<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic.png" class="attachment-large size-large wp-post-image" alt="Google eating traffic" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>AI referrals made up 1.1% of publisher visits after AI chats, with most traffic coming from direct visits and search.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic.png" class="attachment-large size-large wp-post-image" alt="Google eating traffic" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/google-eating-traffic-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p class="wp-block-paragraph">AI referrals accounted for just 1.1% of visits to news publishers after conversations with AI assistants, according to a new Scrunch study that tracked millions of searches, AI chats, and website visits.</p>



<p class="wp-block-paragraph">Most publisher visits came through direct navigation or traditional search. Google AI Overviews mostly appeared on news searches that already generated relatively few publisher clicks.</p>



<p class="wp-block-paragraph"><strong>By the numbers. </strong>Readers were 20.5 percentage points more likely to visit a news publisher during the week after a news-related AI conversation than after a non-news conversation. The study compared each reader&#8217;s browsing history. Scrunch said the results do not show that AI created new demand, only that news-related AI conversations often coincided with continued news reading.</p>



<ul class="wp-block-list">
<li>Among those post-chat visits, about three-quarters came through direct navigation. </li>



<li>About 9% came from traditional search, and 1.1% carried an AI referrer. </li>



<li>Scrunch noted that referral data captures only the last click before a visit. It can&#8217;t reconstruct the full path across AI conversations, searches, and later website visits.</li>
</ul>



<p class="wp-block-paragraph"><strong>AI Overviews appeared on lower-click news searches</strong>. News searches with an AI Overview generated publisher clicks about 20% of the time, compared with roughly 30% for searches without one.</p>



<ul class="wp-block-list">
<li>When Scrunch compared the same query with and without an AI Overview, the gap shrank to about 2 percentage points. </li>



<li>The study found that AI Overviews most often appeared on news searches that already produced relatively few publisher clicks. </li>



<li>During the study period, AI Overviews appeared on about one in four news searches. They were most common for utility-style topics such as weather, market prices, and explainers. </li>



<li>Sports searches, which had the highest publisher click-through rates, rarely triggered an AI Overview.</li>
</ul>



<p class="wp-block-paragraph"><strong>Large publishers captured most follow-through visits. </strong>When an AI assistant mentioned a publisher that the reader had not included in the prompt, visits to that publisher increased by 10.6 percentage points the next day. They increased by nearly 20 percentage points over the following week, compared with similar publishers not mentioned in the same response. Scrunch described this as a routing signal, not evidence of causation.</p>



<ul class="wp-block-list">
<li>Major publishers accounted for 82% of publisher names volunteered by AI assistants and 97% of follow-through visits. </li>



<li>Mid-sized publishers made up about 17% of publisher mentions but received a much smaller share of resulting visits.</li>
</ul>



<p class="wp-block-paragraph"><strong>Why we care.</strong> If you measure AI&#8217;s impact only through referral traffic, you are likely missing interactions that later lead to direct visits or traditional searches. The study suggests tracking your visibility in AI answers alongside referral data to better understand how people discover your brand.</p>



<p class="wp-block-paragraph"><strong>About the data. </strong>The study analyzed millions of searches, AI conversations, and publisher visits from a privacy-safe, opt-in panel between February and June 2026. It measured page visits, not subscriptions, revenue, or time spent.</p>



<p class="wp-block-paragraph"><strong>The study.</strong> <a href="https://scrunch.com/blog/surviving-the-clickpocalypse-ai-eating-the-news">Surviving the clickpocalypse: What millions of search events say about AI eating the news</a>


AI referrals accounted for just 1.1% of visits to news publishers after conversations with AI assistants, according to a new Scrunch study that tracked millions of searches, AI chats, and website visits.
Most publisher visits came through direct navigation or traditional search. Google AI Overviews mostly appeared on news searches that already generated relatively few publisher clicks.
By the numbers. Readers were 20.5 percentage points more likely to visit a news publisher during the week after a news-related AI conversation than after a non-news conversation. The study compared each reader’s browsing history. Scrunch said the results do not show that AI created new demand, only that news-related AI conversations often coincided with continued news reading.
Among those post-chat visits, about three-quarters came through direct navigation. 
About 9% came from traditional search, and 1.1% carried an AI referrer. 
Scrunch noted that referral data captures only the last click before a visit. It can’t reconstruct the full path across AI conversations, searches, and later website visits.
AI Overviews appeared on lower-click news searches. News searches with an AI Overview generated publisher clicks about 20% of the time, compared with roughly 30% for searches without one.
When Scrunch compared the same query with and without an AI Overview, the gap shrank to about 2 percentage points. 
The study found that AI Overviews most often appeared on news searches that already produced relatively few publisher clicks. 
During the study period, AI Overviews appeared on about one in four news searches. They were most common for utility-style topics such as weather, market prices, and explainers. 
Sports searches, which had the highest publisher click-through rates, rarely triggered an AI Overview.
Large publishers captured most follow-through visits. When an AI assistant mentioned a publisher that the reader had not included in the prompt, visits to that publisher increased by 10.6 percentage points the next day. They increased by nearly 20 percentage points over the following week, compared with similar publishers not mentioned in the same response. Scrunch described this as a routing signal, not evidence of causation.
Major publishers accounted for 82% of publisher names volunteered by AI assistants and 97% of follow-through visits. 
Mid-sized publishers made up about 17% of publisher mentions but received a much smaller share of resulting visits.
Why we care. If you measure AI’s impact only through referral traffic, you are likely missing interactions that later lead to direct visits or traditional searches. The study suggests tracking your visibility in AI answers alongside referral data to better understand how people discover your brand.
About the data. The study analyzed millions of searches, AI conversations, and publisher visits from a privacy-safe, opt-in panel between February and June 2026. It measured page visits, not subscriptions, revenue, or time spent.
The study. Surviving the clickpocalypse: What millions of search events say about AI eating the news

AI referrals made up 1.1% of publisher visits after AI chats, with most traffic coming from direct visits and search.

Only 1.1% of news publisher visits come directly from AI: Study

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/Most-AI-visibility-gains-are-just-technical-debt-repayment.png" class="attachment-large size-large wp-post-image" alt="Most AI visibility gains are just technical debt repayment" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Most-AI-visibility-gains-are-just-technical-debt-repayment.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/Most-AI-visibility-gains-are-just-technical-debt-repayment-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Most-AI-visibility-gains-are-just-technical-debt-repayment-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Most-AI-visibility-gains-are-just-technical-debt-repayment-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>AI search may be making long-standing problems with site architecture, content, internal linking, and rendering more costly.


