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Daily SEO Brief

Tuesday, December 16, 2025

14 articles published

Final brief

What You Need to Know

On December 16, 2025, industry experts shared insights on key issues affecting SEO performance, highlighting Google's ongoing struggle with spam and changes in AI content generation. Additionally, articles addressed ranking losses in core updates, enhancements in user journey tracking in GA4, and strategic shifts in PPC management and ad delivery in AI search environments.

Must-Read Highlights

1

Google faces increasing spam challenges with the rise of AI-generated content and expired domain abuse affecting search results.

Why Google’s Spam Problem Is Getting Worse
2

Understanding topic theming is crucial as sites that deviate from their expertise risk losing rankings after core algorithm updates.

Eight Overlooked Reasons Why Sites Lose Rankings In Core Updates
3

There are notable differences between Google's AI Mode and AI Overviews regarding source citation practices and content focus, essential for SEO strategy.

Google AI Mode & AI Overviews Cite Different URLs, Per Ahrefs Report
4

Tracking the entire user journey in Google Analytics 4 can enhance visibility on engagement and conversion, crucial for modern SEO reporting.

How To Track User Journey In GA4 To Make SEO Wins More Visible
5

Google clarified that exact match keywords will not block broad match placements in AI-driven ads, necessitating adjustments in keyword strategies.

Google: Exact match keywords won’t block broad match in AI Max

All Articles from This Day

Why Google’s Spam Problem Is Getting Worse
SEJ
Dec 16, 2025•Harry Clarkson-Bennett
CRITICAL UPDATE

Why Google’s Spam Problem Is Getting Worse

AI Analysis
  • ●Google is struggling to combat a resurgence in spam, with AI-generated content and expired domain abuse becoming prevalent in search results.
  • ●The spam detection system relies on various signals, including content quality, links, and site reputation, but its effectiveness appears to be waning.
  • ●Navigating these spam issues is particularly challenging for white hat SEOs, as they face increased competition from spammy tactics.
Why it matters: The article addresses critical issues regarding Google's current spam detection efficacy and the implications for SEO strategies, which are essential for professionals to understand timely changes in search dynamics.
Google Spam UpdatesSEO ChallengesAI Impact on SEOSearch Engine AlgorithmsWhite Hat SEO
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Eight Overlooked Reasons Why Sites Lose Rankings In Core Updates via @sejournal, @martinibuster
SEJ
Dec 16, 2025•Roger Montti
High Importance

Eight Overlooked Reasons Why Sites Lose Rankings In Core Updates via @sejournal, @martinibuster

AI Analysis
  • ●Core algorithm updates can cause a drop in rankings due to changes in how Google interprets content relevance and query intent.
  • ●The concept of topic theming is crucial; websites that stray too far from their topical knowledge domain may lose rankings, especially in competitive fields like medical or financial queries.
  • ●Google's ability to classify sites by expertise and knowledge domains has been refined over time, making it essential for publishers to understand topicality to maintain rankings.
Why it matters: The article discusses critical updates to Google's algorithm and the implications for ranking, making it important for SEO professionals to understand and adapt to these changes.
Google Core AlgorithmSEO StrategyTopical RelevanceRanking FactorsSearch Algorithm Updates
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Google AI Mode & AI Overviews Cite Different URLs, Per Ahrefs Report via @sejournal, @MattGSouthern
SEJ
Dec 16, 2025•Matt G. Southern
High Importance

Google AI Mode & AI Overviews Cite Different URLs, Per Ahrefs Report via @sejournal, @MattGSouthern

AI Analysis
  • ●Ahrefs analyzed responses from Google's AI Mode and AI Overviews, finding they often provide answers with strong semantic alignment but cite different sources.
  • ●AI Mode tends to be longer and includes more entity mentions, while AI Overviews focus more on video content and may lack citations more frequently.
  • ●Understanding these differences can help SEO professionals interpret visibility metrics and strategize content to better align with AI-generated responses.
Why it matters: The findings regarding how Google's AI features cite sources differently and their implications for SEO visibility are significant for professionals adapting strategies in an evolving search landscape.
Google AI ModeAI OverviewsSEO StrategyCitation AnalysisContent Optimization
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When Google’s AI bidding breaks – and how to take control
SEL
Dec 16, 2025•Benjamin Wenner
High Importance

