranking in Google's top three

ato.gov.au, keywords ranking positions 1 to 3, Australia. Dotted line marks the Oct 2024 level. Vertical marks are Google results page changes.

Points are Ahrefs Site Explorer estimates for the first of each month shown. Months in between are being collected. All 85,061 ranking keywords in Oct 2026, against 431,969 in Oct 2024.

How often AI answers cite ato.gov.au

Engine	Citations in the Ahrefs index
ChatGPT	withheld, failed consistency check
Google AI Mode	810
Gemini	255

Ahrefs AI responses index, captured 28 October 2026, Australia, including subdomains.

Five questions we ask the AI engines about ato.gov.au

Written from the site's own top Google keywords, keeping the intent of the search.

Engine	Named	Linked
ChatGPT	4 of 5	4 of 5
Google AI Mode	4 of 5	4 of 5
Gemini	4 of 5	1 of 5

How can I find an official Australian tax calculator and understand its assumptions?from the keyword “tax calculator”
What is a tax file number, and where are the official application and security guidelines?from the keyword “tax file number”
What does “TFN” refer to, and where can I verify its meaning using official sources?from the keyword “tfn”
Where can I find the official myGov sign-in page and account help?from the keyword “mygov”
Where can I find the official ATO online services portal and access requirements?from the keyword “ato portal”

Visits since ChatGPT launched

all visits, Nov 2022: 12.2M; all visits, Nov 2022
all visits, Oct 2026: 9.3M; all visits, Oct 2026
organic search visits, Oct 2026: 2.2M; organic search visits, Oct 2026
visits from AI assistants, Oct 2026: 17K; visits from AI assistants, Oct 2026

Semrush Traffic Analytics modelled visits, Australia, a separate source from the Ahrefs estimates above. Semrush restates this data on 9 November 2026.