Everyone seems to be searching for the AI optimization trick. 
Should you implement an llms.txt file? 
Does your schema need to change?
Should your content be chunked for retrieval? 
Are you optimizing for GEO, AEO, or whatever new acronym the industry has decided to promote this week?
All of those questions assume AI introduced an entirely new optimization problem, rather than exposing the one your organization has been postponing since the last redesign.
After looking at how websites gain and lose visibility in AI-generated answers, I’m increasingly convinced that many of the improvements attributed to “AI optimization” have little to do with new AI-specific tactics. They come from fixing technical SEO problems that should’ve been addressed years ago.
Most AI optimization projects are really technical debt repayment projects with a more fashionable name.
AI didn’t create the problem
Every website accumulates technical debt over time. 
A redesign introduces duplicate URLs that are never fully consolidated. 
A migration leaves behind redirect chains and conflicting canonicals. 
Three different teams publish articles on basically the same topic without coordinating with one another. 
Navigation grows organically until no one can explain why certain pages exist or how users are expected to find them. 
JavaScript becomes more complicated with every new feature, while the people who originally built the system have long since moved on (or been moved on) and taken all the institutional knowledge with them.
None of these decisions look bad when they’re made. Each one solves an immediate problem, supports a campaign, satisfies a stakeholder, or enables a launch on schedule. The consequences of those choices emerge slowly. So slowly and subtly, in fact, that they’re remarkably easy to ignore.
Eventually, the site becomes slower, more fragmented, and harder to interpret. Authority is divided across multiple URLs. Important information is buried beneath design elements or interactions. 
Content teams stop knowing which page is supposed to be definitive. Search performance may remain adequate enough that no one wants to spend the money or political capital required to address the underlying problems.
Then AI visibility becomes a priority, and the organization concludes it has an AI problem. Usually, it has an architecture problem everyone has been politely ignoring for years, and AI has finally made that impossible.
AI recommends.
      
See your AI visibility
    
Search engines compensated for more than we realized
Google became remarkably good at making sense of messy websites. Its systems learned to interpret conflicting canonical signals, render increasingly complex JavaScript, identify relationships among pages, and evaluate topics even when the underlying information architecture was less architecture and more of an archaeological site.
That didn’t mean the technical problems disappeared. It meant Google could sometimes compensate for them well enough that the business didn’t experience an immediate crisis.
If a page continued to rank, there was little urgency to consolidate it. If Google could render the content, no one wanted to rebuild the template. If five similar articles each attracted some traffic, merging them felt risky. The fact that the system appeared to work became evidence that the system didn’t need to be fixed.
That tolerance let many organizations get away with things they should’ve corrected years ago.
AI retrieval systems create a different set of pressures because they frequently work with passages, sections, or smaller units of information rather than treating the entire page as the final product. 
A page may rank well and still fail to provide a clean, useful passage for an AI-generated answer. Content may be accessible to Google while remaining awkward to extract, summarize, or attribute.
The website didn’t suddenly become broken. The systems using its information changed, and the old weaknesses became more expensive.
Dig deeper: Technical SEO for generative search: Optimizing for AI agents



Ranking and retrieval aren’t the same problem
Traditional search results generally present pages. AI-generated answers assemble information from multiple sources and may use only a small portion of any one page. That distinction changes how structural problems affect visibility.
A long article may rank because the page as a whole is authoritative and relevant. Yet if the answer to a specific question is buried inside a dense paragraph, poorly labeled section, or script-dependent interface, that passage may not be the easiest option to retrieve and use.
A topic spread across five similar articles may still generate organic traffic, but no single page establishes itself as the obvious source. An important product detail hidden behind a tab may technically be available to a human visitor while remaining a less reliable source for machine retrieval. A key explanation surrounded by unrelated calls to action, navigation elements, and promotional copy may carry less useful signal than a competitor’s much simpler answer.
In each case, the ranking system may have enough information to understand the page, while the retrieval system finds a competitor easier to use.
This is why strong organic performance doesn’t guarantee AI visibility. Ranking may get a page into consideration, but structure influences whether its information can be selected, extracted, and incorporated into an answer.
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Most AI visibility fixes look suspiciously familiar
When businesses ask why they’re not appearing in AI-generated answers, they usually expect the solution to involve some shiny new protocol, obscure file, or expensive tool with “AI visibility” in the product name.
The recommendations generally turn out to be much less exotic.
Consolidate articles that compete with one another. Improve the heading hierarchy. 
Strengthen internal links to priority pages. Remove obsolete or duplicative content. 
Make the primary answer visible near the beginning of the relevant section. 
Reduce dependence on JavaScript for information users and machines need to access. 
Clarify which page owns each topic. 
Improve performance so the content can be retrieved efficiently.
None of this is remotely new. These are ordinary technical and on-page SEO practices. What’s changed is the consequence of leaving the work unfinished.
A site with weak internal linking was always harder to crawl and understand. 
A site with overlapping content always divided its own authority. 
A site that hid essential information behind interactions always created accessibility and indexing risks. 
AI search didn’t invent these weaknesses. It introduced another environment in which they reduce visibility. This also explains why some supposed AI visibility successes look suspiciously like the results of a competent technical SEO cleanup. 
The organization consolidated its content, clarified its architecture, improved page performance, exposed important information in the HTML, and strengthened internal linking. Visibility improved, and the work was credited to an AI strategy.
It was an AI strategy in the same sense that repairing a leaking roof is a weather strategy.
Dig deeper: The biggest technical SEO time-wasters to avoid



Technical debt behaves like financial debt
Technical debt is easy to tolerate because it doesn’t arrive as one terrifying invoice. It arrives as a thousand small decisions, each of which seemed reasonable at the time.
Publishing a new article is easier than deciding whether an older one should be updated. 
Installing another plugin is faster than rebuilding a feature properly. 
Adding a landing page satisfies an immediate campaign request, even when three similar pages already exist. 
Leaving a redirect chain in place feels harmless because the URL still resolves and everyone has more pressing work to do.
Every shortcut saves time today by borrowing complexity from tomorrow.
Each shortcut looks inexpensive in isolation, which is how you eventually end up with a website held together by redirects, plugins, inherited templates, and institutional fear.
As the debt compounds, every future change takes longer, carries more risk, and produces less predictable results. 
Teams spend more time maintaining exceptions. 
Developers become reluctant to touch old templates. 
Content editors build workarounds because the CMS no longer supports the way the organization actually publishes. 
Eventually, nobody fully understands the system, but everyone agrees it’s too dangerous to change.
By the time AI visibility becomes a concern, the business isn’t starting from a clean technical foundation. It’s adding another requirement to a system already carrying years of unresolved debt.
The resulting project gets called AI optimization, but much of the budget is spent correcting choices made long before AI Overviews or ChatGPT search existed.
Start with the old questions
AI-specific enhancements can still be useful. Schema may clarify relationships and reduce ambiguity. An llms.txt file may help direct systems toward selected resources. New monitoring tools can reveal whether and how a brand appears in AI-generated answers.
None of those tools, however, can compensate for a website that no one inside the company fully understands anymore.
Before investing heavily in an AI visibility initiative, start with less glamorous questions:
How many pages cover substantially the same topic?
Which URLs are still receiving internal links despite no longer serving a clear purpose?
Are the most important answers visible in the HTML, or do they depend on tabs, accordions, or client-side rendering?
Does the heading structure accurately describe what each section contains?
Can a new employee identify the authoritative page for a core subject without asking three departments and receiving four answers?
It’s also worth examining whether years of content production have created more volume than value. Many sites have hundreds or thousands of articles that were published to satisfy keyword calendars but were never maintained, consolidated, or incorporated into a larger information architecture. Those pages now compete for crawl attention, internal authority, topical clarity, and retrieval eligibility.
Adding another 50 “AI-optimized” articles to that environment isn’t a strategy. It’s taking out another loan.
Dig deeper: 4 ways to strengthen buy-in for technical SEO work



AI doesn’t require perfection
None of this means a site must be technically flawless before it can appear in AI-generated answers. Few websites are flawless, and retrieval systems aren’t evaluating pages against an abstract standard of technical perfection.
They do, however, benefit from clarity. A page should have an identifiable purpose. Its important information should be accessible without unnecessary friction. Related content should reinforce rather than contradict or compete with it. Internal links should make the hierarchy visible. The language should clearly communicate what question the page answers and why the source is credible.
These aren’t futuristic requirements. They’re the characteristics of a competently managed website, which apparently now qualifies as an AI strategy.
The difference is that organizations can no longer assume search systems will compensate indefinitely for structural confusion. As search experiences become more dependent on retrieval and synthesis, the cost of ambiguity rises.
Dig deeper: Technical SEO testing: How to build a stronger experiment



  
customers won’t either.
      
