The latter half of February saw a surge in search industry updates, from the first legal challenge against AI Overviews to shifts in Google Ads default settings.
Here’s what you need to know.
Google Search
AI Overviews served for more Google Lens searches
Google has increased the frequency of AI Overview appearances in Google Lens search results. They will cater to more unique images to address informational intent immediately.
For publishers...
This means that yet another source of traffic may go into decline, with a proportion of user queries satisfied directly in Google’s SERPs rather than on webpages.
To maximise visibility as this shift unfolds, try to incorporate AI Overview optimisations into your understanding of Google Lens ranking signals. Combining these approaches will ensure a strong presence in standard Lens searches, while also increasing the chance of being cited in AI Overviews.
Rank volatility heating up
SERP volatility is beginning to spike on various measurement tools after a period of relative calm. The turbulence is most pronounced in the US, but there also seems to be something building in the UK as well:
Source: Semrush
For publishers...
This could signal that Google is gearing up for the first core algorithm update of 2025. However, it might also be the result of a smaller, unannounced update rolling out in the background.
Monitor your rankings closely. Look for sudden drops or gains in visibility and analyse which pages are affected.
If you see major fluctuations, avoid making knee-jerk changes. Instead, assess whether the volatility is industry-wide or specific to your site. Check Google Search Console for any changes in impressions and clicks, and compare against third-party tracking tools.
Google hit with first standalone legal challenge over AI
On February 25th, Reuters reported that Google was facing legal action relating specifically to AI Overviews for the first time since the feature’s release.
The plaintiffs, Chegg Inc. (an online education organisation), claim that AI Overviews has intercepted their traffic, resulting in a significant drop in subscribers.
While Google spokesperson, Jose Castaneda, stated that these claims were “meritless”, Chegg has brought some alarming figures to the table, including their 98% decline in share price since 2021.
Nathan Shultz, CEO of Chegg, stated that Google is profiting off the company’s content for free, but that…
‘Our lawsuit is about more than Chegg — it’s about the digital publishing industry, the future of internet search and about students losing access to quality step-by-step learning in favour of low-quality, unverified AI summaries.’
Our thoughts...
Shultz isn’t wrong; as we discussed in our mid-February search industry roundup, AI Overviews can significantly reduce clicks for both organic and paid listings on Google’s SERPs.
However, with Google preparing to release AI Mode for Search, there may well come a time that Google removes AI Overviews from their standard Search service, instead giving users the choice to see AI-generated results.
Read our post, Google AI Mode for search: Everything we know so far, for a complete and continuously updated overview.
This would be a stick in the spokes for Chegg (and all other publishers), as it would essentially take the blame from Google and chalk it up to user search preferences.
That said, Chegg may still be able to claim some form of damages from Google should their claim be successful.
Are AI Overviews becoming overly saturated with links?
Continuing with the gripes about AI Overviews and their impact on web traffic, Google has been spotted testing AI Overviews with A LOT more links than normal — we’re talking anywhere between 15 and 60 citations.
For publishers...
While this may seem like a good thing - even a direct response to the wide-spread demand for greater transparency and attribution in AI Overviews - we’re concerned it will only reduce clicks.
There is such a thing as too many options. In fact, “choice overload” (or options paralysis as it’s also often called) has been studied extensively.
Sheena Iyengar’s TedTalk ‘How to make choosing easier’ distils the phenomenon perfectly.
In her presentation, Iyengar discusses a test she carried out at an upscale American grocery store that sold over 348 kinds of jam. The test involved setting up two sample booths, the first offering 6 different samples of jam, and the second — 24 samples. Iyengar then tracked engagement and purchase rates for the two separate booths.
Results showed that people who tried samples at the booth with fewer jams were 6 times more likely to make a purchase than those who stopped at the booth with 24 samples available.
Now, swap shoppers for searchers and jam for citations, and you should have a pretty good idea of why 60 links in an AI Overview could cause more harm than good.
If Google stays this bizarre path, the science suggests that the best way to ensure your website is the one that gets the clicks is to be familiar. Familiarity is one thing the brain can cling to when bombarded with too many options, so brand awareness and reputation management would be key in generating traffic from AI Overviews.
Google SEO
Google now offers more guidance in Business Profile verification failure emails
If you’ve ever received a GBP video verification request from Google, you’ll know it’s not exactly a straightforward task.
Approval of your request relies on the submitted video meeting Google’s very specific requirements. This can result in multiple failed attempts — and a lot of frustration.
Follow our step-by-step Google Business profile video verification guide to nail the process the first time around — and get your profile back in full working order post-haste.
Thankfully, Google is now offering at least some guidance in their verification failure notices by stating why the attempt has been rejected.
Here’s an example of one of these new and improved emails:
Source: SERoundtable
Google crawls responsive, high quality websites quicker than others
In late February, John Mueller mentioned there is no “persistent shortcut” or “magic trick” to faster crawling from Google. However, he also reported that you might get swifter service by giving Google a good reason to come back to you more efficiently than others, i.e. maintain a great site in terms of both Core Web Vitals and content quality.
