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Daily SEO Brief

Wednesday, December 17, 2025

20 articles published

Final brief

What You Need to Know

In today's SEO news, Google continues to assert its dominance in web crawling while rolling out significant updates to its AI and JavaScript SEO processes. The introduction of Gemini 3 Flash also highlights Google's push for advanced search capabilities, adapting to changing user behaviors and enhancing advertiser control over pricing strategies.

Must-Read Highlights

1

Googlebot remains the dominant web crawler, contributing to over 25% of all Verified Bot traffic despite the rise of AI crawlers, which are often blocked by publishers.

Googlebot dominates web crawling in 2025 as AI bots surge: Report
2

Updates to Google’s JavaScript SEO documentation emphasize the importance of correctly implementing canonical tags to avoid conflicting signals for crawlers.

Google Updates JavaScript SEO Docs With Canonical Advice via @sejournal, @MattGSouthern
3

Danny Sullivan reiterated that SEO fundamentals have not changed, advising brands to prioritize original and engaging content over AI optimization.

Google’s Danny Sullivan: SEO for AI is still SEO
4

Google's rollout of Gemini 3 Flash focuses on improving AI mode search functionality, allowing for faster and more structured responses to complex queries.

Google rolls out Gemini 3 Flash to AI Mode in Search globally
5

The removal of unified pricing rules in Google Ad Manager empowers publishers to set specific bidder prices, potentially impacting programmatic advertising dynamics.

Google scraps unified pricing rules in Ad Manager after antitrust pressure

All Articles from This Day

Google’s AI Mode Personal Context Features “Still To Come” via @sejournal, @MattGSouthern
SEJ
Dec 17, 2025•Matt G. Southern
High Importance

Google’s AI Mode Personal Context Features “Still To Come” via @sejournal, @MattGSouthern

AI Analysis
  • ●Google's 'personal context' feature for AI Mode is delayed, attributed to permission and product issues rather than model capabilities.
  • ●Despite the delay, AI Mode has seen significant adoption, with 75 million daily active users, and search behaviors are evolving as users provide more context in their queries.
  • ●Updates on how AI Mode interacts with publisher content indicate new features like 'Preferred Sources' and increased contextual links within AI experiences.
Why it matters: The article discusses significant delays in the rollout of a new feature affecting how search queries may evolve and how Google interacts with publisher content, which could impact SEO strategy.
Google AI ModeSEO ToolsSearch BehaviorGoogle UpdatesAI Context
Read Source
Google clarifies canonicalization with JavaScript
SEL
Dec 17, 2025•Barry Schwartz
High Importance

Google clarifies canonicalization with JavaScript

AI Analysis
  • ●Google has updated its JavaScript SEO best practices document to clarify how to correctly implement canonical tags using JavaScript.
  • ●When using JavaScript for canonical URLs, they should match the URLs specified in the original HTML; alternatively, avoid using the canonical link in the HTML if setting it via JavaScript.
  • ●Google also cautioned against using a 'noindex' tag in the original page code if the page should be indexed.
Why it matters: The article provides important clarifications on JavaScript canonicalization best practices, which can significantly impact how pages are indexed by Google.
Google UpdatesJavaScript SEOCanonicalizationSEO Best PracticesTechnical SEO
Read Source
Google’s Danny Sullivan: SEO for AI is still SEO
SEL
Dec 17, 2025•Danny Goodwin
High Importance

Google’s Danny Sullivan: SEO for AI is still SEO

AI Analysis
  • ●Danny Sullivan emphasizes that SEO fundamentals remain unchanged, and brands should focus on creating content for humans instead of solely optimizing for AI systems.
  • ●Publishers are advised to prioritize authenticity, original value, and multimodal content (text, images, video) to meet evolving user expectations.
  • ●Structured data remains relevant, but quality and engagement metrics should take precedence over raw traffic, focusing on meaningful conversions.
Why it matters: The insights provided by Google representatives about maintaining SEO fundamentals in the context of AI are crucial for professionals navigating current and future search landscapes.
SEOAI SearchContent StrategyUser EngagementGoogle Guidelines
Read Source
Google rolls out Gemini 3 Flash to AI Mode in Search globally
SEL
Dec 17, 2025•Danny Goodwin
High Importance

Google rolls out Gemini 3 Flash to AI Mode in Search globally

AI Analysis
  • ●Google is rolling out Gemini 3 Flash, improving AI Mode for faster and more intelligent search responses globally.
  • ●The upgrade allows AI Mode to handle complex queries more effectively and present answers in structured formats.
  • ●Gemini 3 Pro access is being expanded, enabling users to utilize dynamic tools and image generation for more comprehensive search experiences.
Why it matters: This update significantly changes how users interact with search, impacting SEO strategies due to the reduced reliance on traditional organic listings.
Google SearchAI in SEOGemini 3 FlashSearch Engine OptimizationAI Mode
Read Source
Google adds animation and image editing tools to Merchant Center’s Product Studio
SEL
Dec 17, 2025•Anu Adegbola
High Importance

