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SEO and AI Industry Update

Nick Shilton — Fri, 10 Apr 2026 14:02:22 +0000

SEO and AI Industry Update – March 2026

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What March’s Changes Mean for Your Visibility

March made one thing clearer: more of the search journey is now happening before the click. Google is expanding AI-led experiences, local discovery is becoming less predictable, and traditional rankings remain volatile. For brands, visibility now depends on more than where a page ranks. The practical challenge is understanding how your business appears across SEO, AI and local discovery.

In Short: What Matters This Month

AI Overviews are expanding and reducing direct clicks
Local visibility is becoming more important as AI changes nearby discovery
Google’s March update continues the volatile SERP landscape
Commerce and conversion are being pulled closer to the SERP and AI tools, but websites still convert best

For most brands, the takeaway is SEO is still vitally important, but it needs to connect more deliberately with AI visibility and local visibility.

Search Is Moving Closer To The Answer

Business Impact

Brands may lose traffic without fully losing visibility. Buyers are arriving more informed because more of their research is now happening inside Google and AI tools, and we are increasingly seeing that reflected in client conversations as well as rising referral traffic and conversions from LLMs. That means AI visibility is no longer just an emerging topic. It is becoming commercially relevant. Supported by March’s market data, AI Overviews are expanding across sectors and changing how users interact with search before they ever reach a site.

AI Overviews are expanding, and they are changing the click path

What happened

BrightEdge data reported that AI Overviews grew across nine industries, including healthcare, B2B tech, education, insurance, entertainment, travel, ecommerce, finance and restaurants. Search Engine Land also reported data showing organic clicks down 42% in Q4 2025 compared with the pre-AIO baseline. Separately, Chartbeat data showed search referral traffic down 60% for small publishers over two years, compared with a 22% decline for large publishers.

Why this matters

When Google answers more of the query inside the results page, fewer users need to click through. That shifts value away from rank alone and towards inclusion, citation and how a brand is framed before the visit. It also helps explain why some businesses are finding prospects better informed before the first call or enquiry. In plain terms, visibility now matters both before and after the click.

Google is testing more control over how content is presented

What happened

Google is testing AI-generated headline rewrites in Search after earlier experimentation in Discover.

Why this matters

Platforms are not just choosing which sources to show. They are increasingly shaping how those sources are presented. Even when your content is selected, you may have less control over the framing a user sees first. For publisher brands this is particularly sensitive, but it is also part of the wider trend towards platform-managed discovery.

What brands should be paying attention to

Look at whether your key pages are built to be understood and cited, not just clicked. Watch for signs that prospects are arriving with more pre-armed questions, stronger comparisons or clearer expectations. And make sure your content is clear enough to survive summarisation without losing the point.

Visibility Is Becoming More Volatile Across Google, AI and Local

Business Impact

Performance may change without a single obvious explanation. Brands that don’t monitor rankings and traffic in a holistic way risk missing what is really happening, especially as AI and local surfaces become more variable. March was a good example of that: many brands saw unstable rankings, even before you factor in wider changes to the SERP experience.

Google’s March updates kept traditional search unstable

What happened

Google launched its March 2026 spam update on 24th of March and said it was completed on the 25th leading to a peak of volatility. Google then began its March 2026 core update on the 27th of March, confirming on the 8th of April that the rollout had completed after 12 days. Independent tracking also showed ranking volatility staying heated through March.

Why this matters

Search performance can still move sharply because of core algorithm and quality-system changes. AI-led change is not replacing SEO volatility. Many brands are now dealing with both at the same time. That aligns with what we saw across client portfolios in March, where rankings fluctuated far more than usual. The practical lesson is simple: strong technical SEO, clear targeting and high-quality content still reduce risk.

Local visibility is becoming part of the wider AI search story

What happened

Search Engine Land’s March local analysis argued that AI is making local discovery less predictable and less repeatable than classic local rankings. Google is also testing AI-generated review replies in Google Business Profile.

Why this matters

A key part of local visibility is consistency of brand information across external sites, including profiles, directories, citations and review platforms. That aligns closely with how AI systems build entity understanding. If your business is described inconsistently across the web, it becomes harder for platforms to trust what you do, where you operate and when you are the right result to surface. That makes local visibility more than a map-pack issue. It becomes part of how search engines and AI systems understand the business itself.

What brands should be paying attention to

Track rankings, local presence and lead quality together rather than in isolation. Review whether your business information is consistent across external platforms. And pay attention to whether profile quality, review handling and local landing-page strength are strong enough to support trust, not just visibility.

Owned Platforms Still Matter, But The Route To Them Is Changing

Business Impact

More discovery and comparison is happening before users reach your website. Even so, websites still matter because conversion remains strongest in owned environments, where brands control messaging, reassurance and UX. At the same time, structured information is becoming more important because platforms increasingly rely on it to assemble answers, recommendations and shopping experiences.

AI commerce is growing, but websites still do the real conversion work

What happened

Google expanded its Universal Commerce Protocol guidance and described it as infrastructure for AI shopping experiences across Google surfaces. OpenAI also shifted its ChatGPT Instant Checkout plan towards connected retailer apps rather than handling everything natively in-chat. Walmart then said checkout through ChatGPT converted three times worse than purchases completed on its own website.

Why this matters

Platforms clearly want to keep more of the discovery and decision stage inside their own environments. But when users are ready to act, the brand’s own site still performs better because it offers more control over trust, UX and conversion flow. That principle extends beyond retail. The same thing applies to quote journeys, booking flows and lead-generation forms.

Structured data and page clarity are becoming more important visibility signals

What happened

Search Engine Land reported that AI Overviews now appear on 14% of shopping queries, up 5.6 times since November. Google also tightened its rules on out-of-stock product pages, requiring clearer alignment between the page experience and Merchant Centre feed status. Search Engine Land published a six-point scorecard for AI-ready product pages. Another study found that 83% of ChatGPT carousel products aligned with Google Shopping results.

Why this matters

AI systems and platform surfaces rely on information that is easy to parse and trust. For ecommerce, that means feeds, product data, imagery and product-page depth. For lead-generation brands, the same principle still applies through services pages, FAQs, trust signals, proof points and structured business information. Clean inputs are becoming part of modern visibility infrastructure.

What brands should be paying attention to

Make sure your website is strong enough to convert the demand created elsewhere. Check whether your most important pages make your offer easy to understand. And treat structured information as a visibility asset, not an admin task.

What to Watch Next

A March study estimated that AI assistants now handle 56% of the search volume of traditional search engines globally, though that figure should be treated as directional rather than definitive. Separately, a Google patent pointed to the possibility of AI-generated personalised pages being shown instead of the original page, though this remains a patent signal rather than a launched feature. Neither is the main March story on its own, but both reinforce the direction of travel: discovery is broadening, and platforms are experimenting with ways to keep users closer to the answer.

What March Tells Us Overall

March did not produce one single turning point. It produced something more useful: clearer evidence that search is becoming more layered. Google is still updating the systems that rank content, but it is also reshaping how content is surfaced, summarised and interacted with. Local visibility is also becoming part of that same picture, especially where external brand consistency helps platforms build confidence in the entity behind the website. That is why visibility now needs a broader view. The opportunity is not to replace SEO, but to connect it more deliberately with AI visibility and local visibility.

Need help?

If you are already investing in SEO or AIO, this is the moment to look wider at how your brand appears across search, AI and local discovery. The question is no longer only where you rank, but how your business is being understood before the click. That is where a more joined-up visibility approach starts to matter.

Nick Shilton

9-minute read

The post SEO and AI Industry Update appeared first on Fingo Marketing.

SEO & AI Industry Update

Nick Shilton — Thu, 12 Feb 2026 14:07:06 +0000

CHOOSE GREAT MARKETING

SEO & AI Industry Update

What January’s Changes Mean for Your Brand

January reinforced a clear pattern. AI-led discovery is becoming a productised infrastructure, not a novelty, and that changes what “visibility” means for brands.

Google and Microsoft are developing AI assistants that can browse products, compare options and even complete purchases. For retailers, this makes clear and accurate product and policy information a competitive advantage, not just good housekeeping.
At the same time, the set of websites AI tools rely on for information may not stay fixed. If publishers restrict how their content is used, the mix of sources cited in AI answers can change quickly, which can affect how brands are presented, even without movement in traditional rankings.
Rankings still matter. But they are no longer the full picture. AI-generated answers and search result layouts can vary depending on the query and context. That means brands need to monitor more than just positions, including mentions, citations, accuracy and overall sentiment.

AI shopping capabilities are expanding across major platforms

Impacts for brands

For e-commerce brands, visibility increasingly depends on how clearly AI systems can interpret product data. If details like availability, variants or delivery information are unclear, AI assistants may struggle to recommend your brand or transact with confidence. If you’re not e-commerce, treat this as signal of direction, not an immediate workstream.

