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What Is Generative AI and How Does It Work?

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Generative AI refers to technology that uses machine learning models to create content. Machine learning models are computer programs that seek to replicate aspects of human intelligence.

These models can produce various content formats, including code, text, visuals, audio, and video.

Various programs have the ability to learn almost any kind of information.

For example, different generative AI models can understand coding, visual, scientific, and human languages.

OpenAI’s ChatGPT is a popular example of a model that understands and produces textual content.

In this article, we’ll explore how this and other gen AI tools work.

How Generative AI Works

Gen AI uses libraries of existing material to produce original content. Here’s how the process works.

Step 1: Users Provide Prompts

The technology generates content based on user prompts.

Depending on the tool you use, you may be able to enter freeform, text-based prompts.

Suppose you want to generate a description for a new ecommerce item.

A simple ChatGPT prompt could look like this:

“Write a 100-word product description for [insert product details]. Use a friendly, upbeat tone of voice.”

Some AI tools use parameters rather than freeform input.

For example, Semrush’s Ecommerce Booster app generates ad descriptions based on keywords, text length, readability, tone of voice, and format settings.

Step 2: Generative AI Models Produce Content

Once the system receives the user’s prompt, it uses machine learning models to generate content.

These models train using libraries that may contain billions of pieces of existing content.

As they train, the models learn the components and structures of this existing content. Then, they use what they’ve learned to generate “new” material. (It’s not truly new as it’s based entirely on existing content.)

The mechanics of the content generation process vary, depending on the type of output.

Some of the most common models include:

  • Large language models (LLMs): Algorithms that use large data sets to predict the next output (word) in a piece of content—typically used to generate textual content
  • Generative adversarial networks (GANs): Deep learning systems that use two competing neural networks to produce new output, mostly for visual or audio content generation
  • Variational autoencoders (VAEs): Neural network systems that encode and decode input to create new output, often to generate visual or code content

Gen AI vs. Other Types of AI

The standard generative AI meaning doesn’t include all types of artificial intelligence.

Unlike gen AI, so-called “normal” AI analyzes and synthesizes data rather than generating new outputs.

Here are two other types of AI:

  • Conversational AI: Uses natural language processing (NLP) techniques to analyze human language, understand what users are saying or typing, and provide relevant responses. This type of AI is most common in chatbots and AI assistants.
  • Predictive AI: Analyzes historical data to anticipate outcomes from specific events and suggest actionable steps. This kind of AI is common with data analysts who need to manage risk and make data-driven decisions.

Popular Gen AI Tools

Now that we’ve covered a comprehensive generative AI definition, let’s take a closer look at some of the most widely used gen AI tools.

ChatGPT

ChatGPT is an AI chatbot developed by OpenAI that produces text responses to prompts.

Like this:

ChatGPT can do a range of tasks, like creating lists, producing code, and answering questions.

It also generates outlines and creative content.

How does ChatGPT work?

It uses generative pre-trained transformer (GPT) technology to produce human-like responses to text prompts.

OpenAI also offers custom GPTs—versions of ChatGPT that perform specific tasks using personalized prompts.

For example, you could create a custom GPT to edit written content to reflect your brand voice.

Further reading: ChatGPT for SEO: Ultimate Guide, Tips & Prompts

Claude

Like ChatGPT, Claude is an AI chatbot that generates text responses to prompts.

Claude can also analyze the content you upload (like a spreadsheet or a PDF).

It then provides summaries or answers questions based on your prompts.

Claude can assist with tasks like AI copywriting and content generation, too.

In your prompt, you can include guidelines for the format and style of content you want to create.

Gemini

Similar to ChatGPT and Claude, Gemini (formerly Google Bard) is another AI chatbot that provides text responses to prompts.

Like this:

As a Google app, Gemini is integrated with many Google products. This lets you verify its responses via Google Search with one click.

You can also prompt Gemini to summarize files in Google Drive, like a virtual assistant.

Microsoft Copilot

Another AI chatbot, Microsoft Copilot generates multimedia responses to prompts.

Along with producing a text answer, it shows you relevant images and links from Bing’s search results.

DALL-E

DALL-E is a text-to-image generative AI tool developed by OpenAI (creators of ChatGPT) that generates images based on prompts. Like this one:

In addition to describing the contents of the image, prompts can also request a style.

The more specific and detailed your prompt, the more likely the image will meet your needs.

DALL-E uses a diffusion model to analyze images and look for patterns in the components.

Then, the image generation app uses what it’s learned to piece together its own AI image.

Note: A diffusion model adds random noise (variations) to available training data. Then, it reverses the process to recover the data and create new combinations of information.

Midjourney

Midjourney is a text-to-image generator that uses diffusion models and LLMs to create realistic content.

Like this:

Compared to DALL-E, Midjourney’s prompts are often much more complex.

For example, prompts typically need to include things like style and composition guidelines to get the best results.

Unlike many other generative AI tools, Midjourney isn’t a standalone app but a Discord bot. To use it, you’ll need to join the Midjourney Discord server and prompt the bot.

What Can You Use Generative AI for?

Here are the most common applications of generative artificial intelligence today.

Marketing

Generative AI tools let you quickly brainstorm marketing campaign ideas as well as draft blog posts and articles.

AI marketing software also helps with rewriting content and applying a consistent tone of voice.

For example, a tool like Semrush’s ContentShake AI generates written and visual content in seconds.

Even better?

It guides you through the whole process—from ideation to publication.

Here’s how to use it:

Head to the app and click “My own idea” from the main dashboard.

Then, enter your topic and hit “Start writing.”

Review the suggested title, target keywords, word count, tone of voice, and readability level.

Then click “Create article.”

Read through the AI-generated article.

Hit “Publish” to proceed as is or “Go to regenerate” to start again.

To edit and optimize the content manually (which we recommend you do), click “Go to editor.”

Use ContentShake AI’s preset prompts to speed up the optimization process.

You can even enter your custom prompts in the chat window.

Another Semrush tool, the SEO Writing Assistant, includes AI features to help you write online marketing content faster.

It also checks the SEO potential of your work.

Head to the tool and click the “+ Analyze new text” button on the tool dashboard.

If you’ve used the tool before, click the “Set a new goal” drop-down.

If you’re using this tool for the first time, input the keyword you intend to target and click “Get recommendations.”

Draft or outline your content.

Then, use SEO Writing Assistant’s AI features to improve your writing.

Select any phrase, sentence, or paragraph and click “Expand” to elaborate on those sections.

Review the content for accuracy and style.

Then, click “Accept,” “Reject,” or “Try again.”

Alternatively, open the “Smart Writer” drop-down and select “Rephraser.”

Input your text and choose one of the four optimization options.

Then, click “Rephrase.”

Review the AI-generated ideas and click “Rephrase” again to generate more.

Use the copy button to choose where to paste the text, or click “Replace and close” to insert it where the cursor is positioned.

Use the AI-powered Smart Writer to elaborate on existing content.

Write at least a few sentences.

Then, click “Compose” to generate more copy.

Select the “Ask AI” feature to submit custom questions or prompts.

Then, click “Ask.”

As you create your content, keep an eye on the score in the upper right corner.

This score factors in readability, tone of voice, originality, and SEO. The higher the score, the better optimized your content is and the easier it is to read.

Advertising

You can take advantage of AI advertising tools to generate both copy and creatives for your paid promotions.

For example, Semrush’s AI Writing Assistant allows you to compose ad headlines quickly.

Open the app from the Semrush App Center and select “All Tools” > “Social Media & Ads.”

Then, choose either “Facebook Headlines” or “Google Ads Headlines” to generate ad headlines.

Or “Facebook Primary Text” or “Google Ads Description” for ad description text.

Then, select a language, creativity level, and tone of voice.

Next, input your audience and product name details and write a short product description.

Click “Generate” when you’re ready.

Review the results and save any headlines you like—or copy and paste them directly into your ad platform.

To generate complete ad creatives, open Semrush’s AdCreative.ai.

Enter your domain or landing page and click “Import Brand” to add brand elements.

The app automatically identifies your brand name, logo, and colors.

Review them and click the “Create Brand” button.

Note: If you’ve already set up a brand, click “Create a Brand” from the “Brand Setup” section to add a new one to your dashboard.

From the list of asset types, select “Ad Creatives.”

Choose the creative format that best fits the advertising platform and hit “Next Step.”

Click the “Generate Texts” button to create text with AI.

Then click “Next Step.”

Input some information about the content you want to generate.

Then click “Save & Generate.”

Upload a background image, crop it if necessary, and enter a project name (optional).

You can also use the app’s image search engine to source background images.

Finally, click “Generate.”

Check the box below each of the AI-generated assets you want to use, and hit the “Download” button.

You can now upload the digital assets to your ad platform and set up your ad campaign.

Media

Film, animation, and gaming studios use generative AI to produce creative content more efficiently.

With advanced AI tools, they can generate realistic 3D models, avatars, and video content.

For example, large gaming studios can use gen AI to create more photorealistic characters or speed up game design workflows.

Coding

Software developers are able to code programs and applications with generative AI tools like GitHub Copilot.

The benefits include writing more consistent code in various programming languages, debugging code faster, and improving developer efficiency.

Healthcare

Generative AI models serve the medical industry across a wide range of applications.

For example, medical researchers use gen AI for genome sequencing and drug research. While health practitioners use them for medical imaging and assigning accurate medical codes.

Automotive

Auto manufacturers use AI models to improve vehicle design and implement in-vehicle AI-powered virtual assistants.

Generative design inspired BMW’s “Alive Geometry” in the Vision Next 100 concept car, which enables shape-shifting parts that interact with the driver.

[ss: bmw-vision-next.png]

Image Source: BMW

Many manufacturers also provide basic customer service using AI before involving human agents.

A 2023 Deloitte report anticipates that generative AI will lead to a 20% equipment availability increase and a 10% annual maintenance cost decrease for the automotive industry.

Data Synthesis

It’s impossible for generative AI models to learn or improve their processes and computations without training data.

However, training data doesn’t necessarily exist for every possible industry or use case.

To resolve this issue, generative models can themselves produce synthetic data for training purposes.

They also effectively address challenges and ethical concerns that may otherwise prevent industries from using generative AI.

For example, gen AI tools may create larger datasets for underrepresented groups. Or generate datasets that offer a more fair version of the original data.

Benefits and Limitations of Generative AI

To set appropriate expectations for any AI-generated content you produce, you should familiarize yourself with the pros and cons of using these models.

Benefits of Generative AI

  • Produces almost any type of digital media based on a brief prompt
  • Creates different types of content in a consistent style or format defined by the user
  • Gives individuals and teams of any size the capacity to create large volumes of content
  • Allows users to save time and money on the content creation process
  • Simplifies lengthy content or expands on short content in seconds

Here’s an example prompt using ChatGPT to tighten up a very wordy explanation of the law of inertia.

As compelling as these benefits are, they don’t necessarily mean anyone should create exclusively AI-generated content.

Human feedback, fact-checking, and manual editing can help ensure higher quality and improved accuracy.

