LIVE updates: This month in search marketing [April 2025]

1st of April of 2025.

Data shows Google AIO is citing deeper into websites.

Google’s AI Overviews are increasingly citing deep, specialised pages instead of homepages, with less than 0.5% of clicks going to a site’s front page. These AI summaries favor content located multiple clicks deep that targets high-volume, single keywords, signaling a major shift in how Google surfaces relevant answers.

In March 2025, AIOs grew by over 18% in size, with industries like Travel, B2B Tech, and Education seeing even larger increases. These expanded overviews now take up more space in search results, affecting traditional organic visibility and user engagement.

For SEOs, the focus must shift toward optimising deep content and tracking sales-focused metrics rather than just traffic. Refreshing older content and ensuring comprehensive site indexing are key to maintaining visibility in AI-driven search results.

4th of April of 2025.

Trump extends TikTok shutdown deadline by another 75 days.

President Trump has extended ByteDance’s deadline to sell TikTok’s U.S. operations by 75 days, moving the cutoff to mid-June. This marks the second delay, allowing more time for a sale and postponing a potential ban of the app. Trump cited ongoing regulatory approvals as the reason for the extension, which stems from legislation introduced under former President Biden. The decision provides temporary relief for marketers and brands relying on TikTok’s vast audience reach.

Several buyers are currently in the running, including Oracle, AppLovin, Amazon, and investment groups backed by firms like Andreessen Horowitz and Blackstone. Other proposals include Project Liberty, supported by Reddit co-founder Alexis Ohanian, and a potential merger with AI startup Perplexity. The final deal still hinges on approval from the Chinese government, which remains a major obstacle. Any ownership change could have significant implications for content moderation, targeting, and ad strategy.

Google Analytics rolls out generated insights to decode data fluctuations.

Google Analytics has introduced Generated Insights, a new AI-powered feature designed to automatically detect unusual data patterns and explain them in plain language. It flags sudden changes—like spikes or drops in conversions—and analyzes various dimensions and metrics to uncover the most likely causes. These insights are delivered directly within the Analytics interface in a conversational, easy-to-understand format.

One of the key strengths of this tool is its accessibility. Even team members without deep analytics expertise can grasp complex performance changes quickly. By explaining what’s happening and why in clear terms, the feature empowers marketing teams to act faster and more confidently when optimizing campaigns.

This update also supports better budget management. By understanding performance shifts as they happen, advertisers can make smarter decisions on ad spend, allocate resources more efficiently, and stay ahead of trends. It reduces guesswork and enables data-driven strategies without the usual delay of manual analysis.

Generated Insights is part of Google’s broader push to integrate generative AI across its ecosystem, including Google Search and Workspace. As AI continues to evolve within analytics, marketers can expect even more automation and smarter support tools aimed at simplifying complex data interpretation.

Microsoft launches copilot search in Bing.

Microsoft is introducing a new way to search with Copilot Search in Bing, an AI-powered experience that blends traditional search results with conversational, AI-generated summaries. This feature is designed to give users quick, clear answers while maintaining transparency by clearly linking back to the source material. It reflects a growing trend of integrating generative AI into everyday digital tools to improve both usability and information trust.

Rather than simply listing links, Copilot Search presents concise summaries that compile data from multiple sources. Users can see exactly where the information comes from, thanks to prominently placed, clickable source links. The search experience is also more fluid—users can ask follow-up questions and dive deeper into related topics without having to rephrase or restart their query.

The mobile-friendly layout ensures that this more dynamic search style works just as well on smaller screens, keeping the experience consistent across devices. This makes it easier for users to explore topics in-depth on the go, increasing time spent engaging with content.

For marketers and content creators, Copilot Search signals a major shift. It emphasises the importance of producing authoritative, high-quality content that AI tools can confidently reference. As search becomes more conversational and AI-driven, being included in these summaries could become just as crucial as ranking on the first page of traditional search results

7th of April of 2025.

Google Chrome adds new tools for better mobile testing.

Google Chrome’s latest update, version 134, introduces enhanced tools in Chrome DevTools to improve the accuracy of mobile performance testing. These upgrades focus on giving developers a more realistic view of how websites behave on different mobile devices, helping them optimise for real-world conditions rather than lab-based assumptions.

A major improvement is the CPU throttling calibration, which now offers device-specific presets after running a quick benchmark. Developers can choose between low-tier and mid-tier mobile presets, allowing them to better replicate performance across a range of smartphones. This helps identify issues that could affect users on slower devices and improve the site experience accordingly.

Chrome also now integrates real-world user data into DevTools. It provides performance insights based on how actual visitors experience a site, issues alerts when test outcomes differ from real-world usage, and offers smart tips to close those gaps. This makes testing more meaningful and ensures that optimisations reflect real usage patterns.

While CPU throttling can’t simulate every aspect of mobile device behaviour—like graphics limitations or storage speed—it brings developers significantly closer to how users experience the web. For marketers and SEOs, this means better mobile optimisation, improved site speed, and ultimately stronger performance in both user engagement and search visibility.

Google adds image search to AI mode, expands to more users.

Google has expanded its AI Mode in Search to include image-based queries, now available to millions more users in the U.S. This feature lets users upload or take photos and ask questions about what they see, combining the visual recognition of Google Lens with the advanced reasoning of Gemini AI. It’s designed for longer, more complex searches, such as comparing products, planning trips, or exploring open-ended topics.

When users submit an image, Google Lens identifies objects while Gemini analyses their context, generating responses based on both individual items and the image as a whole. The results include detailed explanations and links to relevant content, offering a more immersive and useful search experience. For instance, uploading a photo of a bookshelf could trigger book suggestions and links to purchase similar titles.

This evolution in search highlights the growing importance of visual content. Websites, especially e-commerce platforms, will need to optimise images and metadata to ensure products are recognised and ranked effectively in AI-driven results. With longer and more nuanced user queries, content strategies may also shift to meet these deeper search intents.

AI Mode is part of Search Labs and is accessible to U.S. users aged 18 and older using the latest version of the Google app or Chrome, with search history enabled. The feature can be reached through google.com/aimode or directly via the Google homepage, signalling Google’s continued push into AI-powered, multimodal search experiences.