What happened

Google introduced the Universal Commerce Protocol (UCP), designed to help AI agents shop across retailers and platforms.

Google also published further details on AI tools for retailers, while Microsoft launched Copilot Checkout and Brand Agents, signalling similar ambitions.

Why this matters

If an assistant cannot reliably interpret product availability, variants, shipping or returns, it cannot confidently recommend or transact. This also has knock-on effects for reporting, as some journeys may begin or end inside AI-led flows rather than traditional clicks.

What you can do

Treat structured product data as core SEO infrastructure, not a back-office task
Run quality checks on product taxonomy, variants, pricing, delivery and policy clarity
Prepare reporting for more complex journeys, including assistant-led referrals and assisted conversions

Publisher opt-outs from AI features could change who gets cited

Impacts for brands

The set of websites AI tools draw from is not fixed. If publishers restrict access to their content, which brands appear in AI answers, and alongside whom, may shift over time, even without changes to your own site. Expect more churn in the set of citation sources, even without changes to your site.

What happened

Industry reporting suggested Google is exploring ways for publishers to opt out of AI search features. Polling indicated that a meaningful number of publishers would choose to block AI usage if given the option.

Why this matters

If more sites restrict AI access, the pool of available sources could narrow or skew, changing competitive dynamics and citation patterns inside AI answers.

What you can do

Expect churn in which domains get cited over time, rather than assuming stability
Make first-party content easier to trust and reference through transparent authorship, clear policies and unambiguous factual statements

Your brand’s appearance in AI-generated local and recommendation results can change day-to-day

Impacts for brands

For businesses that depend on local visibility or “best of” recommendations, AI-driven results can be unpredictable. Being included one day does not guarantee continued visibility, making traditional ranking-style reporting less reliable.

What happened

A 2026 report suggested that gaining visibility in AI-driven local results can be less predictable and less repeatable than classic local rankings.

Separate research found that AI recommendation lists rarely repeat, with less than 1% repetition across outputs.

Why this matters

Local and recommendation-based searches are often high-intent. If results vary significantly, a single snapshot is not a reliable performance indicator. This increases the importance of consistent business information that AI systems can confidently reuse.

What you can do

Increase monitoring of AI local prompts if relevant to your business, and treat outputs as probabilistic rather than fixed rankings
Invest in strong entity foundations: consistent business details, authoritative citations and structured data
Encourage customer reviews, particularly those that reference the location where the service area matters

More people are starting discovery inside AI tools, not Google

Impacts for brands

A growing proportion of customers may encounter your brand for the first time through an AI tool rather than a traditional search results page. That means early perceptions of credibility and relevance may form before someone ever visits your website.

What happened

A study reported that37% of consumers now start searches using AI tools rather than Google.

Why this matters

Even if Google remains dominant overall, early-stage discovery is fragmenting. That changes where brand awareness is built and where trust starts to form, often before someone reaches your website.

What you can do

Monitor how your brand appears in AI prompts for key searches and how competitors are positioned
Optimise content for extraction: clear headings, short definitions and specific, verifiable claims that AI tools can quote accurately

Algorithm updates can still reshape visibility across entire sectors

Impacts for brands

Brands that rely on being discovered through news, updates, guides or timely content can see sudden traffic changes, even when nothing on their website has changed. Visibility can rise or fall quickly if platforms reassess how and where that content is surfaced.

What happened

Reporting on Google’s December 2025 core update showed significant visibility drops for some news publishers, particularly across discovery-led areas like Top Stories and Discover. While some large publications saw only small dips, others experienced much larger declines.

Separate industry analysis also suggested publishers are preparing for long-term reductions in search referrals, with projections of a 43% drop by 2029.

Why this matters

For publisher-style businesses, or any site dependent on fresh discovery surfaces, performance can swing sharply without any obvious trigger. This reinforces that relying on a single traffic source, even Google, increases risk during periods of algorithm volatility.

What you can do

Reduce reliance on one channel by strengthening alternative discovery routes, including AI citations, third-party sites and social platforms
Strengthen visible trust signals such as clear authorship, sourcing and editorial standards, especially where content influences reputation or purchasing decisions
Keep technical foundations tight: clean templates, clear indexation controls and minimal technical drift are more likely to hold up when systems change

Bing is pushing AI assistance earlier in the discovery journey

Impacts for brands

AI-led discovery is no longer limited to one platform. Even where the overall market share is smaller, AI assistants are being positioned as the starting point for information and decision-making.

What happened

Bing tested a new homepage layout that gives Copilot more prominence, reinforcing its focus on assistant-led discovery.

Why this matters

While Bing’s market share is smaller, the direction mirrors wider platform trends: AI assistance is becoming the default entry point.

What you can do

Where audiences skew enterprise or Windows-heavy, include Bing and Copilot prompts in AI visibility and reputation monitoring

AI Overviews are increasingly shaped by core search signals and engagement behaviour

Impacts for brands

For many searches, the AI Overview is now the first thing a potential customer sees. How your brand is described, referenced or framed inside that answer can change over time, even if your rankings remain stable.

What happened

Google confirmed that AI Overviews and AI Mode rely on its core search ranking signals. At the same time, testing suggested that whether an AI Overview appears can vary by context and query, and doesn’t appear consistently every time.

Industry coverage also highlighted risks when AI Overviews misrepresent brands, particularly through opinions or discussions on forums such as Reddit and Quora. Third-party discussion can influence how brands are framed when authoritative first-party pages are thin or ambiguous.

Why this matters

If an AI Overview appears, it often becomes the primary source of information a user sees. Visibility is no longer just about where you rank, but whether your brand is included, accurately represented and framed credibly within that answer.

Engagement-based triggering also introduces volatility: search results can “look different” without a formal update.

What you can do

Monitor AI answers alongside rankings, including citations, tone, accuracy and brand mentions
When performance changes, check whether the search layout or AI Overview presence has shifted
Prioritise content that is easy to cite: concise factual statements, clear sourcing and supporting pages that demonstrate expertise and trust

What This All Means In Practice

Across all of these updates, the theme is consistency and trust. SEO is no longer just about ranking positions. It’s about being represented accurately inside answers, being understandable to AI systems, and having data and content that platforms can safely reuse.

For most brands, the priority is making information clear, verifiable and easy to interpret. That’s what allows both search engines and AI systems to recommend you with confidence.

Nick Shilton

8 minute read

SEO & AI Industry Update

Nick Shilton — Mon, 05 Jan 2026 15:40:30 +0000

AI, Digital Strategy, News & Insights, SEO

SEO & AI Industry Update

Home » Homepage

December Industry Update

December exposed the pressure points in modern search. Rankings shifted as Google completed its core update and confirmed that smaller, unannounced updates now run constantly. At the same time, AI Mode accelerated. More answers, more decisions, and more product evaluation now happen inside Google before a click.

The impact is clear. Visibility can change without warning. Traffic depends on how well your content and data perform across AI answers, local panels, shopping features, and traditional results. This update explains what moved in December, where risk is increasing, and what actions protect your visibility going into 2026.

The Completion of Google’s Core Update Rollout Means Your Rankings May Be Affected

What happened
Google confirmed that its December 2025 core update finished rolling out after starting on 11 December. Core updates adjust how Google evaluates and ranks content across the web. Google repeated its guidance that there is no single fix for ranking drops. Sites should focus on producing useful, people-first content that genuinely answers user needs.

Google also advised sites that lost visibility to recheck alignment with its helpful content guidance. This is already a standard approach we follow across our client work.

Why this matters
Core updates can reshape visibility across entire sectors, not just individual pages.
Ranking changes during core updates reflect how Google reassesses content quality, relevance, and trust. Drops do not usually point to technical issues or penalties. They signal that Google believes other content better meets user expectations.

Google Confirms Smaller Unannounced Core Style Updates That Will Be Causing Drops In Your Visibility

What happened
Google confirmed that, in addition to large, named core updates, it frequently releases smaller improvements to its ranking systems without formally announcing them. These updates work similarly to core updates but are rolled out quietly.

We have long suspected this based on the high volatility events we observed throughout the year. Google’s confirmation now makes it clear that smaller, incremental updates are a normal part of how search is managed, rather than rare anomalies.

Why this matters
Search visibility can change at any time, not just during major updates. High volatility, sudden increases or drops in visibility, can happen without warning. For marketers, this explains why traffic and rankings sometimes fluctuate unexpectedly. It also signals that Google may rely more on continuous, smaller updates in the future, rather than only large, named core updates.

Gemini 3 Flash Becomes Default in Google Search AI Mode, Making Citations Harder to Win

What happened
Google announced that Gemini 3 Flash is now rolling out globally as the default model in AI Mode. This AI model handles complex search questions with faster reasoning and improved understanding. Essentially, it is the engine that powers Google’s AI responses, and becoming the default means it will be the main way users get AI-generated answers in search.

