Search Engine Land

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/12/google-core-updates-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2024/12/google-core-updates-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/12/google-core-updates-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2024/12/google-core-updates-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2024/12/google-core-updates-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/12/google-core-updates-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/12/google-core-updates-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>This last Google core update was more impactful than the December core update but not the August or March 2024 core updates.

Google’s December 2024 core update started December 12, 2024 and completed about 6 days later on December 18, 2024. As a reminder, every core update that Google confirms means that the ranking changes from the core update should be visible enough for Google to announce it.  That being said, the December 2024 core update was more volatile and more widespread than the November 2024 core update, but less so than the August and March 2024 core updates, according to data providers.
One thing to note, the December core update rollout was packed within a short 6-day period, whereas the November core update was over a 24-day period.
Do understand that if a core update impacts a site, it can result in a huge change for that site’s search visibility. So, I do not want to diminish the November or December core updates; those could have been really big for you or the sites you manage. 
Spam update and manual actions during/after. Also, to keep things interesting. Google released the December 2024 spam update the day after the December 2024 core update finished, that spam updater is still currently rolling out.  So that may make looking at the data a bit complex.  Plus, Google expanded its site reputation abuse policy during the time Google was rolling out this November 2024 core update. That led to a nice number of large and small websites being hit by a manual action (Google search penalty), resulting in some cases, a lot of visibility losses for those sites in Google Search.
Data providers on the Google December 2024 core update
Similarweb. SimilarWeb’s SERP Seismometer showed large spikes in volatility with the December update. It took a couple of days after the December core update was announced but the volatility did kick in. “Although the December update was announced on December 12th, significant fluctuations were first observed starting on December 14th,” Shay Harel from Similarweb told us.




When you compare the previous core updates to this December 2024 core update, you can see it was more volatile than the November 2024 core update but less volatile than the August and March core updates. Here is that chart:




The relative position change was also higher with this December core update compared to the November core update:




When comparing the top 3, top 5 and top 10 positions, you see the same trend where the December core update was larger than the November core update.




When it came to specific industries, Shay Harel told us, “When analyzing the health, finance, retail, and travel niches, the finance niche experienced low levels of fluctuations in the top 3 results. In contrast, the health niche displayed similar levels of SERP fluctuations in both the top 3 and top 5 results.”
Semrush. Semrush (our parent company) also sent us data that seemed to show that the December core update was more volatile than the November 2024 core update. But as Mordy Obserstein, a company spokesperson, told us, “Between the number of updates and the level of volatility seen before updates they are really making decoupling the volatility and creating accurate comparisons between updates very difficult.”
That being said, here is the chart from Semrush’s sensor that tracks volatility over the past 30 days or so that shows much higher volatility with the December core update compared to the November core update:




This next chart shows the December 2024 Core Update hitting a higher peak levels of volatility than the November update:




They also broke down the volatility by industry in this next chart, comparing December to November. You can see how much more volatile the December update was compared to the November update, across all industries:




Also, the December 2024 Core Update saw an average position gain/loss of around 2.8 positions, which is a bit higher than the 2.4 we saw with the November update:




Other tools. There are a lot of Google search ranking volatility tools. Here is what they looked like after the core update finished rolling out and over the course of the update:
Advanced Web Rankings:




Cognitive SEO:




Algoroo:




SERPstat:




Accuranker:




Mangools:




Wincher:




Mozcast:




Sistrix:




seoClarity:




Industry. Based on what I track with the community, this update felt like it dropped fast and in a big way, and continued to be super volatile throughout the 6-day rollout. The data from the data providers listed above, match what the SEO industry was seeing.
And now with the December 2024 spam update rolling out, Google still seems volatile.
What to do if you are hit. Google has given advice on what to consider if you are negatively impacted by a core update in the past. Google has not really given much new advice here.
There aren’t specific actions to take to recover. A negative rankings impact may not signal anything is wrong with your pages.
Google has offered a list of questions to consider if your site is hit by a core update.
Google said you can see a bit of a recovery between core updates but the biggest change would be after another core update.
In short, write helpful content for people and not to rank in search engines.
“There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people. For those that might not be ranking as well, we strongly encourage reading our creating helpful, reliable, people-first content help page,” Google said previously.
More on Google updates
You can read more of our coverage in Search Engine Land’s Google Algorithm Updates history.
Why we care. While the data above shows how sites in general are doing with the last core update, it does not represent how your individual site did with the update. If your site was hit by this past update, it can be devastating. If you were hit by previous updates and so no improvement with this update, then again, devastating once again. But some sites saw big improvements.
Feel free to compare this to our December core update report.
We hope you saw improvements.

This last Google core update was more impactful than the December core update but not the August or March 2024 core updates.