Google Maps gets an upgrade to combat fake reviews.

Google is strengthening its fight against spam and fraud in Google Maps and Business Profiles by using its Gemini AI model to detect fake reviews and suspicious profile edits. The goal is to improve the accuracy of local information and protect businesses from misleading content. Gemini can now flag unauthorised changes—like altering a business category from “cafe” to “plumber”—and has already helped block thousands of questionable edits this year.

The system also targets fake five-star reviews by tracking review activity over time and alerting businesses when suspicious feedback is removed. This monitoring is currently active in the U.S., U.K., and India, with a global rollout expected soon. Google’s 2024 stats reveal the scale of the issue: over 240 million policy-violating reviews and more than 12 million fake Business Profiles have been blocked or taken down.

These improvements signal a tighter approach to content moderation, making it harder for businesses to manipulate their online presence with fake feedback or misleading edits. Local SEO strategies should now emphasise transparency and authenticity, as rule-breaking behaviours are more likely to result in penalties or reduced visibility on Google’s platforms.

To stay compliant, local marketers should focus on gathering genuine customer reviews, keeping Business Profiles up to date, and using Google’s tools to monitor and report suspicious activity. As Google continues improving its AI moderation tools, maintaining trust and accuracy will be key to succeeding in local search.

8th of April of 2025.

Google merchant center updates: key changes for sellers.

Google is rolling out Merchant Center updates in two phases starting April 8 and July 1, impacting how products appear in Shopping ads and free listings. Sellers must now use the [downpayment] sub-attribute for instalment pricing, while EU sellers must adopt the new [certification] attribute for energy labels.

Shipping info has also been updated with new options like [carrier_shipping] and clearer handling time fields. On July 1, loyalty-based pricing must use the [loyalty_program] attribute, or products risk being disapproved.

US sellers will no longer need to submit sales tax data, simplifying feed requirements. Sellers are encouraged to update their listings early to avoid disruptions.

These changes aim to improve accuracy, compliance, and visibility in product listings across Google platforms.

Google search console adds new merchant opportunities report.

Google has rolled out a major update to its Search Console tools for online retailers, renaming the “Shopping tab listings report” to the “Merchant Opportunities Report.” This new version brings expanded features aimed at helping merchants improve their visibility and performance on Google Shopping, offering better control over key listing elements.

With the update, sellers can now display popular e-wallet options like Google Wallet, Apple Pay, PayPal, and Amazon Pay directly in their Shopping listings, provided they include them at checkout and allow guest purchases. Store ratings are also now integrated, giving merchants a way to highlight customer reviews and delivery performance details, which Google says can increase ad click-through rates by up to 2%.

Retailers can manage shipping and return policies more precisely, setting region-specific delivery times, shipping fees, return windows, and linking to return policy pages. These details are visible in product listings, improving shopper confidence and reducing uncertainty.

The new Merchant Opportunities Report is a strategic tool for merchants to refine how their store appears on Google, enhance customer trust, and boost overall engagement. It combines payment, ratings, and logistics data into a single interface, offering practical ways to promote online shopping experience.

9th of April of 2025.

Google AdSense launches new rewarded Ads beta.

Google AdSense has introduced a new beta programme for rewarded ad units, allowing website owners to offer users incentives in exchange for viewing full-page image or video ads. Unlike the Rewarded Ad Gate beta programme from 2022, this new initiative focuses on rewarding users with benefits like premium content access, ad-free pages, or coupon codes for engaging with ads for a set duration.

The rewarded ads are displayed to users who actively choose to engage with them. Once users opt-in, they are presented with an ad, which comes with a countdown timer, typically lasting between 5 and 30 seconds. Users who complete the full duration receive the promised reward, while those who close the ad early can either continue viewing or forgo the reward.

This new feature offers advertisers and site owners more flexibility, as they can tailor rewards based on specific ad units. With the ability to control the type of reward and its value, website owners can better align ad units with their content strategy to enhance user engagement. This beta programme builds on the previous version and opens up new opportunities for monetisation and user interaction through a more personalised ad experience.

Google quality raters now assess whether the content is AI-generated.

Google’s latest update to its Search Quality Rater Guidelines directs raters to evaluate whether content on webpages is generated using automated tools, including generative AI. If AI or automated systems are found to produce a significant portion of a page’s main content, it may be rated as “Lowest” quality. This change reflects Google’s increasing scrutiny of AI-driven content, aiming to maintain high standards for user experience by penalising low-effort, low-value pages.

The updated guidelines now include specific references to generative AI, noting its potential for content creation but also acknowledging the risk of misuse. Google has reorganised its spam definitions, introducing new categories to address scaled content creation, paraphrased material, and other low-effort practices commonly associated with AI tools. Pages filled with content that offers minimal originality or value, even when generated by AI, will now face stricter scrutiny and may be rated “Lowest.”

Another key change focuses on the issue of “filler” content—low-relevance or low-effort material that inflates page length without adding substantive value. Google also highlights the importance of ensuring that content creators’ qualifications and expertise are genuine, discouraging exaggerated or misleading claims. This emphasis on transparency and quality reflects Google’s ongoing effort to improve search results and better serve users.

These updates are part of Google’s ongoing efforts to upgrade content quality in search results, ensuring that users encounter helpful, original, and well-curated material. The new rating systems aim to encourage higher standards in content creation, pushing website owners to prioritise user value over sheer volume or automation-driven production.

Google Discover expands to the desktop version of the Google.com home page.

Google has announced that its Google Discover feature, which has been available on mobile devices since 2018, will soon be expanded to the desktop version of the Google.com home page. This update, shared at the Search Central Live event in Madrid, marks a significant step in increasing the visibility of Discover’s personalised news feed, which is already a major source of traffic for many publishers on mobile platforms.

While Google has been testing Discover on a desktop for several years, the feature’s official rollout will allow users on a desktop to access the curated content feed that was previously exclusive to mobile. For news publishers, this expansion represents a considerable opportunity to gain more exposure, as it will effectively double the potential traffic coming from Discover, extending its reach from mobile-only to desktop users as well.