Why this matters
As AI Mode becomes faster and more capable, it is increasingly a credible first stop for discovery. Users may rely on AI answers before visiting websites, which increases competition for citations, as they are referenced in AI answers. Brands need to create content that is clear, structured, and “cite-ready” so AI systems reference your content in their answers and cite your website.

What you can do

Understand how your brand is being understood by LLMs through a dedicated platform, identifying AI-perceived strengths and weaknesses
Assess how your content is influencing these perceptions and what might need to be adjusted on-site to improve it.
Understand what external sites AI are leaning on the most to construct their answers, and look at how you can get a presence on their sites.
Our service Prism can guide you through all this

Your Landing Page Matters More Than You Think, As Google AI Mode Still Sends Traffic On Most Transactional Searches

What happened
Data shows that Google AI Mode sent users to websites on around 69% of transactional searches, queries where the user is looking to buy a product or service. Users also continued scrolling after clicking through from AI results, which suggests exploration and may indicate users want to validate options before committing.

Why this matters
High intent searches still drive traffic. AI helps users narrow options, but does not replace the need for strong landing pages. Users arrive later in the decision process and expect clear next steps. This challenges the idea that AI leads to “zero-click” searches where no traffic reaches brand websites. For high-intent searches, websites still play a critical role in the customer journey. Users rely on AI to shortlist options but still visit sites to make decisions, check details, or engage with the brand.

Google Tests Showing Full Property Listings in Search, Reducing the Need to Click Through and Increasing The Need For Accurate Listing Information

What happened
Google was spotted testing detailed for-sale property listings directly within search results. These listings show rich information about properties for sale, such as images, prices, and key features, without requiring users to click through to the website.

Why this matters
If this test expands, property discovery could become more “SERP-native,” meaning users may find most of the information they need directly on Google. This increases the importance of having complete and accurate property details on your site. Structured data, listing completeness, and consistent information across platforms will become critical, as Google may pull these fields directly into its own layouts.

What you can do

Ensure property pages contain complete and accurate details.
Maintain strong, structured data and schema coverage.
Keep listing information consistent across platforms.

Google AI and ChatGPT Cite Retailers Differently, Signifying the Need For Platform-Specific AI Strategies

What happened
BrightEdge research showed that Google AI surfaces cite retailer websites around 4% of the time for e-commerce style queries. ChatGPT cited retailer sites around 36% of the time for similar queries.

Why this matters
For brands, this highlights the need for platform-specific visibility strategies. Google AI tends to rely on third-party sources like editorial sites, forums, and videos rather than directly referencing retailer pages. ChatGPT is more willing to cite first-party retailer content. This divergence is important for e-commerce brands trying to maintain visibility in AI-driven discovery.

What you can do

Strengthen third-party coverage and brand mentions for Google visibility.
Ensure product and category pages are clear, factual, and easy to reference.
Treat AI optimisation as platform-specific rather than universal.

ChatGPT Adds Local Knowledge Panels, Making Data Accuracy a Visibility Issue Again

What happened
ChatGPT introduced local knowledge panels that appear when users click on a business name. These panels show business details in a right-hand layout similar to Google.

Why this matters
Local visibility now extends beyond Google Maps and business profiles. AI tools rely on consistent business data across the web. Incorrect or conflicting information can reduce visibility.

What you can do

Maintain consistent name, address, and phone details.
Keep opening hours, categories, and URLs accurate.
Use structured data to reinforce entity understanding.
Distribute your location data through your Google Business Profile to reinforce a single, accurate brand representation.
Consider using a managed distribution service to push accurate NAP data across the web. We offer this as a service to support long-term local and AI visibility.

Google Sues SerpApi Over Search Result Scraping Affecting the Reliability of Your Reporting Tools

What happened
Google filed a lawsuit against SerpApi, a company that automatically collects Google search results in large volumes and sells that data to other businesses. In simple terms, SerpApi uses software to repeatedly search Google, copy what appears on the results pages, and package that information for use in SEO and marketing tools.

This process is known as scraping. Scraping means using automated programs instead of a human to gather information from a website at scale. Google says SerpApi bypassed protections designed to stop this type of automated copying.

Why this matters
Google wants to control how its search results are accessed and reused. Many SEO tools rely on scraped search results rather than data that comes directly from Google. By taking legal action, Google is signalling that it plans to be stricter about how search data is collected and shared.

For brands, this does not change how Google ranks your site. The impact is indirect. Some reporting tools may become less reliable, update less frequently, or change how they collect data. This can affect competitor tracking, ranking reports, and visibility estimates.

This also reinforces an important point for marketers. Not all data sources are equal. Scraped data is an approximation. First-party data from Google itself is more stable and trustworthy.

Google Briefly Publishes LLMs.txt Then Removes It, Casting Doubt on AI Control Tactics

What happened
Google was briefly seen hosting a file called LLMs.txt on its official Search Central documentation site. LLMs.txt is a proposed standard that websites can use to signal how AI systems should access and use their content. This was notable because Google had previously said it does not use or support this file.

After the file was spotted and publicly flagged, Google removed it. No formal announcement or guidance followed.

Why this matters
This incident shows that there is still uncertainty inside Google about how AI systems should interact with website content. Despite public discussion around LLMs.txt, Google has not confirmed it as a supported or recommended approach.

For brands, the key takeaway is that LLMs.txt is not currently a recognised way to influence visibility in Google Search or Google’s AI systems. The file being removed suggests that it should not be treated as a best practice or priority.

More broadly, this highlights how quickly AI-related standards are changing. Not every emerging idea becomes an official ranking or visibility signal.

Google Expands Virtual Try On in Search, Letting Shoppers Decide Before Visiting Brand Sites

What happened
Google expanded its AI-powered virtual try-on feature to the UK and India. This feature allows shoppers to upload a single photo and see how clothing items might look on their own body. The experience sits inside Google Shopping and search results, not on the retailer’s website.

This means Google is moving beyond showing product listings and is now helping users make visual decisions before they ever visit a brand site.

Why this matters
For apparel brands, first impressions may now happen inside Google rather than on product pages. Google is positioning itself as a more complete shopping destination. Users can explore, compare, and visualise products without clicking through immediately.

Visibility and performance increasingly depend on the quality of product data rather than page design alone. Missing attributes, inconsistent sizing information, or low-quality images can limit how often products appear or how accurately they are shown in these experiences.

What you can do

Ensure product attributes are accurate and complete.
Use high-quality imagery of as many angles of the product as possible.
Maintain consistent structured data across product feeds.

Final Thoughts

Search visibility now spans many places. Traditional results, AI answers, local panels, and shopping features all influence how brands are discovered.

Search engines and AI systems rely on the same core signals to decide what to show. Clear content explains what you do. Accurate data confirms who you are. Strong structure helps systems read and trust your site.

Authority still matters. Links remain a key signal for SEO performance. Brand citations now play a similar role for AI visibility. Consistent mentions across trusted sites help AI systems validate your brand.

Teams that treat SEO as overall digital visibility, not rankings alone, stay more resilient as search behaviour and technology continue to change.

Nick Shilton

5 minute read

Biddable Monthly Industry Update

Lizzie Connick — Mon, 05 Jan 2026 09:03:30 +0000

AI, Digital Strategy, News & Insights, Performance Marketing

Biddable Monthly Industry Update

Home » Homepage

December Update

This update explains what shifted, where performance risk is rising, and what actions protect spending. If your biddable strategy relies on static setups or loose conversion goals, these changes show why results can move fast and without warning.

Automation increased across Google, Meta, and TikTok while algorithm updates, AI features, and regulation changed how demand, targeting, and measurement behave. Lead quality, cost efficiency, and data confidence all came into play at once.

Google Ads

A Big Change with a Broad Impact: Google’s Broad Match Control Update

Google is encouraging advertisers to use broad match keywords, which will directly impact lead quality, cost efficiency, and the level of control your brand maintains over search performance.

What happened
Google is pushing advertisers to use broad match keywords in search campaigns. Broad match means your ads can appear for searches that are similar to your keyword, not just exact matches. Google now relies more on automated bidding to decide which searches are valuable. Instead of controlling performance mainly through keyword lists, advertisers are expected to guide Google using conversion goals, audiences, and exclusions.

Why this matters
Google will focus on whatever action you tell it is important. If a campaign is set to optimise for any form fill (including milder ones like brochure downloads) or click, it is encouraged to deliver quantity efficiently – but not necessarily quality leads that are valuable or likely to convert. Broad match works well only when Google clearly understands what success looks like for your business.

What you can do

Set conversion-value goals to help identify and prioritise qualified leads, not just any action on the website.
Use audience signals to help Google understand who is most likely to convert.
Regularly review search terms and add negative keywords to block poor-quality traffic.

