I recently discovered that Google has made some updates to their JavaScript SEO basics documentation. This change has brought clarity to how Google’s crawler deals with noindex tags on pages utilizing JavaScript. The main takeaway? If you’re aiming to have your page indexed, definitely avoid including a noindex tag in the original page code.
What’s New: Google has adjusted this section to specify that when Google encounters a noindex tag, it may bypass rendering and executing JavaScript. Consequently, efforts to modify or remove the robots meta tag using JavaScript might not yield the desired results. So, if indexing is a goal, keep the noindex tag out of the original code.
Previously, the guidelines indicated a certain certainty: if a noindex tag was detected, Google skipped rendering and executing any JavaScript. This meant any attempts to counter this with JavaScript adjustments would simply not work. The advice stood firm—keep noindex tags out of the original code if there’s any chance you need the page indexed.
Reason for Change: Google clarified that while it can render pages employing JavaScript, this behavior is not consistently defined and is subject to change. If there’s any chance you want your page to show up in search, play it safe and leave out the noindex tag from the original code.
Why This Matters: It’s often safer to steer clear of JavaScript when setting crucial protocols, especially concerning the blocking of Googlebot or other crawlers. If you need a search engine not to rank a particular page, avoid using JavaScript to execute those directives.
I’ve discovered that Google has quietly introduced a new feature in their Performance Max (PMax) campaigns, allowing advertisers like us to access video assets directly from the Merchant Center. This seemingly small adjustment is poised to make a significant impact on how we handle retail and e-commerce ads.
How it works. As part of this update, Google Ads now enables us to:
Auto-surface product-associated videos directly from Merchant Center during the PMax setup process.
Shorten creative workflows for our retail and e-commerce teams, saving us valuable time.
Improve product-to-creative alignment, thereby enhancing ad relevance.
Boost performance especially for those of us managing extensive SKU catalogs.
Why this matters. This update is a game-changer because it eliminates a key friction point within PMax: the challenge of integrating high-quality, product-relevant videos into our campaigns. By streamlining this process and pulling videos directly from the Merchant Center, Google is enhancing the connection between inventory and creative assets. This means higher ad relevance, greater engagement, and improved overall performance.
For brands like ours that have vast SKU inventories, this feature significantly accelerates the workflow and guarantees comprehensive video coverage — something we used to find challenging and resource-draining.
The bigger picture. It seems that Google is on a mission to expand PMax’s creative capabilities. From integrating social video imports to this new Merchant Center video feature, there’s a clear intention to make PMax more user-friendly for advertisers heavily involved in commerce.
First seen. This update caught my attention thanks to senior performance marketing executive, Rakshit Shetty, who shared his insights on LinkedIn.
The bottom line. Although it’s a subtle change, it’s undoubtedly a meaningful victory for brands operating at scale in the eCommerce space.
I recently discovered that Google’s AI made several damaging claims about me, alleging that I had been suspended for selling sick notes. As a UK doctor and YouTuber, I was stunned to find out that these false allegations could severely impact my career.
In a recent video, I explained how Google’s AI created a complete fiction about my professional life, despite my spotless record over the past decade. This alarming revelation raises questions about defamation and the responsibility of AI-generated content.
Why this matters. When AI-generated narratives start presenting false and damaging claims as facts, the implications for defamation and accountability are significant. It’s crucial to understand whether these AI statements are shielded by Section 230 protections.
What Google’s AI claimed: The AI falsely stated that:
My suspension by the medical council occurred in mid-2025.
I profited from selling sick notes.
I exploited patients for personal gain.
My online fame led to professional discipline.
‘None of this is true.’ With nearly 500,000 followers, I have no idea how many people might have seen this false information before I discovered it. Replicating this erroneous overview revealed even more fabrications, including misleading insurers and content theft.
How did this happen? I believe that Google’s AI pieced together a narrative from random bits of data, wrongly associating my identity with unrelated events:
I hadn’t uploaded to my YouTube channel, “Sick Notes,” in months.
Another doctor, Dr. Asif Munaf, was tangled in an actual sick-note scandal.
Why this is more than just a mistake. The AI didn’t question its fabricated claims; it presented them as undeniable truths. This poses issues because:
AI responses are often viewed as authoritative.
Users cannot discern sources, biases, or motivations.
There’s no straightforward process for correction or accountability.
The allegations targeted me, a private individual, outside of public controversy.
The big legal question. Is Google’s AI guilty of defamation? Is it protected under Section 230? Ultimately, courts may decide. However, some legal experts suggest:
AI outputs aren’t third-party speech.