Data providers: Google December 2024 core update was more volatile than last

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="google-auction-bid-money-legal2-ss-1920" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google was required to file its own remedies which include changes to browser agreements, Android contracts and more.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="google-auction-bid-money-legal2-ss-1920" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2017/02/google-auction-bid-money-legal2-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google was required to file its proposed remedies over the antitrust lawsuit with the Department of Justice. Google was clear in its blog post that it disagrees with the DOJ but it has to legally file these, &#8220;the legal process requires that the parties outline what remedies would best respond to the Court’s decision, ahead of a hearing on remedies in April 2025,&#8221; Google wrote.</p>



<p><strong>Google&#8217;s proposed remedies</strong>. Google proposed remedies across browser agreements, Android contracts and more, they include:</p>



<ul class="wp-block-list">
<li><strong>Browser agreements</strong>: Offer more &#8220;flexibility&#8221; in those default browser agreements by allowing these companies to have multiple default agreements across platforms. Google wrote, &#8220;It would allow for multiple default agreements across different platforms (e.g., a different default search engine for iPhones and iPads) and browsing modes, plus the ability to change their default search provider at least every 12 months (the court’s decision specifically referred to a 12 month agreement as “presumed reasonable” under antitrust law).&#8221;</li>



<li><strong>Android contracts. </strong>Google also suggested it will make its Android agreements with OEMs non-exclusive and allow them to unbundle the Google Play Store from Google Search and Chrome. Google wrote, &#8220;Our proposal means device makers have additional flexibility in preloading multiple search engines, and preloading any Google app independently of preloading Search or Chrome. Again, this will give our partners additional flexibility and our rivals like Microsoft more chances to bid for placement.&#8221;</li>



<li><strong>Gemini. </strong>Part of the above, Google won&#8217;t require device makers or other partners to distribute Gemini to US users for three years. </li>
</ul>



<p><strong>More details.</strong> The full legal filing can be found in <a href="https://storage.googleapis.com/gweb-uniblog-publish-prod/documents/2024.12.20_1108_Executive_Summary_of_Google_Proposed_Final_Judgment.pdf">this PDF document</a> and read Google&#8217;s blog <a href="http://post over here.">post over here.</a> You can also see the roundup of this coverage on <a href="https://www.techmeme.com/241220/p32#a241220p32">Techmeme</a>.</p>



<p><strong>Why we care. </strong>The DOJ can have a serious impact on the future of Google and Google Search.  How this all may play out is still not fully clear, but we continue to watch as follow the case.  These steps may provide clues into the future outcome.</p>


Google was required to file its proposed remedies over the antitrust lawsuit with the Department of Justice. Google was clear in its blog post that it disagrees with the DOJ but it has to legally file these, “the legal process requires that the parties outline what remedies would best respond to the Court’s decision, ahead of a hearing on remedies in April 2025,” Google wrote.
Google’s proposed remedies. Google proposed remedies across browser agreements, Android contracts and more, they include:
Browser agreements: Offer more “flexibility” in those default browser agreements by allowing these companies to have multiple default agreements across platforms. Google wrote, “It would allow for multiple default agreements across different platforms (e.g., a different default search engine for iPhones and iPads) and browsing modes, plus the ability to change their default search provider at least every 12 months (the court’s decision specifically referred to a 12 month agreement as “presumed reasonable” under antitrust law).”
Android contracts. Google also suggested it will make its Android agreements with OEMs non-exclusive and allow them to unbundle the Google Play Store from Google Search and Chrome. Google wrote, “Our proposal means device makers have additional flexibility in preloading multiple search engines, and preloading any Google app independently of preloading Search or Chrome. Again, this will give our partners additional flexibility and our rivals like Microsoft more chances to bid for placement.”
Gemini. Part of the above, Google won’t require device makers or other partners to distribute Gemini to US users for three years. 
More details. The full legal filing can be found in this PDF document and read Google’s blog post over here. You can also see the roundup of this coverage on Techmeme.
Why we care. The DOJ can have a serious impact on the future of Google and Google Search.  How this all may play out is still not fully clear, but we continue to watch as follow the case.  These steps may provide clues into the future outcome.

Google was required to file its own remedies which include changes to browser agreements, Android contracts and more.

Google files its proposed remedies in DOJ’s monopoly case

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-800x450.png" class="attachment-large size-large wp-post-image" alt="Google removing reviews" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google is deleting 5-star reviews at an alarming rate. Learn what it means for your business and how to safeguard your online reputation.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-800x450.png" class="attachment-large size-large wp-post-image" alt="Google removing reviews" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/google-review-removal-1920.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google reviews are powerful. They&#8217;re essential for building trust, attracting customers, and boosting local SEO.&nbsp;</p>



<p>But what happens to your local visibility and online reputation when these valuable reviews suddenly vanish?</p>



<p>We’ve recently noticed a concerning trend: </p>



<p><strong>A significant number of reviews are being deleted. </strong>And not just the negative ones.</p>



<p>To uncover the reasons behind these deletions, GMBapi (disclosure: I’m co-founder of the company) conducted extensive research, analyzing 5 million reviews from our customer base across 79 countries and over 20,000 locations.</p>



