It’s been another busy few weeks in the world of search. As ever, Google’s been tweaking, testing, and launching new features that could impact your website’s visibility. I’ve grouped these updates into categories to help you see the bigger picture of where Google is heading and how it could affect your SEO efforts.
AI and search experience updates
Google is transforming how users interact with search through AI enhancements. These changes fundamentally alter how information is discovered and displayed.
AI mode goes multimodal
Google’s AI Mode now supports image searches alongside text and speech. Using a technique they’re calling “query fan-out,” the system can identify multiple objects in a single image and build a layered response.
What this means for you:
Image optimisation just got more important. Make sure your images have descriptive file names, relevant alt text, and proper schema markup. If you’re in e-commerce or run a visually-driven site, this could open up new ways for potential customers to find you.
AI overviews now link to Google’s own search results
Google has confirmed that AI Overviews will include links to other Google search results – a move they’re planning to expand. This means users can stay within Google’s ecosystem rather than clicking through to your website.
What this means for you:
The zero-click search trend is accelerating. Focus on providing unique, valuable content that can’t be easily summarised. Consider how you might adapt your content strategy to either appear within these AI Overviews or offer something compelling enough that users will still want to visit your site.
“Ask a follow-up” search box
Google is testing a search feature called “Ask a follow-up,” marked with Gemini stars. This feature generates suggested follow-up queries related to the user’s initial search.
What this means for you:
This reinforces the importance of well written, comprehensive content that addresses related questions. Use your content to answer not just primary queries but also likely follow-up questions users might have.
Google patent for search based on browsing history
Google has filed a new patent for search functionality based on a user’s browsing and email history. Using natural language processing, this would help users retrieve previous search results even with vague queries like “Where did I buy that cat food from last week?”
What this means for you:
While patents don’t always translate to immediate features, this indicates Google’s direction. Creating memorable brand experiences and distinctive content could become increasingly important as search becomes more personalised to user history.
Keeping users on Google’s properties
Google is increasingly developing features that keep users within its ecosystem rather than sending them to external websites.
New SERP features keeping users on Google
Google is testing new SERP features more frequently than ever, with over 48% of new features in the last 4 years designed to keep users on Google rather than clicking through to websites.
What This Means for You:
The battle for clicks is getting tougher. Look for opportunities to optimise for featured snippets, knowledge panels, and other SERP features while still giving users a reason to visit your site for more detailed information.
Google Discover coming to desktop
After previous tests, Google has confirmed that Discover is finally rolling out to desktop. This content recommendation feed will expose your content to users who aren’t actively searching for it.
What this means for you:
If you’re already optimising for Discover on mobile, you’ll want to ensure your desktop experience is equally strong. Focus on eye-catching featured images (1200 x 1200px minimum), compelling titles, and fresh content that drives engagement.
Trust and Quality Updates
Google continues to refine how it evaluates content quality and trustworthiness across its platforms.
Google Maps using Gemini to detect fake reviews
Google Maps now leverages Gemini to identify and remove fake reviews and suspicious profiles. They reportedly blocked or removed over 240 million policy-violating reviews in 2024 alone.
What this means for you:
If you’ve been engaging in review manipulation or purchasing fake reviews, it’s time to stop. The AI systems detecting these are getting significantly better. Focus instead on generating authentic reviews through excellent customer service.
New Google Ad Strength guide
Google has released an updated Ad Strength guide and best practices document to help advertisers improve their overall ad effectiveness in Google Ads.
What this means for you:
If you’re running Google Ads, this new guidance could help improve your ad performance. The focus continues to be on relevant, specific ad content that closely matches user intent and landing page experience.
ChatGPT improves memory features
ChatGPT has enhanced its memory capabilities, allowing the LLM to recall all of a user’s past chats. The depth of memory depends on subscription level and can be opted out of.
What this means for you:
While not a Google update, this reflects the broader trend of AI systems becoming more personalised. As users grow accustomed to AI that remembers their preferences, they may expect similar personalisation across all digital experiences, including your website.
What does this mean for your website and SEO?
These updates reveal clear patterns in Google’s strategy:
- AI is becoming deeply integrated into every aspect of search
- The battle for visibility is increasingly happening within Google’s own properties
- Trust signals are being evaluated with increasingly powerful AI
The key to maintaining visibility isn’t fighting these changes but adapting to them. Focus on creating genuinely helpful, comprehensive content that goes beyond what can be summarised in an AI Overview. Optimise your technical SEO to ensure Google can fully understand your content, and pay attention to new SERP features that might provide opportunities for enhanced visibility.
Need some help keeping on top of the changes in SEO and adapting your website SEO to make the most of them? I might be able to help with that.