They constitute new, published statements.
False facts could indeed be defamatory.
Resolved? Searching for my supposed suspension now returns a different, unclear explanation:
“Dr. Ed Hope (of the ‘Dr. Hope’s Sick Notes’ YouTube channel) faced scrutiny and suspension…” This narrative erroneously conflates events and imagines contexts.
A more recent search presents even vaguer details, blending potential fictional characters with real drama.
For the last two years, I’ve been swept up in the AI gold rush era. It’s reminiscent of what Taylor Swift would call the “Lover” phase—everything was shiny, fresh, and filled with potential.
My approach? I tried to buy it all.
But now, I’m shifting gears to a “Reputation” phase, which feels darker, edgier, and all about the receipts.
Noticing headlines like Microsoft’s decision to lower AI sales targets got me thinking. People framed it as a disappointment, but what I see is a market maturing.
As we’re evolving, I’m realizing that we’re leaving behind the AI gold rush era. Microsoft’s recalibration is just one sign that we’re stepping into AI’s Production Phase era.
Conversations are changing: I’m more focused on whether these tools actually work within my business, connect to our stack, and drive revenue.
There’s a shift happening as the AI market remains a bit unstable. With almost 40% of U.S. consumers having tried generative AI, regular use isn’t quite there yet, as shown by moves in platform loyalty.
This instability means that for me, orchestration is key to staying future-proof in a fragmented ecosystem.
The martech scene has exploded with over 15,384 solutions available, yet I see only 33% of tech being fully utilized. We were paying for a full suite, but truly benefiting from just a third of it.
During the rush, we bought point solutions to address specific problems, but lacked a conductor to bring everything together harmoniously.
This results in what I’d call Pilot Theater—demos that impress but fail to deliver ROI because they’re trapped in isolated silos.
Imagine your P&L hit by these issues: budget disconnects, experience breaks, and content gaps. These gaps are a signal, but what’s missing is coordination, and the pressure is mounting with CEOs keen for AI ROI.
Moving forward, I have to go beyond automation, to embrace agentic orchestration—this is where systems don’t just automate, but adapt and integrate.
Orchestration becomes the nervous system of my marketing operations. It’s my survival strategy in a rapidly evolving AI space.
Real orchestration happens now, with intelligent feedback loops replacing manual processes. Here’s how it’s working for me:
I’ve seen how orchestration aligns efforts, such as in budget fluidity, buying group alignment, and closing content loops to meet real buyer needs.
As a leader, I’m now part of what’s known as the “Builder” generation. Marketing teams, including mine, are becoming more like product teams, building custom platforms to meet our unique needs.
Integration is key, and it’s becoming clear: Orchestrators are now the leaders. This isn’t the end of AI, but the end of tourist AI. Growth now requires intelligence, not volume.
My advantage lies in developing an AI nervous system that is effective across channels, capitalizing on opportunities before they slip away. The orchestration era in AI is here to stay and it’s time for orchestrators, like myself, to lead.
Today, I am thrilled to share that Search Engine Land is celebrating its 19th anniversary!
Nineteen years is an incredible milestone. For almost two decades, we have been diving deep into the ever-evolving world of search engines, always striving to make sense of the changes and challenges Google and the search industry present.
This year, 2025, has been one of the most transformative since our launch in 2006. The rapid pace of change has been exhilarating.
Through it all, our mission remains steadfast: to provide clear news, insightful analysis, and practical guidance to help you navigate the world of search.
Before we look to the future, I want to express my heartfelt thanks for your support and reflect on the past year with you.
Thank you for reading
Sincerely, thank you for being with us.
Every day, we focus on you: what you need to know, what really matters, and what changes will impact your work today or your strategy months down the line.
Our goals include:
Focusing on meaningful stories, not filler.
Delivering news clearly and quickly.
Providing essential context and expertise.
Being a dependable resource in a fast-changing industry.
Helping you anticipate where search is heading, even when it’s unclear.
If you haven’t yet, I encourage you to subscribe to our daily newsletter for a curated summary of all things search, helping you stay updated without feeling overwhelmed.
Thank you to the Search Engine Land team
Our team’s passion is what has driven our success for almost two decades.
Though small, our team accomplishes significant and impactful work because we are mission-driven and dedicated to search.
I extend my greatest thanks to:
Barry Schwartz. With 22 years of experience, Barry’s passion for search ensures complex topics become understandable. He is indispensable.
