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Daily SEO Brief

Tuesday, December 9, 2025

14 articles published

Final brief

What You Need to Know

On December 9, 2025, major insights surfaced regarding the evolving landscape of SEO, emphasizing the significance of adapting strategies to address user behavior and the impact of AI technologies. Articles highlighted the need for careful evaluation of SEO tools, shifts in content strategy due to generative AI, and the importance of understanding citation patterns between platforms like Google and ChatGPT.

Must-Read Highlights

1

SEOs need to focus on the essential features of tools to maximize ROI and navigate rising costs.

How to evaluate your SEO tools in 2026 – and avoid budget traps
2

The importance of mentions and citations is rising while traditional metrics like impressions are declining; TOFU content remains essential for brand visibility.

Mentions, citations, and clicks: Your 2026 content strategy
3

Understanding citation behaviors of Google AI versus ChatGPT is crucial for tailoring SEO strategies effectively across different platforms.

Google AI cites retailers 4% vs. ChatGPT at 36%: Data
4

Most AI chat interactions lack commercial intent, indicating a need for SEO strategies to accommodate exploratory user behavior.

65% of AI chats have no commercial intent, new analysis finds
5

Adopting AI tools for PPC and social campaigns has become crucial for maintaining competitiveness in performance marketing.

AI tools for PPC, AI search, and social campaigns: What’s worth using now

All Articles from This Day

Google Confirms Smaller Core Updates Happen Continuously via @sejournal, @MattGSouthern
SEJ
Dec 9, 2025•Matt G. Southern
CRITICAL UPDATE

Google Confirms Smaller Core Updates Happen Continuously via @sejournal, @MattGSouthern

AI Analysis
  • ●Google's updated documentation clarifies that ongoing smaller core updates can affect website rankings at any time, not just during major core updates.
  • ●Site owners can see a rise in their rankings by making content improvements, regardless of the timing of named updates.
  • ●Webmasters should actively monitor their Search Console data to track recovery efforts, as changes can take effect within days or months.
Why it matters: The article discusses critical updates to Google's core updates documentation that can have immediate implications for rankings and recovery efforts for SEO professionals.
Google AlgorithmCore UpdatesSEO Best PracticesSearch ConsoleWebsite Rankings
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Google confirms it releases smaller core updates it does not announce
SEL
Dec 9, 2025•Barry Schwartz
CRITICAL UPDATE

Google confirms it releases smaller core updates it does not announce

AI Analysis
  • ●Google has acknowledged that it releases smaller core updates to its algorithms that are not announced, which can impact content ranking if improvements are made.
  • ●A larger core update is anticipated to be released soon, which could lead to significant changes in search results and rankings.
  • ●Understanding the frequency of smaller updates and the upcoming major update is crucial for SEO professionals to adapt their strategies effectively.
Why it matters: This article discusses confirmed updates to Google's algorithm, including an upcoming major core update, which are critical for SEO professionals to understand for effective strategy adjustments.
Google UpdatesSEO StrategySearch Engine RankingAlgorithm ChangesSEO Tools
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Mentions, citations, and clicks: Your 2026 content strategy
SEL
Dec 9, 2025•Dave Davies
High Importance

Mentions, citations, and clicks: Your 2026 content strategy

AI Analysis
  • ●Generative AI systems are changing the way users discover content, making mentions, citations, and structured visibility more important than traditional metrics like impressions and CTR.
  • ●Data from a two-year study indicates that pricing and cost-related content is experiencing significant growth, while top-of-funnel (TOFU) content is declining in popularity.
  • ●Despite the decline in TOFU content effectiveness, SEOs should continue to produce it to maintain brand visibility during the early user journey.
Why it matters: The article discusses significant shifts in content strategy due to AI advancements and data-driven insights, which are crucial for SEO professionals to understand.
SEO StrategyContent MarketingGenerative AIUser BehaviorContent Trends
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How to evaluate your SEO tools in 2026 – and avoid budget traps
SEL
Dec 9, 2025•Maria Georgieva
High Importance