As a content-driven feature, Google Discover’s move to the desktop could impact real-time content strategies for publishers. It gives them another avenue to engage audiences and deliver personalised news, boosting their online visibility and enhancing traffic. This update aligns with Google’s ongoing effort to diversify how it presents content to users across different platforms.
For those already leveraging Discover on mobile, the desktop version will offer the same benefits, providing users with relevant news, articles, and updates based on their interests and previous search activity. This move underscores the growing importance of Google Discover as a significant traffic driver for content creators and news outlets.

Google Search Analytics API adds hourly breakdown for the past 10 days.

Google has rolled out a significant update to the Search Analytics API, now offering hourly data for the past 10 days instead of the initially anticipated 8 days. This enhancement provides more granular insights into search performance, giving users the ability to access hourly breakdowns for their site’s search activity over the past ten days, including data from Search results, Discover, and Google News.

Announced during the Google Search Central Live event in Madrid, this update responds to user demand for more accessible performance data. Google explained that this new feature was designed to make it easier for developers and SEO professionals to access hourly data outside of the Google Search Console interface. This addition allows for deeper analysis and integration with internal reporting tools or third-party platforms.

To access the hourly data, the Search Analytics API introduces two key changes: the new API dimension named hour, which enables users to group responses by the hour, and the hourly rate data state value, indicating that hourly data may be partial. These adjustments provide users with a more accurate view of search performance, particularly for real-time monitoring and troubleshooting.

For SEO professionals and analysts, this API update opens up new opportunities for custom reporting and dashboards, offering insights into site performance with a higher degree of precision. While this data is updated frequently, it’s important to note that it may not always represent final data, so cross-checking with other exports is recommended for accurate reporting and analysis.

WordPress plugin extends Yoast SEO with new integration.

The Progress Planner WordPress plugin has launched a new integration with Yoast SEO, designed to enhance the SEO capabilities of websites using the popular plugin. Developed by the same team behind Yoast SEO, this new integration ensures seamless functionality between the two plugins, providing WordPress users with a more robust toolset for improving search performance.

The core function of Progress Planner is to assist website owners in maintaining and optimising their sites, and now, with the new Yoast SEO integration, it offers personalised recommendations to help users get the most out of Yoast’s SEO features. The integration includes an assistant, named Ravi, that provides smart, actionable suggestions for users to enhance their SEO setup.

Ravi will help users check whether their Yoast SEO plugin settings are configured correctly, offering tips and motivating them to make the necessary adjustments to ensure maximum SEO performance. This integration simplifies the process of optimising WordPress sites by combining the benefits of both plugins into one cohesive experience.

10th of April of 2025.

Google Ads update unfair advantage policy.

Google is set to implement a significant update to its Unfair Advantage Policy on 14 April 2025, allowing brands to rank multiple ads on the same search results page. Previously, Google restricted the same account from showing more than one ad in any given ad location, but the new policy will only limit multiple ads per individual ad slot. This change is part of Google’s evolving auction system, where each ad placement now operates with its own auction.

This shift in policy allows advertisers to potentially increase visibility by occupying multiple spots on the page with ads for the same business or website. While this could provide more opportunities for larger brands to dominate search results, it also raises concerns about increased competition, particularly for smaller advertisers. The update is expected to drive higher costs and intensify the competitive landscape as brands with larger budgets secure more prime ad placements.

For advertisers, this change means that ad budgets may need to be adjusted to maintain or improve their position within the ad auction. With more opportunities to appear on a page, there’s a risk of escalating ad costs, particularly for businesses with limited resources. Smaller advertisers may find themselves priced out of key placements, leading some to reconsider their Google Ads strategy. The impact on ad costs is still uncertain, and more data will be needed to understand how the new policy affects performance fully.

Marketers are advised to monitor changes closely through tools like Google Ads’ Auction Insights and adjust keyword strategies to stay competitive. As the policy update rolls out, brands should prepare for increased competition and potentially explore diversifying their ad placements to maximise visibility. This adjustment is part of a broader trend in Google Ads’ ongoing changes, including blending ads with organic results and refining top ad placements, signalling that the standard search results page will continue to grow.

Wix launches AI assistant to improve SEO, sales, and productivity.

Wix has launched an AI-driven assistant, Astro, designed to streamline site management and business operations. With a focus on enhancing SEO, sales, and productivity, Astro enables users to complete tasks more efficiently and make data-driven decisions that foster growth. The tool integrates seamlessly with Wix’s dashboard, offering personalised recommendations and performance feedback that help optimise site strategies.

Astro assists users in carrying out administrative tasks, navigating site management tools, and reviewing site analytics such as traffic patterns and purchase behaviour. The assistant also provides tailored suggestions to refine SEO strategies and expand business opportunities, including product additions and fulfilment models like dropshipping. This functionality allows users to fine-tune their site’s performance and take more informed actions towards improving business outcomes.
In addition to boosting business productivity, Astro simplifies users’ access to essential tools, making it easier to manage Wix plans, billing details, and invoices. By consolidating these capabilities into one intuitive platform, Astro offers a streamlined experience that enhances efficiency and saves valuable time for users looking to drive success.

Wix’s Astro positions the company as a leader in AI-powered solutions, differentiating it from other platforms in the market. The rollout reflects Wix’s commitment to providing innovative technology that empowers users with tools to unlock growth and competitive advantages.

HubSpot announces 200+ features at Spring Spotlight 2025.

HubSpot has unveiled over 200 new product updates and features as part of its Spring 2025 Spotlight release, introducing key AI-powered tools and enhancements to optimise marketing, sales, and support functions. Among the notable changes are four AI agents, known as Breeze Agents, designed to streamline workflows and provide smarter support across teams. These agents are integrated into HubSpot’s platform, enabling businesses to automate key tasks and make data-driven decisions faster.

Marketing Hub Enterprise has seen significant upgrades, with features like Lookalike Lists, Journey Automation, and Multi-Account Management aimed at improving campaign targeting and customer journey tracking. These enhancements are especially crucial for teams looking to manage complex operations with ease and precision. By enabling deeper insights and more advanced segmentation, HubSpot aims to bolster efficiency and improve customer engagement.

