In 2025, Googlebot once again led the charge in generating more web traffic than any other crawler, as revealed in a new report by Cloudflare. Google continued its tireless web crawling for both search indexing and AI training, proving its dominance over other search and AI bots.
According to the numbers from Cloudflare, Googlebot was responsible for more than 25% of all Verified Bot traffic. In fact, Googlebot alone accounted for 4.5% of all HTML request traffic, which is more than all other AI bots combined at 4.2%.
The surge in AI “user action” crawling, which is when bots simulate human behavior, saw an impressive 15x increase year over year. Despite the rise in AI crawlers, Googlebot still had a crawl volume that eclipsed every other AI bot, including those from OpenAI, Anthropic, and Meta.
In the world of AI crawlers, they were the most frequently disallowed in robots.txt files. Moreover, Anthropic notably had the highest crawl-to-refer ratio among major AI and search platforms, crawling much more content than it returned as traffic. Early in the year, this ratio hit ~500,000:1, before settling between ~25,000:1 and ~100,000:1 after May, as compared to OpenAI’s peak at ~3,700:1 in March and Perplexity’s lowest among major platforms.
Diverse search platforms exhibited different behaviors. Microsoft’s ratio oscillated between ~50:1 and ~70:1, with a notable weekly cycle. Google’s ratio climbed from just over ~3:1 to ~30:1 by April, dropped to ~3:1 by mid-July, then gradually increased again. Meanwhile, DuckDuckGo stayed below 1:1 until jumping to ~1.5:1 in mid-October.
Despite these changes, Google maintained its monopoly in search, delivering almost 90% of search engine referral traffic. Bing, Yandex, Baidu, and DuckDuckGo completed the top five, but their shares were significantly smaller.
Throughout the year, very little shift occurred; Google remained dominant as Yandex’s share dipped from 2.5% to 1.5%, and Baidu experienced a modest rise from 0.9% to 1.6%.
I found the full report quite insightful. If you’re interested in exploring it yourself, you can check out The 2025 Cloudflare Radar Year in Review for comprehensive insights on AI, post-quantum advancements, and notable DDoS attack trends.
Recently, I noticed that Google has introduced ‘read more’ links right in the search result snippets. When you click these links, they take you directly to a specific section of a webpage that is relevant to your query.
While not every search snippet includes these links, I’ve found that many do, offering a deeper dive into the content right from the search results.
What it looks like. You can check out a screenshot of how these links appear. It’s quite likely that you’ll encounter them if you perform a search now.
I remember Google testing similar features back in July, and it seems they’ve finally rolled it out more broadly.
Why we care. These ‘read more’ links introduce an extra clickable area in the snippets, potentially driving more traffic to websites, which is always a positive outcome.
Ultimately, more clicks mean more engagement with our content, so I’m hopeful that this feature is here to stay.
I’ve just learned that Google is rolling out the new Gemini 3 Flash as the default AI Mode in Search globally, and I couldn’t be more intrigued. This update promises to supercharge our search experience with faster and smarter answers, elevating the way we approach complex questions and planning tasks.
The significance of this update lies in Google’s shift towards an AI-first approach in search. By integrating AI Mode more deeply, it’s possible that we’ll see more direct answers to our queries, potentially diminishing reliance on traditional search result listings. The enhanced reasoning capabilities mean I can expect this new AI Mode to tackle tasks involving comparisons and multi-step inquiries even more efficiently.
So, what’s exactly changing? Google has now equipped AI Mode in Search globally with the power of Gemini 3 Flash, phasing out older Flash-class models. This transition results in AI Mode responses that offer Gemini 3-level reasoning, improved speed, and lower latency.
Here’s what AI Mode actually does according to Google’s announcement:
– It breaks complex queries into manageable parts.
– Real-time information and links are effortlessly pulled from across the web.
– Answers are presented in a visually organized and structured manner.
– It handles multi-step tasks efficiently, like trip planning or learning intricate topics.
Tulsee Doshi, Google’s senior director of product management, mentioned in a blog post how Gemini 3 Flash leverages enhancements in reasoning capabilities. By considering each facet of our queries, it’s designed to deliver thoughtful and comprehensive responses that integrate real-time and local insights. For someone like me aiming to plan a last-minute getaway or delving into complex learning objectives, this is especially compelling.
Earlier this week, I noticed Google made another tweak to its JavaScript SEO best practices document. This time, they focused on clarifying canonicalization best practices. In essence, Google suggests that setting the canonical URL to match the URL in the original HTML is crucial. If that’s not possible, it’s better to leave the canonical URL out of the HTML altogether.
