u/SERanking_news

Nuestro equipo de SE Ranking acaba de terminar un estudio sobre los ChatGPT Ads: 50 006 prompts comerciales repartidos en 20 nichos de EE. UU., y también lanzamos nuestros propios anuncios en la plataforma para ver cómo funciona desde el lado del anunciante. Algunos resultados son francamente extraños.

Tres conclusiones que destacan:

1. La densidad publicitaria está más cerca de Google de lo que se imagina. ChatGPT muestra un anuncio en el 25,94 % de los prompts comerciales. AI Mode sube hasta el 29,45 %. Dicho de otro modo, "respuesta IA" y "espacio patrocinado" ya tienen la misma frecuencia, solo cambia el formato: una tarjeta debajo de la respuesta en ChatGPT, frente a menudo dos anuncios uno al lado del otro en AI Mode.
2. El 14,35 % de los anuncios están fuera de tema, a veces totalmente. En "best dating apps for a serious relationship", ChatGPT mostró un anuncio de Quince, un vendedor de ropa y joyería. En una consulta de suscripción a un periódico, fue TXU Energy, un proveedor de electricidad de Texas. Los ChatGPT Ads se basan en "context hints" en lenguaje natural en lugar de palabras clave: el sistema establece asociaciones semánticas muy amplias que pasan por alto la intención real. La tasa de desajuste alcanza el 54,2 % en actualidad y política, y el 51,1 % en relaciones. Mascotas y viajes se mantienen por debajo del 5 %.
3. Es en el YMYL donde la diferencia entre ambas plataformas es más clara. ChatGPT muestra un anuncio en el 28,69 % de los prompts relacionados con la salud, frente a solo el 2,64 % en AI Mode, es decir, aproximadamente 10 veces más. En actualidad y política, se pasa del 28,76 % al 6,8 %. Google regula las categorías sensibles desde hace más de veinte años. ChatGPT aún no ha llegado a ese punto.

Un último dato que merece la pena señalar: en el 96,37 % de las ubicaciones, el anunciante no aparece citado en la respuesta mostrada encima de su anuncio. Pagar te da el espacio, no la recomendación.

¿Alguno de vosotros ya está lanzando ChatGPT Ads?

Podéis encontrar el estudio completo en nuestro blog de SE Ranking.

Notre équipe SE Ranking vient de terminer une étude sur les ChatGPT Ads : 50 006 prompts commerciaux répartis sur 20 niches américaines, et nous avons aussi diffusé nos propres annonces sur la plateforme pour voir ce que ça donne côté annonceur. Certains résultats sont franchement bizarres.

Trois constats qui ressortent :

• La densité publicitaire est plus proche de Google qu'on ne l'imagine. ChatGPT affiche une annonce sur 25,94 % des prompts commerciaux. AI Mode monte à 29,45 %. Autrement dit, « réponse IA » et « emplacement sponsorisé » ont déjà la même fréquence, seul le format change : une carte sous la réponse dans ChatGPT, contre souvent deux annonces côte à côte dans AI Mode.
• 14,35 % des annonces sont hors sujet, parfois totalement. Sur « best dating apps for a serious relationship », ChatGPT a servi une annonce pour Quince, un vendeur de vêtements et de bijoux. Sur une requête d'abonnement à un journal, c'était TXU Energy, un fournisseur d'électricité au Texas. Les ChatGPT Ads reposent sur des « context hints » en langage naturel plutôt que sur des mots-clés : le système établit des rapprochements sémantiques très larges qui passent à côté de l'intention réelle. Le taux de décalage atteint 54,2 % en actualité et politique et 51,1 % sur les relations. Animaux et voyage restent sous les 5 %.
• C'est sur le YMYL que l'écart entre les deux plateformes est le plus net. ChatGPT affiche une annonce sur 28,69 % des prompts liés à la santé, contre seulement 2,64 % dans AI Mode, soit environ 10 fois plus. En actualité et politique, on passe de 28,76 % à 6,8 %. Google encadre les catégories sensibles depuis plus de vingt ans. ChatGPT n'en est pas encore là.

Dernier point qui mérite d'être signalé, dans 96,37 % des placements, l'annonceur n'est pas cité dans la réponse affichée au-dessus de son annonce. Payer vous donne l'emplacement, pas la recommandation.

Est-ce que certains d'entre vous diffusent déjà des ChatGPT Ads ?

Vous trouverez l'étude complète sur notre blog SE Ranking.

¡Hola a todos! Hemos recopilado las noticias más interesantes de IA y SEO de esta semana y estamos deseando saber qué opináis — ¡os leemos en los comentarios:

Búsqueda / SEO

• Google Trends ya permite comparar hasta 5 términos de búsqueda a la vez

Google Trends ha ampliado su límite de comparación y el gráfico de interés a lo largo del tiempo admite ahora más términos de forma simultánea, algo útil para contrastar una palabra clave con varios competidores o variantes de una sola vez.

Se suma a la actualización del mes pasado, «comparar con el periodo anterior», y aporta bastante más flexibilidad para segmentar comparaciones sin exportar datos ni montar varios gráficos uno al lado del otro.

Fuente:
Barry Schwartz | Search Engine Roundtable

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GSC

• Las Platform Properties de Google Search Console ya están disponibles en todo el mundo

El nuevo tipo de propiedad de Search Console, las Platform Properties, se ha desplegado a nivel global. Propietarios de sitios web y creadores pueden consultar ahí cómo rinden sus contenidos de Instagram, TikTok, X y YouTube en Google Search, Discover y Google News.