Further reading: 15 Benefits of ChatGPT (+8 Disadvantages)

Limitations of Generative AI Tools

The main limitations of generative AI tools are that they:

  • May reflect biases or inaccuracies present in their training content
  • May not cite original sources or attribute concepts accurately
  • Offer insufficient transparency into their technology and methods
  • Can’t think independently or generate new ideas
  • Lack firsthand experience and personal opinions

Here’s what happened when we asked Notion AI to generate an opinion about the TV show “Family Guy”:

Although these limitations may seem daunting, they shouldn’t prevent you from using generative AI applications to improve your business’s efficiency.

Then, use your human intelligence to detect AI-written content bias, ethical considerations, and attribution issues. And tweak the content as necessary.

Concerns Surrounding Generative AI

Although gen AI can certainly be used for good, it has the potential to create serious concerns.

As an example, deepfakes are digitally altered photos or videos that make the subject appear to be another person.

They can be used to maliciously propagate false information.

Although deepfake detectors can increasingly identify images and videos that simulate another person, foolproof methods to alleviate these concerns don’t yet exist.

Instead, it’s essential to analyze content closely for anomalies. And to adhere to security protocols to protect sensitive information.

Because generative models create content that emulates existing visual, audio, and textual patterns, they have the power to mislead.

Particularly, their ability to mimic human language can be used for social engineering.

The European Union Agency for Cybersecurity defines this as:

“All techniques aimed at talking a target into revealing specific information or performing a specific action for illegitimate reasons.”

For example, gen AI models can encourage people to disclose sensitive information. Or compromise either personal privacy or their company’s security.

And as generative AI becomes more advanced, the infrastructure these models require may reach an unsustainable scale.

Keeping up with computational demands and coming up with the capital necessary to fund it is an ongoing concern for AI model developers.

A History of the Development of Generative AI

Generative AI has consistently made headlines since the launch of ChatGPT in November 2022 (and other foundation models shortly after).

However, the technology existed long before this date.

We list some major generative AI advancements in the table below.

A Brief History of Generative AI
1947 Intelligent machinery
In one of the first recorded references to artificial intelligence, Alan Turing used the term “intelligent machinery” in a research paper. The study explored whether machines could spot rational behavior.
1950 Turing Test
Turing developed the Turing Test, which evaluated conversations between machines and human brains to identify machine responses.
1956 Dartmouth AI conference
The Dartmouth Summer Research Project on Artificial Intelligence, considered the birth of AI, brought together AI experts.
1961 ELIZA chatbot
Joseph Weizenbaum developed the ELIZA chatbot, a psychotherapy program that could converse with humans. And one of the first examples of generative AI.
1980s RNN architecture
Several researchers advanced recurrent neural network (RNN) architecture. Furthering the development of this bidirectional artificial neural network.
1997 LSTM networks
Josef Hochreiter and Jürgen Schmidhuber invented long short-term memory (LSTM) networks, significantly improving the accuracy of AI models.
2014 GANs and VAEs
The development of GANs and VAEs dramatically advanced generative AI technology.
2017 Transformer models
Newly developed transformer models allowed gen AI systems to create natural language text for the first time.
2018 OpenAI GPT
OpenAI released GPT, a neural network that could generate human-like text and converse with users.
2021 OpenAI DALL-E
OpenAI introduced DALL-E to generate digital images from prompts through deep learning.
2022 OpenAI ChatGPT, Midjourney beta
OpenAI launched ChatGPT (also known as GPT-3.5), a transformer-based model that one million users adopted in only five days.
Text-to-image generator Midjourney launched in beta the same year.

What Does Generative AI Mean for the Future?

While generative AI’s timeline is relatively long, many significant developments have happened in a few short years.

Given this rapid evolution, it’s reasonable to expect that gen AI will continue to develop quickly.

So, what will AI look like in the future? And how could it affect your industry?

Here are a few developments to monitor:

  • Increased adoption of generative AI tools: In many industries, companies are already pressuring leaders to implement AI tools. A Qualtrics survey of customer experience professionals revealed that 75% feel the pressure to use generative AI for business.
  • More advanced AI prompts: The more companies adopt generative AI strategies, the more advanced their prompting skills are likely to become. With extensive testing, users will probably develop more specific, nuanced prompts for producing higher-quality content.
  • Higher volume of AI-generated content: As more individuals and business processes use gen AI tools, the amount of AI-generated content will increase. Harvard Professor Latanya Sweeney predicts 90% of online content creation will no longer be by humans.
  • Improved AI detection: As AI evolves, AI detection tools may become more sophisticated. Increasingly advanced tools will better address issues with cybersecurity, deepfakes, and other growing concerns—potentially making AI content more credible.

Further reading: 15 Must-Watch AI Trends to Empower Your Business

Use Advanced AI Tools to Improve Your Content

Whether you’re just getting started with generative AI or looking for ways to level up your AI skills, you need the right tools at your disposal.

Tools like Claude, ChatGPT, and Semrush’s AI-powered suite are game-changers for content creation.

Not sure which one to pick?

Check out our in-depth guide to the top 5 AI writing generators, where we break down the features, pros and cons, and pricing of the best tools on the market.

The post What Is Generative AI and How Does It Work? appeared first on Backlinko.

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21 Google Search Tips to Find Exactly What You Want

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Here are 21 Google search tips that will help you:

  • Refine your searches to get the right answers faster
  • Search the web without typing a query
  • Discover cool things you never knew Google could do

At the end, we’ll also show you how you can get your site to appear in more Google’s search results.

(Spoiler alert—it involves something called search engine optimization, or SEO.)

But first, the tips.

1. Familiarize Yourself with the Basics

To do a Google search, launch your browser, navigate to the search engine, and type what you’re looking for into the search bar.

Alternatively, if Google is your browser’s default search engine, type your query into your browser’s address bar.

You can type:

  • Words (like “electrolysis”)
  • Phrases (like “electrolysis process”)
  • Questions (like “what is electrolysis”)

You don’t need to type in full sentences.

Then, hit “Enter” or “return” on your keyboard to run the search.

Don’t worry about your spelling or grammar. Google is good at autocorrecting misspelled queries.

After you run your search, Google will display relevant results. Use the tabs at the top to see only certain types of results.

For example, click “Images” to view only image results, or “News” to view results from news sites:

Google may also display topics at the top of the search results. Click them to add to your query and narrow your search:

For example, clicking the “women’s” topic that Google displays on the search engine results page for “cute shoes” will update the search query to “women’s cute shoes”:

2. Filter Your Results

Filter the results to see only those published within a certain period or that match your query word for word.

To do this, click the “Tools” option at the top of the Google search results. “Any time” and “All results” drop-down menus will appear.

Click “Any time” to filter for results published within the last hour, 24 hours, week, month, or year. Or within a date range of your choice.

Click “All results” to choose whether to see all results or only verbatim ones that closely (or exactly) match your search query.

For example, if you’re searching for a person named “Rob Downey,” turning on the “Verbatim” filter ensures you get results for people named Rob Downey.

And not Robert Downey Jr., the actor.

3. Search Within Websites

Add “site:[domain]” to your search query to view results from a specific site.

This Google search tip also works for viewing results from specific site subdirectories, like “[domain]/blog”:

Pro tip: Use other Google search operators to further refine your search and find exactly what you’re looking for.

4. Perform a Reverse Image Search

A reverse image search uses an image to look for information. It’s helpful for learning about something you have a picture of but don’t know the name of.

Run a reverse image search in Google by clicking the camera icon at the right of the search bar.

Upload your image to Google, or paste an image link into the provided field. Then click “Search.”

Google will analyze your image and suggest relevant results.

image search results

5. Search with Your Voice

If you can’t type your query, do a voice search—where you speak your query.

Select the microphone icon at the right of the search bar:

Let Google access your microphone if prompted. Then, say your query out loud.

Google will transcribe your speech and search for what you said. If the transcription is inaccurate, correct it and rerun the search.

6. Get a Direct Answer

Google has partnered with other sites to provide answers to certain types of queries directly on the results page. As a result, you don’t have to click a search result to get an answer.

This is useful when you just want a straightforward answer. Like a stock price:

Try these Google search hacks for triggering direct answers:

To Get a Direct Answer for: Use This Query:
Weather in a certain place “Weather in [country or city]”
Time in a certain place “Time in [country or city]”
Stock prices “[Stock ticker symbol] price”
Definitions “Define [word]” or “[word] meaning”

Note: Direct answers are different from featured snippets and AI Overviews. Like direct answers, featured snippets and AI Overviews offer answers directly on the search results page. But featured snippets contain information extracted from sites, while AI Overviews contain AI-generated information.

7. Find Exact Match Results

Enclose your search query in double quotation marks to view results that contain your query exactly as it appears.

This Google search tip is helpful for looking up the sources of quotes.

Let’s say you want to check which blog post provided this advice: “You should never pay for dofollow backlinks.”

Doing a Google search for that line without quotation marks may get you results with some words missing or in a different order:

But rerun the search with quotation marks, and you’ll get the sentence’s source right away:

8. Exclude Certain Results

Add a minus sign before certain words to exclude results with these words from the search results.

Here’s an example:

Searching for “caterpillar” usually gets you information on the Caterpillar construction equipment manufacturer.

To get information on the insect, instead, search for “caterpillar -construction”:

Another Google search tip is adding the minus sign before the “site:” operator to exclude a certain website from the results.

For example, to find mentions of your brand on any site except yours, search for “[your brand name] -site:[your domain].”

9. Find Files

Get only results with a certain file format by adding “filetype:[file format]” to your search query. Supported formats include:

  • pdf: For PDF files
  • doc: For Microsoft Word documents
  • xls: For Microsoft Excel spreadsheets
  • ppt: For Microsoft PowerPoint slides

If you’re looking for a PDF document for example, search “[document name] filetype:pdf.”

10. Run an Advanced Search

An advanced search gets you results that meet requirements like:

  • Containing all of a certain selection of words
  • Containing none of certain selection of words
  • Being in a certain language
  • Originating from a certain country
  • Having certain usage rights

To run an advanced search, do a regular Google search first. Then, select “Tools” > “Advanced Search” on the search results page.

Fill out the advanced search fields as required, then hit the “Advanced Search” button to run the search.

11. Turn On Dark Mode

Google offers a dark mode feature for doing searches in a dark-colored interface.

Turning on dark mode may reduce eye strain. It may also decrease blue light exposure, which can make it easier to sleep after spending a lot of time in front of a screen.

Google automatically enables dark mode if this is your device’s default setting. Learn how to change your device’s color settings here:

Alternatively, if your device’s color setting is light mode, here’s how to enable dark mode for a one-off Google search:

From your desktop device, go to the Google homepage. Select “Settings” at the bottom right and then “Dark theme: Off.”

If you’re using a mobile device, the “Dark theme: Off” option will appear directly at the bottom of the Google homepage.

12. Manage Explicit Results

Adjust Google’s SafeSearch settings to control whether you see search results containing adult content and graphic violence.

