I’m tracking an important AMP update from Google Search: users who tap AMP results will now be sent directly to publisher-hosted AMP pages instead of cached AMP pages shown inside Google’s AMP viewer.
A Google spokesperson told Search Engine Land, “Starting today, we are updating how we connect users to AMP pages from Search, taking them directly to the AMP host pages.”
Google also made it clear that this is not a ranking change. AMP content will continue to rank like any other webpage, and Google said the serving and ranking of AMP content in Google Search and Google Discover will remain the same.
From my perspective, the practical value here is mostly on the publisher side. By sending searchers straight to the AMP host page, Google says publishers should have simpler analytics management and tracking, along with less maintenance work when creating and supporting AMP content.
Google told us it will continue to support the open-source AMPhtml format, and it also posted the update in its Search documentation.
I also think it’s worth noting how much AMP’s role has changed over time. AMP has not received preferential treatment in Google’s Top Stories for a while, and AMP pages are much less common to encounter than they once were. Search Engine Land even turned off AMP in 2021.
It has been a long time since I’ve had much reason to cover AMP closely, but this change matters because it shifts the user journey back to publisher-hosted pages while keeping AMP’s ranking treatment unchanged.
I can now use Google Trends to quickly add previous time period data to a chart, making it easier to see how search interest compares with the same length of time immediately before it.
Google announced the update on LinkedIn, saying that I can now compare how a trend has changed against preceding periods directly inside Google Trends.
What it looks like. Google shared a GIF showing the feature in action, with a comparison line added directly to the Trends chart for faster context.
How it works. I can go to Google Trends, enter a search term or topic, and then use the new chips that appear above the timeline. Those chips surface percentage changes across different periods, including month-over-month, week-over-week, and specific year-over-year comparisons.
With one click, I can overlay the historical comparison line onto the graph and immediately see whether interest is rising, falling, or following a familiar seasonal pattern.
Why I care. Google Trends is already a helpful source for spotting topics, keywords, and audience interest patterns. When I am planning content, SEO priorities, or marketing campaigns, being able to compare current demand against a previous period gives me a clearer read on timing and momentum.
This update gives me more historical perspective inside Google Trends, which can make trend analysis faster and more useful for content strategy and marketing planning.
I’m seeing Google make recipe results in AI Mode more publisher friendly with a new visual treatment that gives recipe creators more visibility. For some recipe responses, Google is now showing details such as the creator name, recipe ratings, and the number of ingredients.
What is new. Google’s Robby Stein said AI Mode now includes “prominent links at the top of responses with useful details and images,” including creator names, ratings, and ingredient counts. From my view, the key shift is that Google is trying to make recipe sources easier to recognize and visit directly from AI Mode.
What it looks like. The new treatment places recipe links, images, and useful recipe details more prominently in the AI Mode experience, giving users a clearer path from the AI-generated response back to the original recipe page.
Previously. Back in March, Robby Stein announced earlier changes to recipe results in AI Mode. At the time, he said Google had heard feedback and was making updates to better connect people with recipe creators across the web.
I see this latest update as part of Google’s effort to address concerns around AI recipe slop and to make original recipe content more visible when people search for cooking ideas through AI-powered results.
Why I care. Recipe bloggers, and content creators more broadly, have been frustrated that Google’s AI experiences often send less traffic than traditional search results. This update suggests Google is trying to encourage more searchers to click through from AI Mode to the publishers and creators behind the recipes.
If Google continues adding more clickable link units into AI search experiences, I think it could help ease some of the tension between publishers and Google. The bigger question is whether these changes will drive enough meaningful traffic back to recipe sites and other content creators.
At our inaugural Zero Click NYC summit, I saw more than 300 leaders from Walmart, Amazon, Google, and beyond come together to confront what I believe is the biggest shift in search since the dawn of the internet.
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.
“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.
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.
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.
I recently came across some exciting updates from Google that are designed to enhance the way we search for and interact with content. Google is introducing new features to its AI experiences, including AI Mode and AI Overviews, by incorporating preferred sources along with a perspectives carousel and highly cited labels.
Preferred Sources in AI Mode and AI Overviews. One of the updates brings preferred sources to AI search results. According to Duncan Osborn, Product Manager at Google Search, users will now be able to easily identify links in AI responses from sources they have selected. I find this particularly beneficial as it helps me quickly access content from sources I trust.
I saw Google testing this feature recently, and now we have the final version that’s rolling out. There will be a label highlighting preferred sources within AI results, making it noticeable to us. It’s fascinating how this is now available globally and in all languages. Google mentions that users have selected over 345,000 unique sources, and these sources receive double the click-through rate. For those interested in trying it out, you can find more details in Google’s documentation.
Perspectives Carousel. Another interesting addition is the perspectives carousel. Google will present a new carousel for certain searches, tailored to help us dive deeper into specific topics, especially when they’re rapidly evolving. The carousel will prominently feature our preferred sources, making recent articles more accessible across various search queries.
In addition to this, there’s also a carousel that shows helpful perspectives from online discussions, forums, and social media. This is a wonderful way for us to tap into diverse viewpoints, broadening our understanding of topics that interest us. These features are being rolled out in AI Mode and AI Overviews.
Highly Cited Label. Finally, Google is expanding the highly cited label to more web article links within search results. This feature makes it easier to find articles that many other stories refer to. It’s a fantastic tool for me to trace a story back to its primary reporting, ensuring that I am viewing the original source of information. This feature will be available across Google Search, beyond just AI-specific functions.