The launch of AI-powered Workspaces is another major highlight, offering tailored environments for sales, success, and support teams. These new workspaces are designed to provide a consolidated view of essential tasks, allowing teams to prioritise actions and drive better outcomes. By centralising workflows in a single interface, HubSpot helps teams stay aligned and responsive to the needs of their customers.

With the growing demands of the digital world, HubSpot’s latest features offer practical solutions for small to medium-sized businesses (SMBs) that may be finding it hard to keep up. These updates directly address the challenges brought on by changing buyer behaviors and the increasing use of AI. With these new tools, HubSpot aims to help teams work better together, grow faster, and navigate the ever-changing market with ease.

Google files new patent on personal history-based search.

Google has filed a new patent for a search system designed to help users find previously accessed content from their browsing and email history, even when they don’t remember specific details. The system aims to address the common issue of remembering the content but not the exact location or source. By using natural language queries, such as “What was that article I read last week about chess?”, users can retrieve information from their personal history, including web pages, emails, and voice-based interactions.

The innovation lies in the system’s ability to understand vague or fuzzy queries and match them to the user’s past interactions. It employs filters such as date, topic, device, and location to refine search results. For example, if a user asks for an article they read “last week,” the system can expand the time range to accommodate human memory inconsistencies, offering a more accurate retrieval process. This approach mimics how people naturally recall content, improving search relevance and user experience.

Furthermore, the patent outlines the use of cached versions of previously viewed content. Instead of showing the current version of a webpage, the system presents the version that the user originally saw, providing a more familiar and recognisable snapshot. This feature is especially useful when the user has difficulty recalling exact details but would recognise the content if it appeared again in its original form.

This patent represents a significant step in personalising search experiences by using individual user histories. It has potential applications across search engines, email clients, and voice assistants, offering users a more intuitive and efficient way to retrieve content they may have forgotten but still wish to revisit.

11th of April of 2025.

Google to remove reviews from education school profiles starting 30 April 2025.

From 30 April 2025, Google will disable and remove all reviews and ratings from Business Profiles associated with general education schools. This change affects listings globally on both Google Search and Google Maps, as the platform seeks to mitigate the impact of pranks or unhelpful reviews in the education sector.

The policy applies specifically to schools providing primary or secondary education, including elementary, middle, and high schools. Institutions such as pre-schools, universities, vocational schools, and postgraduate colleges remain unaffected. Existing reviews will be deleted, and users will no longer be able to submit new ones.

Google’s decision reflects broader concerns about maintaining the integrity of user-generated content, particularly in sensitive categories. For education marketers, this development highlights the need to diversify reputation management strategies beyond review platforms, especially as public feedback mechanisms continue to evolve.

Schools wishing to retain their reviews may consider recategorising their Business Profile, though this may have implications for search visibility and relevance. Marketers and brand managers should assess how these changes align with their digital presence and long-term strategic positioning.

Google AI overviews now link to additional search results.

In a move aimed at enhancing user experience, Google has officially integrated links within its AI Overviews feature that direct users back to additional search results. This new functionality, confirmed by Google this week, is designed to help users explore topics more thoroughly and discover relevant websites with ease.

The update comes a month after initial testing of the feature, which now sees certain terms within AI Overviews linked directly to Google’s search results pages. According to Google, this feature is similar to its long-standing “People also search for” functionality, which has been refined to provide more intuitive navigation for users. The company claims that its testing shows users appreciate these added links as they help streamline the search process by reducing the need for manual query refinements.

While AI Overviews will continue to provide prominent links to third-party websites, Google’s systems will prioritise these links when they are deemed most relevant to the user’s query. This approach aligns with Google’s broader strategy to enhance search efficiency and user engagement. The feature is currently available in English for US users on both desktop and mobile platforms.
However, the move raises questions about the monetisation of AI-driven search features. Some industry observers speculate that by directing users back to search results, Google may be increasing opportunities for advertisers, particularly as search ads become more prominent in these additional results. The feature’s expansion comes on the heels of similar actions taken by Microsoft Bing, suggesting a growing trend of integrating search results with AI-driven overviews to boost web traffic and advertiser visibility.

ChatGPT launches memory update to retain information across all chats.

OpenAI has rolled out an improved memory system for ChatGPT, enabling the AI to remember information across all conversations. This update, available to Plus and Pro subscribers, allows ChatGPT to deliver more tailored responses by drawing on past chats, preferences, and interests, without requiring users to repeat themselves.

The new memory functionality operates in two key ways: saved memories and chat history reference. Saved memories allow ChatGPT to remember specific details, such as user preferences, while the chat history feature allows it to reference past conversations to provide more relevant answers, even when users haven’t explicitly asked it to retain certain information. This development marks a significant expansion of ChatGPT’s memory capabilities, making interactions more fluid and dynamic.

Users have full control over the memory feature, with options to turn it off entirely, delete specific memories, or clear all saved data. Additionally, users can start “Temporary Chats” that do not use or create memories. Importantly, sensitive information like health details will not be stored unless explicitly requested by the user. These privacy controls give users flexibility in managing what the AI retains while ensuring transparency in the system’s operations.

14th of April of 2025

Google Core update reduces overlap between AI overviews and top 10 organic search results.

Following Google’s March 2025 core update, new findings from BrightEdge reveal a significant shift in how AI-generated overviews reference organic search results. The data shows that pages ranking within the top 10 of Google’s search results are now less likely to be cited in AI overviews, with the overlap dropping from 16% to 15%.

This change is not consistent across all industries. For instance, the travel sector saw an increase in citations for regular search results, rising by 6.6 percentage points from 12.9% to 19.5%. The entertainment industry, particularly for movie-related queries, experienced a 4.9 percentage point rise, while the restaurant sector saw a 4.6 percentage point increase in citations for dining-related content.

This shift suggests that AI-generated summaries are now drawing from a wider range of sources, meaning pages ranking outside the top 10 positions are more likely to be featured in AI overviews. While this creates new visibility opportunities for lower-ranking pages, it also presents challenges for marketers, particularly in terms of attribution and traffic. AI overviews typically lead to fewer clicks, and organic click-through rates are also declining as these summaries direct users to more detailed search results, including Google’s own content.