Demand Patterns and Paid Search Efficiency are About to Change Due to Google’s Core Algorithm Update in December

This update can change demand patterns and paid search efficiency for your brand during key trading periods.

What happened
Google released a core update to its search ranking system in December. These updates change how websites are ordered in search results. During this rollout, many brands saw drops in visibility, including reduced traffic from Google Discover at a key retail moment.

Why this matters
When organic rankings change, search behaviour often shifts as well. Some keywords may see more paid competition if organic results weaken. Others may see reduced demand. This can affect impression volumes, click costs, and overall efficiency in paid search.

What you can do

Watch changes in search volume and impression share.
Be ready to adjust budgets and bids during unstable periods.

Measurement and Credibility

Performance Data, Trust and Reliability are at threat due to the Kochava Partner Certification Expansion

Kochava has introduced a Partner Certification Expansion, which will affect how confidently your brand can trust performance data and make budget decisions across channels.

What happened
Kochava, one of the most famous omnichannel measurement and analytics platforms used by brands and agencies to understand which ads actually drive results, especially when campaigns run across multiple platforms such as Google, Meta, and TikTok, has launched a new partner certification that recognises teams who can correctly set up tracking, compare performance across platforms, and interpret results.

Why this matters
Advertising platforms increasingly use automation to decide who sees ads and when. At the same time, privacy rules limit how much user data is shared. This makes it harder to understand which channel truly influenced a sale or lead. Certification programmes signal that a team understands how to measure performance accurately in this more restricted environment. For advertisers, this helps build confidence in reporting, budgeting decisions, and bidding strategies.

Meta. Facebook and Instagram

AI Publisher Licensing Deals Will Influence How Your Brand Surfaces on Facebook & Meta

This changes how your brand can surface on Facebook and Instagram beyond paid placements and standard feeds.

What happened
Meta signed agreements with news publishers to use their content inside its AI assistant. This will influence how information appears when users ask questions across Facebook and Instagram in the future.

Why this matters
Visibility will depend more on how useful and relevant the content is to the user’s questions.

What you can do

Review website and content clarity.
Align paid messaging with common customer questions.

Teen Engagement Focus Will Affect Your Youth-Focused Campaigns

A renewed focus on teenagers can change performance across Meta campaigns that target or exclude younger audiences.

What happened
Reports suggest Meta is increasing efforts to bring teenagers back to Instagram. This points to possible changes in features, formats, and audience priorities.

Why this matters
Shifts in platform focus can change how younger audiences behave. Engagement patterns, preferred formats, and available placements may change, which can affect campaign performance.

What you can do

Review age targeting and messaging.
Update creative styles where relevant.

TikTok and Advertising

Organic Post Boosting Through Management Tools Makes Advertising Quicker and Easier

This shortens the gap between organic performance and paid scale for your brand.

What happened
Social media management platforms like Brandwatch now allow advertisers to boost TikTok posts into ads directly from publishing tools. This reduces the time and steps needed to promote organic content.

Why this matters
Posts that already resonate with audiences can be promoted faster, often leading to better relevance and efficiency.

What you can do

Track organic engagement closely.
Use top posts as paid test assets.

Regulation and Policy

New York Social Media Safety Law for Minors Will Impact Your Campaign Targeting

Engagement levels with your campaign and content my fluctuate with this change in compliance.

What happened
New York now requires platforms like Instagram and TikTok to show addictive-design warning labels for minors. This new compliance factor will have implications for advertisers.

Why this matters
This will mean that engagement levels may fluctuate. Platform changes linked to compliance may affect how younger users interact with content and ads.

What you can do

Expect fluctuations in youth campaign performance.
Allow flexibility in planning and targets.

Final Thoughts

Digital advertising is increasingly moving toward automation across all major platforms. This doesn’t mean control is disappearing – it’s shifting and fastening the adaptation to new behaviours. Clear goals, accurate measurement, and refined campaign structures now drive results.

Platform changes, algorithm updates, and regulations can shift performance without warning. Regular analysis and reviews help catch issues early and keep spending focused on real outcomes.

The teams that perform best understand what success looks like, communicate that clearly to platforms, and stay ready to adapt when conditions change.

Lizzie Connick

Senior Biddable Executive

5 minute read

SEO & AI Industry Update

Nick Shilton — Mon, 01 Dec 2025 10:58:40 +0000

AI, Digital Strategy, News & Insights, SEO

SEO & AI Industry Update

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November Update

Search moved again in November. Google pushed harder into AI-led results, expanded answer-style summaries at the top of results pages, and caused some visible ranking swings as those systems were tuned in real-time search.

For most people, this still feels like “using Google as normal”. In practice, more of the early journey now happens inside AI answers that reference only a small set of sites. That changes how visibility works and why brands need an AI-aware approach alongside traditional SEO.

Below is a joined-up view of what changed in November, why that change matters, and where action is needed versus where the priority is awareness and planning.

Google Is Accelerating Its Shift Towards AI-First Discovery

Google Routes More Searches Into AI Mode With Gemini 3

What’s happening
Google has embedded the Gemini 3 model directly into Search AI Mode. Some complex queries now route straight into AI Mode, so users sometimes skip a traditional blue link results page for those searches.

In AI Mode, results appear as a single explanation with only a few sources cited. Classic results still sit underneath, but the first stage of research for some queries now happens in an AI interface.

Why it matters
Given the speed of the rollout and the deep link into core Search, AI Mode is shifting from experiment to a default layer for complex informational searches. That reduces the space where traditional rankings can show and raises the value of being named as a citation source. For clients, a growing share of early journey discovery now happens in AI interfaces, often without users noticing a switch.

“What to know” Panels Expand Into Standard SERPs

What’s happening
Google has rolled out “What to know” panels across standard results pages. These panels summarise context and key subtopics directly on the page and follow the same answer-first pattern as AI Mode.

Why it matters
Top of funnel information gains more weight. Sites that explain topics clearly and in a structured way are more likely to feed both these panels and AI citations. The real focus is simple, direct answers, strong coverage of key questions, and a predictable content structure.

A Necessary Clarity: AI Visibility Is Not The Same As Traditional Rankings

Although AI answers often draw from pages that rank well in classic search, the overlap is not exact. Some strong ranking pages remain absent from AI Mode, while other sources rise because they respond more clearly or more directly to the question.

Outside Google, the gap is even larger. Other AI tools do not use Google’s ranking systems. Those tools rely on their own retrieval, training data, and partnerships. Traditional SEO still matters, but no longer explains the full picture on visibility. Brands now need an AI-focused layer that aims to be selected and cited inside AI answers, not just listed below.

Market Shift Indicator: AI Mode Reaches Roughly 75 Million Daily Users

Google’s AI Mode Reaches Roughly 75 Million Daily Users

What’s happening
Google reported AI Mode reaching roughly 75 million daily users, with query volume doubling in Q3. AI experiences are now tightly integrated into core Search.

Why it matters
This points to a large behavioural shift towards AI-shaped results, even when people feel they are just “using Google”. It also shows that AI visibility stretches far wider than any one platform. ChatGPT is not the only environment that shapes discovery. Google’s AI layer already shapes how large audiences learn, compare, and shortlist.

This section is about readiness, not a long tactical list. Discovery is moving towards answer first experiences. SEO needs to protect classic demand and also evolve towards citation-focused optimisation, especially for informational and comparison-led journeys.

Volatility Suggests Live Tuning Of AI Triggers And Citations

Ranking Volatility Around Gemini 3 Rollout And Late-Month Waves

What’s happening
High levels of ranking volatility were observed around the Gemini 3 introduction, and another broad wave appeared around 24 November. No single public “core update” label explains the pattern.

The most likely explanation is live tuning of AI Mode triggers, citation choices, and blended layouts.

Why it matters
Monitoring now needs to look beyond classic rank movement and include AI Mode frequency, citation presence, and top of funnel click-through behaviour. Traffic and CTR can shift when AI layers change, even when rankings appear stable.

What marketing teams can do next
This needs clear monitoring, but most teams should not be running heavy manual checks week to week.

Light-lift internal step

Watch Search Console click-through rate and impressions for your priority informational themes. Treat this as an early warning system.

When to escalate

If CTR drops by a meaningful amount while rankings stay steady, use that as a signal to dig further into AI and panel presence.

What we handle for clients

We track AI Mode prevalence, citation visibility, and blended layouts on priority queries, then link performance shifts back to layout changes versus content issues.
We turn those findings into a monthly visibility summary with a short, prioritised action list.

Google Reiterated Quality Enforcement On Low-Value AI Content

The “Bad Site” Low-Trust State Is Hard To Reverse

What’s happening
Google has repeated that low-value AI content can push a site into a low-trust state across the full domain. Rewriting with human copy alone does not clear that state. Usefulness drives the signal, not whether a person or a model wrote the copy.

