<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max.png" class="attachment-large size-large wp-post-image" alt="AI Max changes how Google targets searches, creates ads, and selects landing pages. See what to monitor and control during the migration." decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max.png 1920w, https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>AI Max changes how Google targets searches, creates ads, and selects landing pages. See what to monitor and control during the migration.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max.png" class="attachment-large size-large wp-post-image" alt="AI Max changes how Google targets searches, creates ads, and selects landing pages. See what to monitor and control during the migration." decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max.png 1920w, https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/How-to-prepare-for-Googles-DSA-sunset-and-move-to-AI-Max-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p class="wp-block-paragraph">Google has been hinting at the <a href="https://searchengineland.com/google-retire-dynamic-search-ads-ai-max-474262">demise of standalone Dynamic Search Ads (DSA) campaigns</a>. At first, <a href="https://searchengineland.com/google-performance-max-431821">Performance Max</a> seemed likely to replace DSA. However, as <a href="https://searchengineland.com/ai-max-for-search-everything-you-need-to-know-462923">AI Max</a> gained traction, Google’s final URL expansion across Search emerged as the nail in DSA’s coffin. </p>



<p class="wp-block-paragraph">We were initially told that Google would automatically migrate all DSA campaigns to AI Max in September. After considering advertiser feedback, Google announced that users can still create DSA campaigns until January 2027, with automatic migration now beginning in February 2027.</p>



<p class="wp-block-paragraph">DSA is a lifesaver for accounts with little non-brand search term data. It also does a fantastic job of breaking the site into manageable chunks. When I’m setting a dynamic ad target, I can see how Google has categorized the site and how much of it falls into each category.&nbsp;</p>



<p class="wp-block-paragraph">This helps me determine how to organize non-brand search. DSA search term performance has historically helped determine which keywords to focus on.</p>



<h2 id="h-how-ai-max-is-different" class="wp-block-heading">How AI Max is different</h2>



<p class="wp-block-paragraph">AI Max has a different setup and targeting model from Dynamic Search Ads. Here are a few examples:</p>



<ul class="wp-block-list">
<li><strong>Core targeting signals:</strong> In standalone DSA, the website is the foundational targeting signal. In AI Max, the website is just one of many targeting signals, including existing keywords, ad copy, budget, and real-time user intent signals.</li>



<li><strong>Campaign architecture:</strong> Standalone DSA is a separate campaign type or ad group structure that sits parallel to keyword campaigns, whereas AI Max for Search is another layer on your existing Search campaign structure.</li>



<li><strong>Creative asset generation and copywriting:</strong> With standalone DSA, Google dynamically generates a headline and display URL based on text it crawls from your page, while the advertiser provides static description lines. AI Max for Search uses text customization, pulling from website copy, existing ad assets, and the context of the search query to write custom headlines and descriptions.</li>



<li><strong>Traffic redirection:</strong> DSA campaigns are bound by specific dynamic ad targets. AI Max for Search leverages final URL expansion, so it can dynamically route a user to any relevant page across your entire domain while taking URL exclusions into account.</li>



<li><strong>Steering guardrails and controls:</strong> While DSA campaign controls include negative keywords and URL exclusions, AI Max for Search has advanced features such as brand inclusion and exclusion lists at the ad group level, geographic intent targeting, and text guidelines.</li>
</ul>


<a href="https://www.semrush.com/analytics/traffic/paid-search?utm_campaign=ic_sel_0101ppc&#038;utm_source=searchengineland.com&#038;utm_medium=overlay&#038;onboarding=off" target="_blank">
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        See exactly how <span>your competitors win</span>.
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        Uncover the keywords, ads, landing pages, and strategies driving your competitors&#8217; paid search success—and find your next opportunity to outperform them.
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      <span id="semrush-one-cta">Analyze your competitors</span>
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<h2 id="h-what-should-you-do-to-adapt" class="wp-block-heading">What should you do to adapt?</h2>



<p class="wp-block-paragraph">If you’re running DSA campaigns, you have some time before you have to migrate. However, I recommend migrating before the deadline so you have control over the migration and post-migration period.</p>



<p class="wp-block-paragraph">If you open your DSA campaign and go to settings, you’ll find the option to manually upgrade within the Dynamic Search Ads setting.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1478" height="720" src="https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-DSA-setting.jpeg" alt="Google Ads - DSA setting" class="wp-image-483294" srcset="https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-DSA-setting.jpeg 1478w, https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-DSA-setting-768x374.jpeg 768w" sizes="(max-width: 1478px) 100vw, 1478px" /></figure>
</div>


<p class="wp-block-paragraph">Once you click <em>Upgrade campaign</em>, another pop-up box will appear:</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="640" height="460" src="https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-Upgrade-settings.png" alt="" class="wp-image-483295"/></figure>
</div>


<p class="wp-block-paragraph">We aren’t upgrading our accounts yet, so I haven’t gone past this final step. Once you upgrade, however, your campaigns will behave very differently from the original DSA campaigns.</p>



<h3 id="h-review-ai-generated-ads-and-brand-controls" class="wp-block-heading">Review AI-generated ads and brand controls</h3>



<p class="wp-block-paragraph">Check your automatically created responsive search ads to ensure they follow brand guidelines. AI Max offers a feature called Text Guidelines — or Guardrails — for this purpose. </p>



<p class="wp-block-paragraph">These brand safety controls allow you to specify up to 25 search term exclusions and 40 messaging restrictions that Google will consider when automatically creating your ads using text customization.</p>



<p class="wp-block-paragraph">You can review the assets Google creates automatically by going to<em> Ads &gt; Assets</em> and navigating to <em>Performance</em>. Make sure you have the <em>Added by</em> column selected so you can see which assets were added by Google AI.</p>



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<hr class="wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background"/>



<h3 id="h-monitor-your-search-terms-nbsp" class="wp-block-heading">Monitor your search terms&nbsp;</h3>



<p class="wp-block-paragraph">DSA matches ads based on website crawling, while AI Max reads your website and factors in additional user intent signals.</p>



<p class="wp-block-paragraph">AI Max also expands narrower keyword match types using broad match and keywordless technology. This can make you eligible to serve for more searches, but it also increases the chances of your ads appearing for irrelevant content.&nbsp;</p>



<h3 id="h-watch-where-final-url-expansion-sends-traffic" class="wp-block-heading">Watch where Final URL expansion sends traffic</h3>



<p class="wp-block-paragraph">If you have Final URL expansion enabled, closely watch which landing pages your ads are directed to. DSA restricts traffic to your existing dynamic ad targets, while Final URL expansion can route users to any relevant landing page on your domain if it predicts a higher conversion likelihood. Use URL exclusion lists and Brand Controls to keep the AI in check.</p>



<h2 id="h-take-control-of-the-migration" class="wp-block-heading">Take control of the migration</h2>



<p class="wp-block-paragraph">If you’re running DSA, you’ve got some breathing room before the mandatory migration, but don’t wait for the deadline. Migrating early puts you in control rather than leaving the shift to Google’s automation.</p>



<p class="wp-block-paragraph">As Google expands its use of AI automation, paid search is becoming less about pushing buttons and more about guiding the technology toward your goals. Understanding how AI Max works is key to that shift.</p>



<p class="wp-block-paragraph">Google’s algorithms excel at finding patterns, but they lack the context of your commercial goals, inventory challenges, and brand voice. The role is evolving from campaign operator to business translator.</p>

Google has been hinting at the demise of standalone Dynamic Search Ads (DSA) campaigns. At first, Performance Max seemed likely to replace DSA. However, as AI Max gained traction, Google’s final URL expansion across Search emerged as the nail in DSA’s coffin. 
We were initially told that Google would automatically migrate all DSA campaigns to AI Max in September. After considering advertiser feedback, Google announced that users can still create DSA campaigns until January 2027, with automatic migration now beginning in February 2027.
DSA is a lifesaver for accounts with little non-brand search term data. It also does a fantastic job of breaking the site into manageable chunks. When I’m setting a dynamic ad target, I can see how Google has categorized the site and how much of it falls into each category. 
This helps me determine how to organize non-brand search. DSA search term performance has historically helped determine which keywords to focus on.
How AI Max is different
AI Max has a different setup and targeting model from Dynamic Search Ads. Here are a few examples:
Core targeting signals: In standalone DSA, the website is the foundational targeting signal. In AI Max, the website is just one of many targeting signals, including existing keywords, ad copy, budget, and real-time user intent signals.
Campaign architecture: Standalone DSA is a separate campaign type or ad group structure that sits parallel to keyword campaigns, whereas AI Max for Search is another layer on your existing Search campaign structure.
Creative asset generation and copywriting: With standalone DSA, Google dynamically generates a headline and display URL based on text it crawls from your page, while the advertiser provides static description lines. AI Max for Search uses text customization, pulling from website copy, existing ad assets, and the context of the search query to write custom headlines and descriptions.
Traffic redirection: DSA campaigns are bound by specific dynamic ad targets. AI Max for Search leverages final URL expansion, so it can dynamically route a user to any relevant page across your entire domain while taking URL exclusions into account.
Steering guardrails and controls: While DSA campaign controls include negative keywords and URL exclusions, AI Max for Search has advanced features such as brand inclusion and exclusion lists at the ad group level, geographic intent targeting, and text guidelines.
your competitors win.
      
Analyze your competitors
    
What should you do to adapt?
If you’re running DSA campaigns, you have some time before you have to migrate. However, I recommend migrating before the deadline so you have control over the migration and post-migration period.
If you open your DSA campaign and go to settings, you’ll find the option to manually upgrade within the Dynamic Search Ads setting.




Once you click Upgrade campaign, another pop-up box will appear:




We aren’t upgrading our accounts yet, so I haven’t gone past this final step. Once you upgrade, however, your campaigns will behave very differently from the original DSA campaigns.
Review AI-generated ads and brand controls
Check your automatically created responsive search ads to ensure they follow brand guidelines. AI Max offers a feature called Text Guidelines — or Guardrails — for this purpose. 
These brand safety controls allow you to specify up to 25 search term exclusions and 40 messaging restrictions that Google will consider when automatically creating your ads using text customization.
You can review the assets Google creates automatically by going to Ads > Assets and navigating to Performance. Make sure you have the Added by column selected so you can see which assets were added by Google AI.
Get the newsletter search marketers rely on.
 
