SEO News for May/June

Google IO Learnings and Take-aways:

What I’m Taking Seriously

I didn’t go to I/O this year, but I’ve spent the past week immersed in everything Google released. And wow—Search is shifting in a way that goes far beyond algorithm tweaks. Here's what’s on my radar:

🚨 As of May 2025, AI Mode is live in the U.S. Here’s what it is, how it differs from AI Overviews, and what to expect next.

Read more about AI Mode and AEO tactics you need to start doing yesterday

In short, AI Mode is Google’s new, opt-in experience that fundamentally changes how Search works. Instead of showing a list of blue links or adding a quick AI summary, it delivers an entire custom AI-generated response. We know it is driving “dark traffic” we can’t see, that search will get harder, and personalization will get smarter. 

The link above gives you a script to set expectations with stakeholders ASAP as well as a 30/60/90 day AEO plan)

Glasses with built-in search are coming—and they’re not clunky prototypes Google’s Gemini-powered smart glasses (built in partnership with Gentle Monster and Warby Parker) are designed to look and feel like everyday frames. They overlay information on your field of view and let you interact with search results in real time. Maps, object recognition, even live answers—no phone required.

This feels like the start of something much bigger. If your website relies heavily on visual products, tutorials, or step-by-step guidance, now’s the time to think about how that experience might translate to an AR-style format. Clear imagery and concise info will only become more important.

Personalized search is going to splinter results Google’s adding context from your emails, past searches, and other activity (if you’ve opted in) to tailor search results. So “best local pizza” might mean a different thing for you than for someone else who’s gluten-free and always books restaurants via Google.

For businesses and content creators, this makes traditional rankings harder to interpret. A piece of content that shows up for one user might not for another, even on the same query. I’m watching this carefully and doubling down on content that builds long-term trust and repeat visits—things people want to come back to, not just stumble on once.

Gemini in Chrome will reshape how people interact with content Soon, Chrome users can call up Gemini to simplify a dense topic, turn an article into a quiz, or compare items side by side—without leaving the page. This turns every blog post or product page into something remixable.

If I’m writing a guide, I’m now thinking: how might someone ask Gemini to personalize this? Can I build in prompts or flexible content chunks that hold up when summarized or queried?

AI agents that handle tasks for you are almost here Project Mariner, part of Gemini’s new Ultra Plan, lets users teach AI how to perform tasks across multiple browser tabs. That could mean publishing blog posts, pulling data into reports, or prepping emails—all on autopilot.

While it’s still U.S.-only and pricey, it hints at how marketers might automate repetitive workflows soon. I’m not using it yet, but I’m already mapping out processes that could eventually be handed off.

Video, visual search, and ecommerce are getting a major glow-up From “Try it On” product previews using your own photo, to Veo 3’s AI-generated video with music and voiceover, the bar for content just jumped. I’m not experimenting with this tech directly yet, but I’m paying attention to the storytelling possibilities—especially for brands looking to show instead of tell.

AI Overviews delivering more homepage traffic?

Siege Media did an interesting study on AI Overviews and found that While AI Overviews and large language models (LLMs) are reducing top-of-funnel search clicks, they’re also increasing valuable homepage traffic - especially for established brands.

What Siege Media Found:

• Analysis of 50 national websites (B2B and B2C) showed a notable increase in homepage impressions and clicks, even as overall sitewide traffic declined in the past three months.
• This trend is most pronounced for B2B brands and companies with strong LLM visibility.
• Homepage traffic typically converts at a much higher rate (3–8%) than sitewide averages (1–4%), so even with fewer overall clicks, conversions may remain steady or even increase.
• Brands cited more often in AI Overviews and LLMs (like Mailchimp for “best email marketing software”) are seeing more branded search and homepage visits, even if not directly linked.

What It Means for Marketers:

• Homepage optimization is more important than ever.
• Brand strength is key: If your brand wasn’t getting homepage traffic before, you likely won’t benefit from this shift.
• Retarget and personalize: More branded search means more opportunities for retargeting and tailored landing pages.
• Focus on LLM/AIO visibility: Brands that show up in AI Overviews and LLMs are best positioned to benefit.
• Communicate the shift: Help stakeholders understand that while sitewide traffic may drop, higher-converting homepage visits can offset this.

On other news in AI Overviews

Semrush’s major study analyzed over 10 million keywords to understand the impact of Google’s AI Overviews on search and SEO in early 2025.

Key findings:

• AI Overviews are rapidly expanding: In March 2025, 13.14% of all Google searches triggered an AI Overview, up from 6.49% in January. The vast majority (88%) of these are informational queries.
• Industries most affected: Science, Health, People & Society, and Law & Government are seeing the biggest increases in AI Overview visibility, signaling a shift in how users get answers in these sectors
• Zero-click impact: While queries with AI Overviews tend to have higher zero-click rates (users get their answer without clicking), Semrush’s before-and-after analysis found that zero-click rates actually declined slightly after AI Overviews were introduced—from 38.1% to 36.2%. This suggests AI Overviews do not automatically reduce clicks as much as feared
• Google is playing it safe—for now: 95% of keywords with AI Overviews have no ads or very low CPC, meaning Google is mostly testing this feature on low-monetization, low-competition informational searches.
• SEO strategy shift: To remain visible, marketers must optimize for inclusion in AI-generated answers, not just traditional rankings. Authority, expertise, and unique value are now more important than ever

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