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Hi and welcome to Zooma’s
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SEO outlook of July 2025. In this outlook where we go through
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some updates from the search engines, we will look at some news and trends.
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And I will also give you a useful tech.
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First, let's check if there are any recent updates from the search engines.
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Google has not released any new official updates since March.
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This graph illustrates the movements in the search results pages.
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The red bars illustrate more movements, while the green, shows less movements.
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And looking specifically at Sweden.
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We can see that AI
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Overview results are really growing.
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The last time we checked this, the coverage was 15%.
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Right now it's 38% on mobile devices.
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To make room for the overview,
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Google is removing other things like featured snippets.
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This graph shows how,
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the featured
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snippet really is declining over time though.
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And this may be a good thing because the,
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AI overview presents more links than the featured snippet did.
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So there are more possibilities to get traffic from AI overviews.
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And now over to ChatGPT,
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because they have recently upgraded their search capabilities.
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They say that the now automatically can perform
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multiple search queries for complex questions.
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They can also search the web with images that you have uploaded.
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And they're also better at following instructions, especially
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for longer queries.
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So I tested this image search capabilities actually.
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So I uploaded a photo of a known product that I know exists on Amazon and so on.
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And asked if they could describe what it was, but they actually got it wrong.
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This is, remote control for a winch.
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And but they said that this was a testing equipment for some electricity.
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So maybe it's not, 100% perfect yet.
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But it would probably get there.
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And now let's look at some news and trends from a search.
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and AI.
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Google has recently released an interesting document
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and describing ways to make your content appear
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in Google's, AI experiences.
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The document is published by Google's John Muller, and it's,
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containing guidelines on how to make your content, prepared for,
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AI search some interesting, but maybe not shocking
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bullets from these guidelines are
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that you should create content that fulfills people's needs, right
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In-depth and non generic text a truly answers to users question,
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and you should give your visitors a first class page experience
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so fast loading mobile friendly design and clear separation
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between main content and other content will make AI searches stay longer.
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You should also think in multimodal.
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So supplement the text with relevant images and videos
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and keep merchant center and your business profile up to date
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so that you are visible even when users are searching
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through other interfaces like a camera or voice.
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So my recommendation is to spend some extra time
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on thinking how you can improve your web content using images and videos.
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Try to, include unique, photos taken by you.
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They don't need to be perfect.
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But they need to illustrate, the topic that you're
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talking about in a good way.
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And some more interesting points from the guidelines
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are that the structured data must be visible on the page.
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So if you are using schema markup and the content of this
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markup must be visible on the website as well.
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If not, you may get penalized.
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And an
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interesting passage in the guidelines is this about Google
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saying that you need to understand the full value of a visit.
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They are probably talking about this because, and they know that
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the number of clicks are declining and will continue to declining.
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When you get the answer instantly in the search results page.
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So they are telling you to focus less on generating clicks
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and tailor your content based on that strategy.
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They are also saying that you should try to understand the full value of a visit.
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So you should focus less on generating clicks
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and tailor your content based on that strategy.
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And it's interesting that Google includes this in the guidelines,
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because they know that the number of clicks will decline over time.
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When AI overviews and AI mode is introduced.
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So by focusing on the full visit
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and how your website in total is performing,
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instead of looking at the number of clicks,
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is, the strategy forward.
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They also mentioned that you should continue to evolve with your users
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as the search behaviors are changing.
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You need to more frequently rethink your strategies to adapt.
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And in summary, these new guidelines are really nothing new.
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This is something that Google has communicated for a long time.
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Even before AI existed.
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So, just continue producing really good content.
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And that's kind of the basis.
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It was a while ago since we heard something new from Bing.
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But this is something new, because they are pushing
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the protocol index now, for instance, indexing.
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So index
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now is a protocol that lets websites notify the search engines,
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of content changes, for immediately indexing.
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So instead of waiting for a crawler to visit your website,
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your website can now ping the search engine
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when a page is added, uploaded, or removed.
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However, Google is not yet supporting index now.
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They have conducted some tests, but there are no official support yet.
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It is supported by Bing, Yandex and some smaller search engines.
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IndexNow is also being adapted by some CMS platforms like Wix, making it possible
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to automatically inform about, updates
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and removals of pages and so on.
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And AI search usage grows.
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But Google still leads.
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So ChatGPT is now handling
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roughly 1 billion searches per day, and Google, including YouTube and Google
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Play, still dominates, with an estimated 19 billion queries a day combined.
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So Google is still the leader.
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But what's interesting is that ChatGPT reached this 1 billion
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query milestone 5.5 times quicker than Google.
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So we can probably expect them to continue growing at a high rate.
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Over to a very hot topic.
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And that's about how you track, your visibility
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in the lens and the Google AI overview.
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Google has confirmed that all links in an AI overview result
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will receive the same ranking position in Search Console.
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That means that if you are in the AI overview answer,
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and one of the top positions shown in this screenshot,
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all of them
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will be reported as position one.
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And Google confirms that clicks on any AI generated answer link counts
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as a click in Google Search Console, and impressions is counted
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whenever an AI answer is viewed by the user.
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That means that the data from AI overview,
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is present in Google Search Console.
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However, there is no possibility at the moment
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to filter out, this data specifically.
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You may have heard about Screaming Frog.
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It's a very powerful application that you can use to analyse
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different aspects of your website from an SEO perspective.
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The latest version and version 22 of screaming From allows
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you for more advanced analysis of Page's content, than previously.
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You are now able to do semantic analysis and display it in different formats,
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making it easier to understand where you have overlaps.
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And, duplicated content and so on.
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Semantic analysis are similar to what the LLM’s are doing.
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So it's important to do this kind of reporting,
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to optimise your
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website for visibility in ChatGPT and so on.
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The screenshot here illustrates one report,
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where, different colors illustrate
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different semantic, topics of a website.
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So, for example, the red area that you see here
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illustrates food related content of a website.
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If you already are using Screaming Frog or if you want to make more advanced
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analysis of the content of your website, I recommend you to try this new version.
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There is a license fee involved, but it's not very high
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compared to the value that this tool gives you.
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That was all for now.
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Thank you for listening.
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And, reach out if you have any questions.
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Screenshots showing SERP volatility and AI overview coverage are from Wincher.