<p>The results were surprising, to say the least.</p>



<h2 class="wp-block-heading" id="h-the-5-star-shocker-google-s-war-on-fake-reviews">The 5-star shocker: Google&#8217;s war on fake reviews</h2>



<p>While you might expect negative reviews to be the primary target, our analysis revealed that a staggering <strong>73.1% of deleted reviews were actually 5-star ratings</strong>.</p>



<p>This indicates that Google is actively combating fake and incentivized reviews, aiming to maintain the integrity of its platform.</p>



<p>Businesses that engage in practices like buying reviews or offering incentives in exchange for positive feedback will likely see those reviews disappear (and run the risk of the reviews section being disabled with an explanation of why this was done).</p>



<p>Interestingly, while 1-star reviews were significantly fewer than 5-star reviews overall, they ranked as the second most frequently deleted, likely due to violations such as inappropriate language.</p>



<p>Moderate reviews (2 to 4 stars) were less likely to be deleted, as they generally appear more balanced and have a smaller impact on business reputation compared to extreme ratings like 1-star or 5-star reviews.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="2048" height="1692" src="https://searchengineland.com/wp-content/seloads/2024/12/deleted-reviews-by-rating.png" alt="Percentage of deleted reviews by rating" class="wp-image-449667" srcset="https://searchengineland.com/wp-content/seloads/2024/12/deleted-reviews-by-rating.png 2048w, https://searchengineland.com/wp-content/seloads/2024/12/deleted-reviews-by-rating-409x338.png 409w, https://searchengineland.com/wp-content/seloads/2024/12/deleted-reviews-by-rating-726x600.png 726w, https://searchengineland.com/wp-content/seloads/2024/12/deleted-reviews-by-rating-137x113.png 137w, https://searchengineland.com/wp-content/seloads/2024/12/deleted-reviews-by-rating-768x635.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/deleted-reviews-by-rating-1536x1269.png 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></figure>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="396" src="https://searchengineland.com/wp-content/seloads/2024/12/number-of-reviews-deleted-per-day-800x396.png" alt="Number of reviews deleted per day" class="wp-image-449668" srcset="https://searchengineland.com/wp-content/seloads/2024/12/number-of-reviews-deleted-per-day-800x396.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/number-of-reviews-deleted-per-day-600x297.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/number-of-reviews-deleted-per-day-200x99.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/number-of-reviews-deleted-per-day-768x380.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/number-of-reviews-deleted-per-day-1536x760.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/number-of-reviews-deleted-per-day.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<h2 class="wp-block-heading" id="h-could-review-deletions-in-the-future-be-linked-to-algorithm-updates">Could review deletions in the future be linked to algorithm updates?</h2>



<p>Could future major Google algorithm updates lead to increased scrutiny of reviews, with those deemed low-quality or inauthentic being removed?</p>



<p>If so, staying informed about Google&#8217;s algorithm updates can help businesses anticipate and prepare for potential review quality algorithm fluctuations.</p>



<p>We know Google’s Trust &amp; Safety team (that manages the review algorithms) is different than the team that works on the algorithm. So this is unlikely.</p>



<p>Nevertheless, it makes sense if you think about the way Google uses reviews in its local ranking algorithm, the new AI description of Google Business Profiles, and the AI Overview on the SERP.</p>



<p>The major spikes in review deletion for our customer base occurred on Oct. 12, Oct. 28, and Nov. 1.</p>



<p>No official Google updates were released in October. However, our research on <a href="https://gmbapi.com/news/google-deletes-5-star-reviews/">deleted reviews</a> (on 20,000 deleted reviews) and <a href="https://localo.com/blog/50000-deleted-google-reviews-analysis-trends-tips">Localo&#8217;s analysis</a> of 50,000 deleted Google reviews draw different conclusions about the timing of these changes.</p>



<p>Discussions in the <a href="https://localsearchforum.com/threads/new-surge-of-google-review-removals.61873/">Local Search Forum</a> further confirmed the rise in review deletions during September and October, suggesting that there were noticeable shifts in review moderation.</p>



<p>The link between these updates and review deletions hasn’t been fully explored in the SEO world yet. However, we think that Google might start tying those together.</p>



<p>These algorithm changes, as they start using review data for more and more elements on the SERP, could potentially influence how review quality is moderated.</p>



<h2 class="wp-block-heading" id="h-the-power-of-engagement-responding-to-reviews-matters">The power of engagement: Responding to reviews matters</h2>



<p>A significant finding was that <strong>66.1% of deleted reviews had no business replies</strong>. This suggests that engaging with reviewers, both positive and negative, can reduce the likelihood of deletion.</p>



<p>Responding to reviews demonstrates to Google that you value customer feedback and are actively involved in managing your online reputation.</p>



<p>The main reason to reply to reviews is to show prospects you care about your customers enough to reply to them.</p>