				
				
			
See terms.
		
Monitor your search terms 
DSA matches ads based on website crawling, while AI Max reads your website and factors in additional user intent signals.
AI Max also expands narrower keyword match types using broad match and keywordless technology. This can make you eligible to serve for more searches, but it also increases the chances of your ads appearing for irrelevant content. 
Watch where Final URL expansion sends traffic
If you have Final URL expansion enabled, closely watch which landing pages your ads are directed to. DSA restricts traffic to your existing dynamic ad targets, while Final URL expansion can route users to any relevant landing page on your domain if it predicts a higher conversion likelihood. Use URL exclusion lists and Brand Controls to keep the AI in check.
Take control of the migration
If you’re running DSA, you’ve got some breathing room before the mandatory migration, but don’t wait for the deadline. Migrating early puts you in control rather than leaving the shift to Google’s automation.
As Google expands its use of AI automation, paid search is becoming less about pushing buttons and more about guiding the technology toward your goals. Understanding how AI Max works is key to that shift.
Google’s algorithms excel at finding patterns, but they lack the context of your commercial goals, inventory challenges, and brand voice. The role is evolving from campaign operator to business translator.

AI Max changes how Google targets searches, creates ads, and selects landing pages. See what to monitor and control during the migration.

How to prepare for Google’s DSA sunset and move to AI Max

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping.png 1672w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>AI Max in Standard Shopping campaigns suggests advertisers could gain AI-powered query matching, dynamic ad copy, and more.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping.png 1672w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-in-Google-Shopping-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">AI Max appears to be making its way to Standard Shopping campaigns, potentially bringing AI-powered query matching, ad customization, and landing page optimization to a campaign type that has historically offered advertisers more manual control.</p>



<p class="wp-block-paragraph">If widely rolled out, the update could expand how Standard Shopping campaigns compete for search queries without requiring advertisers to migrate to Performance Max.</p>



<p class="wp-block-paragraph"><strong>What&#8217;s happening.</strong> According to screenshots shared online, Google is testing AI Max features within Standard Shopping campaigns.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1980" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-Shopping.jpeg" alt="" class="wp-image-483312" srcset="https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-Shopping.jpeg 1980w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-Shopping-768x426.jpeg 768w, https://searchengineland.com/wp-content/seloads/2026/07/AI-Max-Shopping-1536x851.jpeg 1536w" sizes="(max-width: 1980px) 100vw, 1980px" /></figure>



<p class="wp-block-paragraph">The reported capabilities include:</p>



<ul class="wp-block-list">
<li>AI matching Shopping ads to conversational, long-tail search queries.</li>



<li>Automatically generating ad copy using Merchant Center feed attributes such as materials, fit, and durability.</li>



<li>Final URL Expansion that directs users to what Google determines is the most relevant landing page rather than only the product URL.</li>



<li>The ability for Google to choose between serving a Shopping ad or a text ad based on the user&#8217;s query.</li>



<li>Campaign-level controls for asset optimization, brand exclusions, and Final URL Expansion.</li>
</ul>



<p class="wp-block-paragraph">The screenshots also suggest that existing bidding and targeting settings would remain in place, with advertisers able to disable Final URL Expansion if they want traffic directed only to Shopping ads.</p>



<p class="wp-block-paragraph"><strong>Why we care.</strong> If these features become broadly available, Standard Shopping advertisers could gain many of the AI-driven capabilities that have largely been associated with Performance Max. Better matching for conversational searches and dynamically generated ad messaging could help capture incremental demand while preserving familiar campaign structures. </p>



<p class="wp-block-paragraph">However, advertisers will likely want to monitor performance closely to ensure AI-generated landing page choices and ad formats align with their business goals.</p>



<p class="wp-block-paragraph"><strong>Between the lines</strong>. Google has steadily expanded AI-powered automation across Search and Shopping over the past year. Bringing AI Max into Standard Shopping would continue that trend, giving advertisers more automation while still allowing them to retain some campaign control.</p>



<p class="wp-block-paragraph">Because the feature has not yet been formally announced by Google, it&#8217;s unclear whether the reported functionality will remain unchanged or when it might become widely available.</p>



<p class="wp-block-paragraph"><strong>Bottom line</strong>. AI Max could significantly expand what Standard Shopping campaigns can do, blending AI-powered optimization with the controls advertisers have long preferred—but until Google officially announces the feature, advertisers should view the reported capabilities as an early look rather than a finalized product.</p>



<p class="wp-block-paragraph"><strong>First spotted. </strong>This beta update was spotted by Paid Search expert Arpan Banerjee who shared it on <a href="https://www.linkedin.com/posts/arpan301_googleads-ppc-sem-share-7485934730895437824-NxVL/">LinkedIn</a>. </p>


AI Max appears to be making its way to Standard Shopping campaigns, potentially bringing AI-powered query matching, ad customization, and landing page optimization to a campaign type that has historically offered advertisers more manual control.
If widely rolled out, the update could expand how Standard Shopping campaigns compete for search queries without requiring advertisers to migrate to Performance Max.
What’s happening. According to screenshots shared online, Google is testing AI Max features within Standard Shopping campaigns.




The reported capabilities include:
AI matching Shopping ads to conversational, long-tail search queries.
Automatically generating ad copy using Merchant Center feed attributes such as materials, fit, and durability.
Final URL Expansion that directs users to what Google determines is the most relevant landing page rather than only the product URL.
The ability for Google to choose between serving a Shopping ad or a text ad based on the user’s query.
Campaign-level controls for asset optimization, brand exclusions, and Final URL Expansion.
The screenshots also suggest that existing bidding and targeting settings would remain in place, with advertisers able to disable Final URL Expansion if they want traffic directed only to Shopping ads.
Why we care. If these features become broadly available, Standard Shopping advertisers could gain many of the AI-driven capabilities that have largely been associated with Performance Max. Better matching for conversational searches and dynamically generated ad messaging could help capture incremental demand while preserving familiar campaign structures. 
However, advertisers will likely want to monitor performance closely to ensure AI-generated landing page choices and ad formats align with their business goals.
Between the lines. Google has steadily expanded AI-powered automation across Search and Shopping over the past year. Bringing AI Max into Standard Shopping would continue that trend, giving advertisers more automation while still allowing them to retain some campaign control.
Because the feature has not yet been formally announced by Google, it’s unclear whether the reported functionality will remain unchanged or when it might become widely available.
Bottom line. AI Max could significantly expand what Standard Shopping campaigns can do, blending AI-powered optimization with the controls advertisers have long preferred—but until Google officially announces the feature, advertisers should view the reported capabilities as an early look rather than a finalized product.
First spotted. This beta update was spotted by Paid Search expert Arpan Banerjee who shared it on LinkedIn.

AI Max in Standard Shopping campaigns suggests advertisers could gain AI-powered query matching, dynamic ad copy, and more.

AI Max spotted in Google Standard Shopping campaigns

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25.png 1672w, https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google Ads API 25 expands measurement capabilities, introduces retention-focused goals, and new ways of managing objectives.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25.png 1672w, https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/Google-Ads-API-25-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">Google released version 25 of the Google Ads API, adding new reporting capabilities, updated campaign goals, and expanded YouTube measurement tools for developers building on the platform.</p>



<p class="wp-block-paragraph">The release also introduces changes that require developers to upgrade their client libraries and code to access the new functionality.</p>



<p class="wp-block-paragraph"><strong>What&#8217;s new</strong>. Google Ads API v25 includes several notable additions for advertisers and developers:</p>



<ul class="wp-block-list">
<li><strong>YouTube ad sub-format reporting:</strong> Developers can now break down non-skippable in-stream YouTube ads by duration (standard, up to 30 seconds, and up to 60 seconds) using a new <code>ad_sub_format_type</code> segment.</li>



<li><strong>YouTube Shorts engagement metrics:</strong> Reports now include comments, likes, and shares for Shorts ads, offering deeper insight into audience engagement.</li>



<li><strong>Loyalty retention goal:</strong> Advertisers can now optimize campaigns to retain loyalty program members through dedicated campaign and account-level settings, including bid adjustments and member benefits in Product Listing Ads.</li>



<li><strong>Revamped new customer acquisition goals:</strong> Google has migrated customer acquisition goals to its unified goals framework, replacing legacy lifecycle goal resources.</li>



<li><strong>YouTube creator insights:</strong> Developers can access more detailed creator channel insights, including average views, engagement rates, likes, comments, and audience attributes, for creators who have opted to share non-public data.</li>
</ul>



<p class="wp-block-paragraph"><strong>Why we care</strong>. While most advertisers won&#8217;t interact directly with the Google Ads API, the updates will benefit agencies, enterprise advertisers, SaaS platforms, and third-party tools that rely on it. New reporting dimensions for YouTube and Shorts provide richer performance insights, while the expanded loyalty and customer acquisition goals enable more sophisticated campaign optimization. Developers should also note that some legacy resources have been removed, making upgrades necessary to maintain compatibility.</p>



<p class="wp-block-paragraph"><strong>Between the lines</strong>. Google&#8217;s latest API release continues its push toward first-party measurement and lifecycle marketing. The addition of loyalty-focused campaign goals signals a growing emphasis on customer retention alongside acquisition, while expanded YouTube reporting reflects the platform&#8217;s increasing importance for advertisers.</p>



<p class="wp-block-paragraph">The API also aligns more closely with changes already rolling out across the Google Ads interface, ensuring third-party tools can support the latest campaign types and reporting features.</p>



<p class="wp-block-paragraph"><strong>Bottom line</strong>. <a href="https://ads-developers.googleblog.com/2026/07/announcing-v25-of-google-ads-api.html?m=1">Google Ads API v25</a> delivers meaningful upgrades for developers and enterprise advertisers, expanding YouTube reporting, modernizing campaign goals, and introducing new retention-focused optimization tools, but upgrading existing integrations is required to take advantage of the new features.</p>


