Staying on top of search updates is key for local businesses and marketers. Google has rolled out new features, made changes to ads, and signaled the growing role of AI in search. Here’s a breakdown of the biggest SEO news from this week.
Search Engine Roundtable
- Rankings remain unstable weeks after Google’s June 2025 core update. Many sites are seeing large jumps or sudden drops. The ongoing volatility shows the algorithm is still adjusting. Read more
- Google added AI and large language models to catch invalid ad traffic. Reports show about a 40% reduction in fake clicks. This makes ads safer and more cost-effective for businesses. Read more
- Some users are now asked to verify their age in Google Search. The change expands age checks beyond YouTube. It may affect ads and restricted content in search results. Read more
Search Engine Land
- A new “Preferred Sources” option is rolling out in the U.S. and India. Users can choose trusted news outlets that appear more often in Top Stories. This helps reliable publishers gain more visibility. Read more
- GEO (Generative Engine Optimization) audits check how well a site appears in AI-powered results. Experts recommend businesses complete audits across six categories. This ensures content is ready for AI Overviews and generative search. Read more
- Experts say GEO will not replace SEO but will expand it. Businesses need SEO for rankings and GEO for AI responses. Combining both is the new path forward. Read more
Search Engine Journal
- Google confirmed that social shares are not ranking factors. Signals outside of Google’s control can’t be trusted or verified. Rankings rely on data Google directly manages. Read more
- Traditional blogging that depends only on ads is losing ground. AI search answers reduce the need to click through to websites. Businesses should shift toward service and product-driven strategies. Read more
- Google Flights now offers AI trip-planning tools. The feature creates custom itineraries and travel suggestions. It shows how Google is weaving AI into everyday searches. Read more
Staying proactive now will help protect visibility, ad spend, and long-term growth.