Click the gear icon at the top right of the search results. Then click on “SafeSearch.”

You’ll see three settings:

  • Filter: Exclude explicit results entirely
  • Blur: Blur explicit images but not explicit text or links
  • Off: Don’t censor any results

Click your preferred option. Google will save your choice and apply it to all future searches.

Note: You may not be able to change your SafeSearch settings if your network administrator has locked them.

13. Do Math

Google can help with math calculations.

If your calculation involves simple addition, subtraction, multiplication, or division, type it into Google’s search bar and run the search.

The search results page will show the answer.

To perform more complex calculations involving trigonometric functions, logarithms, and more, search for “calculator.”

Google will give you a scientific calculator you can use.

14. Convert Units of Measurement

Convert units of measurement by searching “[number] [source unit of measurement] in [desired unit of measurement].”

For example:

  • 6’2 in cm
  • 100 kg in pounds
  • 25 deg c in kelvin

15. Convert Currencies

Google “[number] [source currency] to [desired currency]” to convert currencies using the real-time exchange rate.

You’ll also see a chart of the exchange rate’s movements over time. Hover your cursor over the chart to learn the exchange rate on different days.

16. Start a Timer or a Stopwatch

Search for “timer [duration]” to have Google start counting down from that duration automatically.

Click “Stop” if you need to pause the timer and “Reset” to reset it.

Alternatively, search for “stopwatch” to get a stopwatch. Activate it by clicking “Start.”

Tip: Check your device’s sound levels if you don’t hear the timer go off.

17. Activate a Bubble Level

Google offers a built-in level tool—also known as a bubble or spirit level—on mobile devices. It provides a rough guide of how horizontal or vertical a surface is.

This Google search tip is helpful when you need to see whether that new shelf you’ve installed is straight, but you don’t have a level handy.

Use it by searching for “bubble level” or “spirit level” on your mobile device. Then, tap “Touch to activate.”

If prompted, grant Google access to your device’s motion and orientation sensors.

18. Set Up Search Alerts

Get notifications whenever there are new results for a Google search query.

For example, you can set up an alert for every time someone publishes a post that includes your name or your brand. Or topics relevant to you, like “vegan recipes.”

To do so, go to Google Alerts and type the query you want to monitor into the “Create an alert about…” field.

You’ll see sample results for your alert.

Click “Show options” to configure settings like how often you want to receive notifications and the results’ language and quality.

Then, click “Create Alert” to finish the setup. Google will start alerting you of new results at your preferred frequency.

19. Track Packages

Google can provide shipping updates for packages delivered by UPS, FedEx, and other supported shipping providers.

Just search for “[shipping provider] package tracking.” Provide your package’s tracking number and click “Track via [shipping provider].”

Google will display your package’s shipping status right there in the search results.

20. Play Games

You can play certain games directly from Google’s search results page.

This is less of a Google search tip and more of a fun way to use Google.

To play games, search “minesweeper,” “snake,” “pac man,” “solitaire,” or “tic tac toe” to load the relevant game:

Alternatively, you can play a text adventure where you’ll get a scenario in text format. And your response—also in text format—affects what happens next.

Try it by searching for “text adventure.” Then right-click the search results page and select “Inspect.”

Your browser’s developer tools will appear. Navigate to the “Console” tab.

Under the large “Warning!” heading in the console’s messages, you’ll see a question: “Would you like to play a game?”

And two response options: “Yes” or “No.”

Scroll to the bottom of the console log, type your response, and then hit “Enter” or “return” on your keyboard to start playing.

21. Discover Easter Eggs

You’ll sometimes find special messages or features on the Google search results for certain queries.

Here are some examples:

Search for fonts like “Calibri,” “Comic Sans MS,” and “Courier font,” and Google will display results in the respective font.

Ask Google “the answer to life, the universe, and everything” and it will reply “42”—which is a supercomputer’s reply to the same question in “The Hitchhiker’s Guide to the Galaxy,” a science fiction book by Douglas Adams.

Meanwhile, Google the “BTS” Korean boy band and you’ll see a purple heart near the top left of the search results page.

Select the heart, and purple balloons will appear on the screen. Click them to pop them. The balloons containing microphones reveal messages from BTS’s band members when popped.

Make Google Search Work for You

Applying this list of Google search tricks will get you more relevant answers to your questions—and quicker, to boot. Some of these tips also make Googling more fun.

But apart from learning how to search on Google effectively for others’ pages, how would you like your pages to appear in Google’s search results?

You can appear higher for relevant search queries by using SEO.

SEO is the process of helping search engines discover and understand your site so they can display your site’s pages for relevant queries.

Optimize your site well to increase its chances of ranking higher in search results and receive more organic traffic.

Read these guides to get a foundational knowledge of SEO:

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Top 10 PPC news of the year 2024 on Search Engine Land

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The world of digital marketing in 2024 has been nothing short of transformative, with Google once again taking center stage in many of the year’s biggest developments. From the ongoing debates about third-party cookies to advancements in Google Analytics and the rising distrust among advertisers, the year was marked by shifts that tested the adaptability and resilience of marketers everywhere.

As we enter the last few weeks of the year, let’s take a look at the top newsworthy headlines according to pageviews.

10. Google Ads phasing out card payments

In June Google notified some high-spending advertisers that they would need to stop using credit or debit cards for Google Ads payments by July 31, 2024. Affected accounts needed to transition to bank-based payment methods or risk suspension.

  • Advertisers expressed frustration, citing financial strain, loss of cashflow flexibility and lack of benefits.
  • Google Ads Liaison Ginny Marvin confirmed that only a small subset of advertisers would be impacted.

9. Google Ads ad copy: what works and what doesn’t in 2024

Optmyzr analyzed over 1 million Google Ads to uncover key insights into ad copy strategies, focusing on metrics like CPA, CTR, and ROAS. The findings challenge conventional wisdom and highlight opportunities for marketers to improve performance.

The report covered:

  • Ad strength – its misleading
  • Pinning Assets – against Google’s recommendations, it could be worth pinning all headlines
  • Sentence case vs Title Case – sentence case is a clear winner especially for RSAs
  • Creative length – shorter headlines performed better

8. Google is shutting down websites made with business profiles

Google Business Profile (GBP) websites were discontinued in March 2024. Visitors to these websites were redirected to the associated Business Profile form March until June 10 and from then it will be a “page not found error” they would see whenever such a link is clicked.

This caused the need of a new site for brands who had GBP websites, using platforms like Wix, Squarespace, Shopify, WordPress, Google Sites, or GoDaddy

7. Advertisers don’t trust Google

2024 saw advertisers trust level at an all time low as the Department of Justice’s laid out a damning case against Google, releasing a document even, detailing extensively why there should be trust issues against Google.

It took little coaxing to have several advertisers let us know why their trust is at an all time low. Advertisers complained of manipulative practices, lack of transparency, erosion of trust and much more.

6. Costs increasing

Advertising spend on Google search ads in the U.S. increased by 17% year-over-year in Q4 2023, with steady click growth at 8% and cost-per-click (CPC) rising by 9%, according to Tinuiti’s Q4 2023 Digital Ads Benchmark Report.

The rise in ad spend and growing confidence in paid media suggest advertisers adapted to challenges in 2023, leveraging mobile and emerging platforms like PMax to drive performance.

However by April, despite CPCs being up, spend was plateauing as advertisers were seeing a decline in clicks.

5. Google exposes competitor data

Advertisers are used to the odd Google Ads reporting glitch here and there, however in August, a unique one happened where competitor data was exposed.

Advertisers were unable to manage campaigns or access critical performance data. Additionally, a serious data breach has exposed unrelated item IDs, product titles, and Merchant Center information, potentially revealing competitors’ sensitive information.

It took a week for the issue to be fully resolved.

4. Google Analytics 4 (GA4) adds new dimensions

In February, GA4 introduced eight new dimensions to enhance tracking and analysis of paid and organic traffic sources. With new dimensions like Manual source, Manual medium, Manual Campaign and more, these dimensions provide deeper insights into user behavior and performance across channels.

3. Google Ads discrepancies

In July, advertiser Brais Calvo Vázquez’s discovered that Google Analytics 4 (GA4) includes a hidden report that allows users to compare conversion data exported to Google Ads, helping to identify and explain discrepancies between the two platforms.

This tool, accessible by appending “/advertising/key-event-differences” to a GA4 property URL, provides advertisers with insights to improve campaign accuracy and performance.

Some users have had access to this report for over a year, indicating it may have been in extended testing. Google made no comment to this discovery.

2. Search Partner Update

February Google announced introducing greater advertiser control over ad placements within its Search Partner Network (SPN). Starting March 4, advertisers using Performance Max (PMax) campaigns will gain access to impression-level reporting for SPN sites. Additionally, exclusions applied at the account level will extend to SPN placements, YouTube, and display ads.

The changes aim to provide advertisers with enhanced transparency and control, allowing them to safeguard their brand reputation. The SPN includes websites and apps that display search ads, extending beyond Google’s main properties like YouTube and Google Discover.

1. Third Party Cookies

There had been back and forth about third party cookies for years now and whether to deprecate it and in 2024, Google had high hopes of going ahead with doing getting rid of it. However, their hopes were dashed almost as soon as they started their tests.

In January the report was Google started phasing out third party cookies. They were axing cookies from 1% of browser traffic, and the speculation at that stage was that they would phase out third-party cookies by the second half of 2024 as a crucial move in its Privacy Sandbox initiative.

In February due to concerns raised by UK’s Competition and Markets Authority, Google were stopped in their tracks form going ahead with the third party deprecation until concerns around its proposed Privacy Sandbox changes were sufficiently appeased. According to Google’s documentation:

  • “The Privacy Sandbox initiative aims to create technologies that both protect people’s privacy online and give companies and developers tools to build thriving digital businesses.”

However CMA had lots (39 and counting) of concerns, the three key ones being:

  • Google would still benefit from user data whilst competitors would be limited form this data,
  • That they will show favoritism towards their ad tech,
  • Publishers and advertisers won’t able to detect fraudulent activity.

In April the deadline for third party cookie deprecation moved from end of 2024 to 2025, conceding to the concerns the CMA raised in February. The had put evidence together that they were still doing the right by the industry and wanted to give the CMA enough time go over all the documentation they had provided.

Later that same month the concerns increased to 111 with the primary concern now being that Google will become too dominant in the market if their Privacy Sandbox solution went ahead.

After a couple of months of silence, the final decision came – Google scraps plans to kill third-party cookies in Chrome. The new promise is to introduce a new experience in Chrome whilst the Privacy Sandbox AMI will continue to be developed for alternative solutions.

That is a wrap on 2024. Several major talking points there, unsurprisingly mostly focused around Google there. What do we think 2025 will bring us? I reckon a lot more AI updates and experts truly needing to different themselves from those who just use AI as their selling point. It would also be interesting to see whether the Google we know now will have all its brands still intact by this time next year.

OpenAI works to restore access to ChatGPT and other services

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OpenAI has confirmed it is working to restore access to a number of its services including its popular ChatGPT service, its APIs and Sora. OpenAI said it has found the cause for the issue and have started recovery. Some of the services are now being restored.