Una vez configurada la propiedad, se habilitan dos informes. El informe Rendimiento muestra clics, impresiones y las publicaciones más vistas, con filtro por consulta. El informe Insights recoge las tendencias generales de tráfico y los patrones de descubrimiento.

Fuente:
Blog de Google Search Central

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IA

• Los contenidos generados con IA deben etiquetarse con claridad según las nuevas directrices de la UE

La UE amplía su exigencia de transparencia digital más allá de las imágenes e incluye el texto publicado que no pasa por revisión humana. El artículo 50 del Reglamento europeo de IA obliga a empresas y profesionales a etiquetar con claridad cualquier contenido generado o modificado de forma sustancial con IA, sea texto, imagen, audio o vídeo. La divulgación tiene dos niveles: marcas legibles por máquinas que identifican el contenido como sintético y etiquetas visibles cuando el usuario interactúa directamente con una IA.

Fuente:
Euronews

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SEO técnico

• Las directrices de Google sobre los fragmentos de reseñas prohíben ahora de forma explícita las reseñas falsas y las incentivadas sin declarar

Google ha añadido una norma a sus directrices de datos estructurados para fragmentos de reseñas: «No incluyas reseñas falsas ni reseñas incentivadas sin declarar en tu página ni en tu marcado de datos estructurados.»

La actualización concreta dos incumplimientos:

• las reseñas que no se basan en una experiencia real del producto o del servicio las reseñas escritas a cambio de un beneficio (dinero, descuentos, vales, productos gratuitos) sin declarar el incentivo de forma clara y visible
• Google elimina de sus directrices la norma de bloquear los resultados de búsqueda interna, aunque sigue recomendándolo

En un episodio reciente del podcast Search Off the Record, John Mueller aclaró que el requisito de bloquear a Googlebot las páginas de resultados de búsqueda interna, vigente desde hace años, ha desaparecido sin aviso de Search Essentials.

La recomendación práctica no cambia. Esas páginas suelen tener poca calidad y, si Google las rastrea a gran escala, aumenta la carga del servidor y se diluye la calidad percibida del sitio web.

• Google avisa de que retrasar la fecha de unavailable_after no siempre funciona como se espera

Gary Illyes aclaró que ampliar de forma dinámica la etiqueta meta unavailable_after no plantea ningún problema técnico, pero Google necesita volver a rastrear la página para ver la fecha nueva.

Si Google ya se ha comprometido con la fecha original de unavailable_after, puede retirar la página de los resultados de búsqueda en el plazo previsto sin comprobar si ha habido cambios.

En sitios web con contenido de duración limitada, conviene asegurarse de que la página se vuelve a rastrear bastante antes de la fecha de caducidad inicial. De lo contrario puede desaparecer de la búsqueda aunque sus señales de actualización sí se hayan modificado.

Fuente:
Google Search Central | Directrices de datos estructurados
John Mueller | podcast Search Off the Record
Gary Illyes | LinkedIn

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Breves

• (test) Bing prueba mostrar los precios directamente sobre las imágenes de producto y fragmentos de producto a doble fila

Microsoft está realizando dos pruebas relacionadas en los resultados de producto orgánicos de Bing: superponer el precio directamente sobre la imagen del producto y ampliar algunos fragmentos de producto para mostrar dos filas de imágenes bajo un mismo resultado.

Fuente:
Barry Schwartz | Search Engine Roundtable

This week’s top SEO updates:

Search / SEO

• Major publishers are seriously considering blocking Google Search entirely

USA Today, Politico, Reuters, The Economist, People, and Reddit are among the major publishers weighing whether to block Google Search altogether, according to a Wall Street Journal report. 

The rationale: referral traffic from Google keeps declining, and the value exchange of Google consuming their content in return for search traffic has become uneconomic for many outlets. 

USA Today's CEO framed it as "time to take a stand and say enough is enough." An AllRecipes owner told the WSJ that "turning them off and blocking them entirely is 100% on the table."

Source:
Alexandra Bruell | The Wall Street Journal 
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SERP features / Interface

• Google rolls out major DMA-compliant changes to Hotel Search in the EU

Following the European Commission's finding that Google's hotel search didn't fully comply with the Digital Markets Act, Google is rolling out significant changes to its EU Hotel Local Pack. Two new modules are appearing in generic hotel search results:

1. Hotel Multi-Pack: displays multiple travel providers (OTAs like Booking, Expedia) prominently, before users select a specific hotel.
2. Hotel Websites: highlights direct links to official hotel websites alongside prices.

The changes restructure the hotel discovery journey in EU markets and mark another concrete outcome of DMA enforcement pressure. For hoteliers, direct-booking strategy just got a new SERP surface to optimize around.

Source:
Barry Schwartz | Search Engine Roundtable
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AI

• Google claims AI Search features send "billions of clicks" to websites weekly—without sharing the data

Nick Fox said that AI features in Search now send "billions of clicks to websites every week," on top of the longstanding claim that classic Search sends "billions of clicks to the web every day." 

But neither figure comes with a baseline, denominator, methodology, or a way for site owners to verify.

Source:
Nick Fox | LinkedIn
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Tech SEO

• Google updates crawl budget documentation, confirms every site starts with the same conservative default

Google rewrote its "Optimize your crawl budget" documentation on July 22 to improve clarity and terminology consistency. Most of the changes are wording updates, but two clarifications matter for site owners:

• Every site starts with the same default, conservative crawl capacity limit. Google's systems auto-adjust it upward over time based on site health, response times, and how much crawling demand exists. Server errors or increased latency push the limit back down.