Jim Yu, founder and executive chair of BrightEdge, advises businesses to create complementary content that addresses follow-up questions, which may increase the chances of being cited in AI overviews, even if it doesn’t rank in the top 10. Additionally, he recommends tracking both AI overview citations and organic rankings to gain a full understanding of search visibility.

The long-term effects of this change on organic traffic and search strategies are still unclear as AI becomes more integrated into search results.

LinkedIn launches creator hub.

LinkedIn has launched the “Create on LinkedIn” hub, a resource designed to help users optimize their content strategy. The hub guides creating engaging content, tracking performance through analytics, and tips for using different post formats such as videos, text posts, and newsletters. The hub is organized into three main sections: Create, Optimise, and Grow, each offering insights to improve content creation, enhance performance, and expand reach. It also includes a Creator Tools section with advice on maximizing LinkedIn’s various posting options.

The “Create” section offers practical tips for crafting compelling posts, focusing on elements like strong openings, clear messaging, and questions that prompt audience interaction. LinkedIn recommends posting consistently—ideally 2-5 times per week—to build an engaged community. It also suggests content topics that perform well, including career advice, industry expertise, and personal insights into workplace life.

In the “Optimise” section, LinkedIn advises users to monitor post performance using built-in analytics tools. It suggests adjusting posting times to align with audience activity and using past performance data to refine content strategy. Users are encouraged to create more content similar to posts that generate high engagement to perfect reach and visibility further.

A standout feature of the hub is its breakdown of LinkedIn’s various content formats. For video content, LinkedIn recommends using subtitles (as many videos are watched on mute) and keeping videos between 60-90 seconds. For text posts, authenticity is key, and for those creating newsletters, maintaining a regular posting schedule and using engaging cover videos is advised. The hub also offers tips on LinkedIn Live, from preparation to post-event engagement, making it an essential tool for marketers looking to improve content performance and drive engagement on the platform.

15th of April of 2025

LinkedIn study reveals links boost engagement by 13%.

A new study of over 577,000 LinkedIn posts from Metricool challenges long-standing marketing advice, revealing that posts with links drive 13.57% more interactions and 4.90% more views than those without. This contradicts the widely held belief that LinkedIn penalises posts containing external links to keep users on the platform. The study’s findings suggest that including links can boost post-performance, making it a crucial consideration for marketers.

The comprehensive study, which analysed nearly 48,000 company pages over three years, provides valuable insights for those looking to optimise their LinkedIn strategies. Despite years of advising against including links in posts, the data shows that posts linking to external websites perform significantly better, with around 31% of LinkedIn posts containing links. This trend points to a shift in how LinkedIn’s algorithm might be treating external content.

Beyond links, the study highlights the performance of various content types on LinkedIn. Carousels, or document posts, topped the engagement charts, achieving an impressive 45.85% engagement rate. Polls, though underutilised, stood out with 206.33% more reach than average posts, even though they make up only a small percentage of total posts. Conversely, text-only posts lagged behind, receiving fewer interactions compared to their visual counterparts, underscoring the importance of visual content for driving engagement.

The study also reveals that video content is experiencing substantial growth on LinkedIn, with posting increasing by 53% and engagement rising by 87.32% year-on-year. Video impressions grew by 73.39%, while views rose by over 52%, suggesting that LinkedIn’s algorithm is increasingly prioritising video posts. For marketers, this indicates that diversifying content formats, particularly with carousels, polls, and video, can significantly boost performance and reach on the platform.

Google confirms structured data won’t improve search rankings.

In a recent statement, Google’s webmaster, John Mueller, clarified that structured data does not directly impact a website’s ranking in search results, challenging the commonly held belief that its implementation could lead to improved SEO performance. Mueller addressed the topic in a Bluesky post, explaining that while structured data is useful for certain search features—such as rich results—it does not provide a generic ranking boost. He compared structured data to directions to a party: while it makes a site eligible for certain search features, it does not guarantee top rankings.

Mueller specifically discussed Schema.org structured data, the only type of structured data relevant to SEO. He explained that while structured data can make a page easier for Google to interpret, helping it appear in rich results like reviews or recipes, it does not directly influence organic search rankings. The addition of structured data simply makes a page eligible for these enhanced results, but it does not guarantee inclusion in them.

The discussion also covered the limited scope of Schema.org data types, with Google using around 30 out of over 800 available types to refine search result displays. Non-documented structured data types are ignored, meaning they do not contribute to search ranking or optimisation efforts. This aligns with Mueller’s previous guidance from 2018, where he emphasised that structured data can help make content more understandable but does not provide a blanket ranking benefit.

Structured data is still important for helping a site qualify for new AI-driven search features. While AI search results depend on both regular indexed data and structured data, the focus for SEOs and marketers should be on making sure content is well-structured and aligned with Google’s supported rich result features. The main point is simple: structured data is key for optimising content for rich results, but it shouldn’t be viewed as a way to directly improve rankings

Google launches AI-driven customised growth plans for advertisers.

Google Ads is launching a new initiative designed to guide advertisers with tailored, AI-driven growth plans aimed at strengthening campaign performance over three months. While the initiative promises improved results for businesses, it also encourages greater reliance on Google’s automated tools and broader targeting strategies, potentially aligning advertisers more closely with Google’s objectives.

The personalised guidance is delivered through a weekly email series, titled “Personalised Action Plan for Growth,” sent to business advertisers. These emails outline a structured improvement plan, complete with a progress tracker, and focus on bettering ad strength—Google’s metric for assessing ad effectiveness. The email includes clear action points, suggesting that improving ad strength from “Poor” to “Excellent” could lead to an average 12% increase in conversions.

Central to the recommendations are Google’s AI-driven solutions, like supporting ‘personalised recommendations’ and using broad-match keywords, which often lead to higher ad spend. The guidance also encourages the use of Performance Max campaigns—Google’s AI-powered ad format that automates much of the campaign management. However, this approach has raised concerns about more standardised advertising strategies. The personalised plans seem somewhat formulaic, pushing advertisers towards Google’s preferred methods, which could result in a more uniform approach across competitors.

16th of April of 2025

TikTok launches footnotes: A community-powered approach to fact-checking.

