Follow my weekly news of the latest coming from search…
Google’s More Core Updates, More Often Seem To Not Be Happening
Source: https://www.seroundtable.com/google-core-updates-more-often-nada-39660.html
What’s happened to the Core Updates? Google had announced in December 2024 that core updates would be released more frequently to make changes more routine, but since March 2025 there has only been one confirmed update. This has left many website owners uncertain, especially those hoping to recover from earlier updates such as the helpful content update in 2023. While core updates are designed to improve the quality and reliability of search results, not all websites are affected equally. Publishers who see major drops in traffic are advised to review performance in Search Console, identify underperforming pages, and focus on improving content quality. Despite promises of more frequent updates, the pace has remained slow so far.
Head Of Google Search, Liz Reid, On Ads & SEO With AI Search
Source: https://www.seroundtable.com/liz-reid-google-ads-seo-with-ai-search-39666.html
Liz Reid, Google’s Head of Search, explains that SEO still matters, even in AI-powered search. Google will continue to fight spam and keep it below 1 per cent, while recognising that good SEO helps ensure content is understandable and findable. Meanwhile, Google is preparing to show ads in its new AI Mode, which will be targeted based on specific user intent and only where they add real value. Reid also spoke about new ways to make money from AI, including “agentic” services where AI might directly help users complete tasks. In the future even this task would become obsolete once AI makes even that task simple as a few prompts. This could lead to different monetisation models instead of regular ads. Generally, Google’s focus is on delivering quality answers, keeping spam away, and exploring future formats that feel useful and natural to users.
Search behavior is moving beyond the Big 2
Source: https://searchengineland.com/search-behavior-is-moving-beyond-the-big-2-457644
Users are increasingly moving away from the traditional “Big 2” search engines, Google and Bing, and turning to alternative discovery platforms such as social media, specialist apps, marketplaces, and vertical search tools. This shift reflects evolving user behaviour, where people are looking for more personalised, media-rich, and context-aware experiences. Community input, visual content, and real-time recommendations are playing a larger role in how users discover and trust information. Traditional search engines are no longer meeting every need. This trend signals the need for a broader, multi-platform approach. Relying solely on Google or Bing is no longer sufficient. Brands must ensure their content is easily found across a variety of platforms, with formats and messaging tailored to each one. Whether it is video content on TikTok, product visibility on Amazon, or community engagement on Reddit, marketers must align their strategy with how users are searching today across different digital environments.
Ask An SEO: Balancing Content That Converts With Content That Builds Brand Authority
In a recent Ask an SEO column, Mordy Oberstein explains that separating content for conversions and content for building brand authority is a mistake. He argues that marketing should be seen as one continuous journey that builds trust and connection with the audience. Emotional engagement plays a crucial role in converting users, which means conversion elements should be naturally integrated into informative content. A good example is how successful YouTube creators include calls to action within their content without disrupting its value or flow.
Oberstein encourages marketers to avoid siloing informational and transactional content. Authority and trust create the foundation, while calls to action serve as timely nudges when users are already engaged. This approach involves embedding links, banners or CTAs within high-value content in a subtle and relevant way. He suggests aiming for a content ratio that is around 80 percent value and 20 percent promotional. The overall message is clear: marketers should focus on creating content that builds relationships and drives action through a single, well-aligned strategy.
Lead Local SEO: How To AI-Proof Your Rankings With Reviews
Source: https://www.searchenginejournal.com/stay-on-top-of-local-search/547258
The latest on‑demand webinar explores how AI and consumer trust are reshaping local search in 2025, with a focus on maintaining prominent positions in map packs. Drawing on data from over 15,000 businesses and 1,200 consumers, it explains current local SEO signals and Google’s AI-driven effects on local rankings. The session highlights how review signals can either boost or harm rankings and suggests ways to adapt tactics using AI-proof strategies to help clients stand out in local SERPs.
The webinar underlines the need to leverage reviews as a powerful local SEO asset. It offers practical advice on identifying and amplifying positive review cues and on packaging these insights into a comprehensive local SEO offering. Mastering the intersection of consumer trust and AI adjustments is positioned as the key way to secure map pack visibility and deliver measurable results. Let me know if you’d like a breakdown of actionable steps or implementation templates.
Other stuff I have been reading and listening to…
How to Scale White Label Link Building Without Killing Quality
https://searchengineland.com/how-to-scale-white-label-link-building-without-killing-quality-457508
Mastering Local SEO: A Strategic Imperative For Travel And Tourism Operators
Google Tests ‘Preferred Sources’ To Personalize Top Stories In Search
A Change to How Google Treats noindex Pages
https://tamethebots.com/blog-n-bits/noindex-does-not-mean-not-rendered
Google Still Says URL Extensions Still Don’t Matter
https://www.seroundtable.com/google-url-extensions-seo-39642.html
Sam Altman: ChatGPT Has Evolved Beyond A “Google Replacement”
Crawl budget basics: Why Google isn’t indexing your pages—and what to do about it