Google adds animation and image editing tools to Merchant Center’s Product Studio

AI Analysis
  • ●Google's Merchant Center has introduced new animation and image editing tools that allow merchants to create dynamic visuals quickly.
  • ●The new features include the ability to animate product images, one-click background removal, and enhanced image resolution, aimed at improving online Shopping performance.
  • ●These updates are designed to streamline creative processes for advertisers, enabling faster testing of assets without relying heavily on design resources.
Why it matters: The update introduces significant new tools for e-commerce marketing, impacting how merchants create visual content for ads, but it does not involve core algorithm changes or critical vulnerabilities.
Google Merchant Centerimage editinge-commercedigital marketingad performance
Read Source
Google Gemini 3 Flash Becomes Default In Gemini App & AI Mode via @sejournal, @MattGSouthern
SEJ
Dec 17, 2025•Matt G. Southern
High Importance

Google Gemini 3 Flash Becomes Default In Gemini App & AI Mode via @sejournal, @MattGSouthern

AI Analysis
  • ●Google has released Gemini 3 Flash, the new default model in the Gemini app, which is designed to enhance speed and efficiency compared to its predecessor.
  • ●Gemini 3 Flash will be the default artificial intelligence mode in Search, providing users with a more advanced experience without additional costs.
  • ●The pricing for using Gemini 3 Flash through the API is competitive, offering lower costs for token usage while delivering faster processing speeds.
Why it matters: The introduction of Gemini 3 Flash represents a significant upgrade to Google’s AI capabilities in Search, which SEO professionals need to be aware of for optimizing strategies.
Google GeminiAI in SearchSEO ToolsGemini 3 FlashSearch Engine Updates
Read Source
Google scraps unified pricing rules in Ad Manager after antitrust pressure
SEL
Dec 17, 2025•Anu Adegbola
High Importance

Google scraps unified pricing rules in Ad Manager after antitrust pressure

AI Analysis
  • ●Google has removed its unified pricing rules, allowing publishers to set bidder-specific floor prices in Ad Manager.
  • ●This change is driven by antitrust pressure and could lead to shifts in bidding strategies and pricing dynamics for advertisers.
  • ●The rollback of unified pricing may provide immediate benefits to publishers by enhancing their control over pricing in programmatic auctions.
Why it matters: The change in Google Ad Manager influences bidding strategies and pricing dynamics in programmatic advertising, which is significant for PPC professionals.
Google Ad ManagerPPCantitrustprogrammatic advertisingpricing strategy
Read Source
Proxies for prompts: Emulate how your audience may be looking for you
SEL
Dec 17, 2025•Gus Pelogia
High Importance

Proxies for prompts: Emulate how your audience may be looking for you

AI Analysis
  • ●As search technology shifts from keywords to conversational prompts, SEOs need to adapt by understanding AI search behavior.
  • ●Utilize SERP features like 'People Also Ask' (PAA) to generate relevant question prompts that reflect user search patterns.
  • ●Leverage userbots to analyze which of your pages are referenced in AI-generated answers, giving insights into content relevance.
Why it matters: The article provides important insights into adapting SEO strategies for the evolving landscape of AI-driven search, which is critical for maintaining visibility.
AI SearchConversational SearchSEO StrategiesSearch BehaviorData Proxies
Read Source
Googlebot dominates web crawling in 2025 as AI bots surge: Report
SEL
Dec 17, 2025•Danny Goodwin
High Importance

Googlebot dominates web crawling in 2025 as AI bots surge: Report

AI Analysis
  • ●Googlebot continues to dominate web crawling, accounting for over 25% of all Verified Bot traffic in 2025.
  • ●AI crawlers have surged, but many have been blocked by publishers, leading to a low traffic referral ratio.
  • ●Google retains a significant lead in search engine referral traffic, delivering nearly 90% compared to competitors like Bing and DuckDuckGo.
Why it matters: This article provides critical insights into the state of web crawling and search engine dominance, which are crucial for SEO professionals to understand current trends in indexing and traffic dynamics.
GooglebotSEOWeb CrawlingAI CrawlersSearch Engine Dominance
Read Source
How conversational AI is changing the economics of paid search
SEL
Dec 17, 2025•Heather Brousell
High Importance