What happened. OpenAI said at 11 am PT on its status report, “We are currently experiencing an issue with high error rates on ChatGPT, the API, and Sora. We are currently investigating and will post an update as soon as we are able.”

Later the AI company confirmed, “This issue is caused by an upstream provider and we are currently monitoring.”

Fix coming. On X, ChatGPT added that it has restarted recovery of its systems:

Service returning. It seems some are now able to use ChatGPT, although some are still having issues. This is what I see:

OpenAI should be able to restore access to these services shortly, so try back later.

Why we care. Outages like this can cause frustration to your day, especially if you rely on these services for your job. Many in the search industry use OpenAI’s tools for content, for workflow enhancements and productivity boosts.

It is a good thing it is a slow time right now with the holidays but still, for those working today, this may have caused some delays to your schedule.

Read more at Read More

Google December 2024 spam update done rolling out

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Google’s June 2024 spam update rollout is now complete. The spam update started on December 19, 2024, about seven days ago, finishing on December 26, 2024. This was the third spam update of the 2024 year and started a day after Google completed the December 2024 core update.

This update was a general and broad spam update, it was not a link spam update and did not automate the site reputation abuse policy, which is still only done via manual actions.

Google wrote, “The rollout was complete as of December 26, 2024.”

What we saw. While the update was announced the day after the December core update, it does seems that it hit very hard within a few days and was much more widespread than some previous spam updates. Although, it is still a bit too early to dig too much into the update. If you were hit by this update, you may notice the rankings drops in Search Console. Keep in mind, holiday traffic can be very volatile and low for many sites, so look at rankings and not traffic for this specific update.

Previous spam updates. The last spam update was on June 20, 2024 and was named June 2024 spam update, it completed on June 27.

Here’s our past coverage of confirmed Google spam updates:

Why we care. This Google update took a lot of us by surprise, since it happened only a day after the core update and just days before the holiday season. We were taken back by Google releasing an update that will end close to, or into the holiday season.

This is the 7th Google search algorithm update we had in 2024, including four core updates and now three spam updates. It is unclear exactly what type of spam this targets but if you noticed any ranking changes during this update, it might have been related to this spam update.

Spam updates. Google linked to its standard spam updates documentation that reads:

“While Google’s automated systems to detect search spam are constantly operating, we occasionally make notable improvements to how they work. When we do, we refer to this as a spam update and share when they happen on our list of Google Search ranking updates.

For example, SpamBrain is our AI-based spam-prevention system. From time-to-time, we improve that system to make it better at spotting spam and to help ensure it catches new types of spam.

Sites that see a change after a spam update should review our spam policies to ensure they are complying with those. Sites that violate our policies may rank lower in results or not appear in results at all. Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.

In the case of a link spam update (an update that specifically deals with link spam), making changes might not generate an improvement. This is because when our systems remove the effects spammy links may have, any ranking benefit the links may have previously generated for your site is lost. Any potential ranking benefits generated by those links cannot be regained.”

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Google algorithm updates 2024 in review: 4 core updates and 3 spam updates

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Google launched seven official and confirmed algorithmic updates in 2024, four core updates and three spam updates. The March 2024 core update was massive, updating several systems within the core algorithm, plus bringing in a few new large spam policies.

In 2023, Google had 9 confirmed algorithmic updates. In 2022 and 2021, Google had 10 confirmed algorithmic updates.

Google confirmed algorithm update summary

We whipped up this timeline documenting all the confirmed Google search algorithm updates in 2024, so you can visualize the updates over the year.

Four Google core updates in 2024

Google had four core updates in 2024, the same number as it had in 2023, but in 2022 Google only had two core updates. We had core updates in March, August, November and December.

March 2024 core update. The Google March 2024 core update started rolling out March 5, took 45 days to complete, and finished on April 19. Google told us this core update was its largest core update in history, updating multiple core systems.

The March 2024 core update is “more complex update than our usual core updates,” Chris Nelson from the Search Quality team at Google said. Google made “changes to multiple core systems,” he added. A Google spokesperson said, “The updates led to larger quality improvements than we originally thought – you’ll now see 45% less low quality, unoriginal content in search results, versus the 40% improvement we expected across this work.”

Here is one chart we shared back then comparing that volatility:

August 2024 core update. The Google August 2024 core update started on August 15 and completed 19 days later on September 3. This update is not just a normal core update, Google said this core update took into account the feedback Google heard since the September 2023 helpful content update that seemed to have a negative impact on many small and independent publishers. Some sites hit by the September 2023 helpful content update saw some improvement, but not full recoveries.

This update was a rather large core update, based on what the data providers showed us. Google updated its help page, including more in-depth guidance for those who may see changes after an update.

November 2024 core update. The Google November 2024 core update started on November 11 and completed 24 days later on December 5. This was a normal core update that “This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search,” Google said.

As a whole, the November 2024 core update felt less volatile overall compared to the other two core updates that seemed to impact a larger number of sites.

December 2024 core update. The Google December 2024 core update started on December 12 and completed 6 days later on December 18. This update was a bit of a surprise, since it started a week after the November core update completed.

Why did Google release this core update so soon? “If you’re wondering why there’s a core update this month after one last month, we have different core systems we’re always improving,” Google told us.

This December update was more volatile than the November core update, but less than the August and March core updates in 2024.

Here is a chart from Similarweb comparing the volatility of these past core updates:

Three Google spam updates in 2024

March 2024 spam update. The Google March 2024 spam update started the same day as the March 2024 core update but completed in less time, only taking about 14 days to complete – it ended on March 20. Google did not say anything specifically new when it came to announcing the spam update. Chris Nelson from Google wrote on March 5, “Along with our new spam policies, we are also launching the March 2024 spam update today.”

June 2024 spam update. The Google June 2024 spam update started on June 30 and completed 7 days later on June 27. This update was a general and broad spam update, it was not a link spam update and did not automate the site reputation abuse policy, which is still only done via manual actions.

December 2024 spam update. The Google December 2024 spam update started the day after the December 2024 spam update took seven days to roll out and completed on December 26th. This update was a general and broad spam update, that applied globally and to all languages, Google said. It seems this update hit very hard within a few days and was much more widespread than some previous spam updates.

Other Google algorithm changes, updates, tweaks or topics

Other Google updates. While we had four core updates and two spam updates, Google also pushed out other search specific updates in 2024. Here is a list of those:

Google Search bugs. Google also had several search bugs throughout 2024:

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A brief history of Google’s algorithm updates

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SEO has changed significantly over the last decade, largely because Google has continuously updated its algorithms to improve search results. These updates aim to better understand user intent, reward high-quality content, and discourage manipulative practices. From foundational changes like Panda and Penguin to more recent updates like the November and December 2024 core updates, each has shaped how websites rank and how we approach optimization. Below is a look at some of Google’s most impactful updates and what they mean for SEO today.

Table of contents

2011 – Panda

The Panda update marked a shift in SEO by targeting low-quality content and spammy practices. It penalized sites with thin content or those created solely to manipulate rankings, such as affiliate-heavy pages. Over time, Panda became part of Google’s core algorithm, reinforcing the need for meaningful, high-quality content that provides real value to users.

2012 – Venice

Google’s algorithm update Venice was a noteworthy update, as it showed that Google understood that searchers are sometimes looking for results that are local to them. After Venice, Google’s search results included pages based on the location you set, or your IP address.

2012 – Penguin

The Google Penguin update focused on eliminating manipulative link-building practices. It penalized sites with spammy or paid backlinks, shifting the focus to earning genuine, high-quality links. By 2016, Penguin became part of the core algorithm, emphasizing the importance of ethical and relevant link-building strategies.

2012 – Pirate

The Pirate update addressed copyright infringement by penalizing sites with repeated DMCA takedown requests. It aimed to reduce the visibility of websites sharing unauthorized content, ensuring legitimate sources were prioritized in search results. This update highlighted the importance of respecting intellectual property online.

2013 – Hummingbird

The Hummingbird update improved Google’s ability to understand the meaning behind search queries. Rather than focusing on individual keywords, it considered the entire phrase to deliver more accurate results. This shift encouraged natural, conversational content and reduced the need for over-optimized keyword stuffing. It also laid the foundation for advancements in voice search and semantic search technology.

2014 – Pigeon

Another bird-related Google update followed in 2014 with Google Pigeon, which focused on local SEO. The Pigeon update affected both the results pages and Google Maps. It led to more accurate localization, giving preference to results near the user’s location. It also aimed to make local results more relevant and higher quality, taking organic ranking factors into account. 

2014 – HTTPS/SSL

Google introduced HTTPS as a ranking signal to encourage secure web connections. Sites using HTTPS gained a slight ranking advantage, promoting better data encryption and security for users. While initially a minor factor, it signaled Google’s growing focus on user safety and set the stage for security becoming a standard expectation online.

2015 – Mobile Update

Known as “Mobilegeddon,” this update prioritized mobile-friendly websites in mobile search results. As mobile usage surpassed desktop, Google aimed to ensure a better experience for users on smaller screens. While the immediate impact wasn’t drastic, it marked a clear shift toward mobile-first indexing, emphasizing the importance of mobile optimization for long-term SEO success.

2015 – RankBrain

RankBrain introduced machine learning to Google’s algorithm, helping the search engine interpret unfamiliar or complex queries. It analyzed past searches to predict the most relevant results, even for terms it hadn’t encountered before. While you can’t directly optimize for RankBrain, creating clear, helpful, and user-focused content ensures your site aligns with its goal of improving search relevance.

2016 – Possum 

In September 2016 it was time for another local update. Google’s algorithm update ​Possum update​ applied several changes to Google’s local ranking filter to further improve local search. After Possum, local results became more varied, depending more on the physical location of the searcher and the phrasing of the query. Some businesses, not doing well in organic search, found it easier to rank locally after this update. This indicated that this update made local search more independent of the organic results.

Read more: Near me searches: Is that a Possum near me? »

2018 – (Mobile) Speed Update

The Speed Update made page load time a ranking factor for mobile searches, building on its previous importance for desktop. Slow-loading sites were more likely to see a drop in rankings, especially on mobile devices. This update reinforced the need for fast, seamless user experiences, encouraging site owners to prioritize performance optimization.

2018 – Medic

The Medic Update was a broad core algorithm change that heavily impacted “Your Money or Your Life” (YMYL) websites, such as health, finance, and legal sites. It appeared to prioritize expertise, authoritativeness, and trustworthiness (E-A-T) in content, especially for topics affecting users’ well-being. While it wasn’t exclusively aimed at medical sites, it underscored the importance of credible, accurate, and user-focused information.

Keep reading: Google’s Medic update »

2019 – BERT

The BERT update (Bidirectional Encoder Representations from Transformers) enhanced Google’s ability to understand the context of words in a search query. By analyzing words in relation to the ones around them, BERT improved how Google interpreted natural language and intent. This update particularly helped with more conversational or complex queries, making search results more accurate and relevant. For content creators, it emphasized the value of clear, natural writing that directly addresses user needs.

