As I type my search query in Google, I’ve noticed an interesting change. The usual AI Mode button is sometimes replaced by a striking blue ‘Send’ button right in the search box.
Google is currently testing this new feature. Traditionally, the AI Mode button appears on the right side of the search box, but it seems this might be changing. As soon as I start typing, the ‘Send’ button takes its place.
What it looks like. Recently, I came across a post by Shameem Adhikarath, who shared a video of this new feature on X.
From the video, it’s clear that when I start typing my query, the AI Mode, Lens, and Microphone buttons vanish, leaving behind this new blue ‘Send’ button.
Interestingly, the familiar plus sign remains unaffected, sticking around as always.
Why this matters. While this is currently just a test, it could have significant implications. If implemented, it might mean fewer users are directed to Google’s AI Mode, prompting more straightforward searches.
For those of us who rely on AI Mode, this change could make accessing it a bit more challenging, urging us to adjust how we initiate searches.
This past year, PPC has been anything but static – it has evolved. As I explored the insights from 2025, I found these articles resonated deeply. They addressed crucial questions like maintaining a competitive edge, eliminating wasteful spending, collaborating with automation, and gearing up for the future.
Join me as I take you through the links to the top 10 most-read PPC columns on Search Engine Land from 2025, crafted by our incredible experts.
Though it might seem challenging, even the smallest businesses can carve out their niche and captivate customers. Discover the strategies that make this possible. (By Sophie Logan. Published Sept. 16.)
Update your optimization techniques for 2025 with innovative approaches to keywords, Performance Max, and audience targeting. (By Pauline Jakober. Published Feb. 6.)
With increasing CPCs, understanding the pace of this inflation and comparing it to the consumer price index is essential for shaping your ad strategies. (By Mark Meyerson. Published April 16.)
AI is bridging the gap between organic and paid search. Learn how integrating SEO and PPC can enhance your visibility and brand presence. (By Jen Cornwell. Published Oct. 6.)
PPC scripts have limitations, but with vibe coding, you can remove obstacles and transform complex seasonal data into practical planning tools. (By Frederick Vallaeys. Published Aug. 21.)
Streamline your ad creation process without losing your core message. Leveraging generative AI can help craft engaging, personalized copy that truly connects. (By Jason Tabeling. Published Aug. 1.)
Discover filtering techniques that refine targeting, reduce unnecessary clicks, and reveal new keyword opportunities. (By Menachem Ani. Published July 22.)
Enhance your campaign management with Google Ads scripts. Uncover insights, actionable tips, and use cases for leveraging automation to improve performance. (By Frederick Vallaeys. Published Jan. 9.)
As clicks become scarcer, maintaining visibility requires precise targeting and value-based bidding. Achieving this ensures your prominence in both paid and organic searches. (By Sarah Stemen. Published Oct. 7.)
With Google’s environment becoming more automated, some PPC tactics are now obsolete. Discover what to eliminate and what to focus on for the coming year. (By Sarah Vlietstra. Published Nov. 4.)
2025 was a whirlwind year for those of us in the pay-per-click (PPC) marketing world, with changes coming fast and growing increasingly complex.
I noticed how significant many of Google’s updates were throughout the year, from the introduction of deeper automation with AI Max to ads being integrated directly into AI Overviews and more transparency and control being offered with Performance Max campaigns.
There were also key updates to Google Tag Manager and conversion tracking that really changed how I trust and collect data, not to mention the effects of policy shifts, automatic content extraction, and major advertisers like Amazon and Temu pulling back from Google Shopping, shaking up auction dynamics.
Now that 2025 is coming to a close, let me walk you through the headlines that caught my attention, ranked by pageviews.
10. Google changed how Tag Manager works with Google Ads
On March 10th, Google updated Google Tag Manager, ensuring that the Google tag would load before any events, thereby improving tracking accuracy and data collection from April 10th onwards. For me, this meant GTM automatically loaded the Google tag for containers with Google Ads and Floodlight tags, allowing simplified access to Enhanced Conversions and cross-domain tracking directly within tag settings.
9. Google Performance Max campaign API placement exclusions
On January 28th, Google revealed we can actually control Performance Max campaigns using API-based placement exclusions, overturning prior documentation and support guidance that stated otherwise. I found research from ad tech firm Optmyzr confirming that these API exclusions effectively blocked spending on excluded placements, providing stronger programmatic control over PMax campaigns.
8. Search Terms visibility in Google Performance Max campaigns
On March 21st, Google gave us the ability to see which search terms were triggering ads in Performance Max campaigns and introduced the option to add negative keywords directly from the Search Terms report, enhancing transparency and giving us more control.