Google released version 25 of the Google Ads API, adding new reporting capabilities, updated campaign goals, and expanded YouTube measurement tools for developers building on the platform.
The release also introduces changes that require developers to upgrade their client libraries and code to access the new functionality.
What’s new. Google Ads API v25 includes several notable additions for advertisers and developers:
YouTube ad sub-format reporting: Developers can now break down non-skippable in-stream YouTube ads by duration (standard, up to 30 seconds, and up to 60 seconds) using a new ad_sub_format_type segment.
YouTube Shorts engagement metrics: Reports now include comments, likes, and shares for Shorts ads, offering deeper insight into audience engagement.
Loyalty retention goal: Advertisers can now optimize campaigns to retain loyalty program members through dedicated campaign and account-level settings, including bid adjustments and member benefits in Product Listing Ads.
Revamped new customer acquisition goals: Google has migrated customer acquisition goals to its unified goals framework, replacing legacy lifecycle goal resources.
YouTube creator insights: Developers can access more detailed creator channel insights, including average views, engagement rates, likes, comments, and audience attributes, for creators who have opted to share non-public data.
Why we care. While most advertisers won’t interact directly with the Google Ads API, the updates will benefit agencies, enterprise advertisers, SaaS platforms, and third-party tools that rely on it. New reporting dimensions for YouTube and Shorts provide richer performance insights, while the expanded loyalty and customer acquisition goals enable more sophisticated campaign optimization. Developers should also note that some legacy resources have been removed, making upgrades necessary to maintain compatibility.
Between the lines. Google’s latest API release continues its push toward first-party measurement and lifecycle marketing. The addition of loyalty-focused campaign goals signals a growing emphasis on customer retention alongside acquisition, while expanded YouTube reporting reflects the platform’s increasing importance for advertisers.
The API also aligns more closely with changes already rolling out across the Google Ads interface, ensuring third-party tools can support the latest campaign types and reporting features.
Bottom line. Google Ads API v25 delivers meaningful upgrades for developers and enterprise advertisers, expanding YouTube reporting, modernizing campaign goals, and introducing new retention-focused optimization tools, but upgrading existing integrations is required to take advantage of the new features.

Google Ads API 25 expands measurement capabilities, introduces retention-focused goals, and new ways of managing objectives.

Google Ads API v25 adds YouTube metrics and loyalty campaign goals

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/07/technical-seo-debt-fix-vs-ignore.png" class="attachment-large size-large wp-post-image" alt="Technical SEO debt fix vs ignore" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/technical-seo-debt-fix-vs-ignore.png 1920w, https://searchengineland.com/wp-content/seloads/2026/07/technical-seo-debt-fix-vs-ignore-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/technical-seo-debt-fix-vs-ignore-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/technical-seo-debt-fix-vs-ignore-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Every crawl uncovers thousands of issues. Learn to separate urgent blockers from low-priority tasks with a repeatable prioritization system.

Website crawling tools used for technical SEO audits will happily hand you 10,001 problems — sometimes even ranked by impact or priority.
Your job is to decide which issues actually matter most based on business impact and the effort required to fix them.
Every technical SEO audit reaches the same uncomfortable moment. The crawl finishes, and you’re staring at a spreadsheet with tens of thousands of flagged issues: duplicate titles, redirect chains, missing meta descriptions, canonical conflicts, Core Web Vitals warnings, orphaned pages, and endless parameter URLs.
The instinct — especially when you’re trying to prove the audit’s value — is to turn every issue into a recommendation. But development resources are limited, content teams are stretched thin, and the product roadmap is already full for two quarters. 
The real challenge was never finding technical debt. Crawlers do that well. It’s deciding what deserves your team’s attention.
This article will make those decisions easier for you and the teams involved. The argument is simple: discover technical SEO debt sitewide, then prioritize it by segment, impact, and effort.
The goal isn’t a clean crawl report or zero unindexed pages in Google Search Console. It’s identifying which technical problems genuinely limit crawlability, indexation, discoverability, rankings, user experience, conversions, or scalability — and being honest about which are safe to monitor or ignore.
For example, a Screaming Frog crawl might flag hundreds of pages with canonical issues. Should you fix all of them? Probably not. Many may sit deep in the site and have little chance of driving conversions, leads, or revenue.
So how do you decide when an issue is worth fixing, when to monitor it, and when to leave it alone? I built a system for answering that question based on years of auditing large enterprise websites across multiple industries.
What ‘technical debt’ actually means in SEO
Borrowed from software engineering, technical debt in SEO is the gap between a site’s current technical state and the foundation it needs to support organic visibility, crawlability, indexation, performance, and business growth.
It shows up in more forms than most audits acknowledge:





Type of SEO debtExamples

Crawl debtBloated indexable URLs, faceted navigation, redirect chains, crawl traps
Indexation debtImportant pages excluded, low-value pages indexed, canonical conflicts
Architecture debtWeak internal linking, orphaned pages, buried priority pages
Template debtDuplicate metadata, inconsistent headings, thin page templates
Performance debtSlow templates, poor Core Web Vitals, excessive JavaScript
Migration debtLegacy redirects, old URL structures, inconsistent canonicals
Structured data debtMissing, invalid, outdated, or low-value schema
Reporting debtPoor GSC/GA4 mapping, unclear page groups, weak SEO measurement





Technical debt isn’t just a list of errors. It’s anything that makes it harder for search engines and users to access, understand, trust, prioritize, or convert through your content. A site can fail dozens of technical checks that look alarming in a crawl report but have no measurable impact on revenue.
Why audits so often create the wrong priorities
Most audits are tool-driven, and that’s where the trouble starts. A crawler surfaces thousands of issues, you export them, and the export quietly becomes the to-do list—even though most of it never gets resolved. The problem is that crawlers sort by what’s easy to count, not by what matters.
That tends to produce a few predictable traps:





TrapWhy it happensWhy it’s a problem

Prioritizing by issue countTools surface the biggest buckets firstHigh volume rarely equals high impact
Treating all pages equallyAudits lack business contextA blog tag page is not a product page
Chasing a perfect crawl scoreTeams want clean reportsA perfect score doesn’t guarantee growth
Fixing low-value URLsEasy issues feel productiveThey burn resources for no real upside
Ignoring opportunity costEvery fix competes with other workCleanup can crowd out higher-impact work





A technical SEO audit should not just answer “What is broken?”
It should answer a much more useful set of questions:
What is broken?
Where is it happening?
How much does it matter?
What should we do first?
Everything that follows is about answering those questions in order.
A framework for what to fix, monitor, or ignore
Before you score anything, it helps to group issues into four action buckets.
Fix now
These issues directly affect crawling, indexing, discoverability, rankings, traffic, conversions, or revenue-generating pages.

IssueWhy it matters

Important pages are noindexedDirect indexation blocker
Robots.txt blocks priority sectionsPrevents crawling outright
Canonicals point key pages elsewhereCan remove priority pages from consideration
Broken internal links to revenue pagesWeakens crawl paths and user paths
Core templates are slow on high-value pagesHurts UX and potential ranking signals
Migration redirects are brokenLeaks traffic and link equity
Duplicate page sets compete with each otherCreates cannibalization and index bloat





Rule: Fix immediately when the issue affects important pages, scalable templates, revenue-driving paths, or search engine access.
Fix soon
These issues aren’t urgent, but they create meaningful drag on performance, maintainability, or future scalability.

IssueWhy it matters

Priority pages are buried too deepWeak internal authority flow
XML sitemaps include outdated URLsSends unclear crawl signals
Faceted navigation creates crawl wasteReduces crawl efficiency
Schema missing from key templatesMissed structured data and entity clarity
Thin indexable pages exist at scaleCan weaken perceived site quality
Inconsistent heading templatesReduces clarity and comprehension






Rule: Fix soon when the issue affects a meaningful set of pages, limits growth, or makes future execution harder.
Monitor
These issues could matter later, but don’t justify action today.

IssueWhy monitor

Minor CWV misses on low-traffic pagesLow current impact
A handful of redirect chainsNot worth immediate dev time
Duplicate titles on low-value URLsNeeds context before acting
Non-critical crawl anomaliesRequires trend validation
JavaScript concerns on non-indexable elementsMay not affect visibility at all






Rule: Monitor when the impact is unclear, limited in scope, or not yet reflected in performance.
Ignore for now
Technically imperfect, but unlikely to touch performance or business outcomes.

IssueWhy it can wait

Missing meta descriptions on zero-impression pagesNo upside
404s from old URLs with no links or trafficNormal site hygiene
Duplicate H1s on utility pagesNot worth dev resources
HTML validation issues on low-value pagesNo clear SEO impact
Tool warnings on blocked or noindexed pagesIrrelevant to organic performance









Rule: Ignore when fixing the issue won’t improve crawlability, indexation, rankings, user experience, revenue paths, or future scalability.
Scoring debt by impact, scale, risk, and effort
Buckets are a starting point. To make prioritization repeatable — and defensible when stakeholders push back — score each issue across five factors.

FactorQuestion to ask

SEO impactCould this affect crawling, indexing, rankings, or organic traffic?
Business impactDoes this touch pages tied to leads, revenue, demos, signups, or pipeline?
ScaleDoes this affect one page, one template, or thousands of URLs?
RiskCould this cause future performance loss, migration issues, or compounding problems?
EffortHow much dev, content, QA, or stakeholder work does the fix require?






Then translate the score into priority levels your IT and product partners will recognize:

PriorityWhen to use it

P0Blocking crawling or indexation of business-critical pages
P1High-impact template or architecture issue affecting organic growth/visibility/conversions
P2Important but not urgent cleanup
P3Monitor, or batch with future development
P4Ignore unless conditions change





The strongest technical SEO priorities sit at the intersection of high SEO impact, high business impact, meaningful scale, manageable risk, and reasonable effort. An issue that scores high across all five is a P0. One with high effort and low impact elsewhere is a P4, no matter how loudly the crawler flags it.
You can also create a separate “quick wins” bucket for issues that aren’t critical but are too easy to ignore, such as missing page titles or indexable URLs excluded from the XML sitemap.
The tactical core: use Screaming Frog URL segments to prioritize by site section
Here’s where prioritization stops being theoretical.
Most audits begin with a sitewide crawl, which is the right starting point. But on its own, a sitewide crawl produces a flat list of issues with no sense of where they occur or what they affect.
A crawl might tell you:
2,000 pages have duplicate titles
800 URLs are missing meta descriptions
300 URLs are redirected
150 pages have canonical issues
90 pages have broken internal links
40 templates have performance problems
Those numbers may look like findings, but they’re not actionable until you answer the most important question: where is each issue happening?