Anu Adegbola. Focusing on paid media, Anu offers clarity amidst constant changes with her insightful writing.
Angel Niñofranco. Angel plays a crucial role in our SME articles through his coordination and editorial oversight.
Kathy Bushman. Kathy’s behind-the-scenes expertise ensures SMX events are seamless and valuable.
And to the entire team at Third Door Media within Semrush, whether or not your name appears here, your contributions are invaluable.
Top highlights from the past year
Despite the uncertainties of this year, Search Engine Land thrived, thanks to the trust of our community.
SMX Advanced returned in person for the first time in 6 years
This was arguably the highlight of the year. SMX Advanced’s return in person after six years was electrifying.
With attendance surpassing expectations, the sessions were dynamic, and conversations felt like reunions for the search marketing community. It was clear that we all missed these face-to-face exchanges about AI, Google’s updates, and more.
We learned again that when great minds gather, extraordinary things happen. We eagerly await our next gathering in Boston, June 3-5.
Defining industry coverage of AI Overviews and the new era of search
This year, more than ever, transformed the search landscape. We’ve provided the clarity and reporting needed in this evolving environment.
Our readers rely on us for insights during times of change, and we take pride in shaping the industry’s future understanding of search.
Subject Matter Expert (SME) program growth
This year saw a surge of new and returning readers turning to us for insight into SEO and PPC shifts, from AI to SERP experiments.
Our growth owes much to our fantastic contributors, and I extend my gratitude for their impactful work.
Looking ahead: What’s next for Search Engine Land
As we embrace our 19th year, our resolution is steadfast: to offer unparalleled coverage of search-related topics.
This year, you can anticipate:
Continued breaking news on SEO, PPC, AI, and more.
In-depth analysis, guides, and contextual explainers on industry evolution.
SMX events tailored around the nuances of AI-driven search.
Enhanced expert viewpoints, data, and market clarity.
Mark your calendars for:
SMX Advanced: June 3-5
SMX Next: Nov. 18-19
We have much in store for you, with the aim of equipping you with the insights necessary for your best work.
A brief look back to where it all began
Launched on Dec. 11, 2006, Search Engine Land began with a vision of search as a vast community. A place of exploration, connection, and evolution. Over these years, it’s grown beyond our expectations.
The mission remains the same:
Search Engine Land is your destination to remain informed, educated, and connected within the world of modern search engines.
Thank you for 19 incredible years
From everyone here at Search Engine Land and Semrush, thank you for your readership, engagement, and passion for the evolving world of search.
Here’s to a promising rest of 2025 and a remarkable 2026.
Today, Google kicked off the December 2025 core update, marking a significant moment for all of us closely following search engine changes. Google’s announcement was straightforward: “Today we released the December 2025 core update.”
This makes it the third core update of the year and the fourth confirmed update overall for 2025. Prior to this, we saw the August 2025 spam update, as well as the June 2025 and March 2025 core updates.
Google has shared that the rollout of this update might take up to three weeks to complete. On LinkedIn, they elaborated, “This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites.”
These core updates, which occur several times a year, bring broad changes to search algorithms and systems. That’s exactly why announcements like these grab our attention. This update truly is the third core update of 2025.
What to do if you are hit. While Google hasn’t issued new guidance specifically for the December 2025 update, past advice remains relevant if you’ve been negatively affected. Key points to remember include:
No specific actions are required for recovery. A drop in ranking doesn’t necessarily mean your pages have issues.
Google advises reviewing their list of questions if your site is impacted by a core update.
Improvement can occur between core updates, but the most significant shifts usually happen after another core update.
Ultimately, creating content that’s helpful for people—rather than solely aiming to rank well—is key. Google has reiterated the importance of crafting people-first content.
As long as you’re creating satisfying content meant for people, there’s nothing new or special you need to do. However, if you’re facing ranking challenges, we highly recommend exploring our page on creating helpful content.
For deeper insights into Google core updates, Google’s documentation remains a key resource.
Previous core updates. Here’s a recap of recent core updates:
The June 2025 core update began on June 30 and concluded on July 17.
The March 2025 core update rolled out on March 13 and ended March 27.
December 2024’s core update kicked off on December 12 and was wrapped up by December 18.
In November 2024, a core update began on November 11 and ended on December 5.
August 2024 saw a core update starting on August 15 and finishing by September 3.
March 2024’s core update spanned from March 5 to April 19.
November 2023’s core update happened over November 2 to November 28.