Imagine scrolling through Google Search and effortlessly collecting items from various retailers into one convenient Universal Cart. That’s exactly what Google is offering now, a seamless shopping experience that allows me to keep all my desired products in one place and check them out with a single click using Google Wallet.
Recently announced by Vidhya Srinivasan, VP/GM Ads & Commerce, Google’s Shopping Graph has reached an impressive 60 billion product listings, a significant jump from the 50 billion earlier this year. This growth reflects Google’s commitment to enhancing our online shopping experiences.
Universal Cart. With Universal Cart, I can add items from multiple stores while browsing Google Search, or even when I’m on YouTube and Gmail. It’s so liberating not to jump from site to site!
Here’s how it works: as I shop, Google helps me find the best deals and in-stock availability across different retailers. Then I simply choose my preferred store for checkout, leaving no room for the hassles generally associated with online shopping.
Google’s Universal Cart is smart too! Imagine you’re assembling a custom PC—your cart will alert you if any parts are incompatible and suggest compatible alternatives. Built on Google Wallet, it even recognizes payment perks and loyalty offers, revealing savings opportunities I might otherwise overlook.
Merchants. Google has partnered with renowned merchants like Nike, Sephora, Target, Ulta Beauty, Walmart, Wayfair, and Shopify sellers such as Fenty and Steve Madden. This wide array ensures I have plenty of shopping options!
Availability. This feature will roll out in the U.S. this summer, initially available on Google Search and the Gemini app, with plans to expand to YouTube and Gmail soon after.
UCP and AP2. Google is also extending the Universal Commerce Protocol to Canada and Australia soon, with plans for the U.K. The Agent Payments Protocol will support secure, accountable transactions by authorizing agents to shop on my behalf according to my specific criteria.
Moreover, Google’s innovative features are set to debut across Google products, starting with Gemini Spark. It’s an exciting time to be an online shopper!
Have you ever wanted to customize your Google Search experience? Now you can build your own apps right within Google Search.
I discovered this amazing feature powered by Google Antigravity and Gemini 3.5, which lets me set up a search feature that delivers exactly the kind of information I need, formatted just how I like it, and sourced from where I trust.
During this year’s Google I/O, Liz Reid, head of Google Search, unveiled this innovation. She mentioned, “Search can build the ideal response, in the right format for your question – completely on the fly. You’ll get custom generative UI, including visual tools and simulations, tailored to your needs.”
Exciting Examples
Imagine creating custom layouts for understanding astrophysics or how your wristwatch works. Google assembles interactive visuals, tables, and real-time simulations to suit your learning style.
I’ve also been able to manage ongoing tasks like wedding planning or home moves with customized dashboards that act as helpful companions throughout the process.
Let’s not forget fitness! I asked Google Search to build me a custom fitness tracker. It taps into live data like weather and reviews to keep me on track, making my health goals more achievable.
Visualizing the Experience
These custom search experiences, including generative UI examples, will become widely available this summer. I’m particularly excited as they roll out first to Google AI Pro and Ultra subscribers in the U.S.
Why This Matters
It’s groundbreaking to have the ability to code mini apps within Google Search, answering questions in ways that are uniquely mine. It’s a level of personalization I’m thrilled about, achievable only through such advanced generative-AI tools.
I’m excited to share that Google has announced some transformative updates to its search capabilities. These updates include the introduction of information agents and enhanced agentic experiences that will elevate how we interact with search. Google’s AI will continuously scan the web, ensuring we receive the most current information, much like a personal assistant would.
In a recent announcement, Google revealed new search agents, focusing on information agents and additional agentic functionalities within Google Search. These information agents are designed to monitor the web for changes to our tasks, seamlessly supporting us on our journey through various challenges and questions.
Liz Reid, the head of Google Search, stated, “We’re entering the era of Search agents, where you can easily create, customize, and manage multiple AI agents for your many tasks, right in Search.” This new era provides a unique opportunity to tailor search experiences to our specific needs.
Information Agents. These agents are designed to keep us informed about our questions and tasks. Google’s agents will intelligently sift through the internet—exploring blogs, news sites, social posts, and accessing the freshest real-time data on finance, shopping, and sports, to ensure we receive the most relevant updates on our inquiries.
The information agents will then compile an “intelligent, synthesized update” that not only provides the necessary information but also enables us to take action.
The Example. Envision yourself apartment hunting. You can simply input all your specific requirements, and your agent will continuously scan listings, alerting you whenever a match surfaces. Similarly, if you’re keen on not missing any sneaker collaborations from your favorite athletes, your agent will notify you about new releases.
Availability. These exciting capabilities are set to roll out this summer, initially available to Google AI Pro & Ultra subscribers.
Agentic Experiences. Google is also extending its agentic booking capabilities within Google Search to encompass new tasks like finding local experiences and services. Imagine effortlessly booking a private karaoke room for an exact time and with specific food options, all handled by Google Search.
Google will provide the most current pricing and availability information, along with direct links for purchase, streamlining experiences across various services, including home, repair, beauty, and pet care. These features are expected in the U.S. this summer.
Personal Intelligence Expanding. In addition, Google has revealed plans to broaden its Personal Intelligence feature within AI Mode, now reaching around 200 countries and territories, supporting 98 languages.