<p>We’re sure of the positive impact of replying to reviews on your average rating (reviewers tend to be less negative mostly) and conversion (if one handles the review replies well).</p>



<figure class="wp-block-image size-full"><img decoding="async" width="2048" height="1650" src="https://searchengineland.com/wp-content/seloads/2024/12/percentage-deleted-reviews-with-without-reply.png" alt="Percentage of deleted reviews with and without reply" class="wp-image-449669" srcset="https://searchengineland.com/wp-content/seloads/2024/12/percentage-deleted-reviews-with-without-reply.png 2048w, https://searchengineland.com/wp-content/seloads/2024/12/percentage-deleted-reviews-with-without-reply-420x338.png 420w, https://searchengineland.com/wp-content/seloads/2024/12/percentage-deleted-reviews-with-without-reply-745x600.png 745w, https://searchengineland.com/wp-content/seloads/2024/12/percentage-deleted-reviews-with-without-reply-140x113.png 140w, https://searchengineland.com/wp-content/seloads/2024/12/percentage-deleted-reviews-with-without-reply-768x619.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/percentage-deleted-reviews-with-without-reply-1536x1237.png 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></figure>



<h3 class="wp-block-heading" id="h-service-and-staff-reviews-a-high-risk-category">‘Service and staff’ reviews: A high-risk category</h3>



<p>Interestingly, the most common category for deleted reviews was &#8220;Service and Staff&#8221; – reviews about customer service quality, staff friendliness, expertise, or responsiveness.</p>



<p>This could be attributed to this category&#8217;s high volume of reviews, making it more susceptible to generic or inauthentic feedback. </p>



<p>Businesses should encourage detailed and specific reviews that highlight genuine customer experiences.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="2048" height="1015" src="https://searchengineland.com/wp-content/seloads/2024/12/review-category-by-percentage.png" alt="Review category by percentage" class="wp-image-449670" srcset="https://searchengineland.com/wp-content/seloads/2024/12/review-category-by-percentage.png 2048w, https://searchengineland.com/wp-content/seloads/2024/12/review-category-by-percentage-600x297.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/review-category-by-percentage-800x397.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/review-category-by-percentage-200x99.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/review-category-by-percentage-768x381.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/review-category-by-percentage-1536x761.png 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></figure>



<h3 class="wp-block-heading" id="h-machine-learning-insights-sentiment-length-and-rating">Machine learning insights: Sentiment, length, and rating</h3>



<p>We developed a machine learning model using the Random Forest algorithm to understand the factors influencing review deletion.</p>



<p>Our analysis revealed that review sentiment, length, and rating all impact Google&#8217;s moderation process.</p>



<p>While sentiment analysis and ratings help identify overly positive or negative reviews that may warrant further scrutiny, shorter reviews might be flagged as lacking substance.</p>



<h3 class="wp-block-heading" id="h-beyond-the-text-the-importance-of-reviewer-behavior">Beyond the text: The importance of reviewer behavior</h3>



<p>While our model focused on review-specific data, other research highlights the importance of considering reviewer behavior.</p>



<p>Factors like the number of reviews a user posts, the average length of their reviews, and the timeframe over which they post can be strong indicators of authenticity.</p>



<p>As AI-generated reviews become more sophisticated, incorporating user-centric features into machine learning models can significantly improve the accuracy of detecting fake reviews.</p>



<h2 class="wp-block-heading" id="h-recommendations-for-businesses">Recommendations for businesses</h2>



<ul class="wp-block-list">
<li><strong>Engage with reviewers:</strong> Respond promptly and thoughtfully to all reviews, demonstrating your commitment to customer satisfaction.</li>



<li><strong>Embrace local SEO tools:</strong> Use Google review management software to track, analyze, and respond to reviews across multiple locations.</li>



<li><strong>Avoid incentivized reviews:</strong> Focus on organically encouraging genuine customer feedback to build a trustworthy online reputation.</li>



<li><strong>Stay informed:</strong> Keep abreast of Google&#8217;s content policies and algorithm updates to ensure your reviews comply with the latest guidelines.</li>



<li><strong>Report fake reviews:</strong> Actively report spam or inauthentic reviews to Google, contributing to a fair and transparent review ecosystem.</li>
</ul>



<h2 class="wp-block-heading" id="h-what-you-need-to-know-moving-forward">What you need to know moving forward</h2>



<p>Google&#8217;s review deletion process reflects its commitment to maintaining a trustworthy platform for both businesses and consumers.</p>



<p>We suspect that the usage of Google reviews to power Google’s AI Overviews (for local businesses) makes this even more important (for Google and local businesses).</p>



<p>By understanding the factors influencing Google’s take on your reviews and these deletions, businesses can proactively manage their online reputation and foster authentic customer engagement.</p>



<p>It remains business critical to protect and enhance your online presence in the increasingly complex local marketing landscape.</p>