A duplicate title on a product page differs from one on a blog tag page. A canonical conflict on a revenue-driving solution page differs from one on a filtered URL. A slow demo page differs from a slow author archive. Same issue type, completely different stakes.
This is where Screaming Frog SEO Spider turns a crawl from a diagnostic exercise into a prioritization system. Instead of reviewing issues only at the sitewide level, group URLs by section, template, intent, or business value to see where those issues actually occur.
A starter segmentation for most B2B and content-driven sites looks like this:

URL segmentExample paths
Homepage/
Product / platform/platform/, /product/, /features/
Solution pages/solutions/, /industries/, /use-cases/
Blog / resources/blog/, /resources/, /insights/
Case studies/case-studies/, /customers/
Conversion pages/demo/, /contact/, /pricing/
Support / docs/docs/, /help/, /support/
Legacy / low-value/tag/, /author/, /archive/, parameter URLs






A good place to start is your site architecture: main menu, submenus, and footer. You can also run a crawl in a tool like Semrush to map the folder hierarchy.
Once pages are segmented, the audit becomes far more useful. Instead of reporting:
The site has 2,000 duplicate titles.



You can report:
Duplicate titles are concentrated in the blog tag archive and have limited search value.



Or, more urgently:
Canonical conflicts affect the product and solution templates that drive organic pipeline.



These aren’t the same recommendation and should never share a priority level. A sitewide crawl gives you breadth. URL segmentation gives you priority.
Bonus: connect GA4 and Google Search Console data to prioritize further.



Layering crawl data with performance data
Segmentation tells you where the debt lives. To understand its impact, layer crawl data with performance data. 
Screaming Frog can identify a canonical conflict, but it can’t tell you that the affected page drives 40% of your demo requests. For that, you need to combine data sources.

Data sourceWhat it adds

Screaming FrogCrawlability, indexability, metadata, canonicals, internal links, response codes
Google Search ConsoleImpressions, clicks, CTR, average position, indexed pages
GA4Organic entrances, engagement, conversions, revenue events
Backlink dataPages holding external equity or authority
Rank trackingKeyword visibility and ranking movement
Log filesActual crawl behavior and crawl frequency
CRM / pipeline dataBusiness value by landing page or content section





When you combine crawl findings with performance context, the right priority usually becomes clear:

FindingSegmentPerformance contextRecommendation

Canonical conflictsProduct pagesHigh impressions, declining clicksFix now
Missing meta descriptionsBlog archiveNo impressions, no conversionsIgnore for now
Redirect chainsLegacy URLsSome backlinks and internal linksFix soon
Broken internal linksCase studiesPages support sales enablementFix soon
Slow page templateDemo & solution pagesHigh conversion valueFix now
Duplicate titlesTag pagesNo organic value, noindex candidatesIgnore or noindex
Thin pagesProgrammatic location pagesSome impressions, weak engagementMonitor or consolidate





The pattern holds across every row: technical SEO debt should be prioritized where crawl issues overlap with search opportunity, business value, and scalable templates. The same canonical conflict is a P0 on a product page and a P4 on a tag page — and only the layered data tells you which is which.
A repeatable Screaming Frog workflow
Put it together, and you get a workflow you can run every quarter, or two to three health checks:
Run a full site crawl. Start with a complete view of technical health.
Set up a crawl by creating URL segments. Group URLs by section, template, content type, or business value.
Review issues by segment. Don’t stop at sitewide totals — find where each issue concentrates.
Identify affected templates. Determine whether the issue is isolated or systemic.
Layer in performance data. Bring in GSC, GA4, backlinks, rankings, and conversion data.
Score each issue. Evaluate SEO impact, business impact, scale, risk, and effort.
Assign priority levels. Sort into fix now, fix soon, monitor, or ignore.
Create focused tickets. Translate findings into dev-ready recommendations by segment or template.
Batch low-priority fixes “Quick Wins”. Fold minor issues into future redesigns, CMS updates, or template work.
Create Gnatt Chart/Roadmap. Depending on dev resources, create a roadmap month by month, quarter by quarter, adding in tickets, and priority and impact levels.
Track before-and-after impact. Watch indexation, rankings, traffic, conversions, and crawl behavior.
The mindset shift is the whole point: Screaming Frog shouldn’t only be used to find technical issues. It should be used to organize them into a roadmap.
Technical debt is also an organizational problem
It’s tempting to treat technical debt as a website problem you can crawl your way out of. More often, it’s a workflow problem. Debt accumulates because of process gaps, not carelessness.
Education matters while teams fix issues, so the same workflows don’t keep adding to the debt. If pages go live without being added to the sitemap, or without page titles and meta descriptions, stop the process and give internal teams a pre-publish checklist of required elements.

CauseSEO impact

SEO is brought in after launchReactive cleanup instead of prevention
Dev ships features without SEO requirementsCrawl, indexation, rendering, architecture issues
CMS templates lack governanceDuplicate metadata, thin pages, inconsistent structure
Migrations are rushedRedirect, canonical, sitemap, and tracking issues
No one owns technical QASmall issues compound over time
Reporting is fragmentedTeams can’t connect fixes to business outcomes






The durable fixes are process fixes, not one-off tickets:




Add SEO requirements to product briefs.
Build SEO QA into pre-launch workflows.
Create CMS guardrails for metadata, headings, canonicals, and schema.
Review crawl data quarterly, by site segment.
Monitor critical templates after every release.
Run a technical debt review before migrations, during, and after
Build shared prioritization with IT, content, product, and analytics.
You can clear a backlog of debt in a quarter. Keeping it cleared is an operating-model question.



How AI search and GEO change the conversation
Technical debt no longer affects only traditional rankings. It increasingly influences how easily search engines, AI systems, and retrieval models can access, understand, connect, and trust your content.

Technical debtAI / GEO impact

Poor site architectureMakes topical relationships harder to understand
Weak internal linkingObscures important entities and page relationships
Inconsistent schemaWeakens structured context
Thin, duplicate pagesLowers confidence in source quality
Blocked or hard-to-render contentLimits access for crawlers and retrieval systems
Fragmented content hubsMakes expertise harder to identify
JavaScript ContentContent is unseen and not retrieved/used by LLMs
Unclear authorship or org signalsWeakens trust and attribution





One important caution: AI search doesn’t make every technical issue more important or justify reclassifying every P4 as urgent. It increases the value of crawlable content, clean architecture, clear entity relationships, structured data, strong internal linking, and technically accessible pages.
In an AI-influenced search environment, technical debt that limits content accessibility, clarity, or trust can become more costly over time. Cosmetic issues remain as ignorable as ever.
What you can safely ignore — without guilt
Here’s the part most audit decks won’t say out loud: not every technical issue needs to become a ticket. You can usually ignore, in good conscience:
Tool warnings with no visible search impact.
Issues on pages you’ve intentionally blocked, noindexed, or deprecated.
Minor metadata issues on non-strategic URLs.
Tiny numbers of crawl errors with no internal links or backlinks.
HTML validation issues with no SEO or UX consequence.
Duplicate elements on utility, archive, or low-value pages.
One-off issues better handled during a future template update.
Perfectionist fixes that don’t move users, search engines, or business goals.
Ignoring low-impact technical debt is not laziness. It’s prioritization.
The goal was never a perfect crawl
A clean crawl report is useful — and looks nice — but it isn’t the objective. 
Technical SEO should help search engines and AI crawlers efficiently crawl, render, understand, index, and rank the pages that matter most to the business. It should also ensure limited engineering and content resources are focused on those pages.
Great technical SEO isn’t about fixing everything. It’s about knowing what matters, proving why it matters, and focusing finite resources on issues that can affect growth. 
Screaming Frog and other crawlers are powerful, but their value isn’t in surfacing errors — any tool can do that. Their value is in helping you segment, prioritize, and communicate technical debt in terms of business impact.
Discover technical debt sitewide. Prioritize it by segment. Fix it based on impact, not audit noise — and stop adding to it now.
The CEO, CFO, and CMO don’t care about reducing unindexed pages to zero in Google Search Console. They care about how many leads, conversions, and sales the business generates.

Every crawl uncovers thousands of issues. Learn to separate urgent blockers from low-priority tasks with a repeatable prioritization system.

Technical debt in SEO: When to fix vs. when to ignore

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920.jpg" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>The European Commission under the Digital Markets Act (DMA) has fined Google about $1 billion.