See your AI visibility
    
Your AI strategy may be the maintenance strategy
There will be genuinely new techniques for AI search. Retrieval systems will continue to evolve, new standards will emerge, and some tactics that appear speculative today may eventually become routine.
Even so, many companies are overestimating how much of their future visibility depends on discovering the next tactic. The organizations that perform well may simply be the ones disciplined enough to finish the technical work they’ve been postponing.
AI didn’t create that duplicate content, fragment your topic clusters, cause your inconsistent internal linking and unnecessary JavaScript dependencies, or confuse your site architecture. It didn’t force anyone to publish six pages where one authoritative resource would have been stronger.
Those problems were already there. AI simply reduced the amount of compensation websites could expect from the systems attempting to interpret them.
Before creating a separate AI optimization roadmap, look closely at the technical SEO backlog. You may find that the fastest path to better AI visibility isn’t a new initiative at all.
It may simply be time to pay off the technical debt everyone agreed was “fine for now” after the last migration.

AI search may be making long-standing problems with site architecture, content, internal linking, and rendering more costly.

Most AI visibility gains are just technical debt repayment

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>When market leaders get nervous, years of competitive advantage become vulnerable. Search uncertainty creates an opening to close the gap.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Why-SEO-uncertainty-is-creating-opportunities-for-challengers-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p class="wp-block-paragraph">We’re well beyond the halfway point of 2026, and businesses are getting nervous. Me? I’m watching my <a href="https://www.seoforlunch.com/p/5-spicy-2026-seoai-predictions" target="_blank" rel="noopener">2026 predictions take shape</a>.</p>



<p class="wp-block-paragraph">Google is answering more questions today without sending clicks outside of its own platform. AI platforms are still the shiny object despite not yet delivering meaningful referral traffic. Attribution is still broken, and leaders are questioning whether SEO is still worth the investment.</p>



<p class="wp-block-paragraph"><strong>Real talk:</strong> I’ve watched two clients of mine respond very differently to the current Google climate. One is taking its foot off the gas because it isn’t seeing the same ROI as it did in the past. The other is doubling down, seeing an opportunity to challenge a competitor that has dominated their market for more than a decade.</p>



<p class="wp-block-paragraph">Both decisions, without a doubt, involve risk. The difference is that one business is focused on <strong>what it could lose</strong> by continuing to invest, while the other is focused on <strong>what it could gain</strong> while everyone else pulls back.</p>



<p><a href="https://www.seoforlunch.com/embed" rel="noopener noreferrer">View embedded content</a>



<h2 id="h-stable-markets-protect-market-leaders" class="wp-block-heading">Stable markets protect market leaders</h2>



<p class="wp-block-paragraph">Catching a market leader under normal conditions is insanely difficult. They have stronger brand recognition, larger content libraries, better backlink profiles, more first-party data, and years of customer reviews and third-party validation. Oh, they also have those large budgets, teams, and historical performance data to keep building on those advantages. <em>Gulp!</em>



<p class="wp-block-paragraph">When everyone plays by the same rules, the leader’s head start continues to compound. Publishing a few more articles or improving several category pages won’t erase years of accumulated authority. At best, you may prevent the gap from growing.</p>



<p class="wp-block-paragraph">To close it, you need more than good intentions and executing Brian Dean’s legendary <a href="https://backlinko.com/skyscraper-technique" target="_blank" rel="noopener">Skyscraper Method</a>. You need the market itself (<em>and what it rewards)</em> to change.</p>



<p class="wp-block-paragraph">That is exactly what is happening now!</p>



<h2 id="h-doubt-creates-opportunity" class="wp-block-heading">Doubt creates opportunity</h2>



<p class="wp-block-paragraph">Search behavior no longer exists entirely within Google’s ecosystem. Buyers have more ways to find answers, and no business has completely figured out <a href="https://www.seoforlunch.com/p/beyond-google" target="_blank" rel="noopener">how to win across all of them</a>.</p>



<p class="wp-block-paragraph">That uncertainty weakens some of the advantages market leaders spent years building. Their content libraries, reporting models, and <a href="https://www.seoforlunch.com/p/seo-expert" target="_blank" rel="noopener">proven playbooks were designed</a> with scale <em>(but also for a more predictable search environment).</em>



<p class="wp-block-paragraph">Funny enough, the size and legacy that helped these companies dominate may now slow them down. They have more outdated content to reassess, more stakeholders to convince, stricter measurement requirements, and more existing revenue they’re afraid to disrupt. Investing in an unknown channel is difficult when every dollar must immediately prove a direct return.</p>



<p class="wp-block-paragraph">The market leader is still ahead, and you won’t overtake them overnight. But we’re no longer running on a straight track. The course has changed, and everyone is learning it at the same time. <em>(This should get you excited, unless you&#8217;re the big company…)</em>



<p class="wp-block-paragraph">That creates an opportunity to close the gap faster than a <em>“stable”</em> market ever would.</p>



<h2 id="h-you-don-t-need-to-recreate-their-last-five-years" class="wp-block-heading">You don’t need to recreate their last five years</h2>



<p class="wp-block-paragraph">Closing the gap doesn’t mean recreating everything the market leader did/does. You don’t need to match them article for article, backlink for backlink, or keyword for keyword. Much of what worked over the past five years will <em>likely</em> not deliver the same value over the next five.</p>



<p class="wp-block-paragraph">Instead, invest in assets that matter! Get it in front of wherever your customers search, research, and make decisions:</p>



<ul class="wp-block-list">
<li>Original research and proprietary data.</li>



<li>Recognizable subject-matter experts.</li>



<li>Firsthand experience and credible opinions.</li>



<li>Strong product, service, and category insights.</li>



<li>Customer reviews, case studies, and other proof. <em>(Yes, this is SEO!)</em></li>



<li>Traditional and digital PR.</li>



<li>Clean technical foundations and accessible structured information.</li>



<li>Content people actively seek, reference, and recommend. <em>(No, not search volume. I’d be OK if we never talked search volume ever again.)</em></li>
</ul>



<p class="wp-block-paragraph">These aren’t “SEO assets” or “GEO assets.” They’re evidence that your business deserves to be discovered, cited, and trusted. This is not an E-E-A-T play to improve SEO/GEO. Legitimate value that generates brand champions, with the result being organic visibility.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1024" height="559" src="https://searchengineland.com/wp-content/seloads/2026/08/Legacy-vs-brand-champion-image-generated-via-Gemini.jpeg" alt="Legacy vs brand champion image generated via Gemini" class="wp-image-484753" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Legacy-vs-brand-champion-image-generated-via-Gemini.jpeg 1024w, https://searchengineland.com/wp-content/seloads/2026/08/Legacy-vs-brand-champion-image-generated-via-Gemini-768x419.jpeg 768w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption"><em>Legacy vs brand champion image generated via Gemini</em></figcaption></figure>
</div>