7. Google Ads AI Max for Search campaigns beta
On May 6th, Google introduced AI Max, a one-click enhancement for Search campaigns, offering us the power of advanced AI to expand reach and dynamically generate ads, while adapting creative elements in real time.
6. Google AI Overviews ads
Starting May 22nd, Google began placing ads directly within AI Overviews, marking a significant shift in monetizing its generative search experience. This new feature was confirmed during Google Marketing Live 2025.
5. Google Ads allowed multiple ads for the same business on one results page
On March 31st, Google allowed the display of multiple ads for the same business on a single results page, provided they appeared in different locations, thereby opening up opportunities for larger brands to increase their visibility.
4. Google launched automatic marketing content extraction
On April 3rd, Google introduced a feature that automatically pulls existing marketing content from merchants to boost visibility across Search, Shopping, and Maps. Merchants were auto-enrolled, but could opt-out anytime?
3. Temu pulled its U.S. Google Shopping ads
On April 14th, Temu’s abrupt withdrawal of its U.S. Google Shopping ads revealed the heavy reliance on paid acquisition. This move, coinciding with increased tariffs and strict enforcement of import regulations, significantly impacted its market presence.
2. Amazon pulled out of Google Shopping ads
On July 25th, Amazon’s unexpected cessation of Google Shopping ads shook the market, given its historical role in driving auction competition and ad revenue. A month later, it resumed internationally but remained absent in the U.S.
1. Google Ads simplified conversion tracking with new tag manager feature
Google Ads, on February 5th, simplified conversion tracking within Google Tag Manager by introducing a wizard-style setup for creating conversion events without manual coding, revolutionizing my approach to tracking and optimization.
PPC in 2025 was undoubtedly dominated by major headline-worthy updates, largely centered around Google’s changes. Moving forward, I expect 2026 to bring even deeper AI integration. The real game-changer will be how expertly we can apply AI strategically.
It feels like a whirlwind every time Google releases a core update, and the December 2025 core update was no different. I’m thrilled to share that this is the third core update of 2025, taking a little over 18 days to roll out completely. It kicked off on December 11 and concluded on December 29. According to Google, this update aims to enhance the visibility of relevant and satisfying content across all types of sites.
Reflecting on the timeline, this update came five months after the June 2025 core update, which itself followed the March 2025 update. It’s interesting how Google spaces these updates throughout the year, creating waves of anticipation and speculation in the SEO community.
In the coming days, I’m eager to delve into data to understand how this update has influenced rankings and share that insight with you via Search Engine Land.
What Google is saying.
Google has updated its Search Status Dashboard to signal, ‘Released the December 2025 core update. The rollout may take up to 3 weeks to complete.’ On LinkedIn, they reiterated, ‘This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites.’
What we saw.
In my observations, the update’s initial effects were evident a few days post-release, notably on December 13. Another significant spike in volatility appeared on December 20. As is common with core updates, some websites experienced massive ranking drops, others surged, and many saw no change.
If you’re interested in a deeper dive, I recommend checking out this insightful video from Glenn Gabe.
What to do if you are hit.
Google hasn’t provided new recovery guidelines specific to this update. Historically, they advise that no specific actions are required for recovery, and a ranking drop doesn’t necessarily indicate issues with your pages. They also offer a list of questions for site assessment post-update impact.
Google has reiterated that creators should consistently aim to produce satisfying, people-focused content. Check out their helpful content guide for more insights.
Reflecting on recent updates: the June 2025 core update started on June 30 and wrapped on July 17; the March 2025 update began March 13 and ended March 27. Looking back further, the December 2024 update ran from December 12-18, while November 2024 spanned November 11 to December 5.
Why we care.
With the December 2025 core update now in the books, it’s an opportune time to assess its influence on your sites and client sites. Analyzing the changes can guide you to refine your content strategy, potentially bolstering future rankings. Remember, Google’s core updates roll out every few to several months, emphasizing the continuous need for optimization.
Good luck with navigating this update, and here’s to a successful start to the new year!
Wow, what a whirlwind 2025 was in the ever-evolving world of SEO! I found myself constantly amazed at the pace of change, especially with the rise of GEO and AI-driven discoveries.
The incredible advances—from multi-platform searches to innovative AI applications—made this year truly groundbreaking. As I dove into these shifts, Search Engine Land remained my trusted guide, helping me navigate what’s happening, what’s on the horizon, and, most importantly, what really matters.
I’m thrilled to share with you the 10 most-read SEO columns of 2025. These pieces, penned by some of the best minds in the field, captivated and informed readers like never before.
Reflecting on Google’s 2025 algorithm adventures, I’m reminded that fewer confirmations don’t equate to less excitement in search rankings.
Google rolled out four confirmed algorithm updates this year, including three core updates and one spam update. Interestingly, this is a decrease from prior years—seven updates in 2024 and nine in 2023.