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920.jpg" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/07/google-eu-flag-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p class="wp-block-paragraph">The European Commission announced two fines under the Digital Markets Act (DMA) against Google, one for Google Search and the other for Google Play. The total fine comes out to €890 million, which is just over $1 billion in US dollars.</p>



<p class="wp-block-paragraph"><strong>Google Search fine. </strong>The EU fined Google €460 million over its anti-competitive practices with Google Search.  The commission wrote:</p>



<ul class="wp-block-list">
<li>&#8220;The Commission found that Google gives preferential treatment to its own services, including shopping, hotels, transport and sports results, over those of third parties in Google Search, thereby breaching its obligations under the DMA.&#8221;</li>



<li>&#8220;Google displays<strong> </strong>its own services more prominently in search results, including at the top of the search results page or by using enhanced visuals and filters, while similar third-party services do not have the same prominence.&#8221;</li>
</ul>



<p class="wp-block-paragraph">The EU Commission told Google it is required to &#8220;Treat third-party services that feature on Google&#8217;s search results in a fair and non-discriminatory manner by reference to its own services.&#8221;</p>



<p class="wp-block-paragraph"><strong>Google Play fine. </strong>The EU fined Google €430 million over its anti-competitive practices with Google Play. The Commission wrote:</p>



<ul class="wp-block-list">
<li>&#8220;The Commission found that Google failed to comply with that obligation.&#8221;</li>



<li>&#8220;In particular, Google prevents<strong> </strong>app developers from freely communicating and promoting offers and concluding contracts with users in distribution channels of their choice, including third-party app stores.&#8221;</li>



<li>&#8220;While Google can receive a fee for facilitating the initial acquisition of a new customer by an app developer via Google Play, the level of the steering-related fees<strong> </strong>charged by Google and the<strong> </strong>length of the charging period<strong> </strong>for these fees went beyond what is considered compliant with the DMA.&#8221;</li>
</ul>



<p class="wp-block-paragraph">The EU Commission told Google it is required to &#8220;Allow app developers distributing their apps via Google Play Store, both technically and contractually, to freely communicate, promote offers and conclude contracts with users not only within but also outside the Google Play app store.&#8221;</p>



<p class="wp-block-paragraph"><strong>Required next steps. </strong>The EU Commission is requiring Google &#8220;to comply with the Commission&#8217;s decisions within 60 days, otherwise it risks periodic penalty payments of up to 5% of its total worldwide turnover.&#8221; It also expects to engage with Google to ensure compliance with its decisions and the DMA more generally.</p>



<p class="wp-block-paragraph"><strong>Why we care. </strong>This decision will likely result in Google having to make more changes to Google Search, especially within European regions.  We have to imagine Google will try to appeal this, if they can. The changes that come to search will be interesting to follow over time.</p>


The European Commission announced two fines under the Digital Markets Act (DMA) against Google, one for Google Search and the other for Google Play. The total fine comes out to €890 million, which is just over $1 billion in US dollars.
Google Search fine. The EU fined Google €460 million over its anti-competitive practices with Google Search.  The commission wrote:
“The Commission found that Google gives preferential treatment to its own services, including shopping, hotels, transport and sports results, over those of third parties in Google Search, thereby breaching its obligations under the DMA.”
“Google displays its own services more prominently in search results, including at the top of the search results page or by using enhanced visuals and filters, while similar third-party services do not have the same prominence.”
The EU Commission told Google it is required to “Treat third-party services that feature on Google’s search results in a fair and non-discriminatory manner by reference to its own services.”
Google Play fine. The EU fined Google €430 million over its anti-competitive practices with Google Play. The Commission wrote:
“The Commission found that Google failed to comply with that obligation.”
“In particular, Google prevents app developers from freely communicating and promoting offers and concluding contracts with users in distribution channels of their choice, including third-party app stores.”
“While Google can receive a fee for facilitating the initial acquisition of a new customer by an app developer via Google Play, the level of the steering-related fees charged by Google and the length of the charging period for these fees went beyond what is considered compliant with the DMA.”
The EU Commission told Google it is required to “Allow app developers distributing their apps via Google Play Store, both technically and contractually, to freely communicate, promote offers and conclude contracts with users not only within but also outside the Google Play app store.”
Required next steps. The EU Commission is requiring Google “to comply with the Commission’s decisions within 60 days, otherwise it risks periodic penalty payments of up to 5% of its total worldwide turnover.” It also expects to engage with Google to ensure compliance with its decisions and the DMA more generally.
Why we care. This decision will likely result in Google having to make more changes to Google Search, especially within European regions.  We have to imagine Google will try to appeal this, if they can. The changes that come to search will be interesting to follow over time.

The European Commission under the Digital Markets Act (DMA) has fined Google about $1 billion.

Google fined €460 million over self-preferencing Search and  €430 over Google Play

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image.png" class="attachment-large size-large wp-post-image" alt="The Worst Thing You Can Be in an SEO Job Interview Is Forgettable - featured-image" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image.png 1920w, https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>SEO skills are now the baseline. Learn how side projects, experiments, and other tangible work can make you more memorable.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image.png" class="attachment-large size-large wp-post-image" alt="The Worst Thing You Can Be in an SEO Job Interview Is Forgettable - featured-image" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image.png 1920w, https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/The-Worst-Thing-You-Can-Be-in-an-SEO-Job-Interview-Is-Forgettable-featured-image-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p class="wp-block-paragraph">I debated publishing this more than almost any other article I’ve written. And if you’ve been around for a while, you know that’s saying something.</p>



<p class="wp-block-paragraph">I’ve been incredibly fortunate that the SEO community has supported SEOJobs.com. As a result, I receive quite a few direct messages from people looking for advice on landing their next job, breaking into freelancing, or figuring out what comes next in their careers.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1448" height="577" src="https://searchengineland.com/wp-content/seloads/2026/07/DMs-from-SEOs-asking-for-career-advice.jpeg" alt="DMs from SEOs asking for career advice" class="wp-image-483132" srcset="https://searchengineland.com/wp-content/seloads/2026/07/DMs-from-SEOs-asking-for-career-advice.jpeg 1448w, https://searchengineland.com/wp-content/seloads/2026/07/DMs-from-SEOs-asking-for-career-advice-768x306.jpeg 768w" sizes="(max-width: 1448px) 100vw, 1448px" /></figure>
</div>


<p class="wp-block-paragraph">After we get past the pleasantries, I almost always ask the same question.</p>



<ul class="wp-block-list">
<li>“So&#8230; what makes you special? Why should someone hire you instead of the other 300 applicants?”</li>
</ul>



<p class="wp-block-paragraph">Unfortunately, more often than not, the answer is “I’ve been doing SEO for X years.”</p>



<p class="wp-block-paragraph">If we were accountants, lawyers, or doctors, years of experience would carry much more weight. But I’ve met SEOs with two years of experience that I’d hire tomorrow over people with 15.</p>



<p class="wp-block-paragraph">Ten years ago, simply knowing SEO made you valuable.</p>



<p class="wp-block-paragraph">Today, it’s the minimum requirement.</p>



<p class="wp-block-paragraph">Companies aren’t struggling to find SEO talent anymore. They’re choosing between them. And when there are hundreds of qualified applicants, being competent isn’t what gets you hired. Being memorable is.</p>



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



<h2 id="h-you-don-t-need-to-become-famous" class="wp-block-heading">You don’t need to become famous</h2>



<p class="wp-block-paragraph">Whenever I talk about standing out in your career, someone inevitably responds with some version of, “I don’t want to become a conference speaker.” </p>



<p class="wp-block-paragraph">I understand where that comes from because personal branding often gets tied to an all-or-nothing proposition. Either you quietly do your job, or you spend your life chasing followers, speaking engagements, and internet fame.</p>



<p class="wp-block-paragraph">The reality is much less intimidating than that. I even wrote about <a href="https://www.seojobs.com/blog/personal-seo-brand/" target="_blank" rel="noopener">my personal non-stage speaking journey to build my brand</a>.</p>



<p class="wp-block-paragraph">Standing out in today’s hiring market doesn’t require thousands of LinkedIn followers, keynote presentations, or becoming <a href="https://www.seoforlunch.com/p/would-rand-fishkin-hire-your-managers" target="_blank" rel="noopener">the next Rand Fishkin</a>. It simply requires giving people a reason to remember you after they’ve interviewed twenty other candidates who all sound the same.</p>



<h2 id="h-competency-is-expected-evidence-is-remembered" class="wp-block-heading">Competency is expected. Evidence is remembered.</h2>



<p class="wp-block-paragraph">If you’ve ever been involved in hiring, you know how quickly resumes start to blur together. Everyone is “passionate about SEO.” Everyone is “data-driven.” Everyone has experience with technical SEO, content optimization, stakeholder management, enterprise websites, and the same handful of industry tools.</p>



<p class="wp-block-paragraph">None of those things is bad. In fact, they’re exactly what I would expect from someone applying for an SEO role. The problem is that they don’t separate you anymore because <strong>they’re the baseline for getting an interview, not the reason you get the offer.</strong>



<p class="wp-block-paragraph">The same thing often happens during interviews. Candidates have prepared for the common questions, polished their success stories, and can explain canonical tags, internal linking, or crawl budgets (and now a bit of AI) without missing a beat. By the fifth or sixth interview, everyone begins sounding equally capable.</p>



<p class="wp-block-paragraph">At that point, hiring managers aren’t asking whether you know SEO. They’re asking themselves a much different question:</p>



<p class="wp-block-paragraph">What makes this person different from everyone else we’ve interviewed?</p>



<h2 id="h-show-me-what-you-chose-to-build" class="wp-block-heading">Show me what you chose to build</h2>



<p class="wp-block-paragraph">This is where so many candidates swing and miss.</p>



<p class="wp-block-paragraph">Resumes are full of claims. People love to attach themselves to big client names and provide high-level tactics without demonstrating ROI/growth or other business success metrics.</p>



<p class="wp-block-paragraph"><strong>What stands out is what you chose to build and test when nobody asked you to.</strong>



<p class="wp-block-paragraph">Maybe that’s a small SEO tool that solved a problem you encountered. Maybe it’s a testing website where you document experiments. It could be a newsletter, a GitHub project, a detailed case study, a Looker Studio dashboard, or volunteer work helping a nonprofit improve its organic visibility. </p>



<p class="wp-block-paragraph">None of these projects need to become businesses or attract thousands of users. Their value isn’t measured by popularity or even success (dollars and or traffic), it’s measured by what they reveal about you.</p>



<p class="wp-block-paragraph">Projects like these communicate <strong>curiosity</strong>, <strong>initiative</strong>, and <strong>follow-through</strong> far more effectively than another bullet point on a resume ever could.</p>



<p class="wp-block-paragraph">It’s the same reason companies like to hire college grads. What you learned and grades matter a little, but the 4+ year journey takes commitment.</p>



<h2 id="h-my-projects-aren-t-the-point" class="wp-block-heading">My projects aren’t the point</h2>



<p class="wp-block-paragraph">For me, those projects include #SEOForLunch, SEOJobs.com, PPCJobs.com, writing for industry publications, and sharing observations (OK, and criticisms) on socials. None of them were created because I thought they’d help me get hired someday. Most started because I was curious about an idea, wanted to solve a problem, or simply enjoyed contributing to the industry.</p>



<p class="wp-block-paragraph">Ironically, they’ve become some of the biggest differentiators in my career. Heck, I recently took on an SEO advisor role for a large job board. Guess what they liked about me versus others they talked to.</p>



<p class="wp-block-paragraph">And while i’m in a fortunate situation to work for myself, if i talk to a prospect or need to interview in the future, they remember more about me besides my resume. </p>