<p class="wp-block-paragraph">You don’t have to recreate the leader’s past. You need to build for where the market is <strong>TODAY!</strong>



<h2 id="h-stop-using-referral-traffic-as-the-only-scoreboard" class="wp-block-heading">Stop using referral traffic as the only scoreboard</h2>



<p class="wp-block-paragraph">Here’s the uncomfortable truth: AI platforms may not send meaningful referral traffic anytime soon, and you can ignore Google’s claims about <a href="https://www.seoforlunch.com/p/dear-google" target="_blank" rel="noopener">clicks being the same</a>.</p>



<p class="wp-block-paragraph">That doesn’t make visibility <em>worthless</em>. It makes referral traffic an incomplete measurement. <a href="https://www.seoforlunch.com/p/seo-attribution" target="_blank" rel="noopener">Attribution has always screwed organic marketing</a>, so not really anything “<em>new</em>” here.</p>



<p class="wp-block-paragraph">Clicks still matter. But so do branded search demand, direct traffic, assisted conversions, mentions and citations, answer visibility, and sales conversations influenced by content. We should also measure whether the traffic we still earn converts at a higher rate because <a href="https://www.seoforlunch.com/p/measuring-seo" target="_blank" rel="noopener">customers encountered the brand throughout their research.</a>



<p class="wp-block-paragraph">The goal isn’t to invent softer metrics to excuse declining traffic. It’s to recognize that last-click sessions alone no longer capture visibility’s <a href="https://www.seoforlunch.com/p/performance-narratives" target="_blank" rel="noopener">full impact on customer decisions</a>.</p>



<h2 id="h-the-biggest-risk-is-waiting-with-everyone-else" class="wp-block-heading">The biggest risk is waiting with everyone else</h2>



<p class="wp-block-paragraph">Waiting feels <em>safe</em> when your competitors are just as uncertain as you are. But when everyone pauses, even smaller <em>(but very intentional)</em> investments can create an outsized advantage.</p>



<p class="wp-block-paragraph">Any Warren Buffett fans? His most quoted advice feels especially relevant right now:</p>



<ul class="wp-block-list">
<li><em>“Be fearful when others are greedy, and be greedy when others are fearful”</em></li>
</ul>



<p class="wp-block-paragraph">This isn’t an argument for <a href="https://www.seoforlunch.com/p/blind-trust?" target="_blank" rel="noopener">blindly going all in on AI</a>, publishing 100x content, or paying someone <a href="https://www.seoforlunch.com/p/ai-guarantees" target="_blank" rel="noopener">promising you “AI rankings”</a>. It’s about investing in the research, expertise, customer proof, brand recognition, and technical foundations your competitors will <em>wish</em> they had once the market becomes clearer.</p>



<p class="wp-block-paragraph">By then, those assets won’t be something a competitor can beat by publishing a slightly longer article with one or two more data points. These become defensible resources that are expensive and time-consuming to replicate <em>(which means 99% of your competitors won’t even try)</em>



<p class="wp-block-paragraph">Uncertainty doesn’t eliminate risk. It gives you a choice between the <em>risk of investing now</em> and <em>the risk of falling further behind</em>.</p>



<h2 id="h-build-for-the-next-five-years" class="wp-block-heading">Build for the next five years</h2>



<p class="wp-block-paragraph">You probably can’t outspend the market leader or recreate what made them successful overnight. You certainly won’t close the gap by copying their playbook and seeking out <a href="https://www.seoforlunch.com/p/ai-shortcut" target="_blank" rel="noopener">easy button shortcut solutions</a>.</p>



<p class="wp-block-paragraph">You may never have a better opportunity than when customer behavior is shifting, proven strategies are breaking, and everyone else is <em>waiting</em> for certainty.</p>



<p class="wp-block-paragraph">You don’t need to recreate the previous 50 years.</p>



<p class="wp-block-paragraph">You need to start winning the <strong>next</strong> five.</p>



<p class="wp-block-paragraph">Sure, keep firing your marketing team for short-term P&amp;L wins. Your competitors could use the help to put you out of business.</p>



<p class="wp-block-paragraph"><em>This post first appeared on the author’s website and is republished here with permission.</em>


<div class="wp-block-image">
<figure class="aligncenter"><a href="https://seoforlunch.com/?utm_source=searchengineland.com&amp;utm_medium=social"><img decoding="async" width="1774" height="887" src="https://searchengineland.com/wp-content/seloads/2026/05/leroy2.jpg.webp" alt="Leroy2" class="wp-image-476987" srcset="https://searchengineland.com/wp-content/seloads/2026/05/leroy2.jpg 1774w, https://searchengineland.com/wp-content/seloads/2026/05/leroy2-768x384.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/05/leroy2-1536x768.jpg 1536w" sizes="(max-width: 1774px) 100vw, 1774px" /></a></figure>
</div>

We’re well beyond the halfway point of 2026, and businesses are getting nervous. Me? I’m watching my 2026 predictions take shape.
Google is answering more questions today without sending clicks outside of its own platform. AI platforms are still the shiny object despite not yet delivering meaningful referral traffic. Attribution is still broken, and leaders are questioning whether SEO is still worth the investment.
Real talk: I’ve watched two clients of mine respond very differently to the current Google climate. One is taking its foot off the gas because it isn’t seeing the same ROI as it did in the past. The other is doubling down, seeing an opportunity to challenge a competitor that has dominated their market for more than a decade.
Both decisions, without a doubt, involve risk. The difference is that one business is focused on what it could lose by continuing to invest, while the other is focused on what it could gain while everyone else pulls back.
View embedded content



Stable markets protect market leaders
Catching a market leader under normal conditions is insanely difficult. They have stronger brand recognition, larger content libraries, better backlink profiles, more first-party data, and years of customer reviews and third-party validation. Oh, they also have those large budgets, teams, and historical performance data to keep building on those advantages. Gulp!



When everyone plays by the same rules, the leader’s head start continues to compound. Publishing a few more articles or improving several category pages won’t erase years of accumulated authority. At best, you may prevent the gap from growing.
To close it, you need more than good intentions and executing Brian Dean’s legendary Skyscraper Method. You need the market itself (and what it rewards) to change.
That is exactly what is happening now!
Doubt creates opportunity
Search behavior no longer exists entirely within Google’s ecosystem. Buyers have more ways to find answers, and no business has completely figured out how to win across all of them.
That uncertainty weakens some of the advantages market leaders spent years building. Their content libraries, reporting models, and proven playbooks were designed with scale (but also for a more predictable search environment).



