Sifting through the noise to bring you the week’s most talked-about news, trends, and my expert takes. Subscription and Ad-free as always.
AI summaries causing ‘devastating’ drop in online news audiences, study finds
A recent study found that Google’s AI Overviews, which show short summaries at the top of search results, are cutting clicks to online news sites by as much as 79 per cent. Shocking. Ultimately, most users do not click through, and many end their search after reading the summary. This means fewer ad impressions and less traffic for news outlets that rely on search referrals.
Publishers are raising alarms, arguing that summarising their content without compensation threatens their business and editorial independence. Groups in the UK have filed complaints urging authorities to regulate. The fear is that over time fewer people will visit original news sources and more journalism will be lost or devalued in favour of quick AI answers.
Google says normal SEO works for ranking in AI Overviews and LLMS.txt won’t be used
Google has affirmed that traditional SEO practices are effective for ranking in AI Overviews, and there is no immediate need for new standards like LLMS.txt. This approach simplifies SEO strategies but may require adaptation as AI technologies evolve.
How to boost local SEO: 4 AI-driven tactics that get results
https://searchengineland.com/local-seo-ai-driven-tactics-459437
Local SEO is evolving through AI into something much more strategic and personalised. Businesses must now think beyond simple keywords and focus on location‑based content clarity, loyalty signals, structured data, and engaging experiences tailored for voice and visual searches. AI‑driven tools can create tiny local pages, generate responses to reviews, track ranking trends for each neighbourhood, and optimise Google Business profiles in real time.
While AI tools can speed up routine tasks and help find new opportunities, human insight remains vital. Too much AI‑generated content can be ignored if it lacks uniqueness or quality, and businesses must manage technical details like schema consistency. Brands that combine AI tactics with human editing, local authenticity, and user‑centred strategy will perform best in this new era of Local SEO.
5 Ways To Prove The Real Value Of SEO In The AI Era
https://www.searchenginejournal.com/ways-to-prove-seo-value/548389
To prove that SEO is working, agencies can estimate how much money a business could earn from improving rankings and getting more clicks. This is often done with a forecast model that includes data like keyword searches, click-through rates, and sales. It is also helpful to compare what those same clicks would cost using paid ads. That way, clients can see how SEO can save them money in the long run.
Agencies should focus their reports on just a couple of important numbers, such as organic traffic and revenue. Other useful details like keyword growth or more impressions can be added later. It also helps to calculate the cost of gaining customers through SEO and compare it with the money each customer brings in. This makes it easier to show the value of SEO to the business clearly and simply.
What else have I been reading this week?…
The Great Decoupling of search and the birth of the agentic web
https://searchengineland.com/great-decoupling-search-agentic-web-459424
How important are backlinks for SEO in 2026?
https://searchengineland.com/backlinks-seo-importance-442529