When Google’s AI bidding breaks – and how to take control

AI Analysis
  • ●Understanding Google's AI bidding is crucial for PPC managers to maintain control over campaign efficiency and effectiveness.
  • ●Recognizing warning signs of when AI bidding is failing can help prevent costly mistakes in campaign spending.
  • ●Strategic intervention points where human judgment is necessary can enhance PPC performance beyond what AI algorithms achieve.
Why it matters: The article provides important insights about managing AI bidding in Google Ads, which is crucial for PPC professionals facing challenges with campaign efficiency.
PPCGoogle AdsAI BiddingDigital MarketingPerformance Marketing
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The enterprise blueprint for winning visibility in AI search
SEL
Dec 16, 2025•Benu Aggarwal
High Importance

The enterprise blueprint for winning visibility in AI search

AI Analysis
  • ●Understanding the shift from traditional search to AI-driven search is crucial for brands aiming to be cited by AI systems.
  • ●Implementing structured data and schema optimization is foundational for enhancing discoverability in an AI search environment.
  • ●Establishing a content knowledge graph and adopting an enterprise entity optimization strategy can significantly improve how AI interprets and trusts a brand's content.
Why it matters: The shift towards AI in search is a significant development that necessitates immediate understanding and adaptation by SEO professionals.
AI SearchEntity SEOSchema OptimizationContent StrategyDigital Marketing
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Google AI Overviews surged in 2025, then pulled back: Data
SEL
Dec 16, 2025•Danny Goodwin
High Importance

Google AI Overviews surged in 2025, then pulled back: Data

AI Analysis
  • ●Google's AI Overviews feature saw a significant rise in visibility before retracting, affecting click-through rates and search intent types.
  • ●Commercial and navigational queries are increasingly represented in AI Overviews, shifting from predominantly informational queries at the start of the year.
  • ●The presence of ads alongside AI Overviews has surged, indicating a change in ad placement strategy and its implications for SEO and click behavior.
Why it matters: This article provides important insights into Google's evolving AI features and their impact on click behavior and ad strategies, which are crucial for SEO professionals to understand.
Google AI OverviewsSearch TrendsSEO ToolsCTR AnalysisAd Placement
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Google: Exact match keywords won’t block broad match in AI Max
SEL
Dec 16, 2025•Anu Adegbola
High Importance

Google: Exact match keywords won’t block broad match in AI Max

AI Analysis
  • ●Google has clarified that exact match keywords will no longer prevent broad match keywords from triggering ad placements in AI Overviews, thereby enhancing ad reach.
  • ●Advertisers need to adapt their keyword strategies to leverage the new understanding of keyword matching within AI-driven ad placements.
  • ●Exact and phrase match keywords are not eligible for placements within AI Overviews, thus emphasizing the importance of broad match and keywordless targeting for ads.
Why it matters: This update provides important changes to keyword mechanisms in AI ad placements that directly affect PPC advertising strategies.
Google AdsKeyword MatchingAI OverviewsPPC AdvertisingDigital Marketing
Read Source
Apple Safari Update Enables Tracking Two Core Web Vitals Metrics via @sejournal, @martinibuster
SEJ
Dec 16, 2025•Roger Montti
High Importance

Apple Safari Update Enables Tracking Two Core Web Vitals Metrics via @sejournal, @martinibuster

AI Analysis
  • ●Safari 26.2 introduces support for measuring Largest Contentful Paint (LCP) and Interaction to Next Paint (INP), allowing site owners to gather critical performance metrics from Safari users.
  • ●These metrics are essential for understanding and improving user experience on websites, particularly for Apple device users, who previously had limited performance data.
  • ●Site owners can use various analytics and real user monitoring tools, such as Google Analytics and Adobe Analytics, to effectively track and analyze LCP and INP data.
Why it matters: The introduction of LCP and INP measurement support in Safari is a significant update for site owners and SEO professionals as it enhances performance monitoring and user experience insights.
SafariCore Web VitalsUser ExperiencePerformance MetricsAnalytics Tools
Read Source
How To Track User Journey In GA4 To Make SEO Wins More Visible via @sejournal, @bngsrc
SEJ
Dec 16, 2025•Bengu Sarica Dincer
High Importance

How To Track User Journey In GA4 To Make SEO Wins More Visible via @sejournal, @bngsrc