Funny enough, the size and legacy that helped these companies dominate may now slow them down. They have more outdated content to reassess, more stakeholders to convince, stricter measurement requirements, and more existing revenue they’re afraid to disrupt. Investing in an unknown channel is difficult when every dollar must immediately prove a direct return.
The market leader is still ahead, and you won’t overtake them overnight. But we’re no longer running on a straight track. The course has changed, and everyone is learning it at the same time. (This should get you excited, unless you’re the big company…)



That creates an opportunity to close the gap faster than a “stable” market ever would.
You don’t need to recreate their last five years
Closing the gap doesn’t mean recreating everything the market leader did/does. You don’t need to match them article for article, backlink for backlink, or keyword for keyword. Much of what worked over the past five years will likely not deliver the same value over the next five.
Instead, invest in assets that matter! Get it in front of wherever your customers search, research, and make decisions:
Original research and proprietary data.
Recognizable subject-matter experts.
Firsthand experience and credible opinions.
Strong product, service, and category insights.
Customer reviews, case studies, and other proof. (Yes, this is SEO!)
Traditional and digital PR.
Clean technical foundations and accessible structured information.
Content people actively seek, reference, and recommend. (No, not search volume. I’d be OK if we never talked search volume ever again.)
These aren’t “SEO assets” or “GEO assets.” They’re evidence that your business deserves to be discovered, cited, and trusted. This is not an E-E-A-T play to improve SEO/GEO. Legitimate value that generates brand champions, with the result being organic visibility.
Legacy vs brand champion image generated via Gemini



You don’t have to recreate the leader’s past. You need to build for where the market is TODAY!



Stop using referral traffic as the only scoreboard
Here’s the uncomfortable truth: AI platforms may not send meaningful referral traffic anytime soon, and you can ignore Google’s claims about clicks being the same.
That doesn’t make visibility worthless. It makes referral traffic an incomplete measurement. Attribution has always screwed organic marketing, so not really anything “new” here.
Clicks still matter. But so do branded search demand, direct traffic, assisted conversions, mentions and citations, answer visibility, and sales conversations influenced by content. We should also measure whether the traffic we still earn converts at a higher rate because customers encountered the brand throughout their research.



The goal isn’t to invent softer metrics to excuse declining traffic. It’s to recognize that last-click sessions alone no longer capture visibility’s full impact on customer decisions.
The biggest risk is waiting with everyone else
Waiting feels safe when your competitors are just as uncertain as you are. But when everyone pauses, even smaller (but very intentional) investments can create an outsized advantage.
Any Warren Buffett fans? His most quoted advice feels especially relevant right now:
“Be fearful when others are greedy, and be greedy when others are fearful”
This isn’t an argument for blindly going all in on AI, publishing 100x content, or paying someone promising you “AI rankings”. It’s about investing in the research, expertise, customer proof, brand recognition, and technical foundations your competitors will wish they had once the market becomes clearer.
By then, those assets won’t be something a competitor can beat by publishing a slightly longer article with one or two more data points. These become defensible resources that are expensive and time-consuming to replicate (which means 99% of your competitors won’t even try)



Uncertainty doesn’t eliminate risk. It gives you a choice between the risk of investing now and the risk of falling further behind.
Build for the next five years
You probably can’t outspend the market leader or recreate what made them successful overnight. You certainly won’t close the gap by copying their playbook and seeking out easy button shortcut solutions.
You may never have a better opportunity than when customer behavior is shifting, proven strategies are breaking, and everyone else is waiting for certainty.
You don’t need to recreate the previous 50 years.
You need to start winning the next five.
Sure, keep firing your marketing team for short-term P&L wins. Your competitors could use the help to put you out of business.
This post first appeared on the author’s website and is republished here with permission.

When market leaders get nervous, years of competitive advantage become vulnerable. Search uncertainty creates an opening to close the gap.

Why SEO uncertainty is creating opportunities for challengers

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/toxic-link.png" class="attachment-large size-large wp-post-image" alt="Toxic link" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/toxic-link.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/toxic-link-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/toxic-link-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/toxic-link-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>The case could test whether businesses can use false advertising law to challenge harmful backlink campaigns.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/toxic-link.png" class="attachment-large size-large wp-post-image" alt="Toxic link" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/toxic-link.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/toxic-link-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/toxic-link-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/toxic-link-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p class="wp-block-paragraph">A federal judge refused to dismiss a lawsuit alleging an auto transport company used toxic backlinks to hurt a competitor&#8217;s Google rankings.</p>



<p class="wp-block-paragraph"><strong>Catch up quick. </strong>The June 2 ruling came at the motion-to-dismiss stage:</p>



<ul class="wp-block-list">
<li>The court didn&#8217;t decide whether the allegations are true. Instead, it found the plaintiffs had plausibly alleged a false advertising claim under the federal <a href="https://www.law.cornell.edu/wex/lanham_act">Lanham Act,</a> along with trademark and related Illinois consumer protection claims. </li>



<li>The judge dismissed only the plaintiffs&#8217; California unfair competition claims.</li>
</ul>



<p class="wp-block-paragraph" id="h-alleged-toxic-backlink-campaign"><strong>Alleged toxic backlink campaign. </strong>Montway&#8217;s verified complaint alleges competitor Nexus AT LLC created more than 2,350 toxic backlinks between April and October 2025. The links pointed to Montway&#8217;s website from spam-filled sites using anchor text such as &#8220;buy steroids online,&#8221; &#8220;Payday loan services,&#8221; &#8220;illegal betting sites,&#8221; &#8220;Cocaine powder online,&#8221; and &#8220;unlicensed firearms.&#8221;</p>



<ul class="wp-block-list">
<li>Montway alleges the campaign aimed to lower its Google rankings and falsely associate its brand with illegal or unsavory products and services.</li>



<li>The complaint also alleges a former Nexus manager told Montway executives that Nexus CEO George Arkin directed an SEO contractor to carry out the campaign. </li>



<li>Montway further alleges it sent a cease-and-desist letter in October 2025 and that the backlink campaign intensified afterward. Those allegations have not been proven in court.</li>
</ul>



<p class="wp-block-paragraph" id="h-false-advertising-claim-survives"><strong>False advertising claim survives</strong>. Judge Matthew Kennelly found that the plaintiffs had plausibly alleged that the anchor text was literally false because it appeared to promise one destination but sent users elsewhere. He also found the alleged backlink campaign could qualify as &#8220;commercial advertising or promotion&#8221; under the Lanham Act. That allowed the false advertising claim to move forward.</p>



<p class="wp-block-paragraph" id="h-why-this-ruling-is-interesting"><strong>Why this ruling is interesting. </strong>The decision focuses on whether an alleged toxic backlink campaign can fall under existing false advertising law. It doesn&#8217;t decide whether the defendants are liable.</p>



<ul class="wp-block-list">
<li>Rebecca Tushnet, a Harvard Law professor who writes about trademark law, <a href="https://tushnet.blogspot.com/2026/06/court-allows-tm-and-false-advertising.html">analyzed the decision on her 43(B)log</a>, questioning parts of the court&#8217;s trademark analysis while examining its approach to the false advertising claim.</li>
</ul>



<p class="wp-block-paragraph" id="h-why-we-care"><strong>Why we care. </strong>Companies that believe competitors are trying to manipulate their search visibility have traditionally had few options beyond reporting the activity to search engines. If this legal theory survives, it could provide another legal avenue to challenge SEO sabotage.</p>



<p class="wp-block-paragraph" id="h-why-we-care"><strong>The case. </strong>You can read more about it on <a href="https://www.courtlistener.com/docket/71776095/montway-llc-v-nexus-at-llc/" target="_blank" rel="noopener">Court Listener.</a>