Google’s New Additions. Google introduced a fresh section that explains:
“The rel=‘canonical’ link tag helps Google identify a page’s canonical version. While you can use JavaScript for this, it shouldn’t alter the canonical URL from what’s set in the original HTML. Ideally, use HTML to set it, but if JavaScript is necessary, ensure the JavaScript sets it identically to the HTML. If HTML isn’t an option, use JavaScript and omit the canonical URL in the HTML.”
Understanding Google’s Stance on Noindex. They also issued a warning earlier regarding noindex tags—advising not to use them in the original page code if you want the page indexed.
Why This Matters to Me. If I rely on JavaScript for setting canonical links, Google’s advice is to verify its recognition through the Google Search Console’s URL Inspection tool. It’s a great reminder to review these updated best practices, especially if JavaScript plays a crucial role on my site.
I’ve realized that not every Shopify integration delivers the value we expect. Let me share how I organize and prioritize checkout, re-engagement, and optimization tools to make a real revenue impact.
Developers have the freedom to create apps for almost any function imaginable.
Yet, with countless options available, ecommerce teams often waste time on shiny add-ons that promise gains but fail to deliver.
Having been involved in numerous Shopify setups, I’ve seen firsthand which integrations truly enhance checkout completion and cart recovery while boosting revenue.
From my experience, I’ve structured the most impactful integrations into three tiers. This helps prioritize essentials before advancing to sophisticated optimization.
Thus, every Shopify store should integrate two key components into its storefront:
Compatibility with digital wallets.
A ‘buy now, pay later’ (BNPL) option.
Without these integrations, customers may face unnecessary friction and turn to competitors for a smoother transaction experience.
The great news is that both of these features integrate easily with Shopify without requiring custom development.
Digital wallets, like Apple Pay, Google Pay, and PayPal, streamline the payment process by autofilling necessary details, reducing friction on small screens.
This efficiency reduces the purchase process to just a few clicks from a social ad to checkout.
Up to 64% of Americans now use digital wallets as much as traditional methods, with 54% preferring them more often.
Beyond convenience, customers seek payment flexibility. Providers like Klarna and Afterpay offer BNPL options that mitigate price objections at checkout.
Last year, these options contributed $18.2 billion to online revenues.
Combining digital wallets with BNPL functionality forms a robust foundation for a mobile-first checkout experience. With these in place, Shopify sellers can focus on re-engagement tools that drive customers back to complete their purchases.
The second tier centers on re-engagement strategies. These tools are designed to entice back customers who have already shown interest.
They enhance abandoned-cart recovery, boost repeat purchases, and build trust through social proof.
Email remains a powerful channel for re-engaging customers across their journey. For Shopify users, platforms like Klaviyo and Attentive offer deep integrations with minimal setup.
These platforms also extend to SMS, enabling automated texts to shoppers’ mobile devices.
SMS consistently outperforms email in terms of open, click-through, and conversion rates, making it particularly effective for re-engagement needs such as recovering abandoned carts.
However, navigating CAN-SPAM and TCPA regulations means explicit opt-ins are required for email and SMS marketing, respectively.
While Klaviyo and Attentive excel at targeting opted-in customers, CartConvert helps merchants engage with the 50% to 60% who haven’t subscribed.
CartConvert uses real agents to reach out via SMS, bypassing automated restrictions and engaging customers in real-time conversations.
By combining CartConvert with platforms like Klaviyo, sellers can ensure comprehensive re-engagement strategies for both opted-in and non-opted customers.
Human-centered marketing also enhances buyer confidence. Modern online shoppers depend on reviews heavily when deciding on purchases.
Incorporating reviews directly into the shopping experience bolsters trust and legitimacy, boosting conversion rates.
According to the Spiegel Research Center, a product with just five reviews is 270% more likely to be purchased than one without any reviews.
Tools like Okendo, Yotpo, and Shopper Approved easily integrate with Shopify and sync with Google Merchant Center, enhancing Google Shopping ads’ performance.
The third tier involves advanced integrations that help optimize your sales funnel and performance for scale.
With GA4’s updates, tracking and attributing performance has become more challenging. Since 2023, Triple Whale has positioned itself as a robust alternative with third-party attribution tools integrating easily with Shopify.
It supports various attribution models and provides real-time data—something Google Analytics lacks—offering valuable insights, especially during high-stakes periods like Black Friday.
For improving conversion rates, custom landing pages are key. Replo allows Shopify users to design and A/B test landing pages on a large scale without coding risks.
These personalized pages typically convert at higher rates than standard templates by using site data to adapt to users’ browsing patterns.
Lastly, as TikTok grows as a paid media platform, its Shopify integration allows sellers to link ads directly to their sites, opening new opportunities for creative outreach and engagement.
Remember, you don’t need to adopt every tool at once. Start by auditing your current set-up, fill in the gaps, and prioritize tools that promise to enhance conversions and re-engagement.