For publishers...
If you’re running a high-output site, such as a news platform, you’ll inevitably run up against crawling delays. To get in Google’s good books (read: their index), you should build up to a point where you are able to:
- Publish consistently high quality, unique content
- Regularly review and optimise your website and operations to enhance value for users
- Regularly test and optimise Core Web Vitals
Bing Search
Microsoft working on Copilot Search
Bing recently launched its own AI search tool called Generative Search Experience (GSE) but seems to already be working on an advanced follow-up, potentially named Copilot Search.
Those who have spotted this in the wild have noted that, although it performs in a similar fashion, it looks different GSE.
Source: SERoundtable
For publishers...
This highlights continuing investment in AI technology from Bing — and that, like AI Overviews, Bing’s efforts will likely have an increasingly negative impact on web traffic.
To offset this decline, it’s crucial to start incorporating answer engine optimisation/generative engine optimisation into your SEO strategies.
Read our guide, How to boost visibility in AI search results, to get started!
Paid media
Google Merchant Centre now showing AI-generated insights
You may now see an AI-generated passage in Google Merchant Centre, highlighting trends in your data and offering tips to improve performance. This feature is identical in concept to the AI Insights feature introduced to GA4 months ago.
These summaries are clearly labelled as ‘AI-generated’ and state ‘This feature is experimental, and quality and accuracy may vary.’
A screenshot posted to X by Sachin Patel shows this new feature in the wild:
For advertisers...
This feature can be handy, quickly pointing out performance shifts that, otherwise, you may not have noticed. But it’s important to check if the trends highlighted are present in your data before acting on any tips given in the summaries.
These insights are no substitute for expert data analysis and project adjustments.
You can now generate image assets featuring people using AI
Google recently announced 3 updates for their Ads image and assets system — chief among them being the ability to create images of people and faces using their generative AI facility.
Some of the examples Google gave look quite professional (see below).
For advertisers...
This seems like a great tool, particularly for generating slick and engaging lifestyle images, but we’d recommend monitoring Google’s approach to AI provenance if you choose to use it.
Google is taking steps to ensure AI-generated images can be identified, but how this information is presented to the average viewer is still evolving.
Currently, Google primarily uses covert labels to mark images as AI-generated (e.g., markup or digital pixel watermarks), but user-facing indicators and labels may become more common as standards and technologies mature.
At that point, the key question will be: How will people perceive your brand if they know the images in your ad aren’t real?
One argument is that professionally shot images are also somewhat artificial — carefully staged by photographers using models. But it’s still possible that AI-generated visuals could erode trust in your brand among certain audiences.
Google to stop placing ads on parked domains by default
Newer Google Ads accounts are automatically opted out of showing ads on parked domains, while older accounts included them by default.
Google is now switching off parked domains for all accounts, meaning all Google Ads users will have to manually opt in to get their ads served in these spaces.
For those who don’t know — A parked domain is a domain name that has been registered but isn’t actively being used for a website. Instead, it typically displays ads, a generic landing page, or a message saying the domain is reserved for future use.
For advertisers…
This is almost exclusively a good thing, as parked domains typically have lower engagement and conversion rates. With Google opting you out as standard, you won’t be wasting resources serving ads in low-impact areas.
But there are a few reasons why some advertisers may want to continue serving ads in these spaces:
- Brand visibility & awareness – Some brands with large budgets may see value in just getting their name in front of users, even if the traffic isn’t highly targeted.
- Domain typo traffic – Some users mistype URLs and land on parked domains. If a competitor’s brand or a relevant keyword is in the domain name, advertisers might want to capture that traffic.
- Low-cost clicks – Clicks from parked domains are usually cheaper than those from high-quality sites, so some advertisers might be willing to experiment with this as a low-cost way to get traffic — but a better way to get the most from your ad spend is to work with paid media experts who can optimise your campaigns in higher impact areas.
- Niche-specific relevance – If a parked domain is closely related to an advertiser’s industry, it might still attract some semi-relevant visitors (though this is rare).
For most advertisers, though, it’s a no-brainer to stick with the default setting.
TDMP is a Google Premier Partner for Google Ads and a well established expert in paid media at all levels. If you’d like help optimising your campaigns and maximising ROI — let’s talk.
Google opts advertiser into booking links — leading to charges
Google sent an email in late February notifying LSA advertisers that users would now be able to use an in-ad booking link to schedule a service or appointment — so long as the Business Profile of the business in question contains a booking link.
Like calls and messages, these booking requests carry a charge for advertisers.
For advertisers…
This is now Google’s default approach. If a booking link is your preferred way to spark contact and generate custom — then you don’t have to do anything.
If you’re unsure if you have a booking link on your GBP, it’s essential that you check and decide if it’s worth footing the associated charges. If not, you’ll need to opt out manually.
Stay current with TDMP
Search is constantly changing — your strategy should too. Whether it’s SEO, paid media, or broader digital strategy, TDMP is here to help. Let’s talk.