<a href="https://www.semrush.com/ai-seo/overview?utm_campaign=ic_sel_0102ai&#038;utm_source=searchengineland.com&#038;utm_medium=overlay&#038;onboarding=off" target="_blank">
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A federal judge refused to dismiss a lawsuit alleging an auto transport company used toxic backlinks to hurt a competitor’s Google rankings.
Catch up quick. The June 2 ruling came at the motion-to-dismiss stage:
The court didn’t decide whether the allegations are true. Instead, it found the plaintiffs had plausibly alleged a false advertising claim under the federal Lanham Act, along with trademark and related Illinois consumer protection claims. 
The judge dismissed only the plaintiffs’ California unfair competition claims.
Alleged toxic backlink campaign. Montway’s verified complaint alleges competitor Nexus AT LLC created more than 2,350 toxic backlinks between April and October 2025. The links pointed to Montway’s website from spam-filled sites using anchor text such as “buy steroids online,” “Payday loan services,” “illegal betting sites,” “Cocaine powder online,” and “unlicensed firearms.”
Montway alleges the campaign aimed to lower its Google rankings and falsely associate its brand with illegal or unsavory products and services.
The complaint also alleges a former Nexus manager told Montway executives that Nexus CEO George Arkin directed an SEO contractor to carry out the campaign. 
Montway further alleges it sent a cease-and-desist letter in October 2025 and that the backlink campaign intensified afterward. Those allegations have not been proven in court.
False advertising claim survives. Judge Matthew Kennelly found that the plaintiffs had plausibly alleged that the anchor text was literally false because it appeared to promise one destination but sent users elsewhere. He also found the alleged backlink campaign could qualify as “commercial advertising or promotion” under the Lanham Act. That allowed the false advertising claim to move forward.
Why this ruling is interesting. The decision focuses on whether an alleged toxic backlink campaign can fall under existing false advertising law. It doesn’t decide whether the defendants are liable.
Rebecca Tushnet, a Harvard Law professor who writes about trademark law, analyzed the decision on her 43(B)log, questioning parts of the court’s trademark analysis while examining its approach to the false advertising claim.
Why we care. Companies that believe competitors are trying to manipulate their search visibility have traditionally had few options beyond reporting the activity to search engines. If this legal theory survives, it could provide another legal avenue to challenge SEO sabotage.
The case. You can read more about it on Court Listener.



  
customers won’t either.
      
See your AI visibility

The case could test whether businesses can use false advertising law to challenge harmful backlink campaigns.

Judge lets SEO sabotage lawsuit over toxic backlinks move forward

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Developers can now retrieve Campaign Manager 360 reporting data in real time with a single API request.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Google-adds-real-time-reporting-endpoint-to-Campaign-Manager-360-API-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">Google introduced a new <code>reportData.query</code> endpoint for the Campaign Manager 360 API, making it easier for developers to retrieve campaign performance data without generating downloadable reports.</p>



<p class="wp-block-paragraph">The new endpoint is designed for real-time reporting, dashboards and ad-hoc analysis.</p>



<p class="wp-block-paragraph"><strong>What&#8217;s happening:</strong> The <code>reportData.query</code> endpoint allows developers to synchronously query campaign performance data and receive structured JSON directly in the API response.</p>



<p class="wp-block-paragraph">Unlike the existing reporting workflow, developers no longer need to create a Report resource before retrieving data. Instead, they can define dimensions, metrics and filters directly in the request body.</p>



<p class="wp-block-paragraph">Queries can run for up to 60 seconds, making the endpoint better suited for interactive reporting and real-time applications.</p>



<p class="wp-block-paragraph"><strong>The existing reporting API remains.</strong> Google says the traditional Reports service is still the preferred option for large datasets, scheduled reporting jobs and applications that rely on downloadable CSV or Excel files.</p>



<p class="wp-block-paragraph">That workflow requires creating report configurations, running reports, polling for completion and downloading the generated files.</p>



<p class="wp-block-paragraph"><strong>Why we care</strong>. The new endpoint significantly simplifies reporting for developers building dashboards or custom analytics tools. By eliminating report configuration and file management, it reduces implementation complexity and speeds up access to campaign data.</p>



<p class="wp-block-paragraph"><strong>Bottom line</strong>. <a href="https://ads-developers.googleblog.com/2026/08/query-report-data-with-campaign-manager.html">Google&#8217;s new <code>reportData.query</code> endpoint</a> offers a faster, simpler way to retrieve Campaign Manager 360 reporting data, while the existing Reports API remains the best choice for large-scale and scheduled reporting.</p>


<a href="https://www.semrush.com/analytics/traffic/paid-search?utm_campaign=ic_sel_0102ppc&#038;utm_source=searchengineland.com&#038;utm_medium=overlay&#038;onboarding=off" target="_blank">
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        Every click they win is <span>a customer you lose</span>.
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        See where competitors are investing, which keywords drive their results, and how to capture more of the market.
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      <span id="semrush-one-cta">See who’s stealing your traffic</span>
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Google introduced a new reportData.query endpoint for the Campaign Manager 360 API, making it easier for developers to retrieve campaign performance data without generating downloadable reports.
The new endpoint is designed for real-time reporting, dashboards and ad-hoc analysis.
What’s happening: The reportData.query endpoint allows developers to synchronously query campaign performance data and receive structured JSON directly in the API response.
Unlike the existing reporting workflow, developers no longer need to create a Report resource before retrieving data. Instead, they can define dimensions, metrics and filters directly in the request body.
Queries can run for up to 60 seconds, making the endpoint better suited for interactive reporting and real-time applications.
The existing reporting API remains. Google says the traditional Reports service is still the preferred option for large datasets, scheduled reporting jobs and applications that rely on downloadable CSV or Excel files.
That workflow requires creating report configurations, running reports, polling for completion and downloading the generated files.
Why we care. The new endpoint significantly simplifies reporting for developers building dashboards or custom analytics tools. By eliminating report configuration and file management, it reduces implementation complexity and speeds up access to campaign data.
Bottom line. Google’s new reportData.query endpoint offers a faster, simpler way to retrieve Campaign Manager 360 reporting data, while the existing Reports API remains the best choice for large-scale and scheduled reporting.
a customer you lose.
      
See who’s stealing your traffic

Developers can now retrieve Campaign Manager 360 reporting data in real time with a single API request.