• Crawl capacity is shared across all Google crawlers. Heavy demand from one reduces the capacity available for others—so an AI-training crawler pulling aggressively can compete with Googlebot's regular search-indexing crawl on the same server.

• Google warns that "are you a bot" screens can push your real content out of the index

John Mueller explained a subtle indexing risk: when bot-protection layers serve an "are you a bot" screen to Googlebot instead of the actual page content, Google may end up indexing the interstitial instead of the real page. 

Because these screens look nearly identical across many sites, Google treats them as duplicate content and picks one as canonical—which could be from another site entirely, leaving your real content marked as a duplicate and potentially dropped from the index. 

Source:
Google Search Central | Crawling documentation
Matt G. Southern | Search Engine Journal
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E-commerce

• Google clarifies: don't uninstall the Google & YouTube Shopify app during the Merchant API migration

With the August 18 deadline for Google's Content API to Merchant API migration approaching, Google clarified that Shopify merchants using the Google & YouTube app don't need to uninstall and reinstall it to migrate. 

The API transition is handled automatically. Reinstalling the app is what actually triggers product ID formatting changes—which then cause a loss of historical performance stats. 

Source:
Ginny Marvin | LinkedIn
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Tidbits

• Yelp licenses reviews and business data to OpenAI, bringing local recommendations into ChatGPT

Yelp has struck a licensing deal with OpenAI that will surface its reviews, ratings, photos, and business information directly inside ChatGPT responses to local queries. Yelp's branding and links will appear when OpenAI uses its content, though OpenAI controls the presentation. The "Request a Quote" feature will be added soon, letting ChatGPT users contact local service providers for quotes without leaving the chatbot. 

• Claude adds a "Record a Skill" feature that learns tasks from screen recordings

Anthropic's Claude has added a new capability inside its Cowork interface that lets users record their screen while performing a task, narrate what they're doing, and then have Claude turn that walkthrough into a reusable skill it can run again on demand.

Source:
Madison Mills | Axios
Claude 

Stay ahead of the competition with this week’s search intelligence:

AIO / AI Mode

• AI Overviews will now generate custom images with the Nano Banana model

Google is bringing native image generation into AI Overviews, using the Nano Banana model to turn text prompts into high-quality custom visuals inside AI Overview responses. 

Rolling out over the coming weeks in English, in regions where AI Mode image creation is available. 

• Google clarifies that low-quality AI content can trigger "crawled – currently not indexed" and site-wide crawl slowdowns

On the latest Search Off the Record podcast, Google explained that pages showing up as "crawled – currently not indexed" or "discovered – currently not indexed" in Search Console are often flagged for quality reasons, not technical ones—and low-quality AI-generated content is a common trigger. 

Sites with widespread quality issues also see cumulative effects—if Google develops strong concerns about a domain's overall quality, it will crawl and index less across the whole site, not just on the offending pages. 

Worth checking Search Console's indexing report if AI-assisted content is a significant part of the content strategy.

• Top Stories carousel now fully live inside AI Overviews for US mobile users

Google confirmed the Top Stories carousel is now fully rolled out inside AI Overviews for mobile searchers in the US, with plans to expand to more markets. 

First previewed at Google I/O in May as part of the broader "fresh perspectives, new updates and prominent links" push, the carousel surfaces timely news articles alongside AI-generated summaries—integrating with Preferred Sources so users see their marked sources highlighted when they appear. 

• Google brings third-party Connected Apps into AI Mode

Google is expanding Connected Apps in AI Mode to third-party services—starting with Instacart, Canva, and YouTube Music—letting US users securely link accounts and act on their queries directly inside a Search response. 

Rolling out through the week of July 16 in English, with more partners and countries planned.

Source:
Google Search Help
Martin Splitt and John Mueller | Search Off the Record podcast
Barry Schwartz | Search Engine Land
Google | The Keyword blog
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SERP features / Interface

• Google Images gets a redesigned browseable homepage on its 25th anniversary

Google has replaced the classic clean search-box homepage with a dynamic gallery of images pulled from across the web, updated in real time and personalized based on user interests. 

Rolling out over the coming weeks on desktop in the US in English, and requires a signed-in Google account. 

Source:
Brad Kellett | News from Google
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Tech SEO

• Google adds self-referential canonical recommendation to official documentation

Google updated its canonical help document to explicitly recommend adding a rel="canonical" link that points to the page itself on canonical pages. 

The advice isn't new—Google has been saying this since 2011—but it's now formally in the documentation. 

Two lines added: one telling site owners to include the tag on the canonical page itself, and one reinforcing the recommendation later in the same doc.

Source:
Google Search Central
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Local SEO

• Google Business Profile's "Collected Info" section is now visible in the wild

The Collected Info feature is now starting to appear inside Business Profile dashboards. It shows a business owner what data Google has automatically collected about their business from phone calls, chat interactions, and third-party sources, along with the source and the date it was collected. 

Owners can delete individual pieces of info from Google's records. Rollout is still limited, so most accounts don't have it yet.

Source:
Darren Shaw | LinkedIn
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Tidbits

• Microsoft Clarity launches Topic Insights, extending its AI Citations feature with topic-level competitive data

Microsoft Clarity added Topic Insights, a new layer to its existing AI Citations feature that groups content into topics and shows how each topic performs in AI-generated answers. 

It sits inside the same free Clarity dashboard that already surfaces AI bot activity and robots.txt violation tracking. 

Topic Insights is available now to all users, no paid tier required. 

