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Category: News

Google’s New SEO Guidelines: A Personal Take on Third-Party Tools & AI
When I heard that Google had added a new help document to its search developer documentation, I knew I needed to dive in. This new document, “Google Search’s guidance on using third-party SEO tools, services, and advice,” provides updated insights into the world of SEO, especially revolving around the hot topic of generative AI optimization.

Google also revamped its “Do you need an SEO?” guide, adding fresh content around generative AI topics. The intent behind these updates, as stated by Google, is to highlight what to consider when evaluating third-party tools and to simplify existing documentation. They want us to be cautious about trusting these tools and advice without proper verification.

Reading through Google’s new guidance, I found some valuable advice on thoughtfully evaluating third-party SEO services. Here’s how they suggest approaching it:

Evaluate external SEO advice against Google’s official guidelines, think critically about third-party tools, and always verify the claims made by these services.
- Evaluate and verify external SEO advice against official Google guidelines
- Think critically about using third-party SEO tools and services
  - Assisting in sitemap generation
  - Establishing indexing directives
  - Offering to generate “SEO-optimized” content for you
  - Providing advice to improve the ranking of existing content
  - Promising improvements for AI experiences and search formats (“AEO” or “GEO” tools)
While Google doesn’t endorse any third-party tools, they emphasized using Google Search Console for credible data directly from Google Search. We need to be wary of tools claiming to guarantee success since they lack access to Google’s internal ranking data.

With the updated “Do you need an SEO?” document, Google has also covered topics like Optimizing for generative AI. It includes essential reminders that if an SEO uses a third-party tool, one should not assume it’s approved by Google, and during audits, access to Search Console should be limited initially.

In essence, before making any site changes based on third-party audits, it’s crucial to cross-reference their advice with Google’s official resources, especially when it comes to AI optimization strategies.
- If your SEO offers an audit, scrutinize what’s involved and avoid granting write access to Search Console at first.
- Ensure recommendations align with Google’s SEO starter guide and critically evaluate their claims.
- If optimizing for AI, verify alignment with official AI optimization guidance.
Understanding these updates helps us not only in improving our own SEO strategies but also in promoting ethical and effective use of tools.

The document updates come as a reminder for us to regularly check Google’s official documentation. Staying informed about new guidelines ensures that we’re always on the right path in our SEO journey.

Inspired by this post on Search Engine Land.
June 7, 2026
Discover Google’s New Search Profiles for Publishers
Hey there, have you heard about Google’s latest feature within Google Discover? They’ve just launched Search profiles in the U.S., and it’s a game-changer for publishers like me. These profiles act as enhanced landing pages where my audience can not only follow me but also see a collection of my latest articles, videos, and social media posts all in one convenient spot.

Google has been working on this for quite some time, refining and testing it over several months. They’ve even made some tweaks, such as adding shortnames, which make it even easier to share these profiles.

What are Search Profiles? According to Google’s description:

“Search profiles give publishers and creators a central place to showcase their latest articles, videos, and social posts. People can easily follow sources from their profile, so they’re more likely to see that content on Discover, found on the home screen of the Google app.”

It’s described as a “new way for publishers and creators to shape their presence on Search. Search profiles are a dedicated, shareable space to highlight content across platforms and help audiences find accurate, up-to-date information about sources on Search.”

What it looks like: Curious to see it in action? Here’s a video demonstration:

Managing Your Search Profile: If you’re a publisher or creator with a significant following on a major social or video platform, you’re in luck! You’ll be able to claim your Search profile, personalize it with an avatar, bio, and links to your website and social media platforms.

Once you claim your profile, it might even create a Knowledge Panel for you, or enhance your existing one with updated details and a direct link to your profile.

If you’re interested in setting up your own Search profile, check out this guide for creating a profile, claiming an existing one, and managing it.