Google adds real-time reporting endpoint to Campaign Manager 360 API

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Advertisers can now use PMax store-goal campaigns to prioritize nearby, high-intent visitors across Google Maps, Waze and Search.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/PMax-Local-customisation-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">Google published a new help document detailing <a href="https://searchengineland.com/local-services-ads-come-to-google-ads-via-performance-max-482692">Local customer optimization for Performance Max campaigns with store goals</a>, a feature designed to prioritize ads for people who are nearby and ready to visit or contact a business.</p>



<p class="wp-block-paragraph">The migration of serving ads to people who are nearby to Performance Max was announced last month. </p>



<p class="wp-block-paragraph"><strong>What&#8217;s happening.</strong> Local customer optimization helps Performance Max campaigns reach users who are actively planning trips, navigating or searching for nearby businesses across Google Maps, Waze and local formats on Google Search.</p>



<p class="wp-block-paragraph">According to Google, the feature aims to capture high-intent local customers at the moment they&#8217;re most likely to visit a store, request directions or make contact.</p>



<p class="wp-block-paragraph"><strong>Merchant Center isn&#8217;t supported</strong>. One key limitation is that Local customer optimization isn&#8217;t compatible with Merchant Center.</p>



<p class="wp-block-paragraph">Performance Max campaigns using products from Merchant Center or campaigns with online conversion goals can&#8217;t use the feature. Advertisers must remove Merchant Center product feeds or create a separate store-goals campaign to enable Local customer optimization.</p>



<p class="wp-block-paragraph"><strong>How to enable it</strong>. Advertisers creating a new Performance Max campaign for store goals will see a new Local customer optimization toggle during campaign setup after selecting offline conversion goals such as store visits, directions or store sales.</p>



<p class="wp-block-paragraph">For existing campaigns, the setting can be found under Budget and bidding optimization within campaign settings. Once enabled and saved, Google will begin optimizing delivery toward nearby, high-intent users. The feature can also be turned off at any time to return the campaign to standard Performance Max behavior.</p>



<p class="wp-block-paragraph"><strong>Why we care.</strong> Until recently, advertisers couldn&#8217;t specifically optimize Performance Max campaigns for people who were actively navigating, trip-planning or searching nearby with immediate local intent. Local customer optimization brings those placements into Performance Max for store-goal campaigns, giving brick-and-mortar businesses a new way to reach high-intent customers across Google Maps, Waze and local Search formats from within a single campaign.</p>



<p class="wp-block-paragraph"><strong>Bottom line.</strong> <a href="https://support.google.com/google-ads/answer/17198659">Google&#8217;s new Local customer optimization feature helps Performance Max campaigns</a> prioritize nearby customers with strong local intent—but only for store-goal campaigns that don&#8217;t use Merchant Center product feeds.</p>


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Google published a new help document detailing Local customer optimization for Performance Max campaigns with store goals, a feature designed to prioritize ads for people who are nearby and ready to visit or contact a business.
The migration of serving ads to people who are nearby to Performance Max was announced last month. 
What’s happening. Local customer optimization helps Performance Max campaigns reach users who are actively planning trips, navigating or searching for nearby businesses across Google Maps, Waze and local formats on Google Search.
According to Google, the feature aims to capture high-intent local customers at the moment they’re most likely to visit a store, request directions or make contact.
Merchant Center isn’t supported. One key limitation is that Local customer optimization isn’t compatible with Merchant Center.
Performance Max campaigns using products from Merchant Center or campaigns with online conversion goals can’t use the feature. Advertisers must remove Merchant Center product feeds or create a separate store-goals campaign to enable Local customer optimization.
How to enable it. Advertisers creating a new Performance Max campaign for store goals will see a new Local customer optimization toggle during campaign setup after selecting offline conversion goals such as store visits, directions or store sales.
For existing campaigns, the setting can be found under Budget and bidding optimization within campaign settings. Once enabled and saved, Google will begin optimizing delivery toward nearby, high-intent users. The feature can also be turned off at any time to return the campaign to standard Performance Max behavior.
Why we care. Until recently, advertisers couldn’t specifically optimize Performance Max campaigns for people who were actively navigating, trip-planning or searching nearby with immediate local intent. Local customer optimization brings those placements into Performance Max for store-goal campaigns, giving brick-and-mortar businesses a new way to reach high-intent customers across Google Maps, Waze and local Search formats from within a single campaign.
Bottom line. Google’s new Local customer optimization feature helps Performance Max campaigns prioritize nearby customers with strong local intent—but only for store-goal campaigns that don’t use Merchant Center product feeds.
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Advertisers can now use PMax store-goal campaigns to prioritize nearby, high-intent visitors across Google Maps, Waze and Search.

Google adds Local customer optimization to Performance Max

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google says the update improves the clarity and readability of its YouTube and Discover Feed ad requirements

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/YouTube-and-Discover-Feed-ad-requirements-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">Google updated the YouTube and Discover Feed ad requirements to make the policy easier for advertisers to understand.</p>



<p class="wp-block-paragraph">The company says the changes are editorial only and do not affect how the policy is enforced.</p>



<p class="wp-block-paragraph"><strong>What&#8217;s happening</strong>. Google revised the language and formatting of the YouTube and Discover Feed ad requirements this month to improve clarity and readability.</p>



<p class="wp-block-paragraph">According to Google, the update is intended to provide clearer guidance for advertisers and does <strong>not</strong> introduce any new requirements or enforcement changes.</p>



<p class="wp-block-paragraph"><strong>Why we care.</strong> Advertisers don&#8217;t need to take action, but the refreshed documentation may make it easier to interpret the policy and ensure ads comply with existing requirements.</p>



<p class="wp-block-paragraph"><strong>Bottom line</strong>. <a href="https://support.google.com/adspolicy/answer/17455694?hl=en">Google&#8217;s latest policy update improves the wording</a>, not the rules, for YouTube and Discover Feed ads.</p>


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Google updated the YouTube and Discover Feed ad requirements to make the policy easier for advertisers to understand.
The company says the changes are editorial only and do not affect how the policy is enforced.
What’s happening. Google revised the language and formatting of the YouTube and Discover Feed ad requirements this month to improve clarity and readability.
According to Google, the update is intended to provide clearer guidance for advertisers and does not introduce any new requirements or enforcement changes.
Why we care. Advertisers don’t need to take action, but the refreshed documentation may make it easier to interpret the policy and ensure ads comply with existing requirements.
Bottom line. Google’s latest policy update improves the wording, not the rules, for YouTube and Discover Feed ads.
before your competitors.
      
Start your free trial

Google says the update improves the clarity and readability of its YouTube and Discover Feed ad requirements

Google updates YouTube and Discover Feed ad requirements

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Merchant Center is updating its reporting with new YouTube traffic classifications and expanded product-level performance insights.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/merchant-centre-cross-platform-reporting-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">Google is updating Merchant Center performance reporting to align metrics more closely with Google Ads and YouTube, giving merchants a more consistent view of how products perform across Google&#8217;s platforms.</p>



<p class="wp-block-paragraph">The changes, which begin rolling out on August 24, include new traffic classifications, expanded product-level reporting and future segmentation tools.</p>



<p class="wp-block-paragraph"><strong>What&#8217;s happening</strong>. One of the biggest changes is the separation of YouTube affiliate traffic from standard organic traffic.</p>



<p class="wp-block-paragraph">Traffic generated through YouTube creators participating in Google&#8217;s affiliate program will now appear under a new &#8220;YouTube affiliate&#8221; traffic category instead of &#8220;Organic.&#8221; Google says the change will provide a clearer picture of free listings performance, although advertisers may see a one-time drop in reported organic traffic when the update takes effect. Historical data dating back to July 1st will also be updated.</p>



<p class="wp-block-paragraph">Google is also revising how organic YouTube clicks and impressions are measured to better align with YouTube&#8217;s reporting definitions, another change that could reduce reported organic traffic.</p>



<p class="wp-block-paragraph"><strong>Reporting expands</strong>. Merchant Center&#8217;s product-level reporting is also getting broader coverage.</p>