Google reviews are powerful. They’re essential for building trust, attracting customers, and boosting local SEO. 
But what happens to your local visibility and online reputation when these valuable reviews suddenly vanish?
We’ve recently noticed a concerning trend: 
A significant number of reviews are being deleted. And not just the negative ones.
To uncover the reasons behind these deletions, GMBapi (disclosure: I’m co-founder of the company) conducted extensive research, analyzing 5 million reviews from our customer base across 79 countries and over 20,000 locations.
The results were surprising, to say the least.
The 5-star shocker: Google’s war on fake reviews
While you might expect negative reviews to be the primary target, our analysis revealed that a staggering 73.1% of deleted reviews were actually 5-star ratings.
This indicates that Google is actively combating fake and incentivized reviews, aiming to maintain the integrity of its platform.
Businesses that engage in practices like buying reviews or offering incentives in exchange for positive feedback will likely see those reviews disappear (and run the risk of the reviews section being disabled with an explanation of why this was done).
Interestingly, while 1-star reviews were significantly fewer than 5-star reviews overall, they ranked as the second most frequently deleted, likely due to violations such as inappropriate language.
Moderate reviews (2 to 4 stars) were less likely to be deleted, as they generally appear more balanced and have a smaller impact on business reputation compared to extreme ratings like 1-star or 5-star reviews.








Could review deletions in the future be linked to algorithm updates?
Could future major Google algorithm updates lead to increased scrutiny of reviews, with those deemed low-quality or inauthentic being removed?
If so, staying informed about Google’s algorithm updates can help businesses anticipate and prepare for potential review quality algorithm fluctuations.
We know Google’s Trust & Safety team (that manages the review algorithms) is different than the team that works on the algorithm. So this is unlikely.
Nevertheless, it makes sense if you think about the way Google uses reviews in its local ranking algorithm, the new AI description of Google Business Profiles, and the AI Overview on the SERP.
The major spikes in review deletion for our customer base occurred on Oct. 12, Oct. 28, and Nov. 1.
No official Google updates were released in October. However, our research on deleted reviews (on 20,000 deleted reviews) and Localo’s analysis of 50,000 deleted Google reviews draw different conclusions about the timing of these changes.
Discussions in the Local Search Forum further confirmed the rise in review deletions during September and October, suggesting that there were noticeable shifts in review moderation.
The link between these updates and review deletions hasn’t been fully explored in the SEO world yet. However, we think that Google might start tying those together.
These algorithm changes, as they start using review data for more and more elements on the SERP, could potentially influence how review quality is moderated.
The power of engagement: Responding to reviews matters
A significant finding was that 66.1% of deleted reviews had no business replies. This suggests that engaging with reviewers, both positive and negative, can reduce the likelihood of deletion.
Responding to reviews demonstrates to Google that you value customer feedback and are actively involved in managing your online reputation.
The main reason to reply to reviews is to show prospects you care about your customers enough to reply to them.
We’re sure of the positive impact of replying to reviews on your average rating (reviewers tend to be less negative mostly) and conversion (if one handles the review replies well).




‘Service and staff’ reviews: A high-risk category
Interestingly, the most common category for deleted reviews was “Service and Staff” – reviews about customer service quality, staff friendliness, expertise, or responsiveness.
This could be attributed to this category’s high volume of reviews, making it more susceptible to generic or inauthentic feedback. 
Businesses should encourage detailed and specific reviews that highlight genuine customer experiences.




Machine learning insights: Sentiment, length, and rating
We developed a machine learning model using the Random Forest algorithm to understand the factors influencing review deletion.
Our analysis revealed that review sentiment, length, and rating all impact Google’s moderation process.
While sentiment analysis and ratings help identify overly positive or negative reviews that may warrant further scrutiny, shorter reviews might be flagged as lacking substance.
Beyond the text: The importance of reviewer behavior
While our model focused on review-specific data, other research highlights the importance of considering reviewer behavior.
Factors like the number of reviews a user posts, the average length of their reviews, and the timeframe over which they post can be strong indicators of authenticity.
As AI-generated reviews become more sophisticated, incorporating user-centric features into machine learning models can significantly improve the accuracy of detecting fake reviews.
Recommendations for businesses
Engage with reviewers: Respond promptly and thoughtfully to all reviews, demonstrating your commitment to customer satisfaction.
Embrace local SEO tools: Use Google review management software to track, analyze, and respond to reviews across multiple locations.
Avoid incentivized reviews: Focus on organically encouraging genuine customer feedback to build a trustworthy online reputation.
Stay informed: Keep abreast of Google’s content policies and algorithm updates to ensure your reviews comply with the latest guidelines.
Report fake reviews: Actively report spam or inauthentic reviews to Google, contributing to a fair and transparent review ecosystem.
What you need to know moving forward
Google’s review deletion process reflects its commitment to maintaining a trustworthy platform for both businesses and consumers.
We suspect that the usage of Google reviews to power Google’s AI Overviews (for local businesses) makes this even more important (for Google and local businesses).
By understanding the factors influencing Google’s take on your reviews and these deletions, businesses can proactively manage their online reputation and foster authentic customer engagement.
It remains business critical to protect and enhance your online presence in the increasingly complex local marketing landscape.