• EU orders Google to share search data with rivals and open Android to competing AI assistants under the DMA

The European Commission issued two binding decisions under the Digital Markets Act, forcing Google to expose parts of its Search and Android platforms to competitors. 

Starting January 2027, Google must share anonymized search data with rival search engines and AI chatbot providers on fair, reasonable, and non-discriminatory terms. 

Starting July 2027, Google must open 11 Android features currently reserved for Gemini so that competing AI assistants can plug into voice activation, on-device shortcuts, and other core functions—meaning Android users will be able to trigger a rival AI assistant with a voice command the same way they trigger Gemini today.

Source:
Microsoft Clarity Blog
European Commission | Digital Markets Act announcement

AI search moves too fast to track alone, so we've distilled the noise into a single update that actually matters for your planning:

• Google is quietly routing result links through google com/goto — and it can break your rank tracking

Instead of linking straight to a destination, Google has been spotted wrapping organic results (and some ads) in a google com/goto ? url=… passthrough that redirects on click. The community reads it as an anti-scraper move — Alex Greenland called it a way "to fight AI and SEO scrapers."

Sources: 

Barry Schwartz | Search Engine Roundtable

Brodie Clark | X

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• Search Console now shows how your Instagram, TikTok, X and YouTube posts perform in Google

Google is adding "platform properties" to Search Console: verify an Instagram, TikTok, X or YouTube account and you'll see which Search queries drove clicks and impressions to your social and video content, with the data feeding the Performance, Insights and Achievements reports. It is rolling out gradually over the coming weeks.

Sources: 

Google Search Central 

Matt G. Southern | Search Engine Journal

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• Google Marketing Live 2026: ads are moving inside AI Mode, built by Gemini

At Google Marketing Live 2026, Google unveiled Gemini-built ad formats to monetize AI Mode across Search and YouTube, with Global Ads VP Dan Taylor reiterating that ads beside AI Overviews monetize at roughly the same rate as classic search ads. In parallel, Ginny Marvin confirmed it is testing ads inside AI Mode itself — starting with U.S. healthcare advertisers, via two Gemini formats, Conversational Discovery and Highlighted Answers.

Sources: 

Vallari Sanzgiri | The Hindu BusinessLine

Sumayyah Hussein | ALM Corp

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• The data cuts both ways: ChatGPT owns AI referrals, but Google still anchors AI discovery

Previsible's July AI Traffic study finds ChatGPT commands 92.4% of trackable LLM referral traffic, with monthly LLM sessions up 9.9x to 644,478 in May — and Claude quietly rising as Perplexity and Copilot fade. 

Yet the "Google is dying" story took a hit the same week: Nick Fox said Search "broke all prior usage records and saw its highest usage in history," while Statcounter has Google's desktop share up year-over-year to ~91.25% and mobile above 96%.

Sources: 

David Bell | Search Engine Land

Barry Schwartz | Search Engine Roundtable

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• John Mueller shrugs off Cloudflare's "Content Signals" as its Sept 15 block deadline nears.

Asked about Cloudflare's Content Signals robots.txt directive, Google's John Mueller said none of the crawlers or LLMs use it, that it has "no effects whatsoever for any crawler or llm," and that it "just adds bloat & future maintenance to your robots.txt file."

Source: 

Barry Schwartz | Search Engine Roundtable

The AI-search landscape shifts almost daily, but staying oriented is exactly our job. So here’s what community converged on this week:

• Cloudflare draws a hard line: AI has until September 15 to pay for content, or get blocked

Cloudflare will block AI training and agent crawlers on any ad-supported page by default from September 15, unless the site owner opts in. It's also upgrading last year's Pay Per Crawl tollbooth into Pay Per Use, compensating publishers when their content actually shapes an AI answer rather than merely when it's fetched.

CEO Matthew Prince's rationale: bots now drive more than half of all web traffic, so a sustainable ecosystem needs AI to pay for what it reads. Cloudflare even gave the new game a name — Answer Engine Optimization.

Source:

The Next Web

NBC News

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• We finally have causal proof that AI Overviews gut publisher clicks — by roughly 40%.

A randomized field experiment with 1,065 Chrome users (researchers at ISB and Carnegie Mellon) found that when an AI Overview appears, outbound organic clicks fall 39.8% and zero-click searches climb to 34.5% — with no measurable gain in click quality or user satisfaction. 

Source: 

PPC Land

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• Semrush's 126M-prompt study: getting mentioned by AI isn't the same as getting cited.

Semrush's expanded 2026 AI Visibility Index shows the platforms act like different channels: ChatGPT cites ~15 sources per answer and leans on Reddit and Wikipedia, while Gemini cites ~3. 

Only 36 of 1,200+ tracked brands stayed visible everywhere, every month — and 45% of marketing leaders still can't measure their AI visibility at all.

Source:

Semrush

PPC Land

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• Google keeps re-tuning how publishers surface in AI — giving with one hand, taking with the other.

On the giving side, Google added a prominent visual treatment for recipe pages in AI Mode and is rolling a Top Stories news carousel into AI Overviews. 

On the other side, Discover now bundles multiple publishers under a single AI-written summary, with clicks often landing on just one outlet — another squeeze on referral traffic.

Source:

Barry Schwartz | Search Engine Roundtable

Lily Ray | Press Gazette

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• A German court ruled Google owns its AI Overviews — mistakes included

The Munich Regional Court preliminarily held Google directly liable for false statements its AI Overviews generated, treating the synthesized output as Google's own content rather than third-party material. 