<p class="wp-block-paragraph">Maybe they’ve read one of my newsletter issues. Maybe they’ve used one of the job boards. Maybe they strongly disagree with one of my opinions. Honestly, I don’t care which one it is. </p>



<p class="wp-block-paragraph"><strong>What matters is that there’s something tangible attached to my name besides a list of responsibilities from previous jobs.</strong>



<p class="wp-block-paragraph">That’s what I want more people to take away from this article.</p>



<h2 id="h-find-your-own-version" class="wp-block-heading">Find your own version</h2>



<p class="wp-block-paragraph">Please don’t read this and conclude that everyone needs to start a newsletter or launch a business. If anything, that’s the wrong lesson.</p>



<p class="wp-block-paragraph">Your differentiator should reflect your interests, not mine. Maybe you enjoy writing detailed case studies. Maybe you’re fascinated by automation and build small internal tools. Maybe you help a nonprofit with its SEO, contribute to communities you&#8217;re passionate about (sports/working out/recipes/cars, etc.), or simply test ideas and document what you learned from them.</p>



<p class="wp-block-paragraph"><strong>The project itself (or the results) isn’t what matters.</strong>



<p class="wp-block-paragraph">What matters is that you’ve created something that demonstrates genuine curiosity about your craft. Those experiences become stories you can tell during interviews, and those stories are often far more memorable than another discussion about keyword research or site audits.</p>



<h2 id="h-give-them-something-to-remember" class="wp-block-heading">Give them something to remember</h2>



<p class="wp-block-paragraph">Most hiring decisions aren’t made while you’re sitting across the table answering questions. They’re made after you’ve left the room, when interviewers start comparing notes and discussing who they’d actually like to work with.</p>



<p class="wp-block-paragraph"><strong>That’s the moment you’re trying to influence.</strong>



<p class="wp-block-paragraph">You don’t want someone to describe you as the candidate who “seemed solid.” You want them to remember the experiment you ran, the tool you built, the community you helped, or the project you were passionate enough to create on your own. Those are the details that stick with people long after technical interview questions have been forgotten.</p>



<p class="wp-block-paragraph">Today’s hiring market is way different from what it was even five years ago. Companies have more qualified applicants than ever before, which means they can afford to be selective. SEO/AI competency gets you into the interview process, but it’s rarely what separates the final two candidates.</p>



<p class="wp-block-paragraph">The worst thing you can be isn’t inexperienced. It’s forgettable.</p>



<p class="wp-block-paragraph">This isn’t an argument for hustle culture. It’s an acknowledgment that employers have more choice than they’ve had in years. Standing out isn’t optional anymore.</p>



<p class="wp-block-paragraph" id="h-this-post-first-appeared-on-the-author-s-website-and-is-republished-here-with-permission"><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>

I debated publishing this more than almost any other article I’ve written. And if you’ve been around for a while, you know that’s saying something.
I’ve been incredibly fortunate that the SEO community has supported SEOJobs.com. As a result, I receive quite a few direct messages from people looking for advice on landing their next job, breaking into freelancing, or figuring out what comes next in their careers.




After we get past the pleasantries, I almost always ask the same question.
“So… what makes you special? Why should someone hire you instead of the other 300 applicants?”
Unfortunately, more often than not, the answer is “I’ve been doing SEO for X years.”
If we were accountants, lawyers, or doctors, years of experience would carry much more weight. But I’ve met SEOs with two years of experience that I’d hire tomorrow over people with 15.
Ten years ago, simply knowing SEO made you valuable.
Today, it’s the minimum requirement.
Companies aren’t struggling to find SEO talent anymore. They’re choosing between them. And when there are hundreds of qualified applicants, being competent isn’t what gets you hired. Being memorable is.
View embedded content



You don’t need to become famous
Whenever I talk about standing out in your career, someone inevitably responds with some version of, “I don’t want to become a conference speaker.” 
I understand where that comes from because personal branding often gets tied to an all-or-nothing proposition. Either you quietly do your job, or you spend your life chasing followers, speaking engagements, and internet fame.
The reality is much less intimidating than that. I even wrote about my personal non-stage speaking journey to build my brand.
Standing out in today’s hiring market doesn’t require thousands of LinkedIn followers, keynote presentations, or becoming the next Rand Fishkin. It simply requires giving people a reason to remember you after they’ve interviewed twenty other candidates who all sound the same.
Competency is expected. Evidence is remembered.
If you’ve ever been involved in hiring, you know how quickly resumes start to blur together. Everyone is “passionate about SEO.” Everyone is “data-driven.” Everyone has experience with technical SEO, content optimization, stakeholder management, enterprise websites, and the same handful of industry tools.
None of those things is bad. In fact, they’re exactly what I would expect from someone applying for an SEO role. The problem is that they don’t separate you anymore because they’re the baseline for getting an interview, not the reason you get the offer.



The same thing often happens during interviews. Candidates have prepared for the common questions, polished their success stories, and can explain canonical tags, internal linking, or crawl budgets (and now a bit of AI) without missing a beat. By the fifth or sixth interview, everyone begins sounding equally capable.
At that point, hiring managers aren’t asking whether you know SEO. They’re asking themselves a much different question:
What makes this person different from everyone else we’ve interviewed?
Show me what you chose to build
This is where so many candidates swing and miss.
Resumes are full of claims. People love to attach themselves to big client names and provide high-level tactics without demonstrating ROI/growth or other business success metrics.
What stands out is what you chose to build and test when nobody asked you to.



Maybe that’s a small SEO tool that solved a problem you encountered. Maybe it’s a testing website where you document experiments. It could be a newsletter, a GitHub project, a detailed case study, a Looker Studio dashboard, or volunteer work helping a nonprofit improve its organic visibility. 
None of these projects need to become businesses or attract thousands of users. Their value isn’t measured by popularity or even success (dollars and or traffic), it’s measured by what they reveal about you.
Projects like these communicate curiosity, initiative, and follow-through far more effectively than another bullet point on a resume ever could.
It’s the same reason companies like to hire college grads. What you learned and grades matter a little, but the 4+ year journey takes commitment.
My projects aren’t the point
For me, those projects include #SEOForLunch, SEOJobs.com, PPCJobs.com, writing for industry publications, and sharing observations (OK, and criticisms) on socials. None of them were created because I thought they’d help me get hired someday. Most started because I was curious about an idea, wanted to solve a problem, or simply enjoyed contributing to the industry.
Ironically, they’ve become some of the biggest differentiators in my career. Heck, I recently took on an SEO advisor role for a large job board. Guess what they liked about me versus others they talked to.
And while i’m in a fortunate situation to work for myself, if i talk to a prospect or need to interview in the future, they remember more about me besides my resume. 
Maybe they’ve read one of my newsletter issues. Maybe they’ve used one of the job boards. Maybe they strongly disagree with one of my opinions. Honestly, I don’t care which one it is. 
What matters is that there’s something tangible attached to my name besides a list of responsibilities from previous jobs.



That’s what I want more people to take away from this article.
Find your own version
Please don’t read this and conclude that everyone needs to start a newsletter or launch a business. If anything, that’s the wrong lesson.
Your differentiator should reflect your interests, not mine. Maybe you enjoy writing detailed case studies. Maybe you’re fascinated by automation and build small internal tools. Maybe you help a nonprofit with its SEO, contribute to communities you’re passionate about (sports/working out/recipes/cars, etc.), or simply test ideas and document what you learned from them.
The project itself (or the results) isn’t what matters.



What matters is that you’ve created something that demonstrates genuine curiosity about your craft. Those experiences become stories you can tell during interviews, and those stories are often far more memorable than another discussion about keyword research or site audits.
Give them something to remember
Most hiring decisions aren’t made while you’re sitting across the table answering questions. They’re made after you’ve left the room, when interviewers start comparing notes and discussing who they’d actually like to work with.
That’s the moment you’re trying to influence.



You don’t want someone to describe you as the candidate who “seemed solid.” You want them to remember the experiment you ran, the tool you built, the community you helped, or the project you were passionate enough to create on your own. Those are the details that stick with people long after technical interview questions have been forgotten.
Today’s hiring market is way different from what it was even five years ago. Companies have more qualified applicants than ever before, which means they can afford to be selective. SEO/AI competency gets you into the interview process, but it’s rarely what separates the final two candidates.
The worst thing you can be isn’t inexperienced. It’s forgettable.
This isn’t an argument for hustle culture. It’s an acknowledgment that employers have more choice than they’ve had in years. Standing out isn’t optional anymore.
This post first appeared on the author’s website and is republished here with permission.

SEO skills are now the baseline. Learn how side projects, experiments, and other tangible work can make you more memorable.

