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’m excited about the opportunity to influence the future of search marketing events. You can help shape SMX Advanced 2026 by sharing your insights and preferences. The event is happening from June 3-5 at the Westin Boston Seaport, and we want to know what you’re eager to learn and who you’re interested to hear from.
Reflecting on June’s event, it was thrilling to reunite in person for the first time since 2019 at SMX Advanced. It was more than just a conference; it felt like a global reunion for search marketers to connect, share ideas, and dive into cutting-edge insights.
The world of search is ever-evolving, with swift changes in AI SEO, algorithm updates, and the delicate balance of AI with a human touch. Advanced, actionable education is more crucial than ever, and that’s where you come in.
Help Shape SMX Advanced 2026
Our aim for SMX Advanced 2026 is to make it the most relevant and exciting yet, but we need your expertise to get there. Your input is invaluable, and we’re inviting you to directly influence the 2026 curriculum.
Completing our brief survey lets you help build a program that addresses the critical challenges and opportunities you’re facing. Share with us:
Which advanced topics will boost your professional growth.
The search changes and complexities that concern you the most.
Experts and innovators you’re excited to hear from.
As a token of our appreciation, everyone completing the survey gets a chance to enter an exclusive drawing.
One lucky winner will receive an All Access pass to SMX Advanced 2026! Join us for this landmark event at the Westin Boston Seaport from June 3-5.
Submit a Session Pitch
Beyond influencing the agenda, we’re offering you the chance to submit a session pitch. If you’ve developed a groundbreaking strategy or have valuable insights, lead the conversation and showcase your expertise.
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!
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.
I recently learned that Google has been rolling out smaller core updates without any announcements. This revelation came from a new section added to the core updates documentation for developers. While Google has mentioned this before, they’ve now made it official in their documentation.
What’s New: Google included the following new information:
We don’t have to wait for a major core update to see the impact of any improvements we’ve made. Google’s search algorithms are continually evolving through minor core updates. These updates may not be announced because they’re usually not very noticeable. However, they’re another opportunity for improved content to climb in search rankings.
Google’s Explanation: According to Google, this addition to the documentation helps site owners understand that significant improvements can lead to better positions in search results without awaiting a major core update.
Even Danny Sullivan, the former Google Search Liaison, shared similar insights with us back in August 2019. He explained how broad core updates occur every few months and improvements might not reflect until the next one. However, he emphasized that Google’s ongoing algorithm tweaks, like these smaller updates, can help recovery if content has been improved.
A Larger Update Is On The Way: At the Google Search Central Live event in Zurich, John Mueller from Google hinted that a core update is in the works and might be released soon. He thinks it’ll take a bit longer than a couple of weeks but left us with no exact date.
Why It’s Important: This confirmation is a reminder that Google regularly implements these smaller core updates. It’s crucial to keep our content optimized and anticipate a significant core update soon, which could lead to even more prominent changes in search results and rankings.
I recently dived into how Google’s new AI Max setting is changing the game for search term matching and reporting. It’s like an adventure where advertisers find themselves facing challenges in maintaining precise keyword control.
Why AI Max Might Not Be Ideal It’s important to note that AI Max isn’t necessarily negative. However, if broad match has underperformed in your past account history, or if your budget already limits top exact or phrase match keywords, then AI Max might require a second thought.
If you dislike text customization or Final URL expansion, which are inherent features of AI Max, you might want to reconsider.
You can maintain control by adding broad match keywords manually if they suit your objectives.
Understanding AI Max and Your Keywords From the Adalysis test, I learned that even when your campaigns lack a broad match version, AI Max behaves as if it includes one, distributing impressions and clicks to your existing keywords. This can obscure match-type reporting, crediting AI Max for traffic already earned by exact and phrase match terms.
To achieve clearer reporting, I recommend adding broad match versions of core keywords.
Trouble with Search-Term Reporting By checking search terms under AI Max, I’ve observed issues like brand terms matching non-brand queries and vice versa. Even with brand filters, misspellings and variants might sneak in. Strong negative keywords remain a vital defense line.
AI Max Isn’t Always Unearthing New Searches More often, AI Max is merely claiming credit for existing queries and can override Google’s usual matching hierarchy, misallocating impressions to less relevant ad groups.
This could partly explain why its metrics seem inflated.
The Mystery Bucket I’ve found that AI Max sometimes generates search terms not aligned with any current keyword or past searches. This might relate to Google’s keywordless technology, although confirmation is pending.
Adalysis advises de-duplicating search terms across match types to pinpoint real performance enhancements.
Decoding Google’s Priority Order Though Google asserts that exact matches should take precedence when search terms are identical, our tests sometimes revealed AI Max taking over. This inconsistency necessitates adding exact matches for even minor spelling variations to protect valued search queries.
Why It Matters This journey with AI Max highlights how it can blur match types and reporting clarity. This murkiness makes it difficult to discern the true drivers of results, hindering budget optimization and protection of brand traffic.
Final Thoughts The Adalysis test strongly suggests that while AI Max offers campaign scaling opportunities, its structure can deceive with inflated metrics by reallocating impressions from original match types.
If you’re using AI Max or planning to test it, ensure to include broad match versions, differentiate traffic with strong negatives, and keep exact match for your key queries while watching for mixed search terms. Managing search terms is as crucial now as it has always been to align your spending with high-performing searches.
Explore Further For more insights on AI Max, check these valuable reads:
The position of ads is more crucial than ever. I’ve recently come across new data that underscores how Google AI Overviews are reshaping paid search visibility and click-through rates (CTR).
