Andrew Williams

SEO updates you ✨NEED✨ to know [21st July]: ✅ The June 2025 Core Update completed its rollout on 17 July 2025. This appears to have been a relatively quiet core update compared to some of the more volatile recent changes. 🕵️ ​OpenAI launches ChatGPT agent. This is one of the first major demonstrations of the "agentic web" future that many experts are predicting. ChatGPT was able to browse, compare and order a roast dinner from a single prompt. 🔘 ​Google adds an AI Mode button to their homepage. This is important as it shows Google is taking steps towards integrating AI Mode more directly into their main search function, rather than a separate, optional tab. 📑 ​Google Discover adds AI summaries. Discover has been a way for some publishers to continue receiving clicks despite the seeming omnipresence of AI Overviews on the main Google SERPs. Those days may be ending soon... 🔍 ​AI Mode adds new Deep Search and agentic search features. These functions, powered by Gemini 2.5 Pro, had been previously announced by Google and are now available for Pro & Ultra subscribers. via Barry Schwartz 🤑 ​OpenAI plans to take a cut of revenue made from sales via ChatGPT. This type of monetisation strategy may mean that ChatGPT won't have to rely on paid search as its primary revenue source, like Google currently does. via Erik Wikander 🪱 ​Hacked sites and expired domains are still cited by ChatGPT. While traditional SEO results can be exploited, the problem seems to be far worse with AI Search Results, showing increasing levels of spam every week. via James Brockbank 🗺️ ​Google updates its local ranking documentation. I just want to save you some time here: Despite a significant number of changes to the page, there are no significant changes to local search ranking factors and best practices. 📊 ​GSC introduces a comparison feature for 24-hour view. Following on from the addition of the 24-hour view, users can now compare the last 24 hours to the previous 24 hours in the GSC performance report. 💌 If you like these kinds of no-fluff tl;dr updates, then great news! We curate and send them out weekly for free on our newsletter: Core Updates. Not only that, but you get 5 SEO tips and a deep dive podcast too, this week Jack Chambers-Ward talks to Salvatore J. Manzi about communication strategies for digital marketing. Links to everything in my first comment because there isn't enough room here. Click "Recent" and scroll if LinkedIn is making it hard to find! ⤵️

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If your Search Console looks like this currently (Impressions (purple line) dropping off a cliff) - it appears it's potentially related to Google dropping support for &num=100 - which allowed all the rank trackers and scrapers to pull top 100 results in one query. So until the rank trackers change their approach, they'll be missing out impressions on positions 11-100, which is where your URLs ranking there will nosedive in Impressions. I may be wrong and things might change with this - but if so, confirms one of my favourite long-time hypotheses that a serious chunk of impression data in Search Console is just bots :) If you want to test this out - check on high volume pages / keywords and ones that are top in all the keyword research tools. Then test it on the keywords that you know don't show up in KW research tools but you know get actual searches.

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Here’s how to improve your website’s SEO (without spending money or hiring experts) Most websites have hidden SEO issues: → Broken links → Slow pages → Low keyword rankings → No visibility in AI-driven search You can quickly fix these issues ↳ if you know where to look. But most site owners don’t know where to begin. That’s where Ahrefs Webmaster Tools comes in. It’s a free toolkit for website analytics, audits, and SEO insights. Use it to fix key issues fast, boost rankings, and grow search traffic. Here’s a simple 5-step process to improve your website’s SEO: 1. Add Ahrefs Web Analytics → Install a simple JS snippet or import via GTM → Starts tracking instantly, with no cookies or delays → Filters traffic from ChatGPT, Perplexity, and other AI bots 2. Run a Site Audit → Scan up to 5,000 pages → Catch over 170 technical SEO issues → Get a website health score instantly 3. Explore Your Organic Keywords → See exactly what you rank for → Spot easy wins based on position and difficulty → Prioritize keywords with traffic potential in the SERPs 4. Find Backlink Opportunities → Analyze your backlinks profile → Spot high-authority links → Reverse engineer top-performing ads 5. Monitor AI + Real-Time Traffic → See how users (and AI bots) find your content → Track top pages and live traffic trends → Stay ahead of the AI-driven search shift SEO doesn’t need to be expensive or overwhelming. You just need the right tool and a clear starting point. 📌 Try Ahrefs Webmaster Tools (it’s free): https://bit.ly/3IMJFhj 🔄 Repost to help others with SEO P.S. This post is in partnership with Ahrefs, #partnership #sponsorship #SEO #MarketingTools #OrganicGrowth #SearchTraffic #AhrefsPartner #SponsoredByAhrefs