Why it matters
Recovery requires building genuinely useful, interesting, and differentiated content. For agencies and marketing teams, this means stricter editorial control on AI-assisted production, clearer content purpose, and more emphasis on original insight and evidence.

What marketing teams can do next
Two responses make sense. Create content safely. Then review the usefulness of what already exists.

Safe AI production rules

Only publish content with a clear user purpose, something that helps someone decide, plan, or act.
Ensure AI-assisted drafts meet a usefulness standard before they ship, not a volume target.

Usefulness assessment and triage

Start by removing, merging, or rebuilding the weakest 10-20% of content. Focus on pages that are thin, repetitive, or add no differentiated value.
Prioritise fewer, stronger pages over many shallow ones.

What we handle for clients

We run usefulness audits with clear “keep, merge, rebuild, remove” outcomes and help define safe operating rules for AI-assisted production.

AI Instruction Protocols Are Emerging As A New Visibility Lever

AI Crawling Permissions And Reuse Rights Mature

What’s happening
New protocols for AI crawling permissions and reuse rights are taking shape. These standards mirror robots.txt and meta directives, but for LLM ingestion and citation.

Why it matters
Clear use of these standards will matter for AI visibility. Brands that set permissions in a clean way and provide content that is easy to cite will stand in a stronger position to be indexed and referenced across AI search engines.

This topic sits in 2026 technical roadmaps rather than this quarter’s marketing to-do list.

AI Shopping Is Becoming More Advanced

OpenAI And Perplexity Push Further Into Shopping Experiences

What’s happening
OpenAI and Perplexity are rolling out more advanced shopping experiences. Their goal is to become the default place where users research and choose products, not just ask questions.

Why it matters
To compete in this environment, e-commerce sites need rich, machine-readable product data: complete specifications, availability, price clarity, reviews, and consistent product entities.

Schema and structured data quality will play a major role in gaining AI shopping citations and referral traffic.

What marketing teams can do next
This is actionable, but should be phased.

Light-lift internal step

Focus on your top revenue products or categories. A starting set of 20 products works well.
Check that core fields are accurate and consistent. Titles, specifications, price, stock status, and reviews.

Schema and structured data

Implement and validate Product, Offer, and Review schema so AI systems can reliably interpret the key fields.
Standardise attributes such as size, colour, material, and technical specs across ranges so products are easy to compare.

What we handle for clients

We audit structured data coverage, fix schema gaps, and improve product entity consistency across the catalogue.

Final Thought

November made one thing clear. Search is shifting from lists of links to answer first experiences shaped by AI, both inside Google and across other tools. Visibility now depends on whether these systems trust you enough to quote you, not only where you sit on a classic results page.

Usefulness and structure are the levers you can control. Thin or generic AI content risks a low trust label that is hard to shake. Clear, early journey content and clean structured data give AI modes and shopping journeys something safe, specific, and comparable to work with.

The response is not more manual checks for teams that already feel stretched. A more realistic plan is a dual lane approach to visibility. Protect classic SEO performance and, in parallel, build an AI-led strategy that focuses on being selected and cited.

If you want support to set an AI readiness baseline, strengthen early journey content that deserves a citation, or track AI visibility without extra manual work, contact Fingo about Prism at hello@fingo.uk.

Nick Shilton

9 minute read

The Changes in User Behaviour for Search

Ginny Gilmour — Wed, 19 Nov 2025 10:51:36 +0000

AI, SEO, Sustainable Visibility

The Changes in User Behaviour for Search

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How AI Has Shaped Search Behaviour

For more than 20 years, Google has dictated how people discover information online. But that behaviour is changing fast. AI (overviews, large language models (LLMs), and conversational tools) are redefining how people ask questions, interpret answers, and make decisions.

Google still dominates discovery, but the way users engage with it is evolving. People are finding answers faster, clicking less, and trusting AI to do the filtering for them.

That shift is already measurable, and the brands adapting now will be the ones users see, trust, and choose next.

From Searching to Asking

AI Overviews now appear in around 50% of Google searches and nearly 90% of informational queries. They summarise results directly above the standard listings, giving users an instant answer drawn from multiple sources.

When an Overview appears, the top organic result loses around 34% of its clicks. For news sites, that drop can reach 55%. Even Wikipedia, cited in 11% of all Overviews, has lost 8% of its traffic since launch.

This highlights the shift in user behaviour as they aren’t browsing, they’re asking. They expect a single, confident answer, not a list of possibilities.

What it means for brands

Ranking first is no longer enough. If your content isn’t being cited within the AI Overview, you’re not part of the primary visibility. And if it isn’t part of LLM’s like ChatGPT, Gemini and Perplexity’s answers, then you aren’t visible at all.

Brands now need to think beyond SEO placement and focus on how their expertise is represented inside AI-generated summaries. That means structuring content for clarity, factual accuracy, and sourceability, the traits AI models prioritise when choosing citations.

From Browsing to Trusting

People are increasingly treating AI answers as credible, not just convenient.
When a model references a brand, users perceive that inclusion as a form of endorsement. Even without a click, that mention influences trust and awareness.

Yet only 28% of AI responses currently display visible citations. That means most answers shape perception invisibly. This means brands may be influencing conversations without receiving credit.

This new layer of algorithmic trust is changing how credibility is earned. Users trust what’s surfaced, not necessarily what’s ranked.

What it means for brands

Visibility must now include reputation tracking across AI results. If your brand is cited, you gain trust. If it’s omitted or misrepresented, you risk losing it.

Brands should monitor both presence and accuracy in AI environments to protect authority and ensure consistency across systems.

From Discovery to Decision

The rise of LLMs is changing how users move from awareness to action. Tools like ChatGPT and Perplexity are now part of the discovery phase, influencing early purchase decisions.

A recent study found that, although referral traffic from ChatGPT converts lower than any other source (except paid social), both conversion rates and revenue per session are improving. This indicates that users are buying more frequently, albeit at lower order values. This is a sign of growing comfort with AI recommendations, and these numbers will likely increase over the coming months.

Meanwhile, although sessions are still less than 1%, ChatGPT’s new shopping feature already converts at almost 16%, compared to just 1.8% for organic search.

What it means for brands

AI tools are becoming part of the purchase journey, not just research. That means product data, schema, and conversational clarity now play a direct role in whether your brand appears in AI shopping cards or comparison results. Brands that treat AI visibility as a top-funnel awareness and mid-funnel persuasion channel will stay ahead as these features expand.

From Query to Conversation

Search has become a dialogue, not a command.

People used to type short, functional phrases, “best mortgage rates” or “kitchen handles supplier near me.” Now they ask complete questions, follow up with clarifiers, and expect the system to understand context like a conversation.

This shift is measurable. “People Also Ask” results (the expandable question boxes that appear under many Google searches, showing related queries and answers) have nearly doubled in the past three months. At the same time, Google’s latest voice updates interpret tone, intent, and nuance far more naturally.

Users are moving from fragmented keyword searches to fluid exchanges that evolve over several prompts. AI tools like ChatGPT, Perplexity, and Gemini have accelerated that shift. They’ve trained users to expect dialogue, one that adapts to their thinking, not just their typing.

That behavioural change is subtle but significant. The first question no longer stands alone; it starts a thread. Each follow-up adds context, deepening trust in the responses. For brands, this means if you’re not visible at the start of that conversation, you may never appear in the answers that follow.

What it means for brands

Conversational search rewards brands that speak with clarity and context. Your content needs to mirror how people actually talk and how AI interprets language.

What This Means for Brands

User behaviour is changing fast. People are building trust earlier, acting faster, and often completing their journey before reaching a website.

Google remains dominant, but AI-assisted search is rising fast and the time to prepare is now. Visibility will increasingly depend on whether a brand is represented within AI answers, not just ranked on a results page.

To stay seen and trusted:

Track where your brand appears in AI Overviews and LLM responses.
Align on-site content and metadata with how AI systems extract facts.
Measure both search rankings and AI citations.
Optimise for confidence, not clicks.

The brands that move first will define how AI perceives authority. Those who wait risk being left out of the conversation entirely.

The Answer Is Prism

Prism by Fingo was built for this shift. It tracks how your brand appears across AI Overviews, voice search, and large language models, highlighting where you’re cited and where competitors are being chosen instead.

Prism helps you see what AI sees, measure trust at an algorithmic level, and safeguard visibility as user behaviour continues to evolve.

Ginny Gilmour

Senior Marketing Executive

6 minute read

SEO & AI Monthly Industry Update

Nick Shilton — Mon, 03 Nov 2025 14:08:08 +0000

AI, News & Insights, SEO

SEO & AI Monthly Industry Update

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Industry Update

Search continues to change fast. Google’s AI Overviews are reshaping visibility, businesses are racing to invest in AI SEO, and large language models are starting to influence conversions and commerce directly. Here’s what you need to know this month.