Fewer updates confirmed, more surprises for search. Google might be confirming fewer updates, but that doesn’t mean there are fewer changes under the hood. As they’ve stated, not all core updates are announced, and I’ve experienced plenty of volatility tracking all the unconfirmed tweaks.
I’ve followed numerous unconfirmed updates on the Search Engine Roundtable, making 2025 a year of unpredictability despite fewer confirmations.
Google confirmed algorithm update summary
Here’s a timeline that visualizes all these exciting developments in 2025, showcasing the rollercoaster of changes throughout the year.
Three Google core updates in 2025. Spread over the months, we saw these core updates rolling out in March, June, and December.
March 2025 core update. The journey began on March 13, taking 14 days to unfold by March 27. Google assured us it was a routine core update, enhancing search results.
It was reminiscent of prior updates, as reflected in historical data.
June 2025 core update. Commencing on June 30 and concluding by July 17, this update repeated the thematic improvements seen previously, capturing further interest.
Intriguingly, some sites reported partial recoveries post-update, signifying its intense impact.
December 2025 core update. Starting on December 11, its rollout remains incomplete, but it’s consistently producing expected outcomes across the board.
The updates stirred considerable volatility, particularly noted during weekends like December 13th and December 20th.
One Google spam update in 2025
August 2025 spam update. Launched on August 26 and concluded by September 22, this update rapidly impacted site rankings and thankfully, some saw recoveries.
Reflecting on another year in the world of search, I’ve seen how Google labeled 2025 as year three of a 10-year transformative shift. This change, centering on AI, became undeniably evident. No longer just an experiment, AI has now firmly integrated into the core processes of search.
Here, I’ll share the most significant SEO news stories of 2025 from Search Engine Land.
Note: This overview excludes Google algorithm updates, which Barry Schwartz has covered in a separate recap published today.
10. Perplexity Ranking Factors and Systems
Diving into the intricacies, independent researcher Metehan Yesilyurt examined browser-level interactions, revealing how Perplexity scores, ranks, and sometimes drops content. His findings uncovered a three-layer machine learning system reordering entity searches, manual authority whitelists, and many engagement signals.
He also observed that authoritative domains, early strong performance, and tech-focused topics received boosts. The ranking further mirrored time decay, interconnected content clusters, and trending YouTube content that amplified visibility.
In a move all about clarity, Google introduced Query groups to the Search Console Insights report. By employing AI, it groups similar search queries into distinct audience topics. These don’t influence rankings but make performance trends more apparent, especially for high-volume sites.
I was surprised to see HubSpot’s organic traffic plummet from 13.5 million to 8.6 million within a month, mainly impacting its blog. This followed several Google updates, with SEOs pointing to thin, broad content not aligned with HubSpot’s core expertise.
The ongoing identity debate in SEO continues as Google rejects new terminologies like GEO (generative engine optimization) and AEO (answer engine optimization). They maintain that strong SEO practices are also effective for GEO, underpinning AI Overview rankings’ fundamentals.
Yet, as AI answers replace clicks, traditional search still plays a vital role in discovery, despite search behavior evolving with users seeking AI for quick answers but relying on Google for extensive research.
The expansion of Google AI Mode from a trial to an almost default, comprehensive search experience was rapid. It incorporated more in-depth research, agentic activities, personalization, and the advanced Gemini 2.5—a drastic evolution toward complex search behaviors.
This AI Mode initially struggled with transparency, breaking referral tracking and merging its performance data with standard Search Console reports, sparking concerns over visibility and attribution in a more AI-centric search landscape.
When Cloudflare CEO Matthew Prince spoke about AI disrupting the web’s search-driven business model, it resonated with many. He highlighted the disproportionate relationship—Google and AI companies scrape extensive content while returning minimal traffic, jeopardizing original publishing unless the economic model adapts.
Seeing Google’s search share dip below 90% globally for the first time since 2015 was significant, driven by shifts in Asia and the U.S. This opened opportunities for Bing, Yandex, and Yahoo to capture some of Google’s shrinking share.
Google’s stricter stance on AI-generated content was clear when it instructed quality raters to assign the Lowest ratings to predominantly auto-generated pages. The expanded spam definitions targeted scaled, low-effort AI implementations.
Concurrent tests of AI-generated and AI-summarized search snippets indicated a future where AI not only critically examines content but also influences its presentation in searches.
I noticed analysis from various sources showing a troubling trend: Google Search offered more impressions and AI Overview visibility but resulted in fewer clicks. This was especially evident with non-branded, informational queries where AI Overview overshadowed classic results.