Availability: Currently, this feature is available in the U.S. for users and publishers who meet a certain follower threshold. Here’s what you need:
- TikTok: 300,000 followers
- YouTube: 100,000 subscribers
- Instagram: 100,000 followers
- X: 100,000 followers
Why This Matters: As a publisher, I’m always looking for ways to get more visibility. Google’s new feature allows us to increase our reach not just on Google platforms but across our entire digital presence. It’s an exciting time, though one has to ponder whether this will be enough in the fast-paced world where AI continues to evolve.

Inspired by this post on Search Engine Land.
June 4, 2026
Unveiling Google Search Console’s AI Controls and Reports

As someone who eagerly follows Google’s updates, I was thrilled to learn about the latest developments in Google Search Console. Recently, Google has started to roll out new Search Generative AI performance reports. These reports, along with a feature to block your content in AI responses, are designed to give website owners more control.

Currently, these features are being introduced to a select group of website owners in the UK, but there are plans to expand access in the near future. This gradual rollout allows us to get accustomed to these changes before they become widely available.

Exploring the Search Generative AI Performance Report

The new AI performance report in Google Search Console is something I’ve been anticipating. Although it doesn’t cover everything, it does provide some important insights into how our content is performing within AI responses, AI Mode, and AI Overviews on Google Search. The report includes data on impressions, pages, countries, devices, and dates. However, a notable omission is click data, so we’re left guessing about the exact number of searchers clicking through to our sites from AI responses.

Google stated:

– We’re rolling out new insights for website owners regarding their pages’ appearances in generative AI Search features. These insights include impressions metrics and information on which pages appear in AI responses and in which countries. We’re working closely with website owners to determine what insights would be most helpful and will expand the metrics available over time.

Additionally, Google shared more details about the metrics we can expect:

– Impressions: Frequency of your site’s URLs appearing in generative AI features in Search and Discover.

– Pages: Identifying URLs that appeared within AI features.

– Countries: Understanding visibility on a country basis.

– Devices: Identifying the devices used to view your website. Available for Search results.

– Dates: Monitoring performance with hourly, daily, weekly, and monthly granularity.

I inquired about click data from a Google representative, who mentioned that they are exploring additional metrics that will help inform our strategies in the future.

Initially, this report is available to a subset of users in the UK, with plans to expand globally in the future.

If you want to explore more about this report, I recommend checking out the Google help center document.

Introducing AI Blocking Controls

Another exciting feature Google introduced is the ability to block your content from appearing in AI search features like AI Overviews, AI Mode, or AI Discover. Google described this as a “new toggle” within Google Search Console, allowing us to decide whether or not our site should be part of these AI search features.

Google notes that opting out will prevent your site from receiving traffic or impressions from these features. Importantly, this control won’t affect your ranking in standard search results outside of generative AI Search features, so there’s no risk of negatively impacting core web search visibility.

Again, like the performance report, this toggle is currently available to a subset of UK website owners, with plans to widen access as they complete further testing. Google had promised these controls after facing some backlash from the EU, and it’s promising to see them starting to roll out now.

One study even showed that 1/3rd of SEOs are willing to block Google from showcasing their content in AI search features.

Why It Matters

As site owners and publishers, many of us have been asking for control over how and if our content appears in Google’s AI features. Now, we have just that. Although it’s initially limited, I’m hopeful these features will eventually be available to all.

Moreover, we’ve been requesting AI Search reporting from Google from day one. With Google’s announcement following Bing’s release of its own AI performance report, we’re taking a significant step forward. While Google’s report currently targets UK site owners and lacks click data, it holds promise for a global rollout soon.

Inspired by this post on Search Engine Land.

June 3, 2026
OpenAI to Launch Ad Campaigns with Conversion Tracking in ChatGPT
I recently discovered that OpenAI is set to introduce conversion-optimized ad campaigns starting in early June. This marks a significant step towards creating a performance advertising ecosystem within ChatGPT.

Why does this matter to us? This move by OpenAI, as reported by The Information, confirms the development of conversion-focused ads along with necessary tracking infrastructure and performance measurement tools for advertisers like us.

