Three new studies question the ROI of AI search optimisation
Three new studies on AI search have raised doubts about whether investing in generative engine optimisation or AI SEO pays back, arriving in a week when Google's search results showed further ranking volatility with no official core update announced.
Google also published guidance on taking a site down while patching the emergency PHP exploit known as PHP2Shell, updated its help document on controlling what is shared with Google Search, and posted a video covering robots.txt rules for AI crawlers, emojis and international URLs. AI Overviews citation cards are being tested with AI-generated summary snippets.
On the local side, Google is testing a new layout for the local knowledge panel, moving Google Posts higher within it, trialling government ID verification for Business Profiles and testing advanced performance reports. Review appeals are delayed again and a new Business Profiles home is rolling out.
In advertising, Google Ads added lifecycle goal options including value mode, retention goals and percentage multipliers, began showing ads in AI Mode with Personal Intelligence, and is testing scrolling marquee text on sponsored results. ChatGPT ads gained new formats, an updated conversion page and performance emails, with creative enhancements now switched on automatically.
Reported by Search Engine Roundtable ↗
Topics: AI Overviews, Google Search, AI advertising