TikTok is currently testing a new feature called Footnotes, which allows users to add fact-checking context to videos. This initiative aims to raise content accuracy by empowering the community to contribute valuable information, rather than relying solely on platform moderators. Approved TikTok users can add supplementary details to videos, helping to create a more trustworthy environment for content. The system allows contributors to add footnotes and vote on the usefulness of others’ contributions, with only those footnotes that receive enough positive votes being displayed. This ensures that the most helpful context rises to the top.

To contribute, U.S. users must meet certain criteria, including being over 18, having a clean record, and having been on TikTok for more than six months. Over time, the feature will be rolled out to more users. TikTok’s Footnotes feature shares similarities with X’s Community Notes, which also permit users to add context to posts. Both systems prioritise user-driven contributions, utilise a ranking system for feedback, and aim to upgrade content accuracy through collaboration, rather than relying on centralised fact-checking. This shift reflects a broader trend in social media, with platforms increasingly looking to engage users in content moderation to reduce bias.

The timing of Footnotes’ launch is particularly significant, as social media companies face mounting scrutiny and regulatory challenges. TikTok’s new feature serves as a response to these pressures, and while still in the testing phase, it marks a notable shift in how social media platforms manage misinformation. For marketers and content creators, this development could change how content is moderated and shared, highlighting the importance of staying informed on how Footnotes unfold.

As the feature rolls out and develops, marketers should pay close attention to its potential impact on content accuracy, moderation, and audience trust. The shift towards community-driven moderation could lead to a more transparent and collaborative approach to addressing misinformation on the platform.

Apple rebrands Search Ads to Apple Ads.

Apple is rebranding its Search Ads product to Apple Ads, reflecting the company’s broader ambitions within digital advertising. This change coincides with Apple’s expansion of ad placements beyond the App Store search results, marking a significant shift in its advertising strategy.

Previously focused on promoting apps at the top of search results within the App Store, Apple Ads now features ads in new locations, including the Today tab and app listings under “You Might Also Like.” This rebrand aligns with Apple’s broader naming convention, reinforcing its commitment to growing its ad business and setting the stage for further expansion across its ecosystem.

The shift also suggests that Apple may be planning to incorporate ads into additional services, such as Apple Maps, raising questions about the extent to which the company will monetise its expansive ecosystem. This move mirrors trends within the industry, as competitors like Netflix introduce ad-supported models to capture additional revenue streams.

TikTok ads introduce new exclusion lists for brand safety.

TikTok has launched two new ad placement tools: the Video Exclusion List and the Profile Feed Exclusion List, offering advertisers greater control over where their ads appear. These tools allow brands to block specific video IDs or user profiles from being displayed alongside their ads, providing a more tailored approach to ad adjacency. The tools are now available globally through TikTok Ads Manager, allowing advertisers to directly manage their exclusion lists or collaborate with third-party verification firms.

The introduction of these features reflects the growing demand for precise ad placement controls in user-generated content environments. As brands become more selective about their ad placements due to safety concerns, TikTok’s move offers near real-time control over ad adjacency, sharpening both safety and suitability for advertisers.

TikTok’s release of the Brand Safety & Suitability Playbook further supports this shift, providing advertisers with comprehensive guidance on how to use the platform’s safety tools. The playbook includes step-by-step activation instructions, case studies, and decision trees to help brands make informed choices about their ad placements. This update positions TikTok as not only a platform prioritising safety but also one that recognises the importance of brand alignment in advertising strategies.

17th of April of 2025

Google ruled monopolist over digital Ads and search engine.

Google has once again been branded an abusive monopolist by a federal judge, marking the second time in less than a year that the tech giant has faced legal action over its business practices. This latest ruling, issued by U.S. District Judge Leonie Brinkema in Virginia, centres on the company’s digital advertising network, accusing it of exploiting its online marketing technology to bolster profits within its $1.8 trillion internet empire.

The decision follows a similar verdict last August, in which Google’s search engine was found to have unlawfully used its market dominance to stifle competition and innovation. The U.S. Justice Department has long targeted Google’s powerful search and advertising services, first addressing its search monopoly during the Trump administration, and later shifting its focus to Google’s advertising technology under President Joe Biden’s leadership. Despite the legal setbacks, the company is expected to challenge both rulings through lengthy appeals.

As Google contemplates its next steps, it faces a penalty phase in the digital advertising case, which is anticipated to begin later this year or early next year. Meanwhile, remedy hearings in the search monopoly case are set to start in Washington D.C., where the Justice Department will push for sweeping punishments, including the potential requirement for Google to divest its Chrome web browser. This ongoing battle signals a protracted legal struggle for Google as it seeks to maintain its market position amid increasing scrutiny and regulatory pressure.

Google Ads API v19.1 introduces enhanced demand gen and video campaign features.

Google has rolled out version 19.1 of its Google Ads API, introducing several new features aimed at enhancing campaign targeting, measurement, and management for advertisers. The latest update focuses on expanding capabilities for Demand Generation, video campaigns, and Local Services Ads, with an emphasis on offering greater flexibility and control for advertisers.

Key updates include new ad group-level Channel Controls for Demand Gen campaigns, which allow for more precise targeting, as well as enhanced support for Planning services. For Local Services Ads, Google has introduced a new feedback mechanism, LocalServicesLeadService.ProvideLeadFeedback(), enabling advertisers to provide input on leads, thereby improving lead quality. In video campaigns, advertisers can now make more advanced demographic adjustments for reach metrics and query Audio Ads, further refining their targeting.

The update also brings a new feature for Shopping within Performance Max campaigns, permiting advertisers to override brand exclusions specifically for Shopping ads, providing greater strategic control. Additionally, advertisers now have the option to set a new “google_ads_conversion_customer” when creating customers, streamlining the conversion process and improving overall campaign efficiency.

To access these new features, advertisers will need to upgrade their client libraries and code. However, those already using version 19 need not make any significant changes, as the update has been designed for seamless integration. These new capabilities offer more sophisticated tools for campaign management, optimisation, and measurement, without the need for extensive modifications.

Google Analytics 4 improve data completeness, and proactively flags issues.

Google Analytics 4 is introducing several key updates designed to improve data accuracy, enhance reporting clarity, and proactively identify issues before they escalate. These changes are particularly focused on addressing the challenges posed by privacy restrictions and data loss, offering marketers more reliable insights.