What’s the current update? OpenAI has communicated with advertisers, stating that those who set up the OpenAI Pixel or Conversions API in advance will get early access to these campaigns in June.

According to the company:
- Advertisers configuring conversions by June 1 will gain early access by June 5.
- Advertisers can already start tracking conversions using Ads Manager today.
This system enables advertisers to measure actions triggered by ads, enhancing campaign effectiveness.

A deeper look. OpenAI is setting up an infrastructure akin to performance platforms like Google and Meta. With the OpenAI Pixel, advertisers can track website activity post-ad interaction, while the Conversions API allows them to send first-party conversion data back into OpenAI’s systems directly.

This capability allows OpenAI to optimize campaigns for measurable business outcomes, beyond just engagement metrics.

What’s at stake? The future of OpenAI’s advertising strategy largely hinges on measurement accuracy and gaining advertisers’ trust.

With browser restrictions and privacy changes eroding traditional tracking methods, OpenAI’s Conversions API could play a crucial role in demonstrating campaign performance and attribution within AI-driven ad experiences.

Inspired by this post on Search Engine Land.
May 27, 2026
Discover Google Chrome Lighthouse’s New AI Scan Feature

I’ve recently discovered that Google has introduced a new feature in Chrome Lighthouse to check for llms.txt files. Though Google mentions that llms.txt isn’t necessary for AI search visibility, Lighthouse has started flagging sites based on their presence.

Google’s latest Lighthouse audits, under the “Agentic Browsing” category, now focus on a site’s usability for machine interaction. I find this interesting as it aligns with Google’s push towards better machine readability.

The new audits are part of Chrome’s evolving “Agentic Browsing” features, which analyze if sites are prepared for automated interaction. This concept came soon after Google issued guidance on AI search optimization, debunking the necessity of llms.txt files in their new guide on generative AI features.

What Lighthouse Evaluates Now. Lighthouse’s Agentic Browsing tests focus on how well my site is built for machine interactions, incorporating various deterministic audits as per Google’s documentation. These checks include:

– WebMCP integration.

– Accessibility tree integrity.

– Layout stability through CLS.

– Presence of an llms.txt file.

These audits help ensure that there’s a machine-readable summary at the site’s domain root. Google explains that without llms.txt, agents might take longer to understand a site’s main structure.

The impact of these audits doesn’t translate into a traditional Lighthouse score but into a fractional pass ratio related to agentic readiness signals.

The Tension. Interestingly, while these audits don’t directly affect SEO rankings, their mention in Google’s readiness checks could make SEOs reconsider their stance on llms.txt files.

Agentic Engine Optimization. Google’s approach aligns with insights shared by Addy Osmani from Google Cloud AI about Agentic Engine Optimization. Osmani emphasizes creating web content that is semantically structured, token-efficient, and easy for AI to process.

SEO vs. llms.txt. According to Google, creating llms.txt or similar files isn’t necessary for AI search success, as outlined in the guide on Mythbusting generative AI search. The AI systems can discover, crawl, and index a variety of file types encountered on the internet.

John Mueller from Google responded to concerns about the role of llms.txt in a discussion with Lily Ray on Bluesky, stating that the use of these files is more for functionality and not directly linked to search engine optimization.

Google’s Take on AI Agents. Besides llms.txt, Google’s Lighthouse guidelines place strong emphasis on accessibility and interface stability. The insight I gained is that AI agents heavily rely on the accessibility tree as their core data model, focusing on integrity and proper layout.

Ultimately, while Google indicates llms.txt isn’t needed for search, including such files might be beneficial for adapting to Google’s evolving tools that prioritize machine readability.

Further Exploration.

– Meet llms.txt, a proposed standard for AI website content crawling

– llms.txt isn’t robots.txt: It’s a treasure map for AI

– Does llms.txt matter? We tracked 10 sites to find out

Inspired by this post on Search Engine Land.