It's an early legal precedent that weakens the "the AI just wrote it" defense — and adds regulatory weight to the same publisher-vs-AI tension Cloudflare is now trying to price.

Source: 

Search Engine Land

Hey guys! We're back with another roundup of the most interesting SEO news—so you never miss what's happening:

Updates

• May 2026 core update brings heavy volatility across two weekends

After rolling out on May 21, the May 2026 broad core update started hitting hard fast. Significant ranking shifts landed across verticals and countries over the weekend of May 23-24, with a second wave of volatility on Saturday, May 30. YMYL niches like gambling saw especially sharp movement, and the rollout is expected to wrap within days.

Source:

Google Search Status Dashboard

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SERP features / Interface

• (test) Google tests new single-line sitename and favicon layout in search results

Google is testing an alternate desktop SERP layout where the favicon, bolded sitename, and URL appear together on a single line above the title and description.

Source:

Sagar Bedi | X

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AI

• Google strongly warns against buying or manipulating brand mentions for AI

Gary Illyes confirmed that Google strongly cautions against buying or manipulating brand mentions to appear in AI Overviews and AI Mode, comparing the practice to paid links—which Google's systems detect, disregard, and ignore.

• Google closes the lag between deindexing pages and removing them from AI Overviews and AI Mode

Since AI Overviews and AI Mode launched, pages hit with manual action penalties and removed from Search could still appear in AI-generated answers for several days—a synchronization gap between the index and the AI surfaces.

Glenn Gabe's recent tests confirm that delay is now gone: sites that get deindexed disappear from AI Overviews and AI Mode at the same time.

• Preferred Sources, perspectives carousel, and Highly Cited labels expand into AI Overviews and AI Mode

Google is bringing its Preferred Sources personalization feature into AI Overviews and AI Mode—links from sites a user has starred now get a "Preferred" badge inside AI responses, the same labeling already used in Top Stories. Google said 345,000 unique sources have been selected, with users twice as likely to click Preferred Source links.

Alongside it, Google is rolling out a new prominent carousel for developing-topic queries that surfaces timely articles (and highlights Preferred Sources inside it), plus a separate perspectives carousel pulling from forums, social media, and online discussions. The Highly Cited label is also expanding beyond Top Stories to more standard search results, and articles that explicitly reference a Highly Cited source will now be flagged too.

• (test) Google tests a swipeable citation carousel at the bottom of AI Overviews and AI Mode on mobile

Google is testing a new way to surface citation links inside AI Overviews and AI Mode on mobile. Clicking a citation bubble opens a sticky carousel at the bottom of the screen that users can swipe through left or right to browse publisher links.

Source:

Glenn Gabe | X

Kenichi Suzuki | LinkedIn

Barry Schwartz | Search Engine Roundtable

Gagan Ghotra | X

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Local SEO

• (test) Google tests a "Check real-time stock" button in the local pack

Google is testing a new button in the local pack labeled "Check real-time stock" that lets searchers verify product inventory at nearby stores without leaving the SERP.

Google Business Profiles now show view counts on individual photos and videos

Google is now displaying per-item view counts in the photos and videos section of Google Business Profiles, so owners can see exactly which images and clips are getting attention.

The rollout is partial—some accounts have it, others don't yet.

Source:

Sachin Patel | X

Muhammad Hussain | LinkedIn

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E-commerce

• Google Merchant Center launches AI Performance Insights and Conversational Attributes

Announced at Google Marketing Live 2026, AI Performance Insights is a new reporting view inside Merchant Center that shows retailers how their brand performs on AI surfaces—AI Mode, AI Overviews, and the Gemini app—benchmarked against similar competitors. The report covers share of voice, shopping funnel performance, and product term and attribute insights. It's rolling out in the US, Canada, Australia, India, and New Zealand in the coming months.

Alongside it, Barry Schwartz said that Google launched Conversational Attributes—a new product-data field that lets retailers add more natural, conversational descriptions for their listings, which Google's AI then uses to match products to conversational shopping queries across AI Mode and Gemini.

Source:

Barry Schwartz | Search Engine Roundtable

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Tidbits

• Reddit CEO says LLMs "would not exist as we know them" without Reddit data

Reddit CEO Steve Huffman called user-generated content "modern oil", claiming Reddit is the most cited platform across all major models. Reddit's stance: commercial use requires commercial terms. The company already has licensing deals with Google and OpenAI from 2024 and says it's "open for business" for more, while suing Anthropic and Perplexity over alleged unauthorized data use.

Source:

Matt G. Southern | Search Engine Journal

Guys, a lot of interesting news has happened this week, so let's dive in and break it all down:

Updates

• Google begins rolling out the May 2026 core update

Google started rolling out its May 2026 broad core update on May 21—the second core update of the year, following the March 2026 core update that completed on April 8. The rollout is expected to take up to two weeks, and no companion blog post or specific guidance accompanied the announcement.

Source:

Google Search Status Dashboard

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AI

• Google overhauls Search at I/O 2026 with a new search box, agents, and Gemini 3.5 Flash

At Google I/O, Elizabeth Reid unveiled a sweeping set of Search upgrades. Gemini 3.5 Flash is now the default model in AI Mode globally, and the Search box itself is getting its biggest redesign in over 25 years—expanding dynamically, offering AI-powered intent suggestions, and accepting text, images, files, videos, and Chrome tabs as inputs. A new Search agents system lets users create background AI agents that continuously monitor the web for specific updates (apartment listings, sneaker collabs, etc.), launching for Google AI Pro and Ultra subscribers this summer in the US.