Google is deleting 5-star reviews at an alarming rate. Learn what it means for your business and how to safeguard your online reputation.

Google’s review deletions: Why 5-star reviews are disappearing

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-800x450.png" class="attachment-large size-large wp-post-image" alt="Search, social and video: Evolving digital PR for 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>See how social-first content, brand mentions, and video are driving a fundamental shift in 2025’s search and engagement strategies.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-800x450.png" class="attachment-large size-large wp-post-image" alt="Search, social and video: Evolving digital PR for 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/Search-social-and-video-Evolving-digital-PR-for-2025.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p><a href="https://searchengineland.com/what-is-digital-pr-seo-437216">Digital PR</a> is entering a new era.&nbsp;</p>



<p>As social platforms like <a href="https://searchengineland.com/tiktok-seo-the-ultimate-guide-439795">TikTok</a>, <a href="https://searchengineland.com/youtube-seo-what-you-need-to-know-449431">YouTube</a>, and Instagram become search engines in their own right, traditional strategies focused on backlinks and news coverage are no longer enough.</p>



<p>In 2025, success will depend on meeting audiences where they are – through video-led, socially native content that drives authentic engagement.</p>



<h2 class="wp-block-heading" id="h-the-rise-of-social-first-digital-pr">The rise of social-first digital PR</h2>



<p>The way brands approach digital PR and online coverage is evolving, driven by the rise of social platforms and changing audience behaviors.&nbsp;</p>



<p>Traditional strategies focusing on earning backlinks and securing coverage in high-authority domains fail to deliver meaningful results.</p>



<p>The audience’s journey has evolved, and their relationship with brands, publishers, and creators is shifting. To reach them effectively, brands, creators, and publishers must adapt.<br><br>Audiences increasingly engage with video-led content on platforms like TikTok, Snapchat, YouTube, and Instagram – many of which now function as search engines.</p>



<p>Digital PR teams must go beyond pitching articles to create dynamic, platform-specific content that resonates where people already spend their time.</p>



<p>Users spend considerably <a href="https://sparktoro.com/blog/where-web-users-spend-time-vs-where-traffic-referrals-originate/" target="_blank" rel="noopener">more time on social websites</a> (20.75%) than news sites (12.83%) – our traditional digital PR targets.</p>



<p>Success in digital PR is no longer just about securing backlinks.</p>



<p>Metrics like <a href="https://searchengineland.com/brand-mentions-future-backlinks-435744">brand mentions</a>, engagement, <a href="https://searchengineland.com/seo-strategy-integrate-user-generated-content-434757">user-generated content</a> (UGC), and social shares are becoming just as important for building awareness and authority.</p>



<p>These human-focused measures are also likely to play a significant role in driving revenue growth.</p>



<p>The “search everywhere” approach emphasizes meeting audiences where they are, using social-first strategies to redefine how we create and deliver content.</p>



<p>These changes are reshaping the future of digital PR. Let’s explore how they could transform your approach.</p>



<h2 class="wp-block-heading" id="h-the-shift-to-social-platforms">The shift to social platforms</h2>



<p>In 2025, social platforms like TikTok, Instagram, YouTube, and emerging networks will dominate the <a href="https://searchengineland.com/guide/what-is-seo">SEO</a> and digital PR landscape.</p>



<p>Audiences are:</p>



<ul class="wp-block-list">
<li>Moving away from static content and traditional news sources.</li>



<li>Spending more time on video-centric platforms that offer authentic, real-time interactions with creators and content.</li>
</ul>



<p>This shift has made traditional search-focused PR strategies less effective at connecting with audiences.&nbsp;</p>



<p>While backlinks remain valuable for SEO foundations, social posts and UGC now play a greater role in influencing consumer decisions.&nbsp;</p>



<p>Younger audiences, in particular, favor interactive, relatable, and trustworthy content – whether on TikTok, Snapchat, Discord, or Reddit – over static blog articles that once anchored SEO and digital PR strategies.</p>



<h2 class="wp-block-heading" id="h-social-platforms-as-search-engines">Social platforms as search engines</h2>



<p>Social platforms are increasingly functioning as search engines, creating a new &#8220;search universe.&#8221;&nbsp;</p>



<p>TikTok, YouTube, and Reddit are popular platforms for finding answers, reviews, and recommendations, helping users discover products and brands.</p>



<p>TikTok’s expanding search functionality, for example, allows users to find everything from “how-to” tutorials to in-depth product reviews.</p>



<p>Gen Z users, drawn to its short-form video format and authenticity, frequently turn to TikTok for research.&nbsp;</p>