Brands mentioned in AI Overviews saw improved CTR, whereas those outside these features lost prominence, emphasizing that AI visibility is pivotal in driving successful outcomes.
Google’s removal of the &num=100 search parameter has widely impacted the SEO industry, disrupting rank-tracking tools and coinciding with a noticeable decrease in Google Search Console impressions and query counts.
Initial evaluations suggested that the majority of sites experienced reduced visibility, especially beyond Page 1, hinting at historic overreported metrics and a more realistic view of organic performance going forward.
I recently learned that Google has made a significant change by lowering the minimum audience size requirement for its Ads platform to just 100 active users. This adjustment now makes it far easier for advertisers, both large and small, to harness the power of remarketing and customer lists without the previous constraints.
What’s new: Now, advertisers can utilize audience segments with as few as 100 users across platforms like Search, Display, and YouTube. This includes both remarketing lists and customer lists. Excitingly, this same 100-user limit also applies to Audience Insights, slashing the previous threshold from 1,000.
Catch up: The shift toward these smaller audience thresholds began in May. At that time, Google had already reduced the minimum user requirement for Customer Lists in Search campaigns from 1,000 to just 100 users. This marks a clear trend towards making audience targeting more inclusive.
Why this matters: Smaller accounts and niche advertisers now have the opportunity to implement audience strategies that were once unattainable due to those larger size thresholds. By bridging this gap, Google removes a longstanding barrier to advanced targeting and personalization within Ads.
What to watch: I’m curious to see how advertisers will leverage these more precise, smaller segments and whether performance or privacy safeguards will evolve to align with this broader access.
First seen: This update first caught the eye of Web Marketing Consultant, Dario Zannoni, who shared the news on LinkedIn.
I’ve got some exciting news to share—Google has just added Maps to the Demand Gen channel controls, giving us advertisers more flexibility than ever. Now, I can choose to run Demand Gen ads on Google Maps alongside other channels or even as a standalone placement!
Personally, this expansion opens up incredible opportunities for me to target users with intent-driven ads while having better control over where my ads show up. Google Maps, in particular, is a fantastic addition if you’re aiming for those crucial location-based placements.
What’s new. Now, I can select Google Maps as a channel within Demand Gen campaigns, either pairing it with other channels or running exclusively Maps-only campaigns. This gives me the strategic flexibility to mix and match, depending on my campaign goals.
Why we care. As advertisers, we get a powerful, location-focused tool in Demand Gen campaigns. It allows us to craft campaigns that cater to high-intent situations like local searches and navigation, marking a vital move towards precise channel control in campaigns traditionally managed more automatically.
Response. The advertising community is buzzing with excitement over this update. Like many others, Anthony Higman, CEO of AdSquire, has eagerly awaited such features for years. It’s an anticipated change that could redefine how I approach location-centric ads.
Between the lines. This move by Google signifies a shift towards greater transparency and control for advertisers. It’s a response to our demands, offering more modular and selectable distribution channels in Demand Gen, which I believe will enhance campaign efficiency.
What to watch. I’m keen to see how Maps placements will perform in comparison to other channels, such as YouTube, Discover, and Gmail. Also, I’ll be monitoring whether Google expands its reporting or optimization tools specifically for Maps inventory.
First seen. This update was initially spotted by Francesca Poles, a Search Marketing Specialist, when she shared it on LinkedIn. It’s great to have marketers like her keeping us all in the loop.
Bottom line. The inclusion of Google Maps in Demand Gen channel controls is a game-changer. For someone like me, it offers fresh strategic avenues, especially for crafting campaigns that are centered around location-based engagement.
I’m excited to share that Google has expanded the Performance Max Channel reporting to MCCs, providing us advertisers with unprecedented insights across accounts. This new update allows me to see how PMax spends and performs across various channels, all in one place.
The Channel Performance report, which was previously available only per account, is now accessible in some manager (MCC) accounts. This is particularly thrilling as I’ve been eager for Google to confirm this rollout, and now it’s happening in live environments!
Why it’s important to me: This MCC-level visibility means I can efficiently analyze Performance Max’s spend allocation across different channels like Search, Display, YouTube, Discover, Gmail, and Shopping without having to dive into separate accounts. It’s a fantastic time-saver for managing large portfolios.
What I’m paying attention to: I’m keen to see when this feature becomes widely available across all MCCs. Plus, I’m hoping Google might introduce deeper metrics or export options to further enhance our analysis.
This development was first noticed by Mike Ryan from Smarter Ecommerce. He’s also published a helpful guide on using Google’s Channel Performance reports. His insights have been invaluable!
Conclusion: With MCC-level Channel Performance, Google is moving closer to demystifying Performance Max, particularly for agencies requiring extensive cross-account insights. It’s a welcome change for many of us strategizing at scale.