Google AI Overviews Are Changing Search Traffic

What’s happening
AI Overviews now show up in around 50% of all Google searches and nearly 90% of informational queries. These summaries often appear above normal results and answer the user’s question directly.

Most citations come from Wikipedia, YouTube, Reddit, Amazon, and other Google pages. Even though Wikipedia appears in over 11% of Overviews, it has still lost about 8% of its traffic since the feature launched.

News sites have been hit hardest, seeing up to 55% fewer clicks. The click-through rate for the top result drops by 34% when an AI Overview appears.

Why it matters
People are finding what they need without visiting websites. If your content doesn’t appear in the Overview, users may never see your brand at all. This means ranking first is not enough to stay visible.

What you can do:

Identify which of your topics are triggering AI Overviews.
Review top-performing pages to ensure they are clear, factual, and structured.
Use Prism by Fingo to measure how your brand is cited across AI Overviews and LLMs, and compare how often competitors are chosen in AI results.

Businesses Are Increasing AI SEO Spend

What’s happening
A new survey shows 90% of businesses are worried about losing visibility as AI search grows.
Almost 86% are already investing in AI-focused SEO, and over 60% plan to increase their spending this year.

Why it matters
More investment means more competition. As businesses optimise for AI, search results will become more unstable. Those who delay risk losing ground to competitors who act faster.

What you can do:

Partner with Fingo to align your SEO and AI strategy with market trends and avoid falling behind faster-moving competitors.
Keep your SEO investment in line with market trends.
Build strategies for both search engines and AI systems.
Focus on content quality, structured data, and consistent updates.

Traffic from AI Tools Converts Differently

What’s happening
A new study shows that referral traffic from ChatGPT converts at lower rates than every major traffic source except paid social.

Google Search still delivers the most conversions overall. That said, conversion rates and revenue per session from ChatGPT are both improving. The average order value, however, is falling, meaning more users are buying but spending less per purchase.

Why it matters
This shows that users are beginning to act on AI-driven recommendations, but their intent is still lower than that of traditional search users. ChatGPT is influencing early purchase decisions, not closing them.

As AI assistants integrate shopping and product cards, this behaviour will likely shift further, making AI visibility an awareness and persuasion channel, not just a research touchpoint.

What you can do:

Request Fingo helps to analyse your AI referral traffic and strengthen the user journey so low-intent visits convert at a higher rate.
Track traffic and conversions from AI referrals separately from other channels.
Optimise AI-facing content to educate and build trust, not just push sales.
Strengthen post-click journeys to turn low-intent visits into high-quality leads.
Use structured data and clear product information to improve how AI tools present your brand in shopping and search results.

ChatGPT Shopping Is Now Live

What’s happening
ChatGPT has added shopping features that let users browse and buy products without leaving the chat. Product cards appear directly in conversations, and users can check out instantly or visit the product page.

Although these sessions are still less than 1% of traffic, they convert at almost 16%, compared to 1.8% for traditional search.

Why it matters
This marks the start of AI-driven commerce. As users grow comfortable buying directly in chat tools, e-commerce brands need to prepare for this new channel.

What you can do:

Let Fingo review your product data, schema, and descriptions to improve how AI tools present your products in shopping results.
Make sure your product data is accurate and uses structured markup.
Include clear titles, pricing, and high-quality images.
Optimise descriptions for natural, conversational language.

Google Is Testing AI-Written Meta Descriptions

What’s happening
Google is experimenting with AI-generated summaries to replace written meta descriptions. The AI uses on-page content to describe the page in search results.

Why it matters
This could improve visibility for pages with missing or weak metadata. But it also risks misrepresenting pages if the AI misunderstands the content.

What you can do:

Ask Fingo to audit your metadata and page content to ensure AI summarises your pages correctly.
Keep writing strong, clear meta descriptions manually.
Ensure your page content matches the message and keywords in your metadata.
Regularly review how your pages appear in search results.

Bing Reintroduces “Places for Business”

What’s happening
Bing has relaunched its version of Google Business Profile, called Bing Places for Business (BPFB). You can now import data directly from Google Business Profile.

Why it matters
Bing still holds a larger search share than AI tools, and many AI systems use Bing data to generate answers. Inconsistent information between GBP and BPFB can confuse both users and AI systems.

What you can do:

Allow our visibility team to sync your Google and Bing business listings.
Check that your contact details, hours, and categories match.
If Fingo manages your local SEO profile, this update will be handled for you.

Google’s October Ranking Outage

What’s happening
Between late September and early October, Google experienced technical issues with its ranking systems. These were resolved on 3rd October but caused temporary drops in visibility for some sites.

Why it matters
Algorithm updates and outages can happen without warning. This underlines the need for a diverse keyword targeting strategy to mitigate the effects of algorithmic or technical disruptions.

What you can do:

Collaborate with Fingo to expand your keyword coverage and mitigate the effects of ranking instability.
Diversify the topics and keywords your site targets.
Build steady visibility through ongoing SEO and fresh content.
Monitor ranking stability to spot sudden changes early.

Google Expands Virtual Try-On

What’s happening
Google’s Virtual Try-On feature, which shows how clothes look on users, is now live in the US, Canada, Australia, and Japan. Users can upload a photo and see how an item might look on them.

Early data shows users are 41% more likely to buy after using Try-On. Augmented reality (AR) ads also outperform static ads by 94%.

Why it matters
Visual commerce is growing fast. Brands that optimise product data and imagery for these formats gain an advantage in both visibility and conversions.

What you can do:

Use a complete product schema and multiple image angles.
Add clear sizing and product information.
Test AR ad formats if you run e-commerce campaigns.
Talk to us to optimise your schema, images, and product information for visual commerce performance.

AI Is Expanding “People Also Ask” and Voice Search

What’s happening
AI-generated “People Also Ask” results have nearly doubled in three months. Google has also announced a major update to voice search, making it more conversational.

Why it matters
Search is becoming more interactive. AI is starting to shape not only what appears on the results page but also how users ask follow-up questions.

What you can do:

Write content that answers questions directly and clearly.
Include short, factual explanations that can be used in AI responses.
Use Prism by Fingo to track whether your brand is being cited in AI-generated results.

Final Thought

Search visibility now depends on more than rankings. AI Overviews, voice search, and conversational tools are changing how users find and trust brands.

To stay seen, you need to understand how both search engines and AI systems represent your brand.

Prism by Fingo helps track where your business appears, how it’s being cited, and what AI is saying about you.

See what AI sees.

Nick Shilton

8 minute read

SEO & AI Update: What Every Brand Needs to Know Right Now

Ginny Gilmour — Tue, 16 Sep 2025 11:46:25 +0000

DIGITAL, NEWS, SEO, AI

SEO & AI Update: What Every Brand Needs to Know Right Now

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Ginny Gilmour

Senior Marketing Executive

5-minute read.

This update addresses the fast-changing search and AI landscape. From Google updates to AI-driven content and platforms like Reddit, these developments can impact your brand’s visibility, traffic, and reputation.

Here’s what this means depending on your service level:

If we manage your SEO: This update is to keep you informed, and any questions or specific implications for your business can be discussed in your next performance meeting.
If we don’t manage your SEO: This update gives you a clear overview of trends, potential risks, and actions you may want to take to protect and grow your online presence.

How to read this blog:
Each section includes:

What’s happening: A short summary of the latest development.
Why it matters to your business: How this affects your traffic, rankings, or brand image.
Action steps: Practical tips to stay ahead, either in coordination with us or for you to implement internally.

ChatGPT Traffic Declines But AI is Still Surging

What’s happening: In August, ChatGPT sent 52% less traffic to external websites compared with July. Users are increasingly finding complete answers inside the chatbot and don’t need to click through, while most citations still point to “answer-first” sources such as Wikipedia, Reddit, and TechRadar rather than branded sites.

Why it matters: AI-generated content now plays a major role in how people discover information. When users stay within the chatbot, traditional referral traffic drops, content that delivers concise, direct answers is more likely to be referenced, which directly affects your brand’s visibility and search traffic.

Action steps: Research the specific AI-driven questions and queries relevant to your brand, then build or expand Q&A and content sections on key pages to increase the likelihood of being cited by ChatGPT and similar platforms.

Google Updates Are Shaking Up Rankings

What’s happening: August saw a Google core update and a spam update, causing ranking volatility. Temporary drops are normal, with positive shifts expected post-spam update.

Why it matters: Google releases major updates several times a year, so ranking fluctuations are expected. A user-focused SEO strategy remains the most reliable long-term approach.

Action steps:Review your site’s rankings to see if you’ve been negatively affected. Check web impressions, traffic, and keyword performance, and make sure your content continues to meet high-quality, relevance, and user-experience standards.

Google’s AI Mode Expands

What’s happening: Google is testing and adding AI features to improve search engagement.This is designed to retain its user base as Google works to compete with chat-based, generative platforms.