How conversational AI is changing the economics of paid search

AI Analysis
  • ●Microsoft Copilot enhances paid search by interpreting conversational queries to extract rich intent signals, reducing wasted ad spend and improving ROAS.
  • ●By shifting from broad keywords to detailed, intent-based targeting, advertisers can significantly lower CPA and increase campaign engagement.
  • ●Advertisers are urged to incorporate detailed structured data and prioritize first-party data to fully leverage the benefits of conversational search in their campaigns.
Why it matters: The article discusses advancements in AI and advertising technology that have significant implications for PPC strategies, making it important for SEO professionals to understand market trends and optimize campaigns accordingly.
PPCConversational AIMicrosoft CopilotIntent-based advertisingROAS
Read Source
The Facts About Trust Change Everything About Link Building via @sejournal, @martinibuster
SEJ
Dec 17, 2025•Roger Montti
High Importance

The Facts About Trust Change Everything About Link Building via @sejournal, @martinibuster

AI Analysis
  • ●Trust in link building should focus on proximity to a trustworthy seed set rather than passing trust from site to site.
  • ●Third-party authority metrics are outdated and misleading for evaluating link quality because they rely on an old PageRank model instead of the more relevant seed set paradigm.
  • ●SEO professionals should prioritize earning links that reinforce topical relevance rather than superficial authority from highly recognized domains.
Why it matters: The article provides a significant insight into the evolving understanding of trust in link building, challenging common practices and encouraging a shift in strategy.
Link BuildingSEO StrategyRanking FactorsAuthority MetricsSeed Set
Read Source
Google Updates JavaScript SEO Docs With Canonical Advice via @sejournal, @MattGSouthern
SEJ
Dec 17, 2025•Matt G. Southern
High Importance

Google Updates JavaScript SEO Docs With Canonical Advice via @sejournal, @MattGSouthern

AI Analysis
  • ●Google has updated its JavaScript SEO documentation focusing on handling canonical URLs for JavaScript-rendered sites to prevent conflicting signals during crawls and rendering.
  • ●The preferred method is to set the canonical URL in the raw HTML to match the JavaScript-rendered URL, ensuring consistent signals for Google.
  • ●Best practices emphasize avoiding multiple canonical tags and recommend checking server-side and client-side implementations to align the canonical signals.
Why it matters: The article contains a critical update to Google's guidance on handling canonical URLs for JavaScript-rendered sites, which can significantly affect SEO professionals managing those implementations.
SEOGoogle UpdatesJavaScript SEOCanonical URLsBest Practices
Read Source
4 marketing problems AI can actually solve right now by Artlist.io
SEL
Dec 17, 2025•Artlist.io
Good to Know

4 marketing problems AI can actually solve right now by Artlist.io

AI Analysis
  • ●Marketers can leverage AI tools like Artlist AI to significantly reduce video production time and costs, enabling quicker testing and iteration.
  • ●AI voiceover technology ensures consistent brand voice across multiple languages and channels, allowing brands to maintain quality while accommodating global campaigns.
  • ●Implementing AI in marketing workflows can lead to substantial cost savings, as evidenced by companies like Klarna saving millions annually through increased efficiency.
Why it matters: While the article provides useful insights into AI's practical applications in marketing, it lacks critical updates or changes that directly impact SEO professionals' strategies or tools.
AI in MarketingVideo ProductionBrand ConsistencyMarketing EfficiencyCost Savings
Read Source
Improve Any Link Building Strategy With One Small Change via @sejournal, @martinibuster
SEJ
Dec 17, 2025•Roger Montti
Good to Know

Improve Any Link Building Strategy With One Small Change via @sejournal, @martinibuster

AI Analysis
  • ●Respond to skeptical email inquiries by understanding the underlying concerns rather than directly asking for a link.
  • ●Utilize the Tribal Affinity approach and mirror the mindset of the recipient to build rapport and trust.
  • ●Maintain a subtle communication style that avoids raising suspicion while nurturing the potential for link acquisition.
Why it matters: The article provides useful tips on link building outreach but does not address critical updates or major changes impacting SEO practices.
link buildingSEO tacticsemail outreachconversion strategiesstakeholder communication
Read Source
Questions The CEO Should Be Asking About Their Website (But Rarely Does) via @sejournal, @billhunt
SEJ
Dec 17, 2025•Bill Hunt
Good to Know

Questions The CEO Should Be Asking About Their Website (But Rarely Does) via @sejournal, @billhunt

