Navigating the New SEO Landscape: Key Developments Since 28 May 2025

📖 Introduction

It’s only been a week since our last roundup, but the SEO landscape doesn’t sleep. From major shifts in how Google delivers results to emerging optimisation strategies for AI tools, the past few days have delivered seismic changes. Here’s everything you need to know.

🔮 1. AI Mode Rolls Out Across the US

Google’s AI Mode is now live for all U.S. users. This new interface integrates AI Overviews—summarised, conversational answers at the top of search results. Traditional blue links are being pushed down, while sources cited in the AI Overview are collapsed into a single reference in Search Console.

• 📉 Click-through rates are dropping for many publishers.
• 🔍 Search Console now groups all citations into one position, complicating performance tracking.

For SEOs, this shift means the old rules of ranking are evolving fast.

📈 2. GEO & AEO: The Rise of AI-Focused SEO Strategies

SEO isn’t just about ranking on Google anymore. The rise of ChatGPT, Claude, Perplexity, and similar platforms has birthed two new disciplines:

• GEO (Generative Engine Optimisation): Crafting content to be picked up by AI-generated summaries.
• AEO (Answer Engine Optimisation): Structuring content to answer common queries directly and clearly.

This means targeting keyword clusters, using plain language, and earning authority that models trust.

💡 3. User Engagement Metrics Take Priority

Google’s ranking systems are now leaning more heavily on how users engage with your content. Key signals include:

• ⏱️ Dwell time
• 👍 Content usefulness
• 📣 User feedback signals (e.g. on-page interaction)

The algorithm favours content that keeps users engaged and satisfies intent, not just keyword targets.

🛠️ 4. Technical SEO Updates

Google-Extended AI Crawler

The AI crawler now renders JavaScript—previously a blind spot for many bots. This improves indexing of modern, dynamic content.

🗂️ Crawl Budget & Site Architecture

Google confirmed it prioritises efficient databases over site size. Sites with better internal linking and minimal duplication perform better—even if they’re smaller.

📉 Search Console Reporting Gaps

Several SEOs are reporting that Search Console is failing to capture up to 50% of search queries. This under-reporting makes performance analysis harder than ever.

🧠 5. Visual Search Expansion: Google Lens + YouTube Shorts

Google Lens is now integrated with YouTube Shorts. Users can tap into video content to search contextually, opening new ground for visual SEO strategies. It’s now more important than ever to:

• 📽️ Optimise video metadata
• 🔠 Add clear, concise captions
• 🎯 Consider search intent when titling videos

🧭 What It All Means for SEOs

These updates signal a clear direction: SEO is evolving from a keyword-first strategy to an experience-led, intent-driven discipline. Success in 2025 means:

• 🧱 Building authority with trustworthy, well-structured content
• 📊 Monitoring engagement over rankings
• 🤖 Optimising not just for Google, but for AI summarisation tools
• 🔧 Embracing technical fixes that improve site performance and structure

✅ Conclusion

From AI Overviews and GEO to crawling changes and reporting issues, the SEO industry is being reshaped at a rapid pace. By staying on top of these developments and adapting your strategies accordingly, you can continue to thrive in this complex and fast-moving environment.

We’ll be back soon with another roundup. Until then, keep testing, tweaking, and learning.