Why it matters: These developments could slow the broader shift toward fully chat-based web browsing, meaning AI isn’t taking over just yet. Traditional search remains highly relevant, but AI-friendly content is becoming increasingly important.

Action steps: Don’t put all your SEO eggs in one basket. Research and track the queries that are triggering Google’s AI mode for your brand before making significant content changes.

Protect Your Brand in the Age of AI

What’s happening: AI sometimes misrepresents brands, inventing features, offerings, or controversies.

Why it matters: It’s essential to be aware of how your brand is being presented, as misrepresentations can confuse customers or damage your reputation.

Action steps: Clearly communicate your products and services, and monitor AI-driven mentions closely. Speak to us if you want guidance or support in tracking your brand’s AI perception.

Reddit Is Entering the Search Market

What’s happening: Reddit, with over 1.2 billion monthly users, is experimenting with search and could disrupt traditional engines.

Why it matters: Reddit may become a key source of visibility and engagement. Maintaining a presence allows you to manage brand awareness and customer sentiment.

Action steps: Take a wait-and-see approach and observe how Reddit’s search capabilities evolve before committing resources.

AI-Generated Images Won’t Affect Rankings

What’s happening: AI-generated images do not negatively affect SEO but should not replace all original visuals.

Why it matters: Brand-consistent, high-quality visuals remain essential for user experience.

Action steps: Continue prioritising high-quality, real images wherever possible. If that isn’t feasible, we can provide design guidance to maintain brand consistency and visual appeal.

Preferred Sources and User Choice

What’s happening: Search engines are testing the ability for users to select preferred sources.

Why it matters: Being recognised as a preferred source can boost visibility and engagement.

Action steps: Take a wait-and-see approach while observing how the feature evolves before making any changes.

Bing is Gaining Ground

What’s happening: Bing is approaching 10% market share, thanks to AI integration.

Why it matters: While Google remains primary, Bing is increasingly relevant for visibility and traffic. Optimising for Bing ensures your brand reaches a broader audience.

Action steps: Approach your content strategy with a user-focused mindset while considering AI and search-engine requirements for Bing. Don’t put all your eggs in one basket, always prioritise your audience, but stay aware of how Bing’s AI and search algorithms may impact visibility.

Local SEO and Technical Considerations

What’s happening: Local SEO, customer reviews, and geo-targeting remain critical. Google Discover is now a major source of traffic for publishers.

Why it matters: Optimising for local search and Google Discover can directly influence traffic, engagement, and conversions.

Action steps:Review local listings, manage reviews, optimise for geo-targeted searches, and ensure compliance with Google Discover criteria.

Local SEO

What’s happening: Google’s AI-driven results are reshaping how local businesses are discovered. Customer reviews are now central, influencing visibility, building trust, and, when leveraged effectively, driving conversions.

Why it matters: There is a clear correlation between local SEO practices and business performance. Strong local optimisation acts as a trust and visibility driver, helping your brand stand out in search results and attracting more customers.

Action steps: Review and optimise local listings, actively manage customer reviews, and ensure your content supports geo-targeted searches. If you’re not actively managing local SEO, get in touch to explore how improvements can drive measurable results.

Technical GEO

What’s happening: AI-driven search is more reliant than ever on strong technical SEO. Google and other AI-powered engines favour websites with clear structure, fast performance, and properly marked-up content, which improves both traditional rankings and the likelihood of being cited in AI-generated answers.

Why it matters Strong technical SEO ensures your site is discoverable, trustworthy, and optimised for AI inclusion. Key factors include schema markup, site speed, content structure, and overall technical infrastructure. Sites lacking these essentials risk being overlooked by both users and AI engines.

Action steps: We can audit your site to identify technical improvements needed for AI readiness and provide guidance on implementing them effectively.

Google Discover Is Now Essential for Publishers

What’s happening: Google Discover has become the primary source of referral traffic for news publishers, surpassing both direct and social channels. While traditional search referrals remain steady, their growth is now driven by Discover, not classic search results

Why it matters: If your site isn’t displaying well in Google Discover, you’re missing out on significant visibility and traffic. As direct and social referrals decline, optimising for Discover is crucial to remain competitive and maintain audience engagement.

Action steps: If your site isn’t performing well in Google Discover, consider reaching out to us for an audit. We can provide a summary of the links and offer recommendations to enhance your visibility on the platform.

Shopify SEO & AI Readiness

What’s happening: Shopify is a popular e-commerce platform, but its default setup can present SEO challenges. Issues such as duplicate URLs, minimal schema markup, and performance bottlenecks can hinder organic visibility. With the rise of AI-powered search, it’s crucial to optimise your Shopify store for both traditional search engines and AI-driven platforms.

Why it matters: Simply using Shopify’s out-of-the-box features isn’t enough. Without proper technical SEO, your site may struggle to rank effectively, especially as AI-driven search becomes more prevalent. Optimising your store from the start ensures better performance, visibility, and user experience.

Action steps: We can conduct a comprehensive audit of your Shopify or other e-commerce site to identify and address SEO challenges, ensuring your site is optimised for both traditional and AI-driven search platforms.

Looking Ahead

The world of SEO and AI is moving fast, but staying proactive ensures your brand remains visible, trusted, and competitive. From AI-driven traffic shifts to platforms like Reddit, these changes bring both challenges and opportunities.

Staying ahead in this environment comes from combining timely insights with thoughtful action. Keep monitoring trends, be deliberate in your strategy, and don’t hesitate to reach out for guidance or support.If you would like to discuss anything in this blog, please email hello@fingo.co.uk.

The post SEO & AI Update: What Every Brand Needs to Know Right Now appeared first on Fingo Marketing.

AI Is Inevitable, Duh! The Evolution of Technology

Ginny Gilmour — Wed, 30 Oct 2024 13:24:00 +0000

DIGITAL, AI

AI Is Inevitable, Duh! The Evolution of Technology

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Ginny Gilmour

Senior Marketing Executive

Throughout history, technological revolutions have been pivotal moments in shaping societies, economies and cultures. From the advent of the wheel to the integration of digital systems, humanity has continually sought to enhance its existence through innovation. Yet, understandably, these pivotal changes have not been devoid of apprehension, fear and hesitation regarding how they will affect society.

With every new advancement, we have faced uncertainties about the opportunities they present and the threats they might impose. Today, we stand at the precipice of another such revolution: the era of Artificial Intelligence (AI).

This first instalment in our three-part AI blog series explores the technological milestones that have fundamentally redefined human society. Each era has sparked concerns, disrupted livelihoods and changed how we perceive the world. Yet, with each new era, humanity has adapted and thrived. The rise of AI can be seen not as an unprecedented leap into the unknown but as a continuation of this long-standing tradition of progress.

The Industrial Revolution and Mechanisation

The Industrial Revolution began in the late 18th century and was a turning point in human history. With the invention of the steam engine, mechanised production processes and the establishment of factory systems, human society experienced a radical shift in its approach to labour and manufacturing. This revolution laid the foundation for modern economies, enabling mass production on a scale never imagined.

However, the rise of machinery had a significant social impact beyond economics. Traditional artisanal work, such as weaving, pottery and blacksmithing, declined as mechanised processes replaced manual craftsmanship. Large portions of the population moved from rural areas to urban centres in search of factory jobs, leading to the decline of small-scale, community-driven craftsmanship. Moreover, as factories prioritised heavy manual labour, the workforce became predominantly male, driving many women out of the workforce and back into the home. Factories were mainly populated by men and children, who were considered cheaper labour sources.

However, the Industrial Revolution’s legacy is not solely one of lost jobs but of economic growth, increased productivity and the rise of new industries. Societies eventually adapted by creating new types of employment and new social norms centred around this mechanised reality.

The Analog Era and Technological Adaptation

As the Industrial Revolution gave way to the 20th century, we entered what can be referred to as the Analog Era—a period defined by the widespread adoption of telecommunication technologies like the telephone, radio and, eventually, television. These inventions transformed how people communicated and consumed information, connecting the world.

The telephone, for example, redefined personal and business communication, collapsing distance barriers. Radio introduced mass communication, enabling the real-time dissemination of news, culture and entertainment to the masses. Television followed, combining visual and auditory experiences to bring shared cultural narratives directly into people’s homes. This era also marked a shift in the workforce dynamic, allowing women to re-enter the workforce in roles such as secretaries, typists and switchboard operators. The expansion of telecommunications created administrative roles accessible to women, contributing to their increasing participation in the workforce.

Yet these changes, like those before them, were met with both excitement and anxiety. There were fears of media and political influence, the breakdown of the traditional family and cultural homogenisation. But this era of connectivity laid the groundwork for what would come next: the Digital Revolution.

The Internet Era and Digital Transformation

The emergence of the Internet and the subsequent rise of digital technologies represented a revolution that few could have predicted. With the advent of the World Wide Web in the 1990s and the proliferation of personal computers, smartphones and Wi-Fi networks, the Internet fundamentally transformed how we live, work and connect.