In my experience, Google’s AI Overviews have dramatically altered the search landscape almost overnight. As someone deeply invested in paid search, I’ve noticed the battle for visibility isn’t just about ad rank anymore—it’s about appearing above the AI results.
This change is part of a rapid surge in AI Overviews, which I discovered in Adthena’s earlier study. My analysis found that AI Overviews are now trespassing into short, high-volume commercial searches.
The underlying mechanism causing this is pretty clear to me: AI Overviews intercept user attention, slash CTRs, and push both organic and paid listings lower down the page. As a result, clicks and revenue take a hit.
From what I’ve seen in Adthena’s latest research, it accurately identifies how often advertisers secure top ad positions above AI Overviews across seven major industries, device types, and query categories. The research highlights clear leaders and provides actionable strategies for the rest of us in paid search.
The topline reality: Ad position visibility is lost 25% of the time
The industry benchmark table below reveals how fierce the fight is for the top spot. It shows us the percentage of ads that appear either above or below AI Overviews across seven industries.
Strategic implications from the topline data
The leaders: Industries like Travel, Energy, Financial Services, and Retail consistently land above the AI Overviews in more than 75% of cases. However, I’ve noticed that even in these sectors, 1 in 4 paid ads are still affected. When keywords drive major revenue, that 20% to 30% exposure is a direct threat to ROI.
The runners-up (the risk of being hidden): Healthcare is a major outlier. Ads in this field often appear below AI Overviews 64.6% of the time, given the high-stakes nature and research-heavy aspect of healthcare searches. Google’s AI prioritizes “expert” information first, meaning healthcare ads see significantly less visibility.
The volatility: The gaming sector shows a clear 50/50 split. Visibility feels like flipping a coin, demonstrating to me the need for agile bidding strategies.
The device divide: Why mobile is your biggest threat
From what I’ve gathered, device-specific data indicates that ads are more likely to be displaced by AI Overviews in a mobile setting due to limited screen space.
Strategic implications on device differences
Automotive’s Mobile Problem: Although Automotive shows strong “Above %” placement overall, daily trends are worrying. On mobile, ads are frequently buried by AI Overviews, making them invisible without extensive scrolling. This leads to diminishing visibility and CTR for us marketers.
The “double whammy”: In healthcare, desktop ads generally appear below AI Overviews, although mobile sometimes performs slightly better. It seems the AI Overviews box might be designed for mobile screens, occasionally allowing one or two ad slots to remain visible. However, desktop visibility still suffers greatly.
Actionable insight: Mobile is where AI Overviews present the greatest challenge. For industries like healthcare and gaming, where this is a significant problem, securing top ad positions is vital for survival.
The query intent test: Where does AI Overviews win and lose?
Generally, I’ve observed that long queries tend to be more informational and thus more likely to activate AI Overviews, while shorter ones are typically transactional. The table below unfolds a surprising industry pattern related to this.
This table reveals the connection between query complexity (or user intent) and AI Overviews’ dominance, spread over query lengths from one to ten words.
Strategic implications on query intent
AI Overviews dominance on the fringes:
Healthcare shows that as queries get longer (up to 10 words), ad positions above AI Overviews drop to 0%. Google clearly prioritizes complex health questions, relegating commercial interests lower.
Gaming reveals the opposite: short terms (1-2 words) have 0% visibility above AI, suggesting organic results or features claim the top spot. However, for longer terms (7-9 words), ads dominate above AI Overviews, a golden opportunity to engage users deeply researching.
The unexpected paid search opportunity (Automotive & Travel):
Automotive and Travel ads excel with longer informational queries rather than short, high-volume ones. For example, Automotive’s “Ad Above AI Overviews” rate leaps from 21.9% (one word) to over 74% (four words).
Strategic implication: This upends conventional PPC strategy, suggesting we should be bidding eagerly on mid-to-upper-funnel terms where AI Overviews are present, intercepting the user’s journey before their final decisions.
Next steps for paid search marketers
Adthena’s research highlights that the threat of Google AI Overviews is fragmentary. Precision is key: know when and where your ads can outrank AI Overviews, adjust your bids and content accordingly.
From my ongoing observations, as the frequency of AI Overviews rises, these ad position percentages might swing. I advise regularly auditing profitable keywords to effectively handle changes in the AI-driven search landscape.
Here are three game-changing steps we can take:
1. Have you explored testing a device-specific strategy?
I’ve realized that mobile often amplifies visibility loss from AI Overviews, notably in sectors like automotive.
I recommend considering a device-specific strategy, especially for campaigns severely impacted by AI Overviews.
2. Have you identified quick wins in keyword coverage?
Data on word counts reveals unexpected possibilities. Industries like Gaming and Automotive often see robust ad placements with long-tail queries (four words or more) above AI Overviews.
This signals high-visibility traffic in mid- to upper-funnel searches that our competitors may be ignoring.
3. Have you reviewed your ad copy against the AI answer?
AI Overviews can miss out on brand nuances and emotional resonance.
To captivate users, ads must deliver what AI can’t: a strong, compelling reason to choose you over Google’s summary. Using messaging that includes trust, guarantees, or urgency can clearly differentiate from AI’s generic style.
Convey transactional incentives like deals, free shipping, or scarcity (“Limited stock, grab yours!”), and use emotional elements like customer testimonials to build trust and convey your unique brand narrative.
The search landscape has evolved. Adthena’s data suggests that marketers who rapidly analyze and adjust their ad strategies in response to AI Overviews will thrive.
Ready to see where your ads sit today?
Adthena gives you the precise data on ad appearances in relation to AI Overviews, helping you adapt to changes in AI search performance. Book a demo to see where your ads rank today.