Read on: Google BERT: A better understanding of complex queries »

2021 – Page Experience Update

The Page Experience update introduced a new ranking signal combining existing factors like mobile-friendliness and HTTPS with Core Web Vitals. These metrics measured real-world user experience, focusing on loading speed, interactivity, and visual stability. While content quality remained the top priority, this update emphasized the importance of delivering a smooth and user-friendly browsing experience.

Keep on reading: Page experience: a new Google ranking factor »

2021 – MUM (Multitask United Model)

Announced in 2021, MUM introduced a powerful AI system capable of processing information across multiple formats and languages. It can analyze text, images, and videos to deliver more comprehensive answers to complex queries. For example, MUM can combine insights from various sources to provide layered, context-rich results. This update signaled Google’s focus on deeper understanding and more diverse content delivery in search.

Read more: Google’s MUM understands what you need: 1000x more powerful than BERT »

2021 – Product Reviews Update

First run in April 2021, these updates prioritized detailed, insightful product reviews over thin or generic content. Google rewarded reviews that showed expertise, included real-world usage, and helped users make informed decisions. It’s a key update for affiliate and e-commerce sites focused on providing genuine value. The update ran multiple times over the years.

2022 – Helpful Content Update

The Helpful Content Update targeted low-quality, unoriginal content designed primarily to game search rankings. Instead, it rewarded “people-first” content—material that genuinely answers user questions and provides a satisfying experience. Sites with lots of unhelpful or shallow content saw declines, while those focused on creating valuable, user-centric content were prioritized. This update reinforced the importance of writing with the audience in mind, not just search engines.

Keep reading: Google to launch Helpful Content Update to diversify search results »

2023 / 2024 – A mix of updates

Between 2023 and 2024, Google rolled out a mix of core and spam algorithm updates to enhance search quality and combat manipulative practices. Core updates focused on refining how content is evaluated, rewarding pages that provide high-quality, relevant, and trustworthy information. At the same time, spam updates targeted tactics like keyword stuffing, spammy backlinks, and low-quality AI-generated content. These changes reinforced Google’s priorities: surfacing helpful, user-focused content while penalizing manipulative SEO strategies.

2024 – Site Reputation Abuse

Google is cracking down on site reputation abuse, including parasite SEO. This tactic involves using trusted domains to host unrelated third-party content, like payday loans or casino reviews, to manipulate rankings. Sites caught violating this policy risk manual penalties, which require removing or noindexing the problematic content to recover. Legitimate uses of third-party content, such as syndicated news or user-generated material, are still allowed when properly managed.

Google algorithm updates: What’s next?

Google continues to refine its search algorithms with a growing focus on AI-driven search experiences. Recent advancements, such as Google AI Overviews, show a shift toward providing users with more intuitive and context-rich results. These tools combine AI to summarize complex topics, pull insights from multiple sources, and answer broader questions in a concise way.

Looking ahead, we can expect updates to further enhance understanding of search intent, prioritize high-quality content, and improve how information is presented. At the same time, technical factors like site speed, mobile usability, and security will remain essential. For website owners, the key is to stay adaptable by focusing on creating helpful, accurate, and user-centered content while keeping an eye on emerging AI trends in search.

Read on: Should I follow every change Google makes? »

The post A brief history of Google’s algorithm updates appeared first on Yoast.

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SEO in 2025: Experts reveal key trends and insights

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We love to say that SEO is always changing, and 2024 proved that true. There’s hardly been a year more challenging and exciting than that. But as we’re heading into 2025, we’re sure we have not seen the last of it. With everyone banking on AI, search, and the search industry are set for another sea change. In this post, we hear from seasoned SEO experts for their predictions on the future and how you can prepare.

Table of contents

A look back at SEO in 2024

2024 was a year with many newsworthy developments. We won’t review everything here, as that would need a book, but maybe someone will make a documentary about life as an SEO in 2024. Or maybe life at Google, as the search giant was central to almost all the big news.

Google deemed a monopoly

Let’s start with the biggest: Google faced a significant legal ruling when a federal judge declared it a monopoly in August. This landmark antitrust case found that Google’s dominance in the search engine market violated antitrust laws. Since then, there have been many discussions about potential regulatory changes and impacts on the broader search and tech industry. Currently, it looks like the DOJ will ask Google to sell off Chrome, among other things.

Google launched AI Overviews

In May, Google launched AI Overviews during its I/O event. This new feature uses AI to generate concise summaries in search results, aiming to make searches more efficient and user-friendly. This integration marked a significant advancement in using AI within search engines. AI Overviews are now available in most markets, but not the EU.

Google search documents leak

Around the same time, a massive leak of Google’s search API documentation occurred, revealing over 2,500 pages of internal documents. Although the leaked documents do not contain the algorithm’s secret recipe, they provide valuable insights into Google’s inner workings.

Core updates keeping everyone up at night 

Throughout the year, Google’s core updates led to significant swings in search rankings and notable traffic changes for many websites. For many of us, it remains an ongoing challenge to adapt to evolving algorithms quickly.

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The end of Parasite SEO?

Additionally, in March, Google banned Parasite SEO, a practice that exploits high-authority domains for quick ranking. Google uses this ban to improve search quality and eliminate manipulative practices within its search ecosystem. This policy affected major sites like Time, Forbes, CNN, and the Wall Street Journal, as they were penalized for not adhering to Google’s guidelines.

OpenAI launches ChatGPT Search

In non-Google news, OpenAI introduced a search feature within ChatGPT in October, which was another groundbreaking development. This addition allows users to access up-to-date web information directly through the chatbot. As a result, OpenAI became a direct competitor to traditional search engines and offered a new way to find information online.

These were just some of the big events that happened in 2024. SEO is one of the most dynamic industries — there is never a dull moment! But this also means that you must stay informed about SEO trends for 2025 and be able to adapt to a rapidly changing environment.

The SEO experts in this article

Jes Scholz

Consultant and SEO futurist

Kevin Indig

Independent Growth Advisor

Lily Ray

VP, SEO Strategy & Research at Amsive

Kyle Risley

Senior SEO Lead at Shopify

Aleyda Solis

SEO Consultant, Speaker & Author

Jo Turnbull

Founder and Consultant at Turn Global

Arnout Hellemans

SEO & Analytics Consultant

Gareth Hoyle

Managing Director Marketing Signals

Mark Williams-Cook

SEO Director at Candour

Gus Pelogia

Senior SEO Product Manager at Indeed

Carolyn Shelby

Principal SEO at Yoast

Alex Moss

Principal SEO at Yoast

Johnny Herge

Digital Marketer at Amsive

Main trends and SEO insights for 2025

We’ve asked several trusted experts for their predictions of what’s happening next in SEO in 2025. We’ll present their answers in themes, starting with the biggest one: the role of AI in SEO.

AI’s role in SEO

Artificial Intelligence is reshaping how businesses and professionals approach SEO. As AI tools become more advanced, they offer both opportunities and challenges.

Content generation and strategy

Arnout Hellemans (independent SEO consultant) believes AI will “massively” transform SEO strategies. However, he says, “The issue is that search engines will leave loads more content out of the index because it’s generic content already there.”

This means businesses must focus on creating unique and valuable content rather than relying solely on AI-generated text. AI can help keep content updated and assist in research, but human oversight remains critical. Hellemans suggests that while AI advances rapidly, “human oversight and rewriting is still really needed.” This balance ensures content remains relevant and engaging.

Streamlining content creation

Lily Ray (VP, SEO Strategy & Research at Amsive) points out that AI can make content creation much more efficient: “More and more companies will find ways to integrate AI into their content creation and optimization strategies. Outside of using AI to generate content, AI can create major efficiencies that streamline the content creation, such as analyzing and summarizing data, producing insights and text content at scale; generating metadata and structured data, and much more. While mass-producing AI content on a large scale can present SEO risks in some cases, using AI creatively and intelligently can dramatically speed up and improve the content ideation and creation process.”

Using AI for more than just content creation

Lily’s colleague Johnny Herge added that content writers will start using AI tools to do more than just produce content. “A new way many SEOs will succeed in 2025 is by using AI to help with the final product besides the copy itself. Coding is made infinitely easier with AI. Using AI will allow writers to make data analytics scripts or scripts that organize data and pull insights that would have previously required a writer to have a different skillset entirely. This likely will lead to writers being able to put forward much further quantifiable insights. ”

Kevin Indig (independent consultant) agrees: “AI + no-code offers SEO and other marketers powerful new workflows around building systems instead of working on single campaigns. I expect us to see many more examples of “systemization” next year, which will lead to smaller SEO teams with larger impact.”

AI and SEO tools will improve

As AI and SEO tools evolve, they will become much smarter. They don’t just identify issues but suggest fixes, making them incredibly valuable. Kyle Risley (Senior SEO Lead at Shopify) predicts, “SEO tools will evolve to be more proactive, shifting from merely identifying issues to offering comprehensive solutions. For small businesses with limited time and resources, these recommendations can help improve site quality, even without specialized SEO knowledge. Instead of simply noting “Your title tag is too short,” tools will suggest “Your title tag is too short. Click here to implement a better one.”

AI agents and AI brandbuilding

Jes Scholz (independent Growth Marketing Consultant and SEO Futurist) says, “AI agents will be all the hype, but very few SEOs will actually change their strategy. Only the bold will have the buy-in to take tactics to the cutting edge. But this will be needed as LLM-powered surfaces (AI Overviews, ChatGPT, etc.) start slowly but steadily eating into traditional search. Quick win AI visibility tactics, like best of listicles, will rise and fall like the meta keyword tag of old. Brand building on popular RAGd platforms will likely emerge as a dependable strategy. But no matter what, now is the time you can win the HoM/CMO/CEOs attention.”

Google’s AI Overviews will evolve

Kevin Indig predicts that Google’s AI Overviews will evolve: “I expect AIOs to morph into other formats next year, similar to how they contain products in shopping. Right now, they look like Featured Snippets, but I expect Google to keep iterating. I also expect them to roll AIOs out even further to monetizable queries, widening the gap between what’s measurable and what’s happening in the search results even more.”

Mark Williams-Cook (SEO Director at Candour) adds: “We’ve long seen the trend of Google trying to keep searchers on their SERP, and with their recent announcement they have reduced the cost of generating AIOs by 90%, I think it’s obvious we’re only going to see more of them. However, AI in the form of LLMs does open new doors, especially with content creation, without falling into the no-value trap of having AI write your content for you.”

Yoast SEO expert insights for 2025

Carolyn Shelby – Principal SEO at Yoast

The balancing act of SEO professionals
In 2025, the big shift in SEO will be balancing diversified visibility with unified messaging. As AI-powered platforms, alternative search engines, and social discovery tools like TikTok, ChatGPT Search, and even Reddit increasingly influence how users find information, businesses can no longer rely solely on Google to drive traffic. Success will come from creating a consistent, authoritative presence across these fragmented ecosystems.