How to evaluate your SEO tools in 2026 – and avoid budget traps

AI Analysis
  • ●Understand the must-have features in SEO tools to increase ROI and business impact.
  • ●Develop a faster comparison framework for evaluating multiple SEO platforms under rising costs and AI hype.
  • ●Learn how to effectively communicate with vendors about features that genuinely enhance automation and insights.
Why it matters: This article provides important insights on evaluating SEO tools amidst rising costs and evolving AI features, which is particularly relevant for SEO professionals facing budget constraints.
SEO ToolsBudget ManagementAI in SEOROI EvaluationAutomation
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Google AI cites retailers 4% vs. ChatGPT at 36%: Data
SEL
Dec 9, 2025•Danny Goodwin
High Importance

Google AI cites retailers 4% vs. ChatGPT at 36%: Data

AI Analysis
  • ●Google AI cites retailers only 4% of the time, focusing more on user-generated content and expert reviews, while ChatGPT cites retailers 36% of the time, prioritizing major retailer listings.
  • ●Shopper behavior differs significantly between Google and ChatGPT, with Google serving more as a research tool while ChatGPT acts as a purchasing assistant.
  • ●Understanding these citation patterns can help SEO professionals tailor their strategies to optimize for different AI search environments.
Why it matters: The article highlights significant differences in how Google AI and ChatGPT prioritize sources for ecommerce, which is crucial information for SEO professionals aiming to optimize their strategies for evolving search landscapes.
Google AIChatGPTecommerce SEOcitation patternsAI search
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65% of AI chats have no commercial intent, new analysis finds
SEL
Dec 9, 2025•Danny Goodwin
High Importance

65% of AI chats have no commercial intent, new analysis finds

AI Analysis
  • ●Analysis shows that 65% of AI chat interactions lack commercial intent, with most exchanges ending after just two turns.
  • ●Users primarily engage with AI assistants for tasks like brainstorming, planning, and analysis rather than for shopping or transactional queries.
  • ●This behavior shift suggests that SEO strategies need to adapt to focus on user intent that is more about exploration and problem-solving, rather than direct purchasing.
Why it matters: The analysis reveals significant shifts in user behavior towards AI, critical for SEO professionals to adapt their strategies, marking it as a high importance update.
AISearch BehaviorUser IntentSEO StrategyDigital Marketing
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So You Want To Paywall?
SEJ
Dec 9, 2025•Harry Clarkson-Bennett
Good to Know

So You Want To Paywall?

AI Analysis
  • ●Subscriber revenue is more predictable and valuable than traditional ad revenue, emphasizing the need for businesses to consider paywalls.
  • ●Implement dynamic or metered paywalls selectively while using free content to attract email signups and build a dedicated audience.
  • ●High-quality engagement data from a smaller, paying audience is crucial for sustaining rankings, as general traffic has been declining due to changes in search behavior.
Why it matters: While the article discusses interesting strategies regarding paywalls and engagement, it primarily offers insights on content monetization rather than critical updates affecting SEO practices or algorithms.
PaywallsSubscriber RevenueUser EngagementSEO StrategiesContent Marketing
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Google Search Console performance reports adds weekly and monthly views
SEL
Dec 9, 2025•Barry Schwartz
Good to Know

Google Search Console performance reports adds weekly and monthly views

AI Analysis
  • ●Google Search Console now offers weekly and monthly performance reports, allowing users to analyze data over longer periods.
  • ●The new view options provide more granular insights into traffic changes, helping SEOs and site owners understand performance fluctuations.
  • ●This update, while minor, enhances the analytical capabilities of Google Search Console for optimizing site performance.
Why it matters: While the update enhances analytics capabilities, it is a minor tool update rather than a critical change affecting rankings or indexing.
Google Search ConsoleSEO toolsperformance reportsdata analysisSEO updates
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AI tools for PPC, AI search, and social campaigns: What’s worth using now
SEL
Dec 9, 2025•Laura Schiele
Good to Know

AI tools for PPC, AI search, and social campaigns: What’s worth using now

AI Analysis
  • ●Evaluate and adopt AI tools to enhance PPC efficiency, as they are crucial to staying competitive in performance marketing.
  • ●Carefully review and vet AI creative tools like AdCreative.ai and others, ensuring they align with brand standards and quality assurance processes.
  • ●Utilize workflow automation tools, such as n8n, to streamline tasks like lead management and UTM cleanup, improving overall campaign management.
Why it matters: While the article discusses useful AI tools for PPC and campaign management, it does not present any immediate critical updates or changes impacting SEO professionals directly.
PPCAI toolsCampaign managementPerformance marketingWorkflow automation
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Google launches Data Manager API
SEL
Dec 9, 2025•Anu Adegbola
Good to Know