<p>Similarly, YouTube attracts audiences looking for detailed, long-form content to make informed decisions.</p>



<p>For instance, product review videos on YouTube or TikTok often rank highly for search queries about products, outperforming traditional editorial articles.</p>



<p>Whether it&#8217;s a new camera, a trendy outfit, a restaurant, or skincare advice, interactive and relatable social-first content is shaping consumer decisions more effectively than traditional PR placements.</p>



<p>This shift toward socially native PR content is the new standard for engaging with audiences and ensuring brand visibility.&nbsp;</p>



<p>By adopting these changes, PR campaigns can drive action, foster trust, and grow brand communities, moving beyond “link juice” to impact share of search in this emerging search universe.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/social-search-brand-engagement-443241"><strong><em>Social search and the future of brand engagement</em></strong></a></p>



<h2 class="wp-block-heading" id="h-the-inevitable-rise-of-video-led-content-in-digital-pr">The inevitable rise of video-led content in digital PR</h2>



<p>In 2025, video will no longer be a complementary format in digital PR but the centerpiece of strategies.</p>



<p>Video has proven to be one of the most engaging and effective mediums for capturing attention, delivering messages, and driving action.&nbsp;</p>



<p>Predicted to account for over 80% of all web traffic by 2025, video’s dominance in online consumption is undeniable.&nbsp;</p>



<p>Even press publications that PR teams traditionally target are establishing themselves on social platforms to tap into this trend.</p>



<p>This is evident in TikTok, where publishers are achieving massive engagement.</p>



<p>For example, since January 2024, The Daily Mail’s TikTok channel garnered <a href="https://www.newswhip.com/2024/11/daily-mail-tiktok-uk-publishers/#:~:text=So%2074%25%20of%20content%20engagement,publishers%20on%20a%20single%20channel." target="_blank" rel="noopener">over 1 billion engagements</a> compared to 40 million on its website.</p>



<p>That’s a staggering 2,400% difference. Content editors and journalists are increasingly seeking video solutions to meet this growing demand.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/social-media-videos-search-guide-446621"><strong><em>A guide to creating social media videos (for search and beyond)</em></strong></a></p>



<h2 class="wp-block-heading" id="h-socially-optimized-video-as-the-new-press-release">Socially optimized video as the new press release</h2>



<p>Traditional text-heavy press releases are losing their effectiveness, especially because they don’t align with social platforms&#8217; visual nature.</p>



<p>Video allows digital PR teams to create versatile press releases that publishers can easily adapt across multiple channels.</p>



<p>Formats like reactive comments, thought leadership, expert insights, and first-party data presentations performed well in 2024.</p>



<p>But they are even more impactful with a video-first approach.</p>



<p>For example, Martin Lewis, a UK financial commentator, has successfully used TikTok to share insights, building his presence both on his account and across media outlet platforms.</p>



<h2 class="wp-block-heading" id="h-brand-mentions-the-new-metric-of-success">Brand mentions: The new metric of success</h2>



<p>Brand mentions are becoming a key indicator of authority and trust, much like the traditional goal of achieving “follow” links in website outreach.</p>



<p>Social platform tags, as well as naturally occurring brand mentions in video content, are increasingly valuable.</p>



<p>Social algorithms, particularly TikTok’s, amplify this impact by promoting related content to users who engage with media pieces mentioning a brand.</p>



<p>This makes digital PR a powerful tool for raising awareness and moving audiences through a conversion journey.</p>



<p>Maintaining a strong brand presence on social platforms is now essential for ensuring visibility and trust in this video-first era.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/how-to-harness-the-power-of-brand-mentions-across-the-search-universe-439641"><strong><em>How to harness the power of brand mentions across the search universe</em></strong></a></p>



<h2 class="wp-block-heading" id="h-from-backlinks-to-brand-mentions-the-search-everywhere-evolution">From backlinks to brand mentions: The &#8216;search everywhere&#8217; evolution</h2>



<p>Digital PR thrives on innovation, and by 2025, success will no longer rely on backlinks or traditional coverage alone.&nbsp;</p>



<p>Thriving in the next 12 to 18 months will require a “search everywhere” approach:&nbsp;</p>



<ul class="wp-block-list">
<li>Creating socially native content.</li>



<li>Leveraging video and UGC.</li>



<li>Reaching audiences where they already engage.</li>
</ul>



<p>This is not a passing trend but a fundamental shift.&nbsp;</p>



<p>The next phase of digital PR is here, and those who embrace it will set the standard for the future.</p>