SEO professionals will need to ensure brand messaging remains cohesive and trustworthy across all channels while adapting to each platform’s unique requirements. Structured data, multimedia content, and a deep understanding of user intent will become critical to connecting the dots between platforms and maintaining a seamless user experience. In 2025, SEO will evolve into an integrated marketing discipline where visibility and messaging work hand in hand to build lasting trust and engagement.

Adapting to zero-click searches

The rise of zero-click searches is changing how businesses approach SEO in 2025. Getting clicks can be harder as users find answers directly on search result pages. Here are our experts’ predictions on this challenging topic.

Maintaining visibility

Arnout Hellemans suggests that you “start looking at other platforms (both search engines and AI interfaces) and try to understand how you can be included in their answers (think Claude, ChatGPT, Bing, Brave search engine). By doing this, you can ensure your business remains visible even when traditional clicks decrease.”

Building a brand following

Building a strong brand presence is essential. Arnout advises businesses to focus on “proper marketing, such as building a following or fans. Visibility will start shifting away from Google; I think this is where we will find plenty of opportunities.” Engaging with your audience on social media and other platforms helps maintain interest and loyalty, even if users don’t click through to your site directly.

Leveraging AI and alternative channels

Kyle Risley says, “As clicks become harder to come by in organic search, there are pretty much two options for organic acquisition: hang on to as much of your remaining click share as you can and activate new traffic acquisition channels.” This could mean looking at channels like TikTok and YouTube. These platforms are gaining traction as starting points for user journeys. Businesses can create engaging content on these channels to reach new audiences and drive traffic.

Becoming a source for AI Overviews

Gus Pelogia (Senior SEO Product Manager at Indeed) notes that being a source in AI Overviews can be more relevant than getting clicks: “Imagine searches displaying a brand’s blog as a source (e.g. software listicles). If one of the players is the main source for AI Overviews, they’ve more control over the message vs competitors. Could they change the wording to say better things about them? 

“I’d guess many people will see an AI answer mentioning a few brands and what’s being said about them, and later, they will move to each brand’s website to evaluate their options. That specific search was a zero-click, but there’s a new one happening directly to your company’s website.”

“It’s interesting that clicks will decrease, but since AI Overviews are a RAG (AI answers validate with sources), many pages will still have a reason to exist since they’ll validate the AI answer. This is intent-dependent. Many informational, common-knowledge queries won’t require new articles or have a brand impact.”

Reddit is not going away; make use of it

Kevin Indig doesn’t expect Reddit’s growth to slow: “Searchers want connection and a non-commercialized space. I expect Google to improve at showing Reddit posts that are not outdated or thin. The implication is that domains must compete for one less spot since Reddit takes up many top spots in the search results. On the other hand, it becomes a valuable pool of audience insights and engagement. Brands that develop a playbook to grow their visibility on Reddit have a chance to improve their sentiment and create loyal customers.”

Expand your data tracking

Aleyda Solis predicts that tracking pixels, SERP features, and clicks vs. no-clicks will become fundamental: “Start monitoring your overall SERP visibility and click behavior: Your SERP features shifts — AI overviews included — pixel visibility from the top, as well as clicks (and no-clicks) shifts per content type and SERP feature, to focus your SEO strategy accordingly.”

Yoast SEO expert insights for 2025

Alex Moss – Principal SEO at Yoast

The evolving role of the SEO: It’s more than just “SEO”
As an SEO professional, I’ve witnessed a dramatic shift in our field, particularly in 2024. While the traditional “SEO” title remains, it has become an increasingly outdated term. Our role is expanding, becoming more multifaceted, and demanding a broader skillset. We’re no longer solely focused on optimizing for Google; we’re becoming Discovery Optimization Experts responsible for ensuring brands are found across the entire digital landscape.

Several factors drive this shift, including the rise of AI-powered search engines like ChatGPT and Perplexity and the growing importance of platforms like TikTok and Reddit as legitimate discovery channels.

Furthermore, the perception of SEO as purely a marketing function is misguided. SEOs bring a unique understanding of the digital ecosystem far beyond traditional marketing. We should be more involved in high-level business decisions that shape a company’s online presence, influencing everything from website design to content strategy to product development.

The future of SEO is exciting, but our value still tends to be underrated. Our skillset will need to expand further yet again, practicing through experimentation.

The rising importance of video content

Video content is becoming a key component of SEO strategies in 2025. Its engaging nature offers a unique way to connect with audiences.

Video-first approach

Mark Williams-Cook says, “I expect we’ll see many smaller businesses take a ‘top-down’ approach with content now, meaning they will go video first – and I think this is really smart. Video content is cheap, fast to make, and a natural way to pull real insight out of people. With the tooling we have now, it’s easy to automatically produce transcripts, which in turn, LLMs can rewrite into a more traditional ‘article’ style. This approach means you’ll get the video to share over multiple platforms, which is not only hard for AI to replicate but how a lot of people prefer to engage in content.”

Google’s focus on video content

Lily Ray confirms that “video content is increasingly essential, as Google prominently features YouTube and sometimes TikTok across various surfaces, like Search, Discover, Google News, the Video tab, Short Videos, and more. Site owners should be well-versed in changes to how Google indexes video content and expands their text content into visual formats.”

“As it relates to video indexing, Google now requires that a video be the focus of an indexed watch page for the video to get indexed (“Google indexes videos only from indexed watch pages.”) Using YouTube to host the video is another way to ensure that the video is indexed, but be sure to use VideoObject structured data to “connect” your watch page to the YouTube video for the watch page to get video rich features in search results.”

Interactive engagement

Gareth Hoyle emphasizes that “video will also continue to gain importance due to its interactive nature and engagement. AI video will continue to grow, but like the EEAT signals above, curated and well-engaged real video will help businesses showcase themselves to Google’s algorithm and their current and potential new customers.”

E-commerce SEO shifts

The landscape of e-commerce SEO is evolving, particularly with changes in how Google handles shopping queries. Businesses need to adapt to these shifts to stay competitive. These are some of the predictions our SEO experts had to share.

Google Shopping tab focus

Kevin Indig expects “the new Shopping Tab experience to become the default experience for shopping queries. As we’ve seen before, Google often tests a new experience in the shopping tab and then moves it to the main tab. The implication is that e-commerce SEO becomes more about optimizing product pages as Google becomes the new category page.”

Optimizing product pages

As Google will likely integrate more e-commerce features directly into search results, businesses must optimize their product listings. With the emphasis on product pages, businesses should ensure that these pages are detailed and informative. This includes high-quality images, detailed product descriptions, customer reviews, and clear pricing information. Structured data markup can enhance how products appear in search results, increasing visibility and click-through rates.

Product feed accuracy

Accurate and organized product feeds are crucial. Kyle Risley highlights the importance of having “well-organized and error-free product feeds” as search engines increase the visibility of organic product listings. This requires regularly updating product information and ensuring consistency across platforms.

Adapting to new channels

As consumers begin their shopping journeys on platforms like TikTok and YouTube, businesses should consider expanding their presence on these channels. Creating engaging product videos and leveraging social commerce features can attract new customers and drive traffic.

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Building brand authority

Today, brand authority is vital if you want to perform well in search results. As search engines evolve, they will develop new ways of determining how valuable your brand is. Building a good — human — brand is one of the best ways to stand out from the crowd.

Targeting branded queries

Aleyda Solis emphasizes that it’s all about brand optimization: “Brand optimization becomes key. It’s clear that Google wants to feature real, authoritative brands at the top of the SERPs, which is also helpful for increasing CTR and optimizing conversions. Grow your brand authority by understanding your company brand positioning and considering it in your SEO strategy: Target your branded queries, specify your brand details with structured data, optimize your knowledge panel details, etc.”

Focusing on EEAT

Gareth Hoyle highlights the importance of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) referenced content: “As Google continues to improve its ability to weed out low-level, auto-produced AI content, EEAT-referenced content will become increasingly important and visible as Google increases trust based on what it knows about the author rather than just the words on the page. I am sure it will be an ongoing battle as spammers and content sites continue to churn out page after page of content, but the personal brand will help the cream rise to the top.”

Local SEO trends for 2025

Local SEO is essential for small and medium-sized businesses attracting nearby customers. As we move into 2025, businesses should focus on a few key areas.

Google Business Profile optimization

Keeping an updated and complete Google Business Profile is essential. Freelance SEO expert Arnout Hellemans emphasizes that a “regularly updated Google Business Profile and a fully completed profile will be extremely important.” This means ensuring that all business information is accurate and up-to-date. Regularly adding new photos, responding to customer questions, and posting updates can make your business more appealing to local searchers.

The power of reviews

Customer reviews significantly impact local search rankings. According to Arnout, reviews with the “right sentiment,” particularly those discussing “the services received and results,” are crucial. Encourage satisfied customers to leave positive reviews, highlighting their experiences with your services. Responding to positive and negative reviews shows that you value customer feedback and are committed to improving your business.

User experience (UX) enhancements

Improving user experience is key to boosting SEO performance. A smooth and intuitive website keeps visitors engaged and encourages them to explore more.

Form validation and friction reduction

Arnout Hellemans highlights the importance of “proper form validation on lead forms and checkout.” Ensuring that forms work correctly and are easy to use can prevent user frustration. Make sure users can easily fill out and submit forms without errors. 

Removing distractions is also crucial. Arnout advises focusing on “the removal of distractions like pop-ups on every page.” Pop-ups can be annoying and disrupt the browsing experience. Limiting their use or ensuring they’re relevant and easy to close can help maintain user attention.

Leveraging SEO communities

Joining SEO communities can be a game-changer for people looking to enhance their knowledge and network. These communities offer support, insights, and opportunities that can drive growth.

Growth of global SEO communities

Jo Turnbull (Founder and Marketing Consultant at Turn Global) mentions that by 2025, there will be “the growth of global SEO and digital communities.” This growth is particularly beneficial for smaller brands aiming to build authority. Being part of a community provides access to shared experiences and advice from peers facing similar challenges.

Jo says, “We have seen a growth in members of some communities such as Women in Tech SEO, The FCDC and the DMU (a community for freelancers) over the past few years and many communities will continue to grow in 2025. SEO Office Hours has had over 60k views and regularly has between 30 and 40 live attendees per episode. As of November 23rd, there have been 50 episodes.”

“The International Search Summit, run by WebCertain, has grown to over 600 attendees, but when it first started in Barcelona, there were just 50. Search London has been running for nearly 14 years, and we have grown to now run events in Barcelona. They sold out of tickets just by promoting on social media and within our network.”

Support and learning opportunities

SEO can often feel isolating, especially in smaller companies where one person handles most of the SEO tasks. Jo notes that these communities help individuals who “look for external support” as they navigate frequent updates and changes in SEO. Participating in events, webinars, and online forums provides valuable learning opportunities and informs members about the latest SEO trends and techniques.

Building networks and careers

Being active in an SEO community can also open doors to career opportunities. Networking with other professionals can lead to collaborations, job offers, and new projects. Jo points out that people join communities to “feel and be supported,” learn from one another, and advance their careers.