The worst thing you can be in an SEO job interview is forgettable

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze.png" class="attachment-large size-large wp-post-image" alt="Bot detection maze" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze.png 1920w, https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google has 21 days to amend part of its lawsuit after the court found its SearchGuard allegations were not sufficiently supported.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze.png" class="attachment-large size-large wp-post-image" alt="Bot detection maze" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze.png 1920w, https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/02/bot-detection-maze-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p class="wp-block-paragraph">Google’s DMCA claims against SerpApi were dismissed July 20. Google now has 21 days to amend part of its complaint.</p>



<p class="wp-block-paragraph">The U.S. District Court for the Northern District of California granted SerpApi’s motion to dismiss Google’s two claims under the Digital Millennium Copyright Act. The court also stayed discovery until Google files an amended complaint, if any, and any resulting motion to dismiss is resolved.</p>



<p class="wp-block-paragraph"><strong>Claims split by content type</strong>. The court permanently dismissed the parts of Google’s claims based on Search results that didn&#8217;t include copyrighted content.</p>



<p class="wp-block-paragraph">The court dismissed the parts of Google’s claims involving Search results with copyrighted content, but gave Google a chance to revise them. The court said Google had not alleged facts showing that <a href="https://searchengineland.com/inside-google-searchguard-467676">SearchGuard</a>, Google’s anti-scraping system, was implemented and functioned “with the authority of the copyright owner.”</p>



<p class="wp-block-paragraph"><strong>Google gets another chance</strong>. Google may file an amended complaint within 21 days, provided it doesn&#8217;t contradict its original allegations. Information showing whether copyright owners authorized Google to use SearchGuard to protect licensed content should already be within Google&#8217;s possession, custody, or control, the court said.</p>



<p class="wp-block-paragraph"><strong>SerpApi responds. </strong>SerpApi CEO Julien Khaleghy said the ruling was “a win not just for SerpApi, but for all who depend on an open internet.”</p>



<ul class="wp-block-list">
<li>SerpApi said the court rejected Google’s attempt to expand the DMCA to control access to public pages. SerpApi said it would continue supporting developers, AI companies, researchers and businesses that rely on access to public search information.</li>
</ul>



<p class="wp-block-paragraph" id="h-serpapi-did-not-win-everything"><strong>SerpApi didn&#8217;t win everything.</strong> The court rejected SerpApi’s argument that Google lacked standing under the DMCA because Google didn&#8217;t allege that it owned or exclusively licensed the copyrighted material in search results. The court also said Google had alleged enough facts to support an inference that SerpApi circumvented SearchGuard.</p>



<p class="wp-block-paragraph" id="h-catch-up-quick-google-sued-serpapi-dec-19-alleging-the-company-bypassed-searchguard-and-scraped-google-search-results-for-resale"><strong>Catch up quick.</strong> <a href="https://searchengineland.com/google-sues-serpapi-466541">Google sued SerpApi Dec. 19</a>, alleging the company bypassed SearchGuard and scraped Google Search results for resale.</p>



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/serpapi-motion-dismiss-google-scraping-lawsuit-469889">SerpApi moved to dismiss Feb. 20</a>, arguing Google was using the DMCA to restrict access to public search results. </li>



<li>SerpApi also argued Google didn&#8217;t own the underlying content displayed in search results and that public pages shouldn&#8217;t be treated as protected copyrighted works.</li>
</ul>



<p class="wp-block-paragraph"><strong>Why we care.</strong> Many search tools rely on automated access to public search results to monitor rankings, competitors, and AI visibility. This case could still shape how much third-party SERP data those tools can collect.</p>


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Google’s DMCA claims against SerpApi were dismissed July 20. Google now has 21 days to amend part of its complaint.
The U.S. District Court for the Northern District of California granted SerpApi’s motion to dismiss Google’s two claims under the Digital Millennium Copyright Act. The court also stayed discovery until Google files an amended complaint, if any, and any resulting motion to dismiss is resolved.
Claims split by content type. The court permanently dismissed the parts of Google’s claims based on Search results that didn’t include copyrighted content.
The court dismissed the parts of Google’s claims involving Search results with copyrighted content, but gave Google a chance to revise them. The court said Google had not alleged facts showing that SearchGuard, Google’s anti-scraping system, was implemented and functioned “with the authority of the copyright owner.”
Google gets another chance. Google may file an amended complaint within 21 days, provided it doesn’t contradict its original allegations. Information showing whether copyright owners authorized Google to use SearchGuard to protect licensed content should already be within Google’s possession, custody, or control, the court said.
SerpApi responds. SerpApi CEO Julien Khaleghy said the ruling was “a win not just for SerpApi, but for all who depend on an open internet.”
SerpApi said the court rejected Google’s attempt to expand the DMCA to control access to public pages. SerpApi said it would continue supporting developers, AI companies, researchers and businesses that rely on access to public search information.
SerpApi didn’t win everything. The court rejected SerpApi’s argument that Google lacked standing under the DMCA because Google didn’t allege that it owned or exclusively licensed the copyrighted material in search results. The court also said Google had alleged enough facts to support an inference that SerpApi circumvented SearchGuard.
Catch up quick. Google sued SerpApi Dec. 19, alleging the company bypassed SearchGuard and scraped Google Search results for resale.
SerpApi moved to dismiss Feb. 20, arguing Google was using the DMCA to restrict access to public search results. 
SerpApi also argued Google didn’t own the underlying content displayed in search results and that public pages shouldn’t be treated as protected copyrighted works.
Why we care. Many search tools rely on automated access to public search results to monitor rankings, competitors, and AI visibility. This case could still shape how much third-party SERP data those tools can collect.
before your competitors.
      
Start your free trial

Google has 21 days to amend part of its lawsuit after the court found its SearchGuard allegations were not sufficiently supported.

Google loses key DMCA claims against SerpApi in scraping lawsuit

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video.png 1672w, https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google launched video campaign groups, allowing advertisers to optimize YouTube reach and frequency across multiple campaigns.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video.png 1672w, https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/Campaign-group-video-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
<p class="wp-block-paragraph">Google Ads is rolling out video campaign groups for YouTube reach and frequency campaigns, giving advertisers a new way to coordinate delivery across multiple video campaigns while optimizing toward a shared reach or frequency goal.</p>



<p class="wp-block-paragraph">The feature is designed to simplify campaign management while helping advertisers improve audience reach and avoid overexposure.</p>



<p class="wp-block-paragraph"><strong>What&#8217;s new</strong>. Video campaign groups for YouTube reach and frequency campaigns are now available globally in Google Ads.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1087" height="586" src="https://searchengineland.com/wp-content/seloads/2026/07/Campaign-grp.png" alt="" class="wp-image-483181" srcset="https://searchengineland.com/wp-content/seloads/2026/07/Campaign-grp.png 1087w, https://searchengineland.com/wp-content/seloads/2026/07/Campaign-grp-768x414.png 768w" sizes="(max-width: 1087px) 100vw, 1087px" /></figure>



<p class="wp-block-paragraph">Advertisers can group multiple video campaigns under a single reach or frequency objective while still maintaining campaign-level controls, including budgets, creative assets, and other settings.</p>



<p class="wp-block-paragraph">The update also introduces unified reporting across grouped campaigns, providing visibility into metrics such as:</p>



<ul class="wp-block-list">
<li>Unique reach.</li>



<li>Average weekly impressions.</li>



<li>Reach and frequency performance across the entire campaign group.</li>
</ul>



<p class="wp-block-paragraph">Google says a Meridian marketing mix modeling (MMM) study found that an optimal frequency of 2.7 impressions per week resulted in a 19% increase in ROI.</p>



<p class="wp-block-paragraph"><strong>Why we care</strong>. Managing reach and frequency across multiple YouTube campaigns has traditionally required advertisers to monitor performance campaign by campaign. Video campaign groups centralize optimization and reporting, making it easier to control audience exposure while maintaining separate budgets and creative strategies. For brands running large awareness campaigns, the feature could improve media efficiency by reducing unnecessary overlap and helping maximize unique reach.</p>



<p class="wp-block-paragraph"><strong>Between the lines</strong>. Google continues to invest in cross-campaign optimization tools that automate media planning decisions without removing campaign-level flexibility. By coordinating delivery across campaigns, advertisers can focus more on overall audience strategy rather than manually balancing frequency across individual campaigns.</p>



<p class="wp-block-paragraph">The company also confirmed the feature will expand to Display &amp; Video 360, allowing advertisers to coordinate reach and frequency across multiple YouTube line items in the near future.</p>



<p class="wp-block-paragraph"><strong>Bottom line</strong>. <a href="https://blog.google/products/ads-commerce/video-campaign-groups/">Video campaign groups</a> give advertisers a centralized way to optimize YouTube reach and frequency across multiple campaigns, potentially improving media efficiency while simplifying campaign management and reporting.</p>



<p class="wp-block-paragraph"><strong>First spotted. </strong>The update was spotted by Paid Search Expert <a href="https://www.linkedin.com/in/arpan301/">Arpan Banerjee</a>, who shared the screenshot above. </p>


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Google Ads is rolling out video campaign groups for YouTube reach and frequency campaigns, giving advertisers a new way to coordinate delivery across multiple video campaigns while optimizing toward a shared reach or frequency goal.
The feature is designed to simplify campaign management while helping advertisers improve audience reach and avoid overexposure.
What’s new. Video campaign groups for YouTube reach and frequency campaigns are now available globally in Google Ads.




Advertisers can group multiple video campaigns under a single reach or frequency objective while still maintaining campaign-level controls, including budgets, creative assets, and other settings.
The update also introduces unified reporting across grouped campaigns, providing visibility into metrics such as:
Unique reach.
Average weekly impressions.
Reach and frequency performance across the entire campaign group.
Google says a Meridian marketing mix modeling (MMM) study found that an optimal frequency of 2.7 impressions per week resulted in a 19% increase in ROI.
Why we care. Managing reach and frequency across multiple YouTube campaigns has traditionally required advertisers to monitor performance campaign by campaign. Video campaign groups centralize optimization and reporting, making it easier to control audience exposure while maintaining separate budgets and creative strategies. For brands running large awareness campaigns, the feature could improve media efficiency by reducing unnecessary overlap and helping maximize unique reach.
Between the lines. Google continues to invest in cross-campaign optimization tools that automate media planning decisions without removing campaign-level flexibility. By coordinating delivery across campaigns, advertisers can focus more on overall audience strategy rather than manually balancing frequency across individual campaigns.
The company also confirmed the feature will expand to Display & Video 360, allowing advertisers to coordinate reach and frequency across multiple YouTube line items in the near future.
Bottom line. Video campaign groups give advertisers a centralized way to optimize YouTube reach and frequency across multiple campaigns, potentially improving media efficiency while simplifying campaign management and reporting.
First spotted. The update was spotted by Paid Search Expert Arpan Banerjee, who shared the screenshot above. 
a customer you lose.
      
See who’s stealing your traffic

Google launched video campaign groups, allowing advertisers to optimize YouTube reach and frequency across multiple campaigns.

Google Ads rolls out video campaign groups globally

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/07/How-semantics-and-topical-authority-improve-local-SEO.png" class="attachment-large size-large wp-post-image" alt="How semantics and topical authority improve local SEO" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/How-semantics-and-topical-authority-improve-local-SEO.png 1920w, https://searchengineland.com/wp-content/seloads/2026/07/How-semantics-and-topical-authority-improve-local-SEO-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/How-semantics-and-topical-authority-improve-local-SEO-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/How-semantics-and-topical-authority-improve-local-SEO-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Creating fewer, more purposeful pages can improve relevance, reduce duplication, and strengthen local search performance.