Digital PR is entering a new era. 
As social platforms like TikTok, YouTube, and Instagram become search engines in their own right, traditional strategies focused on backlinks and news coverage are no longer enough.
In 2025, success will depend on meeting audiences where they are – through video-led, socially native content that drives authentic engagement.
The rise of social-first digital PR
The way brands approach digital PR and online coverage is evolving, driven by the rise of social platforms and changing audience behaviors. 
Traditional strategies focusing on earning backlinks and securing coverage in high-authority domains fail to deliver meaningful results.
The audience’s journey has evolved, and their relationship with brands, publishers, and creators is shifting. To reach them effectively, brands, creators, and publishers must adapt.
Audiences increasingly engage with video-led content on platforms like TikTok, Snapchat, YouTube, and Instagram – many of which now function as search engines.
Digital PR teams must go beyond pitching articles to create dynamic, platform-specific content that resonates where people already spend their time.
Users spend considerably more time on social websites (20.75%) than news sites (12.83%) – our traditional digital PR targets.
Success in digital PR is no longer just about securing backlinks.
Metrics like brand mentions, engagement, user-generated content (UGC), and social shares are becoming just as important for building awareness and authority.
These human-focused measures are also likely to play a significant role in driving revenue growth.
The “search everywhere” approach emphasizes meeting audiences where they are, using social-first strategies to redefine how we create and deliver content.
These changes are reshaping the future of digital PR. Let’s explore how they could transform your approach.
The shift to social platforms
In 2025, social platforms like TikTok, Instagram, YouTube, and emerging networks will dominate the SEO and digital PR landscape.
Audiences are:
Moving away from static content and traditional news sources.
Spending more time on video-centric platforms that offer authentic, real-time interactions with creators and content.
This shift has made traditional search-focused PR strategies less effective at connecting with audiences. 
While backlinks remain valuable for SEO foundations, social posts and UGC now play a greater role in influencing consumer decisions. 
Younger audiences, in particular, favor interactive, relatable, and trustworthy content – whether on TikTok, Snapchat, Discord, or Reddit – over static blog articles that once anchored SEO and digital PR strategies.
Social platforms as search engines
Social platforms are increasingly functioning as search engines, creating a new “search universe.” 
TikTok, YouTube, and Reddit are popular platforms for finding answers, reviews, and recommendations, helping users discover products and brands.
TikTok’s expanding search functionality, for example, allows users to find everything from “how-to” tutorials to in-depth product reviews.
Gen Z users, drawn to its short-form video format and authenticity, frequently turn to TikTok for research. 
Similarly, YouTube attracts audiences looking for detailed, long-form content to make informed decisions.
For instance, product review videos on YouTube or TikTok often rank highly for search queries about products, outperforming traditional editorial articles.
Whether it’s a new camera, a trendy outfit, a restaurant, or skincare advice, interactive and relatable social-first content is shaping consumer decisions more effectively than traditional PR placements.
This shift toward socially native PR content is the new standard for engaging with audiences and ensuring brand visibility. 
By adopting these changes, PR campaigns can drive action, foster trust, and grow brand communities, moving beyond “link juice” to impact share of search in this emerging search universe.
Dig deeper: Social search and the future of brand engagement
The inevitable rise of video-led content in digital PR
In 2025, video will no longer be a complementary format in digital PR but the centerpiece of strategies.
Video has proven to be one of the most engaging and effective mediums for capturing attention, delivering messages, and driving action. 
Predicted to account for over 80% of all web traffic by 2025, video’s dominance in online consumption is undeniable. 
Even press publications that PR teams traditionally target are establishing themselves on social platforms to tap into this trend.
This is evident in TikTok, where publishers are achieving massive engagement.
For example, since January 2024, The Daily Mail’s TikTok channel garnered over 1 billion engagements compared to 40 million on its website.
That’s a staggering 2,400% difference. Content editors and journalists are increasingly seeking video solutions to meet this growing demand.
Dig deeper: A guide to creating social media videos (for search and beyond)
Socially optimized video as the new press release
Traditional text-heavy press releases are losing their effectiveness, especially because they don’t align with social platforms’ visual nature.
Video allows digital PR teams to create versatile press releases that publishers can easily adapt across multiple channels.
Formats like reactive comments, thought leadership, expert insights, and first-party data presentations performed well in 2024.
But they are even more impactful with a video-first approach.
For example, Martin Lewis, a UK financial commentator, has successfully used TikTok to share insights, building his presence both on his account and across media outlet platforms.
Brand mentions: The new metric of success
Brand mentions are becoming a key indicator of authority and trust, much like the traditional goal of achieving “follow” links in website outreach.
Social platform tags, as well as naturally occurring brand mentions in video content, are increasingly valuable.
Social algorithms, particularly TikTok’s, amplify this impact by promoting related content to users who engage with media pieces mentioning a brand.
This makes digital PR a powerful tool for raising awareness and moving audiences through a conversion journey.
Maintaining a strong brand presence on social platforms is now essential for ensuring visibility and trust in this video-first era.
Dig deeper: How to harness the power of brand mentions across the search universe
From backlinks to brand mentions: The ‘search everywhere’ evolution
Digital PR thrives on innovation, and by 2025, success will no longer rely on backlinks or traditional coverage alone. 
Thriving in the next