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A lot of SEOs & SEO agencies are going to have had clients asking why organic performance has declined. So, client education is key. In this example a client came for an SEO audit because clicks were dropping off, they exhibited concerns about their current SEO agencies ability to deliver, but when you look at the right hand image you can see categorically POSITIVE movement from the SEO. I explained to the client over a loom video about their exposure to "INFORMATIONAL" queries which was where a majority of clicks had been lost to and explained that the agency hadn't done anything wrong. But, this is a REAL issue. Google lied - Liz Reid VP and head of google search said: “We’ve found that with AI Overviews, people use Search more, and are more satisfied with their results” and that “the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing. But she knew this was a lie. 25+ years people who use search engines click on links to get their answers / wants / needs. So when you launch something that answers questions IN SEARCH that is 1000% NOT going to increase clicks, its going to decrease clicks. The ISSUE here is two-fold, but the main one being: IF you train your LLM on peoples content and then resummarise peoples content but you don't give them the click you take away the EXCHANGE OF VALUE. Google + Publishers have had a relatively stable relationship over time - EXCHANGE of value looked like this: 🌟 10 years ago: 🩷 Google crawled roughly 2 pages for every 1 visitor it sent to publishers 🤮 Six months ago: Google’s crawl-to-click ratio rose to 6 : 1. OpenAI's crawl-to-click hit 1,500 : 1. Anthropic’s was a staggering 60,000 : 1 🤢 Today (as of July 2025): Google: 18 : 1 OpenAI: 1,500 : 1 Anthropic: 60,000 : 1 Do you see what's happening here? SEO thrived on the production of informational content. For many shit agencies it was an easy route for deliverables and irrelevant vanity traffic growth. For good agencies it provided an opportunity to reach people in different stages of their "CONSIDERATION" phases. But when you errode the benefit what then? So - the ADOPTION MODEL for SEO is and will continue to change: 1. You need to work HARDER for clicks 2. You need to work HARDER on conversion - make each click of greater opportunity to convert 3. DO NOT produce content for the sake of it - produce it to REALLY solve a problem, strike a cord, influence a decision and distribute it FURTHER than just uploading it as a page on your site SEO is still TOTALLY viable, but, it just got harder. In a way, it will drive a gap between THOSE who CAN do a good job and those who capitalise on people who don't understand SEO but want it (sheisters). Let me make this clear - Google OWES publishers I'm not anti-Google but I am anti what they are doing Google should ABOLISH AIOS and allow 2 models of search 1. Traditional Search 2. AI Mode conversational search