Shopify’s greatest strength is its flexibility, empowering us to convert more visitors into loyal buyers.
After enduring weeks of delays, I’m relieved to see that the performance reports in Google Search Console are finally back to normal. These reports had been set back by over 50 hours, creating quite the challenge for anyone relying on timely data.
Latest Status: If you access the search performance report now, you’ll notice the data delay is significantly reduced to just 2 to 6 hours, which is fairly typical. Compare this to the over 70-hour delays we experienced recently!
The delays started a few weeks back and it took about three weeks for Google to resolve the issue, clearing the backlog in the process.
Page Indexing Update: Unfortunately, the page indexing report delay we mentioned earlier is still not resolved. It’s frustrating to note that this delay has stretched to nearly a month, with Google acknowledging the issue in a notice:
“Due to internal issues, this report has not been updated to reflect recent data”
Why This Matters: If you depend on Search Console for analytics and reporting to clients, these delays can be incredibly frustrating. While it’s a relief that performance reports are up-to-date, the ongoing delay in the indexing report can still disrupt reporting processes.
Meanwhile, Google has rolled out several exciting new features recently, including:
I’ve come to realize that social platforms are revolutionizing how we discover information. TikTok, Reddit, YouTube, and AI engines are now essential in shaping the way we search.
Understanding this shift, I’ve explored how brands can enhance their visibility by optimizing for social-driven Answer Engine Optimization (AEO). Let’s dive into these exciting developments!
In 2026, I’m witnessing an exciting transformation in the world of public relations. New trends are shaping how I approach PR in this AI-driven era.
Among these trends, Answer Engine Optimization (AEO) stands out, changing the way I prepare for search queries that don’t require clicks. I’m also adapting to the rise of zero-click searches, which demand more sophisticated strategies.
Additionally, I’m personalizing my pitching techniques more than ever before, ensuring that my messages resonate on a personal level. Newsletters are becoming a critical tool for me, offering direct and reliable communication channels with stakeholders.
Speed in crisis management is no longer negotiable; it’s a necessity. I am constantly enhancing brand authority to build trust and resilience in the face of challenges.
These changes are rewriting the traditional PR playbook, and I’m eager to see how they continue to evolve. Embracing these innovations is key to staying ahead in the rapidly changing PR landscape.
As I dive into the evolving world of SEO, I’ve noticed one thing: the industry is entering its most unpredictable phase yet. With traffic on the decline and AI increasingly handling informational queries, it’s clear that the landscape is shifting beneath our feet.
It’s fascinating to observe how social platforms are now serving as search engines, and Google is transforming from a gateway to a comprehensive answer engine. This transformation leaves many of us in the industry uncertain about what metrics matter, what we should optimize, and essentially, what SEO’s role truly is in this new digital era.
Despite the chaos, I’ve found clarity in one specific marketing metric that cuts through the noise: share of search. This metric offers a straightforward insight into brand health and potential future demand, aligning marketers and SEOs with confidence.
Share of search becomes particularly important as we notice a significant shift in how discovery and measurement need to adapt. The days of accidental discovery through traditional search behavior are dwindling.
AI and platforms like Meta are increasingly providing direct answers without directing traffic elsewhere, shifting the focus towards metrics that provide a clearer indication of consumer interest, like share of search.
Interestingly, share of search, a concept developed by James Hankins and Les Binet, calculates a brand’s search volume against the total search volume for its category. This simple yet powerful metric correlates strongly with market share and future buying behavior.
In our rapidly changing environment, share of search provides a critical signal for marketers, showing whether a brand is being searched for more or less compared to competitors. This insight offers a palpable reflection of underlying consumer interest and demand.
While traffic as a metric is losing its significance because of AI pre-answering queries, share of search cannot be manipulated easily. It stands resilient as a reflection of authentic consumer desire.
Moreover, this metric crosses platforms effortlessly, as people now search across various digital spaces such as Amazon, TikTok, YouTube, and potentially even LinkedIn. Share of search adapts to fragmented discovering behavior precisely.
It’s exciting to see how, even if AI-driven systems like ChatGPT rarely generate clicks, they often trigger brand searches, emphasizing the importance of this metric as a measure of marketing effectiveness.
For SEOs like me, adopting share of search means transforming our roles from content producers into strategic partners, providing deeper insights into consumer behavior and brand demand.
Ultimately, embracing share of search elevates our value within an organization, offering a fresh narrative around brand visibility and performance. As AI continues to reshape the digital landscape, this metric is becoming indispensable for those of us in SEO and marketing. I encourage everyone to learn more about this compelling metric and explore its potential to transform how we measure success in the AI era.
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.