AI Analysis
  • ●CEOs should consider their website as a critical capital asset that affects enterprise value rather than just a marketing tool.
  • ●The lack of accountability regarding website performance can lead to inefficient spending and lost organic visibility, impacting revenue growth.
  • ●A framework of strategic questions for CEOs can drive better alignment between digital investment and measurable business outcomes.
Why it matters: The article provides strategic insights for C-level executives on the importance of website performance, but it lacks immediate actionable updates for SEO professionals.
SEODigital StrategyC-Suite LeadershipWebsite PerformanceCorporate Governance
Read Source
Five Ways To Boost Traffic To Informational Sites via @sejournal, @martinibuster
SEJ
Dec 17, 2025•Roger Montti
Good to Know

Five Ways To Boost Traffic To Informational Sites via @sejournal, @martinibuster

AI Analysis
  • ●Diversify content types by blending evergreen and current event topics to maintain traffic sustainability and audience engagement.
  • ●Identify and remove outdated or irrelevant content to avoid a negative drag on site performance, as Google evaluates overall content quality.
  • ●Adopt a strategic approach to content management that enhances adaptability to audience interests and ensures continuous growth momentum.
Why it matters: The article provides useful insights on content strategy but does not address critical algorithm updates or major changes affecting SEO rankings, making it more of a good-to-know resource.
content strategyevergreen contentSEO best practicessearch visibilitycontent management
Read Source
Google-Engaged Audience: Worry-Free Remarketing, Or A Waste Of Money?
SEJ
Dec 17, 2025•Jyll Saskin Gales
Good to Know

Google-Engaged Audience: Worry-Free Remarketing, Or A Waste Of Money?

AI Analysis
  • ●The Google-engaged audience is a new 'Your data segment' in Google Ads that simplifies remarketing by automatically including users who click to your website from any Google-owned property.
  • ●This audience type allows for remarketing without the need for additional tracking setups, making it a viable option for small business owners and marketers seeking high-quality traffic.
  • ●However, it has limitations, such as only capturing users from Google properties and not being compatible with the Google Display Network, which may affect its utility for campaigns relying on diverse traffic sources.
Why it matters: The article provides useful insights on a feature that could aid in remarketing strategies, but it lacks the critical impact associated with major algorithm updates or tool changes.
Google AdsRemarketingDigital MarketingAudience TargetingPrivacy
Read Source
How to use Google’s Channel Performance report for PMax campaigns
SEL
Dec 17, 2025•Mike Ryan
Good to Know

How to use Google’s Channel Performance report for PMax campaigns

AI Analysis
  • ●The new Channel Performance report by Google provides improved transparency for Performance Max campaigns, allowing advertisers to see channel performance metrics more clearly.
  • ●This report includes an account-level overview with campaign data and a flawed but insightful interactive Sankey diagram that visualizes conversions.
  • ●Advertisers can customize views, compare performance metrics, and analyze ads using product data versus asset-based ads more effectively than before.
Why it matters: While the update improves PPC transparency, it is specifically focused on a tool feature rather than a critical change in SEO or major search engine policies.
Performance MaxGoogle AdsChannel Performance ReportPPC AdvertisingDigital Marketing
Read Source
Google Search adds read more links to search result snippets
SEL
Dec 17, 2025•Barry Schwartz
Good to Know

Google Search adds read more links to search result snippets

AI Analysis
  • ●Google has introduced 'read more' links in search result snippets, allowing users to jump to specific sections of web pages directly from the search results.
  • ●The feature aims to enhance user engagement by potentially increasing click-through rates to websites.
  • ●While not all snippets will show these links, their rollout follows earlier tests indicating their expected positive impact on search results.
Why it matters: The introduction of 'read more' links enhances user experience and click-through rates, making it useful for SEO but not critical for immediate action.
Google Searchread more linkssearch resultsSEO updatesuser engagement
Read Source
LinkedIn opens up top-of-feed Reserved Ads to all managed advertisers
SEL
Dec 17, 2025•Anu Adegbola
Good to Know

LinkedIn opens up top-of-feed Reserved Ads to all managed advertisers

AI Analysis
  • ●LinkedIn has made Reserved Ads available for all managed accounts, allowing marketers to secure top-of-feed placement for improved visibility and engagement.
  • ●The format reportedly increases dwell time by 75%, boosts view-through rates by 88%, and ensures delivery of 99% of forecasted impressions, enhancing campaign effectiveness.
  • ●Reserved Ads serve as a strategic tool for B2B campaigns by offering predictable delivery and fixed pricing, which can aid in audience retargeting and improve early-funnel engagement.
Why it matters: The article provides useful insights into a new advertising feature on LinkedIn that can enhance campaign strategy, but it does not constitute a critical update for SEO professionals.
LinkedIn AdsPPCB2B MarketingAdvertising StrategyDigital Marketing
Read Source