Google also announced agentic coding in Search—powered by its Antigravity platform—which can generate custom UI, visual tools, and mini app-style dashboards on the fly for any query, free for all users this summer. Personal Intelligence (Gmail and Photos integration in AI Mode) is expanding to nearly 200 countries across 98 languages, no subscription required.

• Google merges AI Overviews and AI Mode into a single Search flow

The new unified AI Search experience merges AI Overviews and AI Mode into a single flow (live globally on desktop and mobile), meaning users can now move from a standard SERP with an AIO directly into a full AI Mode conversation without a separate step—reducing the likelihood of clicking through to sources.

Generative UI is arriving in Search this summer for all users at no cost: Search will dynamically assemble custom layouts, interactive visuals, tables, and simulations in response to queries—and for ongoing tasks, it can build persistent mini apps and dashboards, potentially replacing entire categories of informational content. Information agents launching this summer (AI Pro/Ultra first) will monitor the web 24/7 and send users synthesized updates, another layer of zero-click consumption.

Source:

Elizabeth Reid | Google The Keyword

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E-commerce

• Google launches Universal Cart with agentic checkout across Search, Gemini, YouTube, and Gmail

Universal Cart is a new cross-merchant shopping cart that works across Google's surfaces, running in the background to surface price drops, stock alerts, payment perk recommendations, and compatibility checks. Checkout is handled via UCP with Google Pay or direct transfer to the retailer's site; launch partners include Nike, Sephora, Target, Walmart, and Wayfair, with the brand staying a merchant of record either way. Rolling out in the US this summer across Search and Gemini, with YouTube and Gmail to follow.

Source:

Vidhya Srinivasan | Google The Keyword

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SERP features / Interface

• Google introduces Gemini-powered ad formats for AI Mode and standard Search

Four new ad formats are coming to Search. Conversational Discovery ads generate creative tailored to a specific natural-language query; Highlighted Answers insert eligible ads into AI Mode recommendation lists. AI-powered Shopping ads use Gemini to write a custom explainer alongside relevant products at the moment of consideration; Business Agent for Leads embeds a brand chat agent directly inside an ad instead of a static lead form. All new formats will be labeled "Sponsored" and include an independent AI explainer generated by Gemini. The Direct Offers pilot is also expanding with promotion bundling, native UCP checkout, and travel deals from partners like Booking and Expedia.

Source:

Keyword Team | Google Ads & Commerce Blog

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Tech SEO

• Google adds llms.txt check to Chrome Lighthouse's new Agentic Browsing audit category

Lighthouse 13.3's experimental Agentic Browsing category now checks for an llms.txt file at the domain root as a discoverability signal for AI agents. This sits in tension with Google Search's own guidance, which explicitly lists llms.txt among things you don't need for AI search visibility—the file is about browser-agent readiness, not rankings.

Source:

Chrome for Developers

Feels like just yesterday everyone was scrambling for AI citations, and now we're already competing for real estate inside the OS itself. A lot to keep up with—our team's here to help you stay ahead of every shift:

• AI Content Strategies That Backfire

Lily Ray dropped the results of research, which backs up several of our findings while adding some fascinating nuances. Specifically, she looks at how different types of posts actually "perform" in search and what that means for AI-content enthusiasts.

In our digest, we’re only scratching the surface of this massive article. It’s packed with incredible insights, but there’s one specific section you can’t afford to miss. It serves as a major red flag for content creators, highlighting exactly where you need to watch your step:

“Eight Recurring Content Patterns that Are Risky for SEO and AI Search

1. Comparison pages at scale.
2. The “What is X” glossary.
3. The “Best [X] for [Y]” listicle.
4. The self-promotional listicle.
5. The competitor-vs-alternatives page.
6. Programmatic location and language scaling.
7. The FAQ farm.
8. Off-topic content published at scale.”

Source:

Lily Ray | Substack

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• Adding Schema Did Not Improve AI Citations

Barry Schwartz recently highlighted a fresh study from Ahrefs that effectively shuts down the theory that structured data is a "cheat code" for AI citations. Despite the SEO chatter, the data shows that adding schema (specifically JSON-LD) doesn't actually help you land more spots in AI-generated answers.

Ahrefs tracked 1,885 pages that implemented the schema between August 2025 and March 2026, comparing them against 4,000 control pages. The results? "No major uplift in citations on any platform," according to the report. Whether it was ChatGPT, Google’s AI Mode, or AI Overviews, schema didn't move the needle in a meaningful way.

Google AI Overviews: Actually saw a 4.6% decline in citations for pages with schema—a small but statistically significant drop.

ChatGPT & AI Mode: While treated pages technically performed slightly better, Ahrefs dismissed the gain as "random noise" rather than a result of the schema itself.

So, if you’re adding schema solely to "rank" in AI results, you might be wasting your time.

Sources:

Barry Schwartz | Search Engine Roundtable

Louise Linehan, Xibeijia Guan | Ahrefs Blog

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• Googlebook: The Evolution from Search to "OS as AI Agent"

If you thought adapting to AI Overviews was the final boss, think again. Google just unveiled Googlebook—a new category of laptops where Gemini isn't just integrated into the browser, but baked directly into the "DNA" of the device.

For SEOs and content creators, this is a clear signal that the playground is expanding once again.

We’re used to optimizing for search engines. Recently, we started learning how to land AI citations in chatbots. Now, a new challenge is on the horizon: Device Ecosystem Optimization.

Magic Pointer & Contextual Awareness: The new Magic Pointer feature allows Gemini to "see" whatever the user points to on their screen and suggest immediate actions. If a user hovers over your product review, the AI could instantly pull specs or pricing without the user ever clicking through to your full article.