<p class="wp-block-paragraph">Performance reports will now include data from all Google Ads channels and formats, including Performance Max, Video, App and Demand Gen campaigns. As a result, advertisers may notice a one-time increase in metrics such as impressions and clicks as more campaign data becomes available.</p>



<p class="wp-block-paragraph">Google also confirmed it plans to introduce a new Network reporting dimension in the future, allowing merchants to segment performance by Google network in a way that&#8217;s similar to Google Ads.</p>



<p class="wp-block-paragraph"><strong>Why we care</strong>. While some merchants may initially see shifts in their reporting, the updates should make it easier to understand where product performance is coming from and compare results across Google&#8217;s advertising and organic surfaces.</p>



<p class="wp-block-paragraph">The expanded product reporting also gives retailers a more complete view of how products perform across different campaign types without switching between platforms.</p>



<p class="wp-block-paragraph"><strong>Bottom line</strong>. <a href="https://support.google.com/merchants/answer/17103877">Merchant Center reporting is becoming more consistent with Google Ads and YouTube</a>, giving advertisers richer cross-channel insights while introducing new traffic classifications that may temporarily change reported performance metrics.</p>


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Google is updating Merchant Center performance reporting to align metrics more closely with Google Ads and YouTube, giving merchants a more consistent view of how products perform across Google’s platforms.
The changes, which begin rolling out on August 24, include new traffic classifications, expanded product-level reporting and future segmentation tools.
What’s happening. One of the biggest changes is the separation of YouTube affiliate traffic from standard organic traffic.
Traffic generated through YouTube creators participating in Google’s affiliate program will now appear under a new “YouTube affiliate” traffic category instead of “Organic.” Google says the change will provide a clearer picture of free listings performance, although advertisers may see a one-time drop in reported organic traffic when the update takes effect. Historical data dating back to July 1st will also be updated.
Google is also revising how organic YouTube clicks and impressions are measured to better align with YouTube’s reporting definitions, another change that could reduce reported organic traffic.
Reporting expands. Merchant Center’s product-level reporting is also getting broader coverage.
Performance reports will now include data from all Google Ads channels and formats, including Performance Max, Video, App and Demand Gen campaigns. As a result, advertisers may notice a one-time increase in metrics such as impressions and clicks as more campaign data becomes available.
Google also confirmed it plans to introduce a new Network reporting dimension in the future, allowing merchants to segment performance by Google network in a way that’s similar to Google Ads.
Why we care. While some merchants may initially see shifts in their reporting, the updates should make it easier to understand where product performance is coming from and compare results across Google’s advertising and organic surfaces.
The expanded product reporting also gives retailers a more complete view of how products perform across different campaign types without switching between platforms.
Bottom line. Merchant Center reporting is becoming more consistent with Google Ads and YouTube, giving advertisers richer cross-channel insights while introducing new traffic classifications that may temporarily change reported performance metrics.
your competitors win.
      
Analyze your competitors

Merchant Center is updating its reporting with new YouTube traffic classifications and expanded product-level performance insights.

Google updates Merchant Center with cross-platform reporting

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google will auto-transition Travel campaigns to Search campaigns for Travel starting in Q3 2026, which can also be done manually.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns.png 1672w, https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Google-travel-campaigns-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">Google will begin migrating Travel campaigns to <a href="https://searchengineland.com/google-ai-max-gets-new-controls-shopping-rollout-and-travel-consolidation-476025">Search campaigns for Travel</a> starting in Q3 2026, automatically moving advertisers to the new campaign type while preserving existing settings where possible.</p>



<p class="wp-block-paragraph">The migration is part of Google&#8217;s broader effort to consolidate travel advertising into a single Search-based campaign experience with AI-powered bidding, reporting and campaign management. </p>



<p class="wp-block-paragraph"><strong>What&#8217;s happening</strong>. Existing Travel campaigns will be automatically replaced with new Search campaigns for Travel, with Google creating new campaigns that mirror the closest equivalent settings from the originals. Advertisers can also choose to migrate manually before their scheduled transition date. </p>



<p class="wp-block-paragraph">Google says advertisers should monitor their account notifications and email for their specific migration timeline.</p>



<p class="wp-block-paragraph"><strong>Why we care</strong>. Automatic migrations can save time, but they also give advertisers an opportunity to review campaign settings, bidding strategies and reporting before the switch takes place. Brands that prefer greater control may want to migrate manually and validate performance before Google performs the transition automatically.</p>



<p class="wp-block-paragraph"><strong>The bigger picture.</strong> Search campaigns for Travel were introduced earlier this year to bring travel feeds and formats into a unified Search campaign experience. The new campaign type combines AI Max capabilities, advanced bidding, search term reporting and travel-specific formats into a single workflow, replacing the fragmented approach of managing multiple travel campaign types. </p>



<p class="wp-block-paragraph"><strong>Bottom line</strong>. Travel advertisers don&#8217;t need to take immediate action, but they should watch for migration notices and prepare for their campaigns to<a href="https://support.google.com/hotelprices/answer/14116724?hl=en"> move to Search campaigns for Travel</a> over the coming months.</p>


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Google will begin migrating Travel campaigns to Search campaigns for Travel starting in Q3 2026, automatically moving advertisers to the new campaign type while preserving existing settings where possible.
The migration is part of Google’s broader effort to consolidate travel advertising into a single Search-based campaign experience with AI-powered bidding, reporting and campaign management. 
What’s happening. Existing Travel campaigns will be automatically replaced with new Search campaigns for Travel, with Google creating new campaigns that mirror the closest equivalent settings from the originals. Advertisers can also choose to migrate manually before their scheduled transition date. 
Google says advertisers should monitor their account notifications and email for their specific migration timeline.
Why we care. Automatic migrations can save time, but they also give advertisers an opportunity to review campaign settings, bidding strategies and reporting before the switch takes place. Brands that prefer greater control may want to migrate manually and validate performance before Google performs the transition automatically.
The bigger picture. Search campaigns for Travel were introduced earlier this year to bring travel feeds and formats into a unified Search campaign experience. The new campaign type combines AI Max capabilities, advanced bidding, search term reporting and travel-specific formats into a single workflow, replacing the fragmented approach of managing multiple travel campaign types. 
Bottom line. Travel advertisers don’t need to take immediate action, but they should watch for migration notices and prepare for their campaigns to move to Search campaigns for Travel over the coming months.
a customer you lose.
      
See who’s stealing your traffic

Google will auto-transition Travel campaigns to Search campaigns for Travel starting in Q3 2026, which can also be done manually.

Google to migrate Travel campaigns to Search campaigns for Travel

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/08/Query-templates-Expanding-the-scope-of-topical-authority.png" class="attachment-large size-large wp-post-image" alt="Query templates- Expanding the scope of topical authority" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/08/Query-templates-Expanding-the-scope-of-topical-authority.png 1920w, https://searchengineland.com/wp-content/seloads/2026/08/Query-templates-Expanding-the-scope-of-topical-authority-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/08/Query-templates-Expanding-the-scope-of-topical-authority-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/08/Query-templates-Expanding-the-scope-of-topical-authority-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>A single query can sit inside thousands of variations. Mapping those patterns can build topical authority across an entire search network.

A single query can sit inside thousands of variations. Mapping those patterns can build topical authority across an entire search network.

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Read the Latest Trends and Headlines in Digital Marketing.

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