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Lots of things happened this week: SEO: ✨ AI Mode to be the default? 📊 Chrome data is confirmed to be used for ranking. 📄 Webpage signals are more important than links for ranking. 🕷️ User popularity determines a site's crawl frequency by Google. 👍 Quality rater scores are used to fine-tune rankings. 🤖 Every website is given a calculated spam score. 🗑️ The August 2025 spam update is still rolling out. 🏛️ Google will not be forced to sell its Chrome browser. 🤝 Google must share some user data with its competitors. 🇪🇺 The EU fines Google $3.5 billion for advertising practices. AI: 📢 Ads are coming to AI Mode widely before Q4. 🔬 AI Mode is now better at answering STEM questions. 📞 AI can call businesses to check prices for you. 🛍️ AI Mode is testing product comparisons in search results. ⏩ Users see new "reasoning" or "fast" AI modes. 📁 ChatGPT Projects are now available for all free users. 🖼️ A guide was released for image editing in Google's Nano Banana. 🎤 You can now upload audio files directly to Gemini. 📄 Grok can now analyze and explain PDF documents. 📹 Veo3 turns still photos into videos in Google Photos. 🌐 Circle to Search now translates text while you scroll. 🌿 ChatGPT now allows branching conversations to explore different ideas. 🗣️ NotebookLM can now debate your notes. 👔 OpenAI offers a guide for leading teams with AI. 🌍 Google Translate now offers powerful real-time translation features. 🛒 Walmart is introducing four new AI "super agents." 🏦 The Bank of Queensland is automating 200 jobs with AI. 💻 xAI has released Grok Code Fast 1 for agentic coding. 🗣️ OpenAI has a new real-time speech-to-speech model. 🍎 Apple is developing its own AI-powered web search tool. 🧠 Neuralink failed to trademark "Telepathy" and "Telekinesis". 🎓 OpenAI is launching a new jobs platform with AI certifications. ⚖️ Otter AI is being sued for recording meetings without consent. 🧑‍💼 Companies are creating the new position of Chief AI Officer. ❤️ OpenAI has added new safeguards for users in mental distress. 💳 Stripe created the Tempo blockchain, which could be key for the agent web. 📲 Google has released a new model for on-device embeddings. 🖥️ AI assistants will fundamentally change how we use computers. 🌌 Google is using AI to help understand gravitational waves. 🧠 Neuralink has successfully completed two more surgeries in Canada. 🇨🇳 China aims to lead in brain-computer interfaces within 5 years. 🤖 Figure robots are learning how to load a dishwasher.

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If I could give only ONE piece of SEO advice to a $500K/year eCommerce owner, it would be this: 👉 Stop chasing keywords. Start building topical authority. Most eCommerce owners at the $500K mark are already doing “the basics”: → Product pages are optimized → Blogs are being published → Meta tags are decent But here’s the trap: publishing random blogs or thin buying guides won’t get you to the next level. What will? ✅ Building content clusters around your core products & categories. ✅ Creating a library of expertise that shows Google (and customers) you own the topic. ✅ Aligning content → category pages → product pages so everything reinforces each other. This shift is what takes you from “ranking here and there” to dominating a niche. I’ve seen brands plateau for years at mid-6 figures and then unlock 7 figures just by tightening their topical authority strategy. So if you’re sitting at $500K/year and wondering what SEO lever will move the needle most → this is it. Curious, if you’re in that revenue range, are you building clusters or still chasing keywords?

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Local SEO Tip: don’t use hashtags on your Google Business Profile. Don’t use them in Posts, review responses, descriptions, or anywhere else on the Profile. You can’t click on them to get to a discover feed like you can on social media platforms, and they don’t have any impact on rankings. Google just doesn’t care about them. Save the hashtags for social media. On your GBP, they just make you look stupid and take up space. #localseo #seo

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If your SEO strategy still starts with “monthly blog posts,” it’s already behind. This used to be the go-to plan: write a few 600-word posts, sprinkle in some keywords, and call it a content strategy. But it’s 2025. Search engines and users aren’t rewarding check-the-box content anymore. Instead: • Google’s AI Overviews prioritize content that answers specific questions clearly and concisely. • ChatGPT, Perplexity, and others pull from sources that show authority, structure, and originality. • Pages that get cited often look nothing like traditional blog posts. Think: • Interactive tools • Product education hubs • Longform guides with data or expertise • Clustered content tied to search intent not just publishing calendars The format and function of content matter more than the frequency.

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6 𝐄𝐚𝐬𝐲 𝐖𝐚𝐲𝐬 𝐭𝐨 𝐂𝐫𝐞𝐚𝐭𝐞 𝐚𝐧 𝐒𝐄𝐎-𝐅𝐫𝐢𝐞𝐧𝐝𝐥𝐲 𝐇𝐨𝐦𝐞𝐩𝐚𝐠𝐞 𝐢𝐧 2025 Most people get homepage SEO wrong because it’s not just about keywords. It’s about clarity, structure, and intent. Here’s a quick guide to get it right:  ✅ Build around 1 primary keyword + relevant variations ✅ Craft a compelling, short title tag ✅ Write a clear, benefit-driven meta description ✅ Structure content for both users & search engines ✅ Use header tags to guide flow ✅ Optimize your footer for relevance, not clutter Your homepage is often your most visited page. Make it count. 🔗 Want a full 10-point checklist? Check out this guide: https://lnkd.in/g_vbJ4c9

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