All sites / Australia / #28 / Government and public services / Australian Government

my.gov.au kept its Google rankings and lost 35% of its search traffic.

estimated monthly search visits, Oct 2024: 5.4M; estimated monthly search visits, Oct 2024
estimated monthly search visits, Oct 2026: 3.5M; estimated monthly search visits, Oct 2026
change in estimated search traffic: −35%; change in estimated search traffic
change in keywords ranking top 3: +43%; change in keywords ranking top 3

Estimated search traffic

my.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

my.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 14,990 ranking keywords in Oct 2026, against 67,865 in Oct 2024.

How often AI answers cite my.gov.au

Engine	Citations in the Ahrefs index
ChatGPT	343
Google AI Mode	135
Gemini	70

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

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

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

Engine	Named	Linked
ChatGPT	3 of 5	3 of 5
Google AI Mode	4 of 5	3 of 5
Gemini	5 of 5	2 of 5

What does “myg” refer to, and where can I verify its meaning or official information?from the keyword “myg”
What does “ATO” refer to, and where can I verify official information about it?from the keyword “ato”
What is a tax return, and where can I find official Australian information about the process and deadlines?from the keyword “tax return”
Where can I find the official myGov sign-in page and account help?from the keyword “mygov”
How can I verify the official service intended by “my gov” and find account access help?from the keyword “my gov”

Visits since ChatGPT launched

all visits, Nov 2022: 15.7M; all visits, Nov 2022
all visits, Oct 2026: 13.5M; all visits, Oct 2026
organic search visits, Oct 2026: 3.3M; organic search visits, Oct 2026
visits from AI assistants, Oct 2026: 15K; 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.