Among the key updates are the upgrade of data completeness features, including new aggregate IDs and smart fallback tools. These tools ensure that reports remain accurate even when traditional tracking methods are unavailable, helping marketers maintain a clear view of campaign performance while respecting user consent. Additionally, the updated data presentation now includes clearer labels, such as “(data not available)” and “(not set),” which allow users to quickly identify gaps and take corrective action.

A significant new feature is proactive issue detection, which introduces a data quality indicator and auto-generated notes within the user interface. These tools alert marketers to potential tracking issues, such as missing session_start events (often caused by misconfigured tags), and provide actionable guidance on how to resolve them before they impact data quality.

Google tests animated video players in shopping/eCommerce cards.

Google is experimenting with a new feature in its shopping/eCommerce card within search results. Initially launched as a static card several months ago, the card has since undergone multiple updates. The latest test sees Google integrating an animated, playable video within the shopping card block, adding a dynamic element to the eCommerce experience.

21st of April of 2025

Google Ads roll out age exclusions for performance max campaigns.

Google Ads has started rolling out a long-awaited feature for Performance Max (PMax) campaigns: age exclusions. This new functionality, first announced in January, is now available in the Google Ads interface, allowing advertisers to more precisely target their audience by excluding specific age brackets within campaign settings.

Previously, age exclusions in PMax were limited to broader demographic exclusions at the Asset Group level, making it challenging to avoid irrelevant age groups. With the latest update, advertisers can now directly control who sees their ads by excluding targeted age ranges, enhancing campaign targeting efficiency and optimising budget allocation.

This feature, now accessible through the Google Ads interface and Editor version 2.9, gives marketers greater flexibility in refining their audience reach. By offering more granular control over who is excluded from ads, Google Ads is enabling advertisers to maximise their return on investment, ensuring that ad spending is focused on the most relevant and engaged audience.

22nd of April of 2025

Google Chrome will continue to use third-party cookies.

In a surprising U-turn, Google has announced that it will not roll out a new standalone prompt for third-party cookies in Chrome, allowing ad tech companies to continue using this widely-used targeting technology. The decision, outlined in a blog post by Anthony Chavez, VP of Privacy Sandbox at Google, was made after industry feedback revealed divergent views on the impact of eliminating third-party cookies. This move marks a significant shift from Google’s initial approach, announced in July last year, to phase out third-party cookies in Chrome. However, Google reassured that the Privacy Sandbox project will continue, with certain initiatives, such as IP Protection for Chrome’s Incognito mode, still set to roll out later this year.

The decision is expected to cause ripples across the ad tech ecosystem, with many in the industry pushing for changes that balance privacy with ad targeting capabilities. While the Privacy Sandbox APIs will continue to reinforce, Google intends to gather more feedback and share an updated roadmap in the coming months. This adjustment highlights the complexity of navigating privacy concerns while maintaining a viable advertising model, and it remains to be seen how this will affect the future of digital advertising.

Google Analytics adds new features for privacy-era tracking.

Google has updated Google Analytics to improve data accuracy and support marketers facing increasing privacy-related challenges. As tracking becomes more restricted, the new features aim to deliver more reliable campaign insights and enable quicker detection of issues.

The new features include aggregate identifiers, which prevent paid traffic from being misattributed as organic search traffic, and smart fallback methods that use UTM tags when primary tracking methods are unavailable. These updates aim to ensure that marketers can still attribute their campaign performance correctly, even when user data is restricted.

New data labels and tooltips provide clearer insights into potential issues within reports. The (data not available)” label indicates when information is still being processed, while the “(not set)” label highlights instances when Google Analytics doesn’t have information for a specific dimension. It also suggests actions such as facilitating auto-tagging in Google Ads or linking Google Ads with Analytics to fix the issue, helping marketers swiftly resolve gaps in their data.

The data quality indicator alerts users to setup problems, while system-generated annotations provide notes about changes that might affect data, helping users understand discrepancies in their reports. This proactive approach to identifying issues ensures that marketers can address problems before they negatively impact campaign performance.

Additionally, proper UTM tagging will be increasingly crucial as a backup for when primary tracking methods are unavailable. These changes empower brands to maintain accurate campaign data despite growing privacy restrictions.

Google Ads 2024 safety report reveal AI protections.

Google is now placing greater emphasis on preventing abuse at the account level, not just on individual ads. In addition to removing billions of ads, the company restricted over 9 billion ads and took action against 1.3 billion publisher pages. This heightened focus on account-level safety indicates Google’s commitment to maintaining a secure advertising environment.

AI continues to play a central role in ad safety, with Google introducing over 50 updates to its language models for better fraud detection. AI now detects patterns in illegitimate payment information and has been used to crack down on impersonation scams, leading to a 90% drop in related reports. In total, 700,000 advertiser accounts were permanently disabled under updated misrepresentation rules. This surge in AI-driven enforcement signals the growing importance of technology in keeping ads compliant and preventing fraudulent activities.

One key change for brands is the updated “Unfair Advantage” policy, which now allows the same brand to show multiple ads on the same search results page, as long as they appear in different placements. This could create more visibility for large brands but also lead to increased competition for top spots, particularly for smaller advertisers with limited budgets. As a result, brands may need to rethink their bidding strategies and placements to maintain a competitive edge.
Marketers should stay vigilant by understanding these updates and adjusting their strategies accordingly. AI-driven tools like Ad Strength and Asset Diagnostics can help, but they are not foolproof.

AI overviews glitch may hint at Google’s algorithm.

A glitch in Google’s AI Overviews has revealed how Google’s algorithm may interpret and respond to user queries, shedding light on its decision-making process. The glitch occurs when users input nonsensical phrases, prompting AI to generate incorrect, made-up answers. This phenomenon, coined “AI-splaining” by Lily Ray, highlights the risks of AI inferring meaning from vague or nonsensical input, which can lead to inaccurate or fabricated responses. This issue raises concerns about the reliability of AI-generated content, particularly when users rely on these tools for accurate information.