Google launches Data Manager API

AI Analysis
  • ●Google has launched the Data Manager API, creating a centralized way for advertisers to input first-party data into their AI systems.
  • ●The unified API aims to enhance measurement, targeting, and bidding performance while simplifying the process for advertisers and reducing engineering workload.
  • ●Advertisers leveraging the Data Manager API will be better equipped for a privacy-first future by improving the quality of data fed into Google's AI systems.
Why it matters: The article discusses a new feature of Google's advertising tools that could improve performance for advertisers, but it does not directly impact SEO rankings or provide critical updates for SEO professionals.
Google AdsData Manager APIFirst-party DataAI in AdvertisingMarketing Technology
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Why Is Organic Traffic Down? Here’s How To Segment The Data via @sejournal, @torylynne
SEJ
Dec 9, 2025•Tory Gray
Good to Know

Why Is Organic Traffic Down? Here’s How To Segment The Data via @sejournal, @torylynne

AI Analysis
  • ●Analyze data to determine the cause of organic traffic declines, starting with checking for potential tracking issues.
  • ●Distinguish between brand and non-brand traffic to identify whether traffic drops are related to SEO efforts or external factors.
  • ●Consider seasonal demand impacts on traffic to avoid misinterpretation of data and focus on genuine SEO issues.
Why it matters: The article provides useful insights and methodologies for troubleshooting traffic drops, which is beneficial but not urgent compared to critical updates in the SEO field.
SEO InvestigationOrganic TrafficData AnalysisTracking IssuesBrand Issues
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Ask An SEO: Digital PR Or Traditional Link Building, Which Is Better? via @sejournal, @rollerblader
SEJ
Dec 9, 2025•Adam Riemer
Good to Know

Ask An SEO: Digital PR Or Traditional Link Building, Which Is Better? via @sejournal, @rollerblader

AI Analysis
  • ●Digital PR is more valuable than traditional link building as it focuses on brand coverage and audience engagement, driving revenue.
  • ●When purchasing links or partnering for PR, evaluate the audience, relevance to your target market, and alignment of content to ensure traffic and customer acquisition.
  • ●The goal should always be brand recognition and organic search interest rather than just accumulating links, aligning with Google's best practices.
Why it matters: While the article discusses industry practices and strategies, it does not cover critical changes or updates that directly affect SEO rankings or tools, placing its importance at a medium level.
Digital PRLink BuildingSEO StrategyBrand AwarenessTraffic Acquisition
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YouTube AI Enforcement Questioned As Channels Get Restored via @sejournal, @MattGSouthern
SEJ
Dec 9, 2025•Matt G. Southern
Good to Know

YouTube AI Enforcement Questioned As Channels Get Restored via @sejournal, @MattGSouthern

AI Analysis
  • ●YouTube creators are facing sudden channel terminations due to alleged 'spam, deceptive practices, and scams,' with rapid rejections of appeals and little explanation provided.
  • ●Some creators have successfully restored their channels after gaining visibility on social media platforms like X or Reddit, indicating potential flaws in YouTube's moderation system.
  • ●YouTube admits to making mistakes with terminations but continues to assert confidence in their AI-driven moderation processes, raising concerns for creators reliant on the platform.
Why it matters: The article provides insight into YouTube's current moderation issues, which is informative for creators but does not directly impact broader SEO practices.
YouTubeAI ModerationChannel TerminationContent CreationSocial Media
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Think different: The Positionless Marketing manifesto by Optimove
SEL
Dec 9, 2025•Optimove
General

Think different: The Positionless Marketing manifesto by Optimove

AI Analysis
  • ●Marketers must embrace technology and AI to break free from outdated assembly-line marketing processes and act quickly.
  • ●Positionless Marketing empowers marketers to utilize data, creative assets, and orchestration tools simultaneously, enhancing speed and effectiveness.
  • ●Successful marketers will focus on real-time metrics and iterative experiments rather than being bogged down by traditional coordination and approval processes.
Why it matters: The article focuses on a philosophical approach to marketing rather than providing actionable insights critical to SEO professionals.
Positionless MarketingAI in MarketingData-Driven DecisionsMarketing StrategyInnovation in Marketing
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