(This is the 15/04/2025 issue of my newsletter – subscribe here)

Hey hey!

Regular readers may have already noticed that I don’t tend to have a ‘theme’ for my newsletters – I write them the night before they’re due to go out and they’re really just the ramblings of my mind and what I’ve been focused on that week. (Hey, it might not be A strategy, but its MY strategy. )

This week it’s been all about Google trying its damned hardest to keep traffic on its own site rather than sending people to yours.

And I’ll be honest with you, it’s a bit shit and demoralising at times.

I’ve spent every year since Google became the behemoth of search telling people to stick to the rules, learn about best practice, don’t do anything dodgy, and Google will deliver the traffic.

But recently Google seems to be doing its very best to make me out to be a liar.

Don’t get me wrong – the traffic is still there, we just have to work harder and think smarter to get it to come to our websites.

So let’s look at some of the things happening right now, and how you can make the most of them for your SEO.

Don’t forget, your free (and easily actionable) SEO tip is in there somewhere too!

Google’s Visitor Retention Strategy

Google’s making it clearer than ever that they’d rather keep people on their own pages instead of sending them to yours.

AI Overviews now link to OTHER Google results – They’re now linking to themselves instead of you. The zero-click search trend just got supercharged.
“Ask a follow-up” with Gemini stars – Suggesting more Google searches before users can escape to your website. They’re now linking from their AI Overviews to other Google search results instead of to actual websites.

AI Is Watching Everything

Image search goes multimodal – AI can identify multiple objects in one image. Time to sort those neglected alt tags and file names, and think about the images you use on your site.
Gemini detecting fake reviews – 240 million fake reviews blocked already. Quality over quantity is no longer optional.
Search based on browsing history patent – Soon answering “Where did I buy that cat food last week?” by scanning your history. (This is ChatGPT not Google, but I thought it was interesting).

What does this mean for you?

Google’s making their strategy crystal clear: 48% of new SERP features in the last 4 years are designed to keep users on Google.

Your survival plan? Create content so valuable that people will break through Google’s barriers to reach you. Make it more detailed, helpful, and interesting than what AI can summarise in a snippet.

And here’s what you need to focus on:

Get your on-page SEO sorted

Google might be playing hard to get, but it still reads your pages. If your on-page SEO is messy, you’re starting the race with your shoelaces tied together. Make sure your titles, headings, and content are properly structured – not just for Google, but for the real humans you want to attract. (Check out my on-page SEO course for a proper walkthrough).

Stop falling for SEO myths

The amount of utter rubbish being peddled as “SEO wisdom” right now is staggering. Every time Google sneezes, someone invents a new “must-do” tactic that’s usually a complete waste of time. Focus on what actually works, not what some random LinkedIn guru claims is the next big thing. )Grab my SEO myths debunked ebook and save yourself the headache).

FREE SEO TIP: Name your image files properly

Google’s getting pretty good at “seeing” what’s in your images, but don’t make it guess. Before uploading, rename those IMG_29475.jpg files to something descriptive like “red-kitchen-mixer-bosch.jpg”. No spaces, use hyphens between words, and include what the image actually shows. This takes seconds to do but can bring in valuable image search traffic that your competitors are probably ignoring.

Plan your SEO strategy properly

Random tactics without a proper strategy is like trying to build a house by throwing bricks in the air and hoping they land in the right place. You need a clear plan that accounts for where Google’s headed and how your specific business fits into the search landscape. (Book a 1:1 session and let’s sort your strategy together)

Remember, Google might be making it harder to get traffic, but “harder” doesn’t mean impossible. It just means the businesses that adapt smartly will leave their competitors in the dust.

And let’s be honest – this is actually good news for businesses who are willing to put in the work. As Google raises the bar, your competitors who’ve been getting by with half-arsed SEO are going to start falling away. Those image search results, those AI Overviews, those follow-up questions? They’re all opportunities for the businesses savvy enough to adapt. Might as well be you, right?

Always non-wanky,

Nikki

P.S. That image naming tip? It works for documents too. “Business-plan-2025.pdf” will be found far more easily than “final-version-updated-new.pdf” (we’ve all got one of those lurking on our hard drive, haven’t we?).