In this week’s digital news, traditional search ads are losing ground as Google doubles down on Shopping. Adjust your ecommerce advertising strategy before it’s too late. ByteDance-owned TikTok is the second platform, after Elon Musk’s X, to get an EU warning under the Digital Services Act.
Google clarifies that links in AI Overviews all share a single position in Search Console reports. For years, Google was known for crushing spam. Now, it’s highlighting it in the most prominent position in its search results: AI Overviews.
Clicks are down, impressions are up, and your dashboard can’t explain why. Learn which metrics actually reflect success in AI-driven search. News editors at major UK broadcasters shared how their channels are adapting news output for the digital age, as well as giving tips for PR professionals on getting coverage, during a recent panel discussion.
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The decline of ecommerce search ads: Are shopping campaigns to blame?
An interesting article debating Google’s push towards shopping ads. Google is shifting focus from traditional search ads to a Shopping-first experience, prioritising visually rich, feed-based ads powered by AI tools like Performance Max and AI Max. This evolution reduces visibility and control for traditional search campaigns, especially in ecommerce. While search ads still play a role—covering long-tail queries, brand protection, and A/B testing—their relevance is declining. Google’s SERPs now heavily feature Shopping ads, with features like carousels and filters dominating. Ecommerce marketers must adapt quickly by embracing a diverse mix of campaigns and leveraging automation to stay competitive in an increasingly Shopping-driven advertising ecosystem.
Read more here.
TikTok breached digital advertising rules, European Commission says
The European Commission found TikTok breached EU rules by failing to disclose enough information about ads on its platform, under the Digital Services Act. TikTok has the right to respond before any penalty, which could reach 6% of global revenue. The platform didn’t clearly show ad content, targeting, or sponsors, nor offer a public ad search tool. TikTok says it’s reviewing the findings and disputes some interpretations. The probe, launched in February 2024, also covers issues like addictive design and child protection. A separate case over TikTok Lite was closed after the platform halted reward features in France and Spain.
Read more here.
AI Overview links share single position in Search Console
Google have clarified that links in their AI Overviews feature share a single position when it comes to reporting in Search Console. When asked about this, Google’s John Mueller referenced Google’s official help documents to explain “Basically an AIO counts as a block, so it’s all one position. It can be first position, if the block is shown first, but I don’t know if AIO is always shown first.”. As they will all show as the same position in Search Console, this makes it difficult for to understand exactly where you are positioned and draw conclusions around what link placement within the AIO box is better.
Read more here.
There is a growing spam problem in Google AI Overviews
A recent study by Lily Ray, vice president of SEO strategy and research at Amsive, has highlighted some key issues regarding the amount of spam found in AI Overviews and how easy it is to manipulate them. Some of the findings include:
- Factually incorrect information appearing with the AIO answer that does not align with Google Business Profiles or Knowledge Graph information
- Spammy listicles being cited when a brand is claiming their own company to be the best
- Duplicate content showing in AIO over the original, higher quality source
- Low quality, fully AI-generated content appearing within the AIO answer
It is frustrating for SEOs to see this happening as we follow Google’s guidance on making sure all content follows E-EAT guidelines and showcases true authority and expertise on the topic. Despite Google not having an answer for it yet, it is something that is being worked on, and we would not recommend using any of the manipulation tactics mentioned above to improve your positions in the short term as you are very likely to see a negative effect in the long term as Google sorts this out.
Read more here.
How to measure SEO success when AI is changing search
Traditional SEO metrics like clicks and rankings are becoming less indicative of success. AI-generated summaries and zero-click search results are increasingly providing users with answers directly on the search engine results page, leading to a decline in website traffic despite stable or rising impressions. This shift necessitates a reevaluation of SEO strategies to focus on visibility within AI-generated content.
Marketers are turning to Generative Engine Optimisation (GEO), which involves optimising content for AI platforms to ensure brand visibility in AI-generated responses. This includes structuring content to be machine-readable, using natural language that aligns with AI preferences, and ensuring technical elements like page load speed are optimised for AI crawlers.
Read more here.
‘We’re slowly dying but not dead yet’ – BBC, ITV, Sky, 5 News execs on the media landscape.
Senior editors at the BBC, ITV, Sky News, and 5 News, got together to discuss the challenges traditional broadcasters face in an increasingly digital media landscape. They highlight the impact of declining viewership due to the rise of digital platforms and changing audience habits. In response, these broadcasters are changing strategies by embracing social media, experimenting with new content formats, and focusing on digital engagement. Despite the difficulties, they stress their continued responsibility to provide accurate, impartial news amidst growing misinformation.
Read more here.
For more information on any of these stories, or for support with your digital marketing. Get in touch with our team of digital specialists. If you’re looking for an improved results with your PMax campaigns using PPC or for long term SEO strategies. Send us an email to team@modo25.com