October 2023’s update lasted from October 5 to October 19.
The August 2023 core update was rolled out from August 22 to September 7.
Back in March 2023, another core update spanned March 15 to March 28.
Why we care. Core updates often result in noticeable volatility in search rankings. Our hope is that these changes will positively impact site rankings and enhance organic traffic. While some fluctuations or downgrades may occur, it’s an opportunity for growth.
We’re hopeful that this update will bring positive outcomes, driving traffic and conversions for your sites. It’s been a while since the last core update, and although we anticipated more frequent updates, we’re excited about this release.
I recently stumbled upon some intriguing developments from Bing, as they are experimenting with a new ad format that closely resembles Google’s approach. This revamped ‘Sponsored results’ grouping could potentially lead to more accidental ad clicks, given how seamlessly these paid listings blend with the organic search results.
Picture this: Microsoft is testing a redesign for search ads in Bing, wherein multiple sponsored links are grouped under a single ‘Sponsored results’ label. There’s also a handy ‘Hide’ button to collapse the ad block entirely, adding a layer of user control that’s quite novel.
What’s Happening? It was Sachin Patel who first noticed this Bing test in action, sharing screenshots and a video that spotlight this new layout. Interestingly, in the current test, only the first ad in the group is marked with a label. Any subsequent ads are listed without labels beneath it. This feature allows users to click ‘Hide’ to collapse these ads and ‘Show’ to display them once more.
Understanding the Mechanism. The design clusters ad units in such a way that blurs the lines between paid and organic content. By consolidating ad labeling to just one header, it makes each ad appear more like a standard search result.
Looking Back. Google introduced a similar approach not too long ago, and it quickly drove discussions around unintended ad clicks. According to a recent poll conducted by Barry Schwartz on X, a remarkable 63% of respondents admitted to inadvertently clicking on Google Ads results due to this new grouping.
Bing following suit might indicate a broader industry trend in the labeling and display of search ads.
Why Should We Care? Bing’s new grouped ‘Sponsored results’ format could potentially raise ad visibility and enhance click-through rates by making ads blend more seamlessly with organic listings. The ‘Hide’ button introduces a refreshing control element for users, though the single-label approach may still lead to increased accidental clicks, as observed with Google’s recent redesign, potentially resulting in higher bounce rates.
Should Microsoft decide to implement this change broadly, it could significantly impact campaign performance, attribution, and spending efficiency across Bing’s search platform.
Initial Observations. This layout change was first shared by Sachin Patel, who took to X with his findings.
The Takeaway: While the experiment remains limited for now, if Bing rolls this format out extensively, it could lead to increased engagement — whether intended or accidental — and renew discussions about how clearly ads are disclosed in search results.
In recent developments, I discovered that Google has announced updates to its AI Mode link features and expanded the Web Guide test to the ‘all’ tab on the search interface.
I noticed that Google is actively improving links within AI Mode to make searchers more inclined to click. They’ve now expanded the Web Guides labs test into the all tab, though participation still requires opting into the experiment.
Links in AI Mode. Robby Stein, Google’s VP of Product for Search, shared that they’re increasing the number of inline links in AI Mode and refining their design to enhance usability. Google has been experimenting with inline links and contextual links, and now some of these user experiences are officially rolling out. Stein had mentioned back in August that these features would see the light, and here they are.
Additionally, Google’s adding contextual introductions to the embedded links in AI Mode responses. These brief statements help you understand why a particular link could be beneficial to explore.
Here’s a visual representation:
Expanding Web Guide to all tab. Google first introduced its Web Guide within the ‘web’ tab for those participating in the experiment. Now, this feature is accessible through the ‘all’ tab of Google Search, still requiring experiment opt-in.
According to Google’s statement, “We’ve heard positive feedback from users and websites about Web Guide, as it helps in discovering new links and uses AI to organize these links into helpful topic groups.”
Google also says they’ve optimized Web Guide to be twice as fast, adding to its efficiency.
What is Web Guide. As per Google’s explanation, Web Guide groups web links in useful manners. This allows pages related to specific facets of your query to be compartmentalized effectively.
“Web Guide utilizes a custom version of Gemini to better interpret both search queries and web content, enhancing its ability to bring up pages you might not have found before,” Google explained to me.
Additionally, Web Guide employs a query fan-out technique, similar to AI Mode, which launches multiple related searches at once to deliver more relevant results.
Why it matters. The enhancement of link engagement through Google’s AI features like AI Mode and AI Overviews is a positive move. I hope this leads to boosted traffic for publishers and website owners.
