Listen, Google AI Overviews are still hammering click-through rates: Seer Interactive refreshed their 2025 numbers, and that CTR decline hasn’t just continued — it’s gotten “even worse,” accelerating through the fall after a summer plateau. Ahrefs dropped a Brand Radar study showing brand mentions (not even direct links) boost AI search visibility (Perplexity, ChatGPT, Google AI) by 20%, analyzing millions of queries — entity optimization just went from nice-to-have to table stakes for ranking.
Google’s testing a new AI Mode version with user feedback prompts: “Which response do you prefer?” — meaning the algorithm’s still finding its footing, so expect more SERP shake-ups. Google Merchant Center added promos for top-performing products: now you can auto-promote only your bestsellers in Shopping/Search — automated selection, leaner budgets.
Google Reviews updated the services summary box: new attributes from business owners and reviewers, impacting local rankings. Google AI Mode gained three agentic features: booking event tickets, beauty, and wellness appointments — Robby Stein announced it, changing user intent for local queries.
Application for SEO Specialists
For AI Overviews CTR:
- Offset click losses with structured data (JSON-LD schema for entities/FAQ)
- Goal: get cited in AI answers, +214% snippet visibility
- Tool: Google Structured Data Testing Tool for validation
Ahrefs Brand Mentions:
- Embed brand mentions in content without direct links
- Tactics: HARO for authority press, guest posts with natural mentions, +20% AI search visibility
- Risks: over-mentioning gets flagged as spam, balance: 1 mention per 300 words
- Test via Ahrefs Brand Radar for monitoring
AI Mode testing:
- Track SERP shifts with SEMrush Sensor/RankRanger
- If your site’s in AI Mode, adapt content for conversational queries (long-tail Q&A), +27% mobile traffic
- Implication: instability = opportunity, early movers win
Google Merchant for e-commerce:
- Use Top-performing products promo to automate PPC spend
- Focus on bestsellers, ROI +15-30%
Local SEO:
- Optimize GBP with new review attributes (honest reviews over quantity)
- Quality reviews weigh more post-update
AI Mode agentic:
- If you’re in local (beauty/wellness/events), add booking schema (Event/Service) for integration
- Implication: Google prioritizes machine-readable data, +40% conversions for local
Big trend:
- Social and UGC content (Reddit, reviews) are now “trust engines” for search
- Integrate user-generated content, links to community platforms, +25% authority
- Search Engine Land confirms: trust beats tactics in 2025
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