AI Analysis
  • ●SEO reporting should encompass the entire user journey beyond just click metrics, focusing on engagement and conversion.
  • ●Implementing full user journey tracking can reveal where users drop off and allow for better prioritization of content and UX improvements.
  • ●Setting up user journey tracking in Google Analytics 4 involves customizing funnel exploration, setting variables, and configuring tab settings for clearer insights.
Why it matters: The article provides actionable insights on improving SEO reporting through user journey tracking, which is essential for demonstrating SEO's value to stakeholders.
SEO ReportingUser JourneyGoogle Analytics 4Conversion TrackingSEO Metrics
Read Source
Google Search Console performance reports delays fixed
SEL
Dec 16, 2025•Barry Schwartz
Good to Know

Google Search Console performance reports delays fixed

AI Analysis
  • ●Google Search Console's search performance reports, which were previously experiencing delays of over 70 hours, have now been fixed and are reporting data with typical delays of 2-6 hours.
  • ●The page indexing report continues to face delays of nearly a month, causing reporting difficulties for SEO professionals relying on this data.
  • ●New features have been introduced in Search Console, including AI-powered configurations, enhancements to the insights report, and smoothed performance reporting for weekly and monthly analyses.
Why it matters: While the article discusses important updates related to Google Search Console, the issues highlighted do not represent critical changes to the search engine's core algorithms or policies, placing it in the medium importance category.
Google Search ConsoleSEO reportingperformance reportsindexing delaysAI enhancements
Read Source
How to boost ROAS like La Maison Simons by Channable
SEL
Dec 16, 2025•Channable
Good to Know

How to boost ROAS like La Maison Simons by Channable

AI Analysis
  • ●Shift from product category segmentation to performance-based segmentation to optimize PPC campaigns.
  • ●Adopt a rolling 14-day analysis window for quicker adjustments and improved accuracy in managing ad spend.
  • ●Implement cross-channel strategies to ensure consistent segmentation across all marketing platforms.
Why it matters: The article provides valuable insights and actionable tactics for improving PPC strategies, making it beneficial but not urgently critical for SEO professionals.
PPC StrategyEcommerce MarketingPerformance MarketingAutomation in AdvertisingROAS Optimization
Read Source
Google says doing optimization for AI search is “the same” as doing SEO for traditional search
SEL
Dec 16, 2025•Barry Schwartz
Good to Know

Google says doing optimization for AI search is “the same” as doing SEO for traditional search

AI Analysis
  • ●Google's SVP Nick Fox states that optimizing for AI search is fundamentally the same as performing traditional SEO.
  • ●Key advice is to focus on building great sites and content for users rather than changing strategies for AI.
  • ●This aligns with previous statements from Google experts emphasizing that effective SEO practices remain relevant in the context of AI.
Why it matters: While the article provides useful insights on maintaining SEO practices in the AI context, it does not introduce any urgent updates or critical changes that require immediate attention.
AI SearchSEOGoogle UpdatesContent StrategySearch Optimization
Read Source
A 3-tier framework for Shopify integrations that drive conversions
SEL
Dec 16, 2025•David Johnson
Good to Know

A 3-tier framework for Shopify integrations that drive conversions

AI Analysis
  • ●Shopify users should prioritize integrating digital wallet options and Buy Now, Pay Later (BNPL) to create a frictionless mobile-first checkout experience.
  • ●The article emphasizes the importance of utilizing email and SMS marketing to re-engage customers, focusing on tools like Klaviyo and Attentive for their strong integrations.
  • ●Success in driving conversions on Shopify hinges on using appropriate integrations in a tiered approach, beginning with essential tools before advancing to optimization strategies.
Why it matters: The article provides actionable insights for Shopify integrations and marketing strategies but does not cover any critical updates or changes in SEO tools or algorithms.
ShopifyEcommerceDigital WalletsEmail MarketingBNPL
Read Source
Help us shape SMX Advanced 2026. You could win an All Access pass!
SEL
Dec 16, 2025•Kathy Bushman
General

Help us shape SMX Advanced 2026. You could win an All Access pass!

AI Analysis
  • ●The SMX Advanced 2026 event is inviting input from the SEO community to shape its curriculum, focusing on advanced topics, recent search challenges, and influential speakers.
  • ●Participants of a survey regarding the event can enter to win an All Access pass, emphasizing community engagement and contribution.
  • ●SEO professionals are encouraged to submit session pitches to share innovative strategies and case studies at the upcoming conference.
Why it matters: The article primarily promotes an event and invites community participation, lacking critical updates or actionable insights for SEO professionals.
SMX AdvancedSEO ConferenceEvent ParticipationSearch MarketingCommunity Engagement
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