Information flowed freely across borders for the first time, enabling a global knowledge-based economy to rise. Online platforms redefined commerce, media and social interaction, creating entirely new industries while disrupting established ones. The internet’s democratising effect also revolutionised education, making knowledge more accessible. Additionally, the Internet Era enabled a shift toward remote work, making it possible for people, particularly women with young children, to balance their responsibilities while remaining in the workforce. This shift allowed flexibility that previous eras couldn’t accommodate.

However, the digital revolution’s influence was not uniform globally. Developed countries experienced rapid technological growth and digital transformation, while developing nations faced challenges due to limited infrastructure and access to digital tools. This disparity highlighted a growing digital divide that widened inequalities in economic opportunities, education and information accessibility.

Despite the opportunities, the digital era brought about new uncertainties. Concerns about data privacy, cybersecurity and the digital divide highlighted the potential pitfalls of this newfound connectivity. Moreover, as automated processes and digital platforms replaced traditional jobs (for example, supermarket self-service checkouts replacing cashiers), fears of widespread job displacement resurfaced.

AI’s Entry into the Picture

The emergence of AI is not a sudden disruption but a logical next step in the continuum of technological progress. AI is already embedded in our lives in ways we often overlook, from voice-activated home assistants to recommendation algorithms shaping our online experiences. We rely on machine learning systems for everything from navigating traffic to managing logistics and optimising marketing campaigns. In many ways, AI is already an extension of the digital era’s promise to enhance efficiency and deliver better outcomes.

However, the anxiety surrounding AI is unique in that it challenges fundamental concepts of human autonomy and agency. Unlike previous technologies, which expanded human capacity, AI systems can learn, adapt and make autonomous decisions. This raises new ethical questions: What jobs might AI replace? Could autonomous systems surpass human intelligence? What might happen if AI decision-making becomes opaque or biased?

Yet, we must remember that similar fears have accompanied every major technological shift. Just as the steam engine did not render human labour obsolete, nor did the internet destroy all traditional industries, AI is not a harbinger of human irrelevance. Rather, it presents an opportunity to rethink how we work and live, challenging us to redefine our roles in a technologically augmented society.

Adaptation and Progress

Technological revolutions have consistently reshaped how we live and work, from the mechanisation of labour to the advent of global connectivity. With each new era, society has faced deep uncertainties and challenges. Yet, history has shown that while disruptions are inevitable, so are adaptation and progress.

As we now confront the rise of AI, it is essential to understand that our current fears are not new. They are a natural response to profound change. However, the threats posed by AI are real and must be acknowledged. For example, AI is growing in intelligence and can perform tasks that previously required human labour. We see this in automated systems managing warehouses and AI-powered customer support. As AI continues to develop, there is a risk of certain jobs becoming redundant, which will require thoughtful adaptation.

In the second part of this series, we will explore AI’s current impact on marketing, work and life, focusing on the balance between automation and human agency. By examining this balance, we aim to understand better AI’s role in shaping the future.

The post AI Is Inevitable, Duh! The Evolution of Technology appeared first on Fingo Marketing.

SEO Roundup: Artificial Intelligence In The Digital World

Nick Shilton — Tue, 10 Sep 2024 13:38:00 +0000

DIGITAL, SEO, NEWS

SEO Roundup: Artificial Intelligence In The Digital World

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Nick Shilton

AI is having a major impact worldwide but especially in our industry. In the world of SEO, though, AI is transforming how search engines are being used and is resulting in six times the number of daily searches. However, these searches are seeing a 60% decrease in click through rate (CTR) due to Google’s AI overview answering their query on the search page. This is predicted to lead to a 30% total fall in organic traffic.

Due to the scale of content on the internet, Google’s data centres are unable to index everything. Add to this the huge volume of AI-written content and this problem becomes even harder.The result of this is Google deciding that any site that is rapidly producing content with a low trust rating will be seeing a reduced crawl budget.

This effectively means that Google will no longer crawl your site fully and will only check low crawl depth pages. More than that, though, if you are mass-producing unchecked and low-quality AI content, Google may stop indexing your site altogether. All content written exclusively by AI may be flagged as unoriginal and your site will be penalised.

How Can I Leverage AI?

AI can be used to help ideate content, check and edit content and rapidly draft a structure. However, it should not be used to write any content directly and no AI content should be uploaded without broad human intervention.

Whilst AI search is being used in Google AI overviews, SearchGPT (ChatGPT’s search engine) and Perplexity still provide links to sites that have useful information related to the query. This means that high-quality, well-optimised pages will see raised CTRs as they will be one of only three options for AI results.

Writing better quality, well-targeted content for your audience is going to be much more successful than asking a Large Language Model (LLM) to provide a thin piece of content written from a prompt that your competitors could also write.

AI Overviews (AIO)

Having been rolled back following a rocky launch, AI Overviews have been rolled out again and are now being seen in a wider selection of search results across more users and across more countries. Updates to AIO appear to be aligning sources with search result ranking and improving AI overview quality.

Google has stated that AIO-featured links have increased click-through rates, however, independent research challenges this assertion as AIO answers the search query and reduces user motivation to click for further information. Product searches have seen increased clicks, whilst informational searches are seeing reduced clicks. Further independent research is ongoing, and our assessment of it will be available as more data is procured by independent researchers.

Google August Core Update

Google has released another Core Update; this update started on the 15th and is expected to last up to 1 month. The Core Update is “designed to continue [their] work to improve the quality of search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on search.” This backs up the assessment that “audience first” content is much more important than volumes of basic content with minimal and poor targeting.

Google goes on to explain that prior updates appeared to prioritise larger brands over smaller businesses and this update aims to make sure that independent and smaller sites creating original and useful content can still connect to their audience through relevant searchers. Google has stated that this continues to be a major priority and whilst we are yet to have solid data on the performance of this update, it is a good direction for many of our clients.

Google Ranking Glitch

There was a ranking glitch in August that lasted from the 15th of August to the 20th which Google stated was unrelated to the core update. This glitch caused rapid changes in ranks for a variety of different search terms but is now over. We have seen some fluctuations across accounts however with performance levelling, it is not a cause for concern.

Google News

On the 5th of August Google was ruled an illegal monopoly by the US DOJ. Whilst this is being appealed by Google and no punitive action has occurred, regulators and competitors are discussing what should be done. This could be as little as a fine and a ban on buying default search contracts (agreements for browsers to use Google as a default search engine and the basis of the antitrust case), however, competitors and regulators are discussing breaking Google into its separate divisions: search, Chrome, advertising and Android. Google argues that this would simply increase cost to the user, the threat of any of this, however, and the growth of new competitors such as Perplexity highlights the fact that optimising just for Google may not be the only way forward in the future.

Despite all this Google still maintains around 82% global market share, 94% in the UK and 87% in the US, still making it the best game in town.

The post SEO Roundup: Artificial Intelligence In The Digital World appeared first on Fingo Marketing.

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SEO and AI Industry Update

SEO and AI Industry Update – March 2026

What March’s Changes Mean for Your Visibility

In Short: What Matters This Month

Search Is Moving Closer To The Answer

Business Impact

AI Overviews are expanding, and they are changing the click path

What happened

Why this matters

Google is testing more control over how content is presented

What happened

Why this matters

What brands should be paying attention to

Visibility Is Becoming More Volatile Across Google, AI and Local

Business Impact

Google’s March updates kept traditional search unstable

What happened

Why this matters

Local visibility is becoming part of the wider AI search story

What happened

Why this matters

What brands should be paying attention to

Owned Platforms Still Matter, But The Route To Them Is Changing

Business Impact

AI commerce is growing, but websites still do the real conversion work

What happened

Why this matters

Structured data and page clarity are becoming more important visibility signals

What happened

Why this matters

What brands should be paying attention to

What to Watch Next

What March Tells Us Overall

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SEO & AI Industry Update

SEO & AI Industry Update

What January’s Changes Mean for Your Brand

AI shopping capabilities are expanding across major platforms

Impacts for brands

Why this matters

What you can do

Publisher opt-outs from AI features could change who gets cited

Impacts for brands

What happened

Why this matters

What you can do

Your brand’s appearance in AI-generated local and recommendation results can change day-to-day

Impacts for brands

What happened

Why this matters

What you can do

More people are starting discovery inside AI tools, not Google

Impacts for brands

What happened

Why this matters

What you can do

Algorithm updates can still reshape visibility across entire sectors

Impacts for brands

What happened

Why this matters

What you can do

Bing is pushing AI assistance earlier in the discovery journey

Impacts for brands

What happened

Why this matters

What you can do

AI Overviews are increasingly shaped by core search signals and engagement behaviour

Impacts for brands

What happened

Why this matters

What you can do

What This All Means In Practice

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