Prompt-to-Widget: Users can now generate custom widgets via prompts. This means your content (whether it’s event schedules, pricing guides, or "top 10" lists) needs to be structured so perfectly that the AI can "snatch" it from your site and pin it to a user’s desktop as a dynamic widget.

The New Challenge: Optimizing "For the Cursor"

We are entering an era where AI acts as the ultimate intermediary between content and the user at the operating system level.

Probably soon we won’t just be debating how to "rank #1." We’ll be strategizing on how to make sure Gemini picks your content to build a personalized AI widget on a customer’s laptop.

So, focus on entities… AI devices work with objects (dates, locations, prices, brands). The more clearly you define these entities in your content, the easier it is for the Magic Pointer to identify and surface them.

Source:

Alexander Kuscher | Google Blog

Hey everyone! In case you've been missing your regular dose of updates, we’ve curated a fresh roundup of the most impactful news from the SEO and AI world:

SERP features / Interface

• Preferred Sources is now available globally in all supported languages

Google has expanded Preferred Sources to all supported languages worldwide. The feature lets users choose which publishers and outlets they want to see more often in Top Stories and From your sources for relevant news queries.

• (test) Google’s “Ask anything” box in AI Overviews may now stay visible while users scroll

Anthony Higman published that Google is testing a version of AI Overviews where the “Ask anything” box stays pinned near the bottom of the screen as users scroll through the overview and the rest of the results page. That keeps the prompt into AI Mode visible throughout more of the search journey.

Source:
Google Search Console > Documentation 
Anthony Higman | X
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AI

• Gemini in Chrome rolls out globally, opening a much wider path to adoption

Gemini integrated into Chrome is now rolling out to users worldwide, giving Google a much bigger distribution channel for its AI assistant. Natalia Witczyk said that the new “Ask Gemini” entry point could encourage more people to try Gemini directly in the browser—including users who have not yet adopted generative AI tools.

Source:
Natalia Witczyk | LinkedIn
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Documentation

• Google starts sending Search Console warnings over back button hijacking

Glenn Gabe said that Google is now sending Search Console email warnings to sites that may be violating its new back button hijacking spam policy. The notices say no manual action has been taken yet, but site owners should fix the issue before enforcement begins on June 15, 2026.

Source:
Glenn Gabe | X
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Local SEO

• Google now shows how many reviews were deleted from some Business Profiles

According to Benjamin Szturmaj, some Business Profiles now display how many reviews were removed due to defamation complaints. Experts say this appears to be live in Germany only for now, likely because of the country’s stricter legal environment around review removals.

Source:
Benjamin Szturmaj | X
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Tidbits

• Bing Webmaster Tools previews new AI reporting features

Microsoft previewed several new AI reporting features that are expected to come to Bing Webmaster Tools soon. 

According to Barry Schwartz’s recap of the demo, the upcoming additions include citation share, grounding query intent, semantic topic labels, and GEO-focused recommendations.

Source:
Barry Schwartz | Search Engine Roundtable

Hey guys! Our team rounded up the most interesting news for you—check out our latest digest:

Search / SEO

• Google says “commodity content” is not enough

At Google Search Central Live in Toronto, Danny Sullivan said publishers should focus on unique, specific, and authentic content rather than “commodity content.” 

He described commodity content as generic material that is easy to replicate, while stronger content brings original viewpoints, real examples, and first-hand expertise.

• Google was hiring for a GEO Partner Manager role

A now-removed Google job listing pointed to a GEO Partner Manager role focused on moving Google’s engagement model from Generative Engine Optimization discovery toward more formal ecosystem advocacy. 

The description also said the person would manage relationships with GEO players, treat them as an influencer channel, and help shape the ecosystem to prioritize Google surfaces. 

The listing is no longer live.

Source:
Gagan Ghotra | X 
Barry Schwartz | Search Engine Roundtable 
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SERP features / Interface

• Google shares best practices for “read more” snippet links in Search

Google has published best practices for the “read more” deep links that can appear in search snippets. 

To improve the chances of getting them, Google says content should be immediately visible on the page, pages should not force the scroll position on load, and sites should not remove the URL hash fragment if they modify it on page load.

Source:
Barry Schwartz | Search Engine Roundtable 
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AI

• Claude expands connectors beyond work apps into everyday services

Anthropic is expanding Claude’s connector ecosystem beyond workplace tools into everyday apps. New connectors now include services like AllTrails, Audible, Booking [dot] com, Instacart, Resy, Spotify, Tripadvisor, Uber, and Uber Eats, with more on the way.

Source:
Claude Blog
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Documentation

• Google warns against including personally identifying information in spam reports

Google has updated its spam report guidance to warn users not to include personally identifying information in the open text field. That matters because if a manual action is issued, Google may share the report text verbatim with the affected site owner. 

Source:
Glenn Gabe | X
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Local SEO

• Local review replies may now be moderated more aggressively

Michel van Luijtelaar is noticing that replies to Google reviews are being removed or blocked more often, even when the responses do not appear obviously problematic. Google has not announced a formal policy update.

• (test) Business Profiles may now let users edit videos inside the Google app

Darren Shaw noticed that some Business Profiles now appear to offer built-in video editing directly inside the Google app when uploading videos to Google Maps and Search. 

Source:
Michel van Luijtelaar | LinkedIn
Darren Shaw | LinkedIn
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Tidbits

• (test) Bing is making links in Copilot Search results less clickable

Microsoft Bing is testing a change in Copilot Search where only the small citation marker at the end of a line is clickable, instead of the full line of linked text. 

