Our SEO expert Sophia Choudhury shares the latest news and updates across SEO:
Reports suggest AIOs are evolving faster than the rest of organic search
Recent analysis indicates that AI Overviews (AIOs) are evolving at a significantly faster pace than organic search results, suggesting AIOs are experiencing greater volatility and more frequent changes.
As suspected, evidence suggests that AIOs are replacing featured snippets. Researchers also observed that generative text within AIOs varied for every query analysed, potentially indicating that Google had adjusted the intent behind the original search. There is a growing understanding that AIOs and organic search operate in parallel but independently, with AIOs provide precise, long-form responses to complex queries, drawing from multiple summarised sources, while organic search delivers topically relevant results in a more traditional format. Additionally, the concept of Information Gain is becoming increasingly relevant, where follow-up topics suggested under ‘See More’ within AIOs resemble a natural continuation of a conversation.
Why we care: Understanding the differences in function and style between AIOs and organic search is essential for optimising content to appear in both. AIOs should be treated as a search feature, requiring a similar optimisation approach. This includes ensuring a website is technically sound, easily crawlable, and that content remains concise and precise to align with AIO presentation.
European Commission preparing to charge Google over Digital Markets Act (DMA) breaches
The European Commission is reportedly preparing to charge Google for failing to fully comply with the Digital Markets Act (DMA), amid concerns that recent adjustments to its search algorithm have not met regulatory requirements. The core of the issue is the allegation that Google is unfairly prioritising its own services, such as Google Shopping, over those of competitors. If found in violation, Google could face a fine of up to 10% of its global annual revenue.
In response to regulatory pressure, Google has been making gradual changes to its European search results to address complaints from the likes of comparison sites, airlines, hotels, and small retailers. These adjustments include the introduction of new ad formats for comparison sites, allowing them to display more detailed information in search results. Additionally, Google is trialling simpler search formats in Germany, Belgium, and Estonia, reverting to a more traditional list of ten links and removing hotel location maps. However, Google have expressed concerns that such regulatory measures could negatively impact the overall search experience.
The implications of the DMA extend beyond Google, affecting other major tech companies such as Apple and Meta as well.
Why we care: Ongoing changes to search engine results pages (SERPs) and Google’s algorithms are expected, potentially leading to further modifications or even the removal of certain SERP features. Given the likelihood of continued developments, it remains essential to monitor these changes and traffic closely.
Google releases a new CrUX report
Google Chrome has released the latest Chrome User Experience Report (CrUX), providing enhanced insights and fresh data on Largest Contentful Paint (LCP) and real-world network conditions.
The update introduces greater detail in key areas, including a more granular approach to LCP with “image subparts,” which helps developers to pinpoint specific aspects of the largest image element that may be causing issues. This new level of detail helps determine whether performance problems stem from server lags, rendering delays, or the time it takes for the browser to discover the image. Additionally, the report expands on Round Trip Time (RTT) measurements while removing the Effective Connection Type (ECT) dimension. Instead of grouping all connections with latency under 270 milliseconds into the 4G category, RTT is now segmented into three tiers: Low (less than 75 milliseconds), Medium (75 to 275 milliseconds), and High (greater than 275 milliseconds).
Why we care: Understanding these changes is crucial for making the most of the diagnostic tools available. By keeping up with these updates, developers and site owners can better interpret performance data and apply it effectively. Furthermore, these insights provide a clearer understanding of audience connectivity challenges, enabling improvements to page speed and overall user experience.
Author: Sophia Choudhury
Published: 10 March, 2025