Conclusion to SEO in 2025

As we move into 2025, staying on top of SEO trends is more important than ever. The events of 2024 have shown us how quickly the landscape can change, from legal rulings and algorithm leaks to shifts in digital strategies. These changes underscore the need for you to remain agile and informed.

Join our monthly SEO news webinar to keep up with these changes and gain deeper insights. Alex and Carolyn — our resident SEO experts — talk you through all the latest developments. It’s a great opportunity to stay informed about the latest trends and strategies. Please sign up today and learn how to navigate SEO in 2025. Let’s continue to learn and adapt together.

Do you have any thoughts or predictions about SEO in 2025 to share? Please comment on this post!

The post SEO in 2025: Experts reveal key trends and insights appeared first on Yoast.

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Features of the Google Search Engine Results Page (SERP)

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Google’s Search Engine Results Page (SERP) offers more than just a list of links. Its layout can change based on what you’re searching for, presenting various SERP features tailored to your needs. You might see different elements like featured snippets, shopping options, or local listings and also AI Overviews. Understanding these can help you navigate the results more effectively. This guide will help you identify and differentiate between the paid and organic results you encounter.

Table of contents

What are SERP features?

Search features are elements on a search engine results page (SERP) that provide information beyond the standard list of links. They include things like featured snippets, image packs, and knowledge panels. These features make it easier for users to quickly find answers and relevant information in search results.

an example of how rich google search is based on a search for footballer cody gakpo
Google Search is really rich with information these days

A new SERP feature: Google AI Overviews

AI Overviews are a new feature in Google’s search results. They use artificial intelligence to create concise summaries that answer user queries quickly. These summaries appear at the top of search pages, providing immediate information without the user needing to click through links, although links are provided. This feature helps users find the information they need faster and increases the visibility of diverse websites.

google ai overviews are a new type of feature, here showing results for yoast seo
Google AI Overview provide a new way of accessing information from search

It depends on what you’re searching for

What the result page looks like largely depends on what you are searching for. If you’re searching for a product you can buy, Google will show shop results on the SERP. For example, when we searched for hockey equipment for an eight-year-old, Google showed us this:

an example of a product search on Google, showing listing for hockey equipment
An example of a product search on Google

This results page starts with shopping results, with images on top. On the left-hand side, you will see all kinds of filters to fine-tune your product search as well. To enter the Sponsored section, you must pay Google – note the word ‘sponsored’ in the upper left corner. After those results, the first is an ad, which is another paid result. And then the organic results start.

However, if you’re searching for information about the planet Neptune – because your son is writing an essay about that – you’ll encounter a different-looking SERP:

an example the serp features for the search term neptune planet
Different searches show different SERP features on Google

These search results do not show any paid or sponsored results. At the top, you’ll see an AI Overview for the topic, and on the right, you’ll notice a knowledge graph with lots of information about the planet Neptune. There’s even an interactive diagram to learn more about what Neptune looks like.

Read on: What is search intent? »

Browsing through the result page

The default page of Google’s search result is a page on which different results appear. Google decides which results fit your search query best. That could be ‘normal’ results, but also news results, shopping results or images. If you’re searching for information, a knowledge graph could turn up. When you’re searching to buy something online, you’ll probably get lots of shopping results on the default result page.

the google bar serp feature gives you quick access to images, news, videos, shopping, maps, forums and more
Google Search has many options than just regular search

You can apply some filters on the search results yourself if you want to. You can, for instance, click on ‘images’ if you’re searching for an image. This allows you to browse through images only. You can also choose ‘shopping’, ‘maps’, ‘forums’, ‘videos’, ‘news’ and ‘more’.

Keep on reading: How to get your Shopify store on Google »

Sponsored results and ads

Google shows both paid results and organic results. It can be pretty hard to notice the difference between the two. The ads usually appear on top of the search results. Sometimes it’s only one ad, but Google can show more ads as well. This depends on how many people search for a certain search term and who wants to pay for it.

an example of a sponsored ad on google for the term holiday home south of france
There are many sponsored listings in Google

You’ll recognize the paid result by the word Sponsored shown in front of the link to the website. The shopping results in Google are also paid results: a company pays Google to appear in the shopping results. If you want to advertise on Google, you should check out Google Adwords.

Organic results

Google’s organic results are all non-paid results. According to Google’s algorithm, the organic results shown first are the best fit for the user’s search query. Search Engine Optimization (SEO) improves the chances of ranking in organic search results.

Snippets

The search result page consists of a number of snippets. A snippet is a result Google shows to the user in the search results.  A ‘normal’ snippet usually looks like this:

an example of a regular snippet in google
A regular Google snippet

Google shows the title in blue, the URL in grey, and a description of the page. You’ll also encounter rich snippets on the SERP. A rich snippet shows extra information between the URL and the description. A rich snippet looks like this:

an example of a rich snippet in google showing a recipe with image and star rating
A rich result as shown in Google search

In this snippet, a picture of the ice cream is added. You can see the recipe’s rating and the time it takes to prepare this type of ice cream. A rich snippet contains much more information than a normal snippet does.

Read more: What are rich snippets? »

Other elements on the SERPs

Besides snippets, images, videos, news results, shopping results and maps, Google also shows some other elements on the SERPs.

Knowledge Graph panel

The Knowledge Graph Panel appears on the right side of the search results. According to Google, this information is retrieved from many sources, including the CIA World Factbook and Wikipedia. Information from the Knowledge Graph is used to answer spoken questions in Google Assistant and Google Home voice queries.

an example of a serp feature known as a knowledge graph panel, this case about minecraft
An example of a knowledge graph panel Google search feature

People also ask

This box appears somewhere between the organic search results. It’ll suggest questions related to the search query you typed in. You’ll encounter these related questions in the organic search results if you’re searching for Minecraft. Clicking on one of the suggestions will directly answer the specific question.

an example of a feature on the google search results pages known as people also ask
Google’s People also ask search feature

Featured snippets

A featured snippet, aka answer box, is a highlighted search box that answers the question you type in the Google search bar. This featured snippet box is situated above the regular organic search results. Featured snippets often appear as a paragraph or a bulleted list, accompanied by an image.

an example of a serp feature known as a featured snippet
Featured highlight answers directly at the top of the Google search results

Keep reading: How to get featured snippets »

Local 3-pack

When you search from something locally, the Local 3-pack can show up to highlight three related local businesses. It’s a Google search feature that provides information such as business names, addresses, phone numbers, and customer reviews. This feature is often integrated with Google Maps. It helps users find directions and learn more about local businesses.

a serp feature called a local three-pack after searching for best spaghetti seattle
This search feature shows three local result based on the query

Image pack

The image pack search feature shows a collection of images related to a search. Typically shown in a grid or carousel format, they allow users to quickly browse visual content without leaving the search page. For some searches, images are a better fit than just regular links or other SERP features.

an example of a google search results page showing an image pack for the search space needle photos
An example of an image pack in Google’s search results

Top stories

Top stories is a search feature on Google that displays the most recent and relevant news articles. This section typically appears near the top of the search results, highlighting breaking news and timely updates. It includes headlines, publication names, and often images to quickly inform users about current events.

a serp feature called top stories in google
Google’re Top stories feature shows the most important news

Conclusion about SERP features

Google’s search engine results pages can show various elements: the search results (so-called snippets), AI Overviews, a knowledge graph, a featured snippet, an answer box, images, shopping results, and more. Some of these elements will show up depending on the type of query and the data Google finds. You can add structured data to your page so Google can show a ‘rich’ snippet, providing more information about your product or recipe, for instance.

You can pay Google to make the snippet of your page end up high on the search results page as an ad. Or, you can optimize your pages for the search engines – and users! – so it will rank high organically. That’s SEO, and that’s what we write about!

Read on: Yoast SEO: how to make your site stand out in the search results »

The post Features of the Google Search Engine Results Page (SERP) appeared first on Yoast.

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How to use Google Search Console: a beginner’s guide

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Do you have a website or maintain the website of the company you work for? Of course, to do this right, you need to keep a keen eye on the performance of your website. Google offers several tools to collect and analyze data from your website. You probably have heard of Google Analytics and Google Search Console before. These tools are free for everyone maintaining a website and can give you valuable insights about your website. Here, we’ll explain how to use Google Search Console for SEO!

Table of contents

Why use Google Search Console?

Google Search Console helps you track the performance of your website easily. You can get valuable insights from your Google Search Console account, which means you can see what part of your website needs work. This can be a technical part of your website, such as an increasing number of crawl errors that need to be fixed. This can also give a specific keyword more attention because the rankings or impressions are decreasing. Or find the reasons why some pages aren’t indexed.

Besides seeing this kind of data, you’ll get email notifications when Google Search Console notices new errors. Because of these notifications, you’re quickly aware of issues you must fix. That’s why everyone with a website should learn how to use it!

the google search console overview page with menu items to the left and graphs on the right
The Google Search Console Overview page

Search Console is structured around various sections

Search Console has several sections, which keep expanding as Google adds more:

  • URL Inspection
    • The URL Inspection tool lets you get insights on specific URLs and how Google sees and indexes these. You’ll also see if the page is eligible for rich results.
  • Performance
    • In the Performance section, you’ll discover how your site is doing in the regular search results, on Discover, and Google News, if it is eligible for those.
  • Indexing
    • In the Indexing section, you’ll find all the insights you need to see how Google discovers and indexes your pages. You can also learn if and how Google is indexing the video content on your site. There’s also a section to check your XML sitemaps and any page removals you may have requested.
  • Experience
    • The Experience section gives you an idea of how Google values your page’s performance on mobile and desktop, with a little help from Core Web Vitals, and whether your pages are served via HTTPS connections.
  • Shopping
    • In the Shopping tab, you’ll find more information about how Google sees your products — if you own an ecommerce site or sell something else online. You can see which products have rich results, plus insights into your merchant listings and how you appear in Google Shopping.
  • Enhancements
    • The Enhancements section lists all the structured data that Google found on your site and whether or not it is eligible for rich results. This includes events, reviews, job postings, and more.
  • Security & Manual Actions
    • The Security & Manual Actions destination shouldn’t be visited often, as it lists security issues found by Google or when it issues a manual action against your site.
  • Links
    • The Links section overviews your site’s internal and external links.

Setting up an account

You’ll need to create an account to start using Google Search Console. Within Google Search Console, you can click on ‘add a new property’ in the top bar:

adding a new site property in the top left-hand side of the search console screen
Add a new property to get started

You can insert the website you want to add by clicking the ‘Add property’ button. If you choose the new Domain option, you only need to add the domain name without www or subdomains. This option tracks everything connected to that domain. With the ‘old’ URL prefix option, you must add the correct URL, so with ‘HTTPS’ if you have an HTTPS website and with or without ‘www’. To collect the correct data, it’s essential to add the correct version:

selecting the property type gives two options, for domain or url prefix
Choose domain if you want to track all your URLs or URL prefix if you want to track specific URLs

You must verify that you’re the owner when you’ve added a website. There are several options to verify your ownership. The Domain option only works with DNS verification, while the URL prefix supports different methods. You can learn more about the differences in Google’s documentation: adding a new property and verifying your site ownership. You can also use Google’s Site Kit WordPress plugin to connect Analytics and Search Console while giving you statistics in your site dashboard.