The issue stems from Google’s use of a large language model (LLM) to parse user queries. The LLM attempts to understand the user’s intent by navigating a decision tree and selecting the most likely interpretation based on available data. However, when faced with unclear or invented terms, the AI blends various real techniques into a fabricated answer, as seen with the “parallel puppy fishing technique” example, where the AI invented an answer by merging different fishing tactics.

Such fabricated responses can mislead users, especially when they appear to come from a credible source like Google. Interestingly, other AI models like ChatGPT and Claude exhibited similar behavior, confidently providing wrong answers based on the incorrect assumption of what the user meant. However, Claude correctly acknowledged the term’s invalidity and did not attempt to create an answer. Google’s AI Overviews and ChatGPT both struggled to separate distinct fishing techniques, demonstrating a shared issue in AI’s ability to handle ambiguous queries. This indicates a common flaw across several language models, where an attempt to provide an answer leads to inaccurate information.

This glitch provided a rare glimpse into the inner workings of Google’s AI, hinting at the challenges the system faces in understanding complex or poorly defined queries. It also points to the possibility that Google’s current AI model used for search may not be as advanced as its newer Gemini 2.5, which shows more promising capabilities in handling ambiguity and providing accurate answers. As AI continues to keep growing, these types of issues may diminish, but they also underscore the importance of continued refinement to ensure AI delivers reliable and precise information.

Google Ads expand character limit for Performance Max descriptions.

Google Ads has swelled the character limit for descriptions in Performance Max (PMax) campaigns, with all five description fields now allowing up to 90 characters. This update replaces the previous 60-character limit for the short description, aligning it with the rest of the description fields. This change aims to give advertisers more flexibility and room for creativity when crafting their ad messages.

This adjustment enriches the flexibility for brands to craft more detailed messaging within the ad format, offering greater room for communication. The change was first noted by industry expert Yash Mandlesha on LinkedIn and later shared through PPC News Feed, highlighting the importance of these updates for those managing PMax campaigns. It also signals Google’s ongoing efforts to improve the tools available to advertisers.

With the new limit, advertisers now have the ability to provide more comprehensive descriptions for their Performance Max campaigns, potentially improving the clarity and appeal of their ads across Google’s network. By using the additional space, marketers can create more engaging and relevant content, which could lead to better ad performance and increased conversion rates.

23rd of April of 2025

Wix introduces adaptive content to boost sales and engagement.

Wix has launched a new feature designed to enhance the personalisation of website content, to drive higher sales and engagement for businesses. The adaptive content tool uses AI to tailor the web experience for visitors, allowing businesses to deliver more relevant content that is personalised to each user’s preferences and browsing history. This represents a significant advancement in website optimisation, as businesses can now offer a more dynamic and customised experience to their audience.

Personalised web experiences have long been recognised for their ability to expand conversion rates. Visitors are more likely to engage and convert when the content they encounter aligns closely with their search intent. This new feature makes it easier for businesses to optimise their site content, flourishing the relevance of the visitor’s journey and creating more opportunities for sales and lead generation. By offering content that feels more relevant and engaging, businesses can build deeper connections with their customers.

The tool is user-friendly, offering businesses the ability to preview how adaptive content will appear to site visitors. This simulation helps ensure that the personalisation efforts are aligned with the desired customer experience before going live. The feature works seamlessly alongside other Wix tools, such as the Automation Builder and Wix Functions, providing a comprehensive solution for website customisation and marketing automation.

Google Analytics real-time reporting faces technical issues.

Users have reported issues with Google Analytics’ real-time reporting functionality, noting discrepancies and underreporting in the data being displayed. Complaints regarding the problem began emerging several hours ago and have continued to grow, with many users highlighting that the data appears inaccurate and unreliable. This has raised concerns among businesses that depend on precise real-time insights to adjust their marketing campaigns effectively.

The issues have been discussed extensively across various platforms, including the Google Analytics Help Forums and Reddit, where users have expressed frustration with the inaccuracy of the reports. The most common complaint is that the real-time data is not reflecting user activity accurately, leading to confusion and potential delays in optimising campaigns. As many marketers rely heavily on timely analytics for swift decision-making, this disruption could result in missed opportunities and hinder campaign performance.

As of now, Google has yet to respond to these complaints, leaving users uncertain about the cause of the issue or when it will be resolved. The lack of communication has further exacerbated the frustration, with some users seeking alternative analytics tools. One user even mentioned their decision to transition to Wiredboard due to similar frustrations with GA4, illustrating the growing discontent with Google Analytics’ performance in this area.

Google posts disappear from local panels on Google search.

Several business owners have reported that their Google Posts are vanishing from the local panels within Google Search. Complaints about this issue surfaced yesterday, and further testing by affected users reveals that posts initially appear but then disappear without any apparent explanation.

One business owner shared their experience after posting an update on their Google Business Profile, only to find that the post was no longer visible shortly afterward. This has left many users unable to view their posts or updates, creating confusion regarding the status of their business information and potentially affecting customer engagement.

In addition to the missing posts, users have noted a reduction in functionality. The option to add posts directly from the local panel has disappeared, with only a link to “Updates” now available at the top left of the profile page. This change has led to significant frustration, as many businesses rely on Google Posts to engage with their customers and maintain visibility in local search results.

The issue has been widely discussed across multiple forums, including the Local Search Forum and Google Business Forums, where users are actively seeking answers. At present, Google has not provided any official response or explanation for the missing posts, leaving businesses uncertain about the status of their local presence and the effectiveness of their online marketing efforts.

Google to discontinue support for special announcement structured data by 31st July 2025.

Google has announced that it will be deprecating the special announcement structured data on 31st July 2025. Originally introduced during the COVID-19 pandemic, this structured data allowed businesses and websites to communicate important health and safety updates, as well as other special announcements, directly within search results.

The feature, which was primarily used to inform users about temporary changes or crucial information, will no longer be supported after the specified date. A notice regarding the deprecation has been added to the top of the structured data help document on Google’s official support page, advising businesses to prepare for the transition.

For businesses still using this feature, the recommendation is to remove the structured data before the deadline to ensure a smooth transition and to avoid any potential disruptions in how their content is displayed in search results. However, it is worth noting that other search engines may continue to support this functionality beyond Google’s planned removal, offering businesses the flexibility to explore alternative platforms for sharing such announcements.