Welcome to Online Marketing Tips, Tricks and Secrets from Gilmedia! Episode 38 reveals how to anticipate Google's next moves - analyzing summer 2025 updates where news publishers lost 600M+ visits and SpamBrain now identifies 200x more spam, with 6 key predictions for fall/winter 2025.
Key Topics Covered:
- June 2025 core update: Zero-click news queries jumped from 56% to 69%
- August spam update: SpamBrain detects 200x more spam than previous year
- 6 predictions: Quality crackdown, author authority, AI integration, hyper-personalization, stricter Core Web Vitals, behavioral EEAT
- Gartner prediction: 25% search volume drop by 2026 from AI assistants
Recent Update Impact: ✅ News publishers: Traffic plummeted from 2.3B to 1.7B visits ✅ Zero-click searches becoming majority by 2026 (over 50% projected) ✅ AI overviews now in 13%+ of searches and climbing ✅ Quality Rater guidelines (Jan 2025) stress highest EEAT standards for YMYL
Three Major Signals:
- AI Overviews Here to Stay - Sundar Pichai confirms usage grows over time
- EEAT Intensifying - Real human expertise required amid AI-generated content flood
- Zero-Click New Normal - Goal shifts from ranking #1 to becoming cited source
6 Predictions for Fall/Winter 2025:
- Core Update (Oct-Dec) - Targeting mass-produced AI content, thin content, lack of topical authority
- Enhanced Author Authority - Cross-referenced credentials, verified expertise, author schema essential
- AI Overview Integration - Ranking factors prioritize structured data, citation-worthiness rewards originality
- Hyper-Personalization - Two people side-by-side get different "best pizza" results by 2026
- Stricter Core Web Vitals - Today's "good" scores become tomorrow's "needs improvement"
- Behavioral EEAT - User signals (dwell time, engagement, return rates) validate quality
Foundation Requirements:
- Mobile-friendliness (non-negotiable)
- Core Web Vitals: LCP (load speed), INP (responsiveness), CLS (visual stability)
- SpamBrain targeting thin AI content, expired domain abuse, site reputation abuse
Two-Phase Action Plan:
- Phase 1 (Now): Foundation audit - GSC health check, crawl reports, Core Web Vitals analysis, content quality assessment
- Phase 2 (Immediate): Strategic improvements - enhance EEAT signals, implement author schema, optimize for AI discovery, topic clusters
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