Add to Yoast SEO

For WordPress users who use Yoast SEO, get the verification code via the ‘HTML tag’ method from the Ownership settings in Search Console. Copy the long, random string of characters.

download html file to get the verification code
See your verification methods in the Google Search Console ownership settings

You can easily copy the code and paste it into the Google field in the ‘Site connections’ section in the settings of your Yoast SEO plugin:

in yoast seo general settings you'll find the site connections option to add the google search console verification code
Paste your code into the Google field to finish the process

After saving this, you can return to Google Search Console and click the ‘Verify’ button to confirm. If everything is ok, you’ll get a success message, and GSC will start collecting data for your website.

Features in Google Search Console

Now that you’ve set up your account, what’s the next step? Well, it’s time to look at some of your data! In the rest of this article, we’ll explore some of the reports and information available.

Performance tab

In the Performance tab, you can see the pages and keywords your website ranks for in Google. If you’re eligible for that, you’ll also find reports on your content’s performance in Google Discover and on Google News. You’ll get 16 months of performance data for your reports.

If you check the performance tab regularly, you can quickly see what keywords or pages need more attention and optimization. So, where to begin? Within the performance tab, you see a list of ‘queries’, ‘pages’, ‘countries’, or ‘devices’. With ‘search appearance,’ you can check how your rich results are doing in search. You can sort each section by the number of ‘clicks’, ‘impressions’, ‘average CTR’, or ‘average position’. We’ll explain each of them below:

performance section in google search console
The Performance overview harbors a ton of information

1. Clicks

The number of clicks tells you how often people clicked on your website in Google’s search results. This number can say something about the performance of your page titles and meta descriptions: if just a few people click on your result, your result might not stand out in the search results. It can be helpful to check what other results are displayed around you to see how you can optimize your snippet.

The position of the search result also impacts the number of clicks. If your page is in the top three of Google’s first result page, it will automatically get more clicks than a page that ranks on the second page of the search results.

2. Impressions

The impressions tell you how often your website or a specific page is shown in the search results. The number of impressions after this keyword shows how often our website is shown for that keyword in Google’s search results. You don’t know yet what page ranks for that keyword.

To see what pages might rank for the specific keyword, you can click on the line of the keyword. Doing this for a keyword, the keyword is added as a filter:

search performance data for a specific post on a site
You can query the data in many ways

Afterward, you can navigate to the ‘Pages’ tab to see what pages rank for this keyword. Are those pages the ones you’d want to rank for that keyword? If not, you might need to optimize the page you’d like to rank. Think of writing better content containing the keyword on that page, adding internal links from relevant pages or posts to the page, making the page load faster, etc.

3. Average CTR

The CTR – Click-through rate – tells you what percentage of the people who have seen your website in the search results also clicked through to your website. You probably understand that higher rankings mostly also lead to higher click-through rates.

However, you can also do things yourself to increase the CTR. For example, you could rewrite your meta description and page title to make it more appealing — Yoast SEO has AI features to help you do that. When the title and description of your site stand out from the other results, more people will probably click on your result, and your CTR will increase. Remember that this will not significantly impact you if you’re not ranking on the first page yet. You might need to try other things first to improve your ranking.

4. Average position

The last one on this list is the ‘Average position’. This tells you the average ranking of a specific keyword or page in your selected period. Of course, this position isn’t always reliable since more and more people seem to get different search results. Google seems to understand better and better which results fit which visitor best. However, this indicator still shows whether the clicks, impressions and average CTR are explainable.

Indexing

The’ Indexing’ section is a more technical but treasured addition to Google Search Console. This section shows how many pages have been in Google’s index since the last update, how many pages haven’t, and what errors and warnings caused Google to index your pages incorrectly. Google split this section into parts, collecting your regular pages and video pages while giving a home for your XML sitemap and the removals sections.

the indexing report in search console shows how google indexes your pages
You can see how Google indexes your content over time

We recommend you check this tab regularly to see what errors and warnings appear on your website. However, you also get notifications when Google has found new errors. Please check the error in more detail when you get such a notification.

You may find that errors are caused when, e.g., a redirect doesn’t seem to work correctly, or Google finds broken code or error pages in your theme. You also find error messages like “Crawled – currently not indexed“. Google has a long list of possible reasons why pages aren’t indexed and what you can do to fix that.

Clicking on one of the issues, you can analyze the error more in-depth to see what specific URLs are affected. When you’ve fixed the error, you can mark it as fixed to make sure Google will test the URL again:

example of an indexing errors, this is excluded by nonindex tag in search console
Fixed the specific error? Validate it so Google can check if it’s gone for real

Things to look out for

There are a few things you should always look for when checking out your indexing coverage reports:

  • If you’re writing new content, your indexed pages should steadily increase. This tells you two things: Google can index your site, and you keep your site ‘alive’ by adding content.
  • Watch out for sudden drops! This might mean that Google is having trouble accessing (all of) your website. Something may be blocking Google; whether it’s robots.txt changes or server downtime, you need to look into it!
  • Sudden (and unexpected) spikes in the graph might mean an issue with duplicate content (such as both www and non-www, wrong canonicals, etc.), automatically generated pages, or even hacks.

We recommend you monitor these situations closely and resolve errors quickly, as too many errors could signal low quality (poor maintenance) to Google.

URL Inspection

The URL Inspection tool helps you analyze specific URLs. You retrieve the page from Google’s index and compare it with the page as it lives now on your site to see if there are differences. You can also find more technical info on this page, such as when and how Google crawled it and how it looked at that moment. Sometimes, you’ll also notice several errors. This might be regarding Google’s inability to crawl your page correctly. It also gives information about the structured data found on this URL.

url inspection in search console showing if a page is indexed and if it has enhancements
The URL Inspection tool gives insights into every URL on your site

Experience

The experience report is an invaluable addition. It gives a good idea of how fast your site loads on mobile and desktop and how Google uses core web vitals to grade page experience. It shows which pages have issues that keep them from performing well. The data is based on the Chrome UX report, so it’s accurate data from real users.

Site speed, page experience, and user experience are complex topics with many moving parts, so learning how to think about page speed is good. The answer is here: how to check site speed.

page experience and core web vitals reports show urls that aren't good
Find out which pages offer a bad experience and how you can fix that

Enhancements: rich results

If you have structured data on your site — provided by Yoast SEO, for instance — it’s a good idea to check out the Enhancements reports in Search Console. The Enhancements tab collects all the insights and improvements that could lead to rich results. It lists all the structured data that Google found on your site. There’s an ever-expanding list of rich results, and you can find the following, among other things:

  • Breadcrumbs
  • Events
  • FAQs
  • Job postings
  • Profile pages
  • Review snippets
  • Sitelinks searchboxes
  • Videos

All these tabs show how many valid enhancements you have or how many have errors or warnings. You get details about the kind of errors and warnings and on which URLs these are found. There’s also a trend line that shows if the number of issues is increasing or decreasing. And that’s just the start of it.

an example of the enhancement reports in this case for job postings
Here’s an example of a job posting enhancement. You can overlay Impressions to get more context for the stats

The Enhancements reports help you find and fix issues that hinder the performance of your rich results in search. By checking the issues, reading the support documentation, and validating fixes, you can increase your chance of getting rich results in search. We have a more expansive guide on the structured data Enhancement reports in Google Search Console.

Sitemaps

An XML sitemap is a roadmap to all important pages and posts on your website. Every website would benefit from having one. Do you run the Yoast SEO plugin on your website? Then, you automatically have an XML sitemap. If not, we recommend creating one to ensure Google can easily find your most important pages and posts.

You can find an option for XML sitemaps within the Indexing tab of Google Search Console. Here, you can tell Google where your XML sitemap is located on your site:

google search console showing the status of your xml sitemaps
Don’t forget to check your XML sitemap

We recommend that everyone enter the URL of their XML sitemap into GSC to make it easy for Google to find. In addition, you can quickly see if your sitemap gives errors or if some pages aren’t indexed. Regularly checking this ensures that Google can find and read your XML sitemap.

We recommend regularly checking the XML sitemap section in our plugin to manage which post types or taxonomies you include in your sitemaps!

Shopping

Google Search Console also has a Shopping section. Here, you can check how Google sees your products and if they get proper rich results. You’ll see if they are valid or if they are missing fields that make the product snippets more prominent. Click on a product to see which fields are missing for particular products and if these are essential parts or nice-to-haves. If you’ve added these to the structured data of your products, you validate the fix in Search Console.

In the Shopping section, you’ll also find your Google Merchant listings and an option to enable shopping tab listings to show your products on the Shopping tab in Google Search. With these options, Google gives ecommerce site owners — and people selling stuff — more ways of checking how their listings are doing.

google search console shopping section showing the product snippets of a site
Optimize your product listings in Google search

Links

Within the links to your site section, you can see how many links from other sites are pointing to your website. Besides, you can see what websites link, how many links those websites contain, and what anchor texts are used most when linking to your website. This can be valuable information because links are still vital for SEO.

the links section in search console showing the top internal and external linked pages
Find out which pages receive lots of links

Within the internal links section, you can check what pages of your website are most linked from other spots on your site. This list can be valuable to analyze regularly because you want your most important pages and posts to get the most internal links. By doing this, you make sure Google understands your cornerstones as well.

per page information on external links in google search console
You can even see how many links individual pages get

Manual Actions

You don’t want to see anything in the manual actions tab. If Google penalizes your site, you’ll get more information. If your site is affected by a manual action, you’ll also get an email message.

Several scenarios can lead to these kinds of penalties, including:

  • You have unnatural/bought links
    Ensure links from and to your site are valuable, not just for SEO. Preferably, your links come from related content that is valuable for your readers.
  • Your site has been hacked
    A message stating your site’s probably hacked by a third party. Google might label your site as compromised or lower your rankings.
  • You’re hiding something from Google
    If you’re ‘cloaking’ (that is, intentionally showing different content to users to deceive them), or using ‘sneaky’ redirects (e.g., hiding affiliate URLs), then you’re violating Google’s guidelines (now known as Google Search Essentials).
  • Plain Spam
    Automatically generated content, scraped content, and aggressive cloaking could cause Google to blocklist your site.
  • Spammy structured markup
    If you use rich snippets for too many irrelevant elements on a page or mark up content hidden from the visitor, that might be considered spammy. Mark up what’s necessary and only necessary things.

Security issues

Within the security issues tab, you’ll get a notification when your website seems to have a security issue.

Google Search Console is essential

Reading this post should give you a good idea of what Search Console is capable of and how to use it, so we’d like to ask you this: Do you already use Google Search Console for your website? If not, create an account to collect data about your website. Do you think something is missing? Feel free to leave a comment!

Read on: How to make your site stand out in the search results »

The post How to use Google Search Console: a beginner’s guide appeared first on Yoast.

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