Our SEO expert, Emilie Amaral, shares the latest news and updates across SEO:
🚀 OpenAI’s GPT-5 Launches as ChatGPT Deepens Reliance on Google Search
OpenAI has officially released GPT‑5. The upgrade brings improvements in reasoning, accuracy, speed, and personalisation (including built-in personas). It enhances the AI’s ability to assist with complex tasks. GPT‑5 is now powering ChatGPT Plus and Enterprise accounts, making it a major step forward in using AI in marketing. Additionally, OpenAI was spotted testing a “Browse with Google” option within ChatGPT allowing AI to pull live search results directly from Google, rather than relying solely on its training data, mimicking real-time search engine experience. However, a recent investigation showed that even without the “browse” feature, ChatGPT was pulling information from Google Search via SerpApi, a tool that fetches live search results.
Why we care: These developments underscore the importance of maintaining strong visibility in Google Search. As AI tools like ChatGPT increasingly pull content from Google through direct integrations like SerpApi and experimental live browsing, brands that rank highly are more likely to be surfaced in AI-generated responses. This means traditional SEO efforts not only influence human search behaviour but also shape how AI assistants present information, making organic search performance more valuable than ever in the AI era.
🛡️ Google Rolls Out August Spam Update Targeting Search Quality
Google has rolled out its August 2025 Spam Update, a global algorithm update aimed at enhancing search result quality by targeting spammy and low-quality content. The update began on August 26, 2025, and will roll out over several weeks across all languages and regions. While Google hasn’t specified the exact types of spam being targeted, the update is part of its ongoing effort to enforce existing spam policies and maintain high standards in search results.
Why we care: Website owners may notice ranking or traffic fluctuations and are advised to monitor their performance closely while avoiding reactive changes during the rollout. Google’s spam updates can directly impact a site’s search rankings and visibility, even if the site isn’t intentionally violating guidelines. These updates reinforce the importance of maintaining high-quality, trustworthy content aligned with Google’s evolving standards to protect organic traffic and search performance.
🔗 Google Wants To Show More Links In AI Mode
Google is enhancing its AI Mode for Search by making source links more prominent within AI-generated responses. On desktop, users will now see embedded link carousels (rows of context-rich links) directly inside AI answers, with mobile support coming soon. Additionally, Google’s AI models are being updated to intelligently place links within text answer at points where users are most likely to want to click through to the website . A new feature, Web Guide, is also being tested in Search Labs; it groups relevant web links by topic and may appear in the main search results for opted-in users.
Why we care: These updates signal a shift toward greater visibility for publishers within AI-generated search results. By embedding more links and grouping them contextually, Google is creating new opportunities for brands to earn clicks, even in an AI-first experience. For SEOs and content creators, this means optimising for AI-mode visibility is becoming just as important as ranking in traditional search.
🛒 Google Makes Merchant API Generally Available
Google has officially made its Merchant API generally available, designating it as the primary interface for managing products and business data in the Merchant Center. This API replaces the older Content API for Shopping, which was active until August 2026. The new Merchant API offers a simpler, modular structure that enables faster feature rollouts, enhanced diagnostics, improved shipping details (like order tracking and “free & fast shipping” labels), and includes an alpha-stage Product Studio API for AI-powered image generation, all aimed at helping retailers streamline operations and improve product visibility.
Why we care: The new Merchant API streamlines how retailers manage product data on Google, enabling faster updates, better diagnostics, and enhanced features like AI-powered image creation. For brands, this means improved product visibility and smoother operations, which can directly boost online sales and customer experience.