Web Guide is also a feature that’s gaining appreciation in the search marketing realm. I’m hopeful that Google can eventually offer this experience without needing opt-ins via the Search Labs.
I just heard some exciting news from Google! They’re expanding their Preferred Sources feature globally, after previously rolling it out in the US and India. But that’s not all—Google has announced a new feature called Spotlighting subscriptions, which will emphasize links from my news subscriptions in Gemini, and eventually, it will be integrated into Google Search through AI Overviews and AI Mode.
When it comes to Preferred Sources, it allows me to star sources in Google Search’s Top Stories section. This means Google will prioritize showing me more stories from those sources I’ve starred. It was first in beta last June, launched in the US and India last August, and now it’s going global!
According to Robby Stein, VP of Product at Google Search, “We’re now launching this feature globally: in the coming days, it will be available for English-language users worldwide, and we’ll roll it out to all supported languages early next year.” He also mentioned that people like me have chosen nearly 90,000 unique sources, ranging from local blogs to global news outlets.
Google shared that when I select a preferred source, I tend to click on that site twice as often on average.
So how does it work? All I have to do is click the star icon next to the Top Stories header in search results. If the site has fresh content, I can then pick it as a preferred source. Google will then display more of the latest news from those sites directly in Top Stories. This happens when those sites have relevant new articles or posts related to what I’m searching for.
Next up, let’s talk about Spotlighting subscriptions. Google is making it easier for me to notice content from my trusted subscriptions by showcasing these links prominently. It’s designed to ensure I get more value from these subscriptions by prioritizing them in a special carousel format.
This feature will launch in Gemini first, with AI Overviews and AI Mode following soon after.
Why do I care about all of this? Preferred sources in Top Stories offer a great opportunity for driving traffic to publishers. If I can encourage my loyal readers to select my site as a preferred source, it could significantly bump up my site’s traffic.
In conclusion, these enhancements from Google could offer me and the publishing community more avenues for boosting traffic and potentially increasing revenue.
I can’t contain my excitement as Google unveils the Developer Assistant for the Google Ads API. This breakthrough tool allows us, as advertisers and developers, to leverage natural language to create, manage, and export Ads API queries effortlessly.
Google has introduced the Google Ads API Developer Assistant v1.0, an innovative Gemini CLI extension. It empowers us to interact with the Ads API seamlessly, transforming our everyday language into instant answers, functional code, and even real-time API calls.
How it works: Embedded within the Gemini CLI, the assistant utilizes project contexts from GEMINI.md and configuration files to generate precise code tailored to our specific environment. With a simple query like, “How do I filter by date in GAQL?”, I receive immediate assistance. If I describe a task, such as “Show me campaigns with the most conversions in the last 30 days,” it provides both the GAQL query and a well-optimized Python script using the google-ads-python client library.
Key features include: The ability to execute read-only API calls directly from the terminal, presenting the results in cleanly formatted tables. Plus, any tabular data can be exported to CSV, filed neatly in a dedicated directory. All code generated by the assistant is automatically organized within a saved_code/ folder for easy access.
Why it matters to us: The Google Ads API is immensely powerful yet complicated. This new Developer Assistant simplifies our workflow drastically, making it quicker and more efficient for teams to create, refine, and optimize Google Ads API workflows—the core of comprehensive campaign management and reporting.
By converting natural language into GAQL queries and operational code, it minimizes technical obstacles and speeds up our ability to glean insights that could lead to better optimization strategies. The ease of one-command execution and CSV exports means we spend less time dealing with coding complexities and more on boosting performance.
The big picture: Google positions the assistant as a dual-purpose tool—a learning aid for beginners and a productivity enhancer for experienced users. For newcomers, the use of natural language commands significantly lowers the learning curve.
For advanced users like me, features such as code generation, automatic file management, and command-line execution streamline and minimize repetitive tasks involved in daily API operations.
Getting started is straightforward: Ensuring you have a Google Ads API token, a configured google-ads.yaml, Python 3.10+, the Gemini CLI, and a local clone of the google-ads-python library is essential. A setup script handles the cloning process, with full instructions available on GitHub.
What’s next: Google invites early users to provide feedback, suggest features, and engage with the community on the Discord channel as the platform evolves with more enhancements and AI-driven tools.
The bottom line: By enabling developers to query, code, and execute using everyday language, Google is transforming the Google Ads API into a faster, more intuitive, and broadly accessible tool.