Creating fewer, more purposeful pages can improve relevance, reduce duplication, and strengthen local search performance.

How semantics and topical authority improve local SEO

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/07/Does-topical-authority-matter-in-AI-Search-featured-image.png" class="attachment-large size-large wp-post-image" alt="Does topical authority matter in AI Search? - featured-image" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/07/Does-topical-authority-matter-in-AI-Search-featured-image.png 1920w, https://searchengineland.com/wp-content/seloads/2026/07/Does-topical-authority-matter-in-AI-Search-featured-image-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/07/Does-topical-authority-matter-in-AI-Search-featured-image-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/07/Does-topical-authority-matter-in-AI-Search-featured-image-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>New Semrush data shows topical authority still matters in AI search, helping brands earn and defend category ownership over time.

Some brands get away with broad topical focus. Forbes, for example, ranks well for everything from “bitcoin price” to “best pillows for neck pain.” But most brands are more visible in search when focusing their content strategy on core topics.
Topical authority is one of the most used concepts in SEO to justify content creation. It’s gone so far that swinging too far from the base can lead to algorithmic demotions (HubSpot and Clickup, to name a few significant ones). But does it translate to AI search? Or are LLMs such a new playing field that brands can really swing big?
Imagine a payroll software company planning its next 20 articles. It can chase broad, high-volume finance topics, or build out the payroll questions it wants to be known for: W-2 deadlines, contractor classification, payroll-tax errors, overtime rules, and state registration.
The topical-authority bet is to choose the second path, even when ChatGPT can answer some of those questions without sending a click. The goal is not traffic from every glossary page. It is to become a brand that appears consistently when people ask related questions, including the eventual “Which payroll software should I use?” question.
Topical authority matters in AI search, and the reason is durability. This study shows AI answers develop topic owners: Once a brand earns an outsized share of mentions in a category, it usually keeps it.
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Method and limitations
To find out, the Semrush team gave me access to a big dataset based on the Semrush AI Visibility Toolkit.
Scope: 1,094 US categories, 5 prompts per category, and monthly snapshots from January through June 2026 in ChatGPT, USA only.
The study covers 220,000+ domains, 50,000+ brands, 600,000+ citations, and 220,000+ URLs
This study tracks which brands ChatGPT mentions most often across five prompts per category. It does not measure sentiment, recommendation quality, user trust, or purchase impact.
The study has no topic-level organic rankings, organic visibility, or SEO share-of-voice data.
Semrush’s export records whether a brand appears in an answer, not the surrounding text or sentiment. A mention can be positive, neutral, or negative.
Definitions:
Owner: The brand with the highest share of brand mentions, named in at least four of the category’s 5 prompts, and at least 5 percentage points ahead of the runner-up.
Emerging leader: The most-mentioned brand appears in at least three prompts but does not meet the clear-leader threshold.
Unsettled category: No leading brand appears in at least three prompts.
Important note: The definition for unsettled category makes sense based on the threshold we’ve seen in this specific study, but don’t treat it as a universal truth at this time.
While almost half of cited pages in the study were hard to classify (a mix of cryptic URLs like “examplesite.gov/0982349” that don’t have common/standard page types), we found that the most cited page types are product or service landing pages, followed by classic editorial content. Homepages were only cited 4% of the time.




1. Most categories have a leader, but some have an owner
Category owners dominate the category, of course. We defined them as +80% Share of Voice (available brand mentions in AI answers) and at least a 5 percentage point lead to the 2nd place.




Most categories that we analyzed in ChatGPT have not yet settled on an owner. In June 2026, only 15.2% of categories had a clear owner, while 53.7% were open fields with several contenders for the top. Over half of the +1,000 categories we analyzed have a leader that can be dethroned by a challenger. Plenty of opportunity, which I personally don’t think is true in classic Google Search.
When we look at AI (search) volume, which describes how many people might prompt in a given topic*, we find that the biggest categories by volume do not have an owner.
*Yes, I’m aware that AI (search) volume is not perfect, but when we abstract search keywords and prompts into topics and look at aggregate search volume, we can at least guess how big a topic in AI Search is.







In Semrush’s U.S. sample for our study, the biggest topics are the least likely to have an owner.
We ranked all 1,094 categories by AI-search volume and split them into 2 groups of 547. 
The top group holds 98% of all volume-based AI-search demand in the sample. It also has the lowest owner rate: 11.3%, versus 19.0% in the bottom group.
Stack those up, and 89.3% of estimated AI-search demand sits in categories with no clear owner. Demand concentrates, but in this dataset, ownership does not.




When we split the data out by quartiles or deciles, we see the same trend of top-heavy categories being more open-field opportunities than smaller ones.
A category with no owner is an open budget conversation waiting to happen. The AI SEO Budget Reallocation Planner generates 5 growth-priority scenarios and a screenshot-ready visual in under 7 minutes, so the categories you choose to attack come with a number attached. Find it in the Premium Subscribers Resource Library.



2. Owners win on brand mentions, not citations
This study counts whether a brand appears in an answer, not how prominently it appears or whether it is recommended. A category owner is therefore the brand named across the largest share of its tested prompts.
Previous Growth Memo user-behavior studies have repeatedly shown that users pay little attention to citations and most to brand mentions. In shortlists, users demonstrate strong preference for the top results for purchase decisions (75% of users pick the top brand). In other words, brand mentions are AEO gold. I applied this lens to this data as well.
From How Consumers Navigate High-Stakes Purchases in AI Mode:
“In classic search, 56% of participants built their own shortlist from multiple sources. In AI Mode, only 8 out of 147 codeable tasks produced a genuinely self-built shortlist. The user’s comparison process didn’t just shrink when using AI Mode. For most participants, it didn’t happen at all.
64% of AI Mode participants clicked nothing at all during their task. They read the AI’s text, sometimes scrolled through inline product snippets, and declared their finalists. The no-click rate varied by category.
Just like in classic search, the top answer carries outsized weight. 74% of participants chose the item ranked first in the AI’s response as their top pick. The mean rank of the final choice was 1.35. Only 10% chose something ranked third or lower.”
While citations influence the AI answer to a prompt, the relationship between citations and brand mentions is slightly negative (-0.229). In the study, the most-cited domain was rarely the most-mentioned (20.8%). But the most mentioned brand was often cited (69.9%) at least once.




All industries exhibit clear owners, except for legal. In retail, we see the highest owner rate with 61.6% (meaning 61 out of 99 categories we analyzed have a clear owner).




3. Characteristics of category owners
The available data lets us identify traits associated with ownership, but not prove how ownership was created. When compared to the 2nd place in a category, we do see that owners have:
Higher brand search volume (55.7%)
Higher organic traffic (48.4%)
Higher authority (52.5%, as measured by Semrush’s Authority Score) 




The branded-demand result means that, in 577 of 1,035 owner-runner-up pairs, the owner had higher branded search volume. 
It does not mean branded demand explains 55.7% of ownership. These are useful clues, but not a recipe. The better working hypothesis is:
Brand strength may help a domain enter the answer set. Category ownership is more likely determined by unmeasured topic-specific factors, including source relevance, cited content quality, reputation, and how well a domain fits the prompt.
4. Can a challenger win a category?
Category owners are defined by their position. They’re hard to dethrone. 
It’s not impossible to dethrone them, but the odds depend heavily on how settled the category is. A clear owner retained first place in 90.4% of next-month (or month over month, MoM) comparisons. Emerging and unsettled leaders change much more often.




Leaders switched in 1,950 of 5,470 MoM comparisons. But those changes were concentrated in categories where the initial lead was narrow: Switching leaders had a median 1.3-point lead, versus 2.9 points for leaders that retained first place.
Three examples where a clear leader was replaced by the previous month’s runner-up:












As you can see in the examples, you can trend up but reverse course (example 1), be flat and overtaken by a competitor (example 2), or grow and still be overtaken by a competitor that grows faster (example 3). Your trend line says little about your safety. You need a big enough margin (at least 5%).
We can’t say why these switches occurred from this dataset alone. They could reflect changes in sources, answer generation, prompt interpretation, or real changes in each brand’s underlying relevance. 
What the data does show is the condition for disruption: Narrow-lead categories are contestable; wide, sustained ownership is much harder to displace.



5. How to compete for category ownership
Use topical ownership to decide where to focus, not to declare that more content will make ChatGPT mention you:
Watchlist: List 10 to 20 commercially important categories for your brand. For each, track at least five representative prompts: a definition, comparison, alternatives, use case, and buying question. Read more about how to make your prompt tracking more accurate here.
Classify: A clear owner is the most-mentioned brand with a strong majority of prompts and a clear lead over the runner-up. Everything else is either an emerging-leader category or an unsettled category.
Invest: Prioritize commercially valuable categories with no clear owner, or a small gap between the leader and runner-up. Defend categories you already lead. Be more selective about attacking a category where an established brand leads across nearly every prompt.
Gaps: Close gaps across the prompts where competitors appear, and you don’t. That can mean clearer product positioning, comparison pages, documentation, expert guidance, proof points, and credible third-party coverage. The study does not show which of these creates ownership. It gives you a disciplined place to test them.
Measure: Track brand mentions as the ownership metric, citations as a source-authority metric, and referrals, self-reported pipeline, or revenue as the business metric. A monthly change in the most-mentioned brand is a reason to investigate, not proof that a competitive win created demand.
Topic focus is worth the “content constraint” because ownership compounds over time. A category you win in is a category you tend to keep, and the brands that spread their content creation across every topic that’s semi-adjacent to their core offering rarely reach the mention share that makes a lead stick.
The Semrush data shows that, currently, the window is open and it will not stay open. 89.3% of AI-search demand sits in categories with no owner (as defined by this study), which means the cost of picking the wrong 5 categories today is lower than it will be in 12 months. 
Pick the categories you want to be the answer to. Defend the ones you already lead. Skip the ones where an established brand appears in every prompt. Broad coverage still has a job in marketing, but it does not build the position that makes ChatGPT name you.
This post first appeared on the author’s website and is republished here with permission.

New Semrush data shows topical authority still matters in AI search, helping brands earn and defend category ownership over time.

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