If this expands, it could make citations less noticeable and add more friction before users reach source sites. 

• Microsoft adds UCP support for product feeds in Merchant Center

Microsoft has introduced support for UCP-ready feeds in Microsoft Merchant Center for businesses in the U.S. The update is designed to make product catalogs easier for AI agents to read and use, helping merchants surface more accurate, structured product data in Copilot shopping experiences.

Source:
Sachin Patel | X
Tim Frank | Microsoft blog

Navigating today’s complex digital ecosystem isn't easy, so our team is breaking down the critical shifts to ensure we all grow together in this new generation of search.

• Google wants non-commodity content — and just gave you the checklist

At Google Search Central Live Canada 2026 in Toronto, Danny Sullivan walked through what "unique, authentic and non-commodity content" actually means. Three traits define it: 

• Unique (a viewpoint or data others can't easily replicate) 
• Specific (a real case, not general rules)
• Authentic (first-hand knowledge or expertise)

 

His examples were concrete: not “Top 10 Running Shoe Tips” but a wear-pattern breakdown of one customer's shoes after 400 miles. Not “7 Tips for First-Time Homebuyers” but the exact bidding war you won last week and why you waived the sewer scope.

What marketing and SEO agencies can pick up and run with:

• Rebuild the content brief around three mandatory fields — what specific case sits behind this piece, who has first-hand experience with it, what original data you bring.
• Interview the client's own people (technicians, sales, support) for 30–45 minutes monthly. That's where non-commodity raw material actually lives.
• Retire "Top 10" on autopilot. If a GPT prompt can assemble it, so can everyone else.
• Rewrite editorial KPIs from word count and top-10 placements to share of content with first-hand data, and share of content cited by LLMs.
• Repackage the offering — fewer pieces, higher production value (video, case breakdowns, expert interviews). Wins on both LLM visibility and organic in 2026.

Sullivan's three traits double as a GEO/AEO checklist: LLMs are increasingly filtering out sameness, and this is the shape of content they're trained to surface.

Sources: 

Jean-Christophe Chouinard | JC Chouinard

Barry Schwartz | SE Roundtable

Glenn Gabe | X 

Gagan Ghotra |: X

Martha van Berkel | X  

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• Google's Liz Reid on who owns search in the age of AI

On April 23, Liz Reid, VP & Head of Google Search, joined Bloomberg's Odd Lots podcast with Joe Weisenthal and Tracy Alloway for a 55-minute conversation titled “Who Will Own Search in a World of AI.” 

Liz Reid, pushed back on the “AI vs web” framing: “There's this sort of myth that people want AI or the web… what we see is that people want AI on the web together.” AI Overviews handle quick answers, clicks still go to the open web when users want a specific voice, and commercial intent doesn't disappear — “the answer doesn't buy the pair of shoes.” 

She confirmed AI Overviews are producing “meaningfully longer queries” and "more natural language queries,” mapped the split between Search, AI Mode, and the Gemini app, and defined Google's real success metric as whether users “hire” Google for new questions they wouldn't otherwise ask. On spam: “There has always been slop on the web. What really matters is… is there great content on the web and can you surface it?”

What agencies can pick up:

• Audit which Google surface each client competes on — informational → Search/AI Mode, complex multi-turn → AI Mode, productivity/creative → Gemini. Different surfaces need different signals.
• Shift keyword research to full-sentence intent. Harvest real questions from sales calls, support chats, and Reddit — those are your new ranking targets, not 2–3 word head terms.
• Position content as a fact-check layer. Users verify LLM outputs in Google, primary-source content with original data wins this role.
• Stop defending AI-assisted content. Reid said Google doesn't separate AI-generated and human-generated slop — both go through the same quality filter. The debate is about output quality, not workflow.

*Pair this with Sullivan's Toronto talk. Sullivan gave the what (unique, specific, authentic). Reid gave the why and where. One combined brief for 2026 content strategy.

Source: 

Elizabeth Reid, Joe Weisenthal, Tracy Alloway | Bloomberg

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• Live SEO Dashboards in Claude: A New Level of Analytics

SEO Expert Anastasia Kotsiubynska shared an insightful case study on her LinkedIn page, based on MCP by Suganthan Mohanadasan, regarding the use of Claude AI as a powerful analytical hub. Now, SEO data can be more than just analyzed — it can be transformed into interactive dashboards in real-time.

How it works and why it matters:

By utilizing Model Context Protocol, Claude gains the ability to interact directly with external data. This allows for the creation of “live” reports that previously required complex setups in Looker Studio or other BI tools.

Key capabilities highlighted by the experts from disscussion:

• Direct Connection to Google Search Console: Instantly visualize clicks, impressions, and CTR without manual table exports.
• Interactive SERP Tracking: Monitor website rankings and performance dynamics directly within the chat interface.
• Automated Reporting: Claude builds charts that highlight anomalies or successful patterns in your promotion strategy.

The New Agency Standard: This approach is rapidly becoming the new gold standard for marketing and SEO agencies. By moving away from static PDF reports toward dynamic, AI-driven environments, agencies can offer clients unprecedented transparency and real-time insights, significantly increasing operational efficiency and speed of decision-making.

This case demonstrates the shift from “AI as a copywriter” to “AI as an operating system for marketing,” where all key project metrics are accessible in a single interface through the right combination of tools and protocols.

Source:

Anastasia Kotsiubynska, Suganthan Mohanadasan | LinkedIn