May 20, 2026
Unveiling Google’s Ask Advisor: Revolutionizing Ad Management
I’m thrilled to share that Google has just unveiled Ask Advisor, a new AI-driven tool designed to transform the way we approach campaign management, analytics, and optimization. Announced at Google Marketing Live 2026, this Gemini-powered AI is here to integrate seamlessly across Google Ads, Google Analytics, Merchant Center, and the Google Marketing Platform.

Making Waves. Ask Advisor is set to be a game-changer, acting as a unifying force that weaves together insights, workflows, and recommendations across Google’s vast marketing ecosystem.

For those of us in marketing, this means we can launch campaigns, analyze performance, and uncover optimization recommendations all without having to juggle between different tools.

Imagine asking Ask Advisor to “find new customers for my hair care products.” It would seamlessly pull details from the Merchant Center and assist in crafting a campaign right in Google Ads.

Understanding the Process. Ask Advisor connects the dots between Google Ads, Analytics, the Merchant Center, and the Marketing Platform via a Gemini-powered interface. This connectivity allows it to access a range of data to create recommendations, automate tasks, and offer insights that align with marketing goals.

It doesn’t stop there. The integration of insights from Google Ads and Google Analytics helps explain campaign performance and suggests subsequent steps.

The aim, Google states, is to democratize advanced campaign management, enabling even those without extensive technical expertise to make the most out of their advertising strategies.

This launch supports Google’s expanding lineup of AI-driven in-product agents, positioning Gemini as a fundamental layer in advertising and measurement tools.

Why This Matters to Us. Ask Advisor symbolizes one of Google’s most direct steps into agent-based advertising workflows.

Instead of interacting manually with separate reporting dashboards, campaign tools, and optimization settings, AI agents are being poised to handle operational tasks and present strategic insights.

The more substantial evolution is structural: Google is anchoring Gemini as the core across its advertising platform, potentially redefining how campaigns are developed, optimized, and evaluated.

Keep an Eye On. The biggest discussion point will be how much control advertisers are willing to cede to AI agents. Transparency over recommendations, automation choices, and reporting accuracy will be under scrutiny as Ask Advisor rolls out.

When You Can Get It. Currently in beta, Ask Advisor is available for English-language accounts, with more features anticipated later this year.

Want to Learn More? Here’s additional news from Google Marketing Live 2026:
- Google tests new conversational ad formats in AI Mode and Search
- Google launches AI Performance Insights and Conversational Attributes in Merchant Center
- Google expands Direct Offers with AI-generated bundles, native checkout, and travel deals
- Google brings Meridian marketing mix modeling into Analytics 360
- Google expands Demand Gen with YouTube creator tools
- Google upgrades Asset Studio with Gemini-powered creative generation and video tools
- Google expands Universal Commerce Protocol and launches new agentic shopping tools
Inspired by this post on Search Engine Land.
May 20, 2026
Discover How AI is Transforming Google Search Queries

I’ve noticed that Google Search Query Reports are moving towards AI-driven interpretations, reflecting inferred intent rather than exact user searches.

What’s happening. Google has clarified that the search terms in Search Query Reports might not precisely match what users typed. Instead, the system displays the “closest approximation” due to the complexity of modern search behaviors.

What’s behind it. It’s fascinating how heavily AI now influences Google Ads’ matching systems. Rather than depending solely on specific keywords, Google increasingly interprets user intent, context, and behavioral signals to decide which ads to display.

Why we care. For those of us in advertising, Search Query Reports might become less of a mirror reflecting user language and more of a summarized representation of intent. This shift might complicate query analysis, decisions on negative keywords, and strategy around match types.

Discovered by. This update was brought to my attention by Adsquire founder, Anthony Higman, on an official Google help page discussing ad group and asset group prioritization in Google Ads.

The bottom line. Google Ads continues its evolution from keyword matching to AI-driven intent modeling, meaning we might have less insight into the exact searches that activate our ads.

Inspired by this post on Search Engine Land.

May 13, 2026
Condé Nast Shifts Focus as Google Search Traffic Fades

Over the years, as Google continually tweaked its algorithms and transformed its search results pages, I’ve seen Condé Nast adjust its strategies considerably. Now, we’re designing our business around the notion that search traffic barely impacts us anymore.

In a recent conversation featured on TBPN—the tech media network that’s been likened to “technology’s daily show”—CEO Roger Lynch shared that we’ve stopped regarding Google search as a dependable traffic source.

Here’s what Lynch explained. While Google traffic isn’t expected to vanish completely, we’re intentionally planning as if it’s on the decline:

“Last year, I instructed our teams: plan as if there is no search—consider search as non-existent.”

“We’re not saying it will be gone entirely… but we anticipate it will comprise only single digits of our overall traffic—very minimal.”

The background. Throughout the past few years, Lynch has observed a recurring trend: Google’s adjustments consistently exceeded our expectations in reducing our visibility.

“For each of the last three years, we predicted some search traffic declines in our budgets, but it fell even more than anticipated,” he noted.

Why has our search traffic dwindled? Lynch attributes this decline not only to algorithm changes but also to AI Overviews and Google’s increasingly commercial-centric results.

“Seven or eight years ago, search results had a few ads, followed by ’10 blue links.’”

Currently, users first encounter AI Overviews, then a slew of commerce links, pushing organic results further down the page.

“It’s worked out well for Google,” Lynch commented.

A shifting landscape. The alterations made by Google have disrupted the model that other digital entities, like BuzzFeed, used to convert social media and search traffic into revenue.

“That era has ended,” he declared.

Lynch mentioned that brands in the intermediary stages are having the most trouble adapting to changes in AI and search frameworks.

“In today’s world, having a specified niche with a dedicated audience is crucial. Relying solely on advertising to support significant journalism investments is a challenging position,” he stated.

Shifting priorities at Condé Nast. We are now emphasizing brands that excel in these areas:

Dedicated direct audiences.

Potential for subscriptions.

Undeniable expertise in a given niche or category.

Lynch also hinted at a potential advantage for premium publishers against AI-generated content:

“Our audience expects and desires human-generated content. Creating AI-generated content doesn’t play to our strengths. Identifying and building on your competitive advantages is vital.”

Why this matters. Lynch emphasized that the practice of turning search and social media traffic into lucrative businesses is outdated. Publishers lacking a strong brand or dedicated readership might face challenges, as platforms can revise their methods at any moment.

The full interview. You can watch Lynch’s discussion, where he elaborates why human journalism remains crucial in the AI era, starting at 30:28 here.

Inspired by this post on Search Engine Land.

May 13, 2026
Exciting Changes: Google Ads to Auto-Link YouTube Channels

Starting June 10, I’ll enjoy seamless access to valuable YouTube engagement data through Google Ads, all thanks to an automated linking feature.

I received a notification from Google alerting me that my Google Ads accounts will soon be automatically linked to any associated YouTube channels. This change comes into effect on June 10, 2026, and eliminates the need for manual connections.

Now, without lifting a finger, I can access a world of video engagement data and targeting features directly through Google Ads.

Why it matters to me. By linking my YouTube channel, I can now dive into deeper insights and leverage more advanced targeting options that I might have otherwise overlooked.

With this automation, video data becomes a standard tool in my campaign optimization arsenal.

Take a closer look. I’ll have instant access to organic video metrics like view counts right within Google Ads.

I’m also able to create audience segments based on user interactions with my YouTube content, such as video views and channel engagement.

Extra benefits. This integration means I can track ‘earned actions’ like subscriptions or additional views spurred by my ads, making these interactions valuable conversion signals.

Such insights offer a clearer picture of how my video campaigns impact user behavior beyond mere clicks.

What I’m watching for. It’ll be fascinating to see how my measurement strategies evolve with the integration of organic and paid video data, and whether this encourages a broader adoption of engagement-based conversion tracking.

The bottom line. Google is making it impossible to ignore YouTube insights, turning automatic linking into a necessary step for honing targeting, measurement, and performance.

First spotted. Multiple advertisers, including myself, were informed by Google. Notable mentions are Menachem Ani, Hana Kobzová, and Arpan Banerjee.

Inspired by this post on Search Engine Land.

May 11, 2026
Uncovering the Hidden Flaw in a ‘Perfect’ PPC Campaign

I recently sat down with Veronika Höller for an enlightening discussion on PPC campaigns in an episode of PPC Live The Podcast. We delved into a scenario where a seemingly flawless campaign was secretly underperforming, uncovering the real issue beneath the surface.

From “perfect” campaigns to zero revenue

Initially, Veronika encountered an impeccably organized account. It had all the right elements: a clean structure, compelling creatives, and well-allocated budgets with conversions rolling in. But there was one glaring omission—it wasn’t generating any revenue.

This discrepancy prompted us to investigate further, revealing that while surface metrics such as impressions, clicks, and conversions appeared promising, the true business impact was lacking. The unraveling began here.

The real issue: nothing stood out

The breakthrough came not from within the account but by stepping outside it. During competitor research, Veronika noticed that the brand’s messaging was indistinguishable from its competitors. There was no compelling reason for users to choose their products over others.

From a user’s perspective, the ads weren’t incorrect; they were simply forgettable. In a saturated market, being simply “good” wasn’t enough. The revelation was not about performance but positioning.

Starting again — from scratch

Veronika boldly decided to reconstruct everything from the ground up. This involved crafting new messaging, developing fresh creatives, and establishing a comprehensive strategic blueprint. A pivotal change was identifying not only the ideal customer but also defining who they were not targeting, utilizing anti-ICPs to refine the messaging.

This reset also incorporated enhanced localization, creating tailored landing pages for different markets, and formulating platform-specific strategies instead of simply recycling campaigns across channels. It was much more than optimization—it was a complete overhaul, and it succeeded.

The mistake that nearly broke everything

Looking back at earlier times in her career, Veronika recalled a major misstep that will resonate with many PPC professionals. She had implemented a recommended target CPA but failed to adjust the budget accordingly.

This oversight led to a halt in campaign delivery and a significant drop in performance, all of which went unnoticed over the weekend. By Monday, the damage was done, and the client was understandably upset.

Owning the mistake — and fixing it fast

Veronika didn’t shy away from the situation. She promptly admitted her mistake, provided an explanation, and took full responsibility. This transparency shifted the client’s initial frustration into collaboration, as there was no defensiveness, only a structured plan for resolution.

The takeaway was invaluable: one must never apply recommendations blindly and should always consider the entire context before implementing changes.

Why failure is part of getting good

For Veronika, mistakes aren’t something to avoid—they’re a stepping stone to mastery. “You can only be good if you fail,” she asserted.

This philosophy now influences her work approach and mentorship style. Mistakes signal progress, experimentation, and improvement.

Furthermore, sharing these experiences helps others steer clear of similar pitfalls.

The biggest issue she still sees today

Despite evolving PPC landscapes, tracking remains a persistent issue. Many setups suffer from flawed implementations, reliance on micro conversions, and misconfigurations in tools like Google Tag Manager.

In a world dominated by smart bidding and automation, inaccurate data not only constrains performance but leads it astray. Even the most stellar campaigns can falter without precise tracking.

AI won’t fix average marketing

Veronika emphasized that AI isn’t a magic bullet for improving outcomes. Feeding it mediocre data yields mediocre results.

Many marketers erroneously rely on AI tools for account analysis without a proper understanding of the necessary enhancements. AI can’t create uniqueness; it can only optimize existing inputs. Distinctive strategies still demand human ingenuity.

The mindset that matters now

The most significant takeaway isn’t about tactics; it’s about mentality.

Perfection isn’t the goal. Avoid following recommendations blindly, and don’t assume tools will think for you. Instead, rely on your instincts, experiment, and accept that mistakes are a valuable part of the journey.

In performance marketing, the real hazard isn’t failure but becoming invisible by playing it safe.

Inspired by this post on Search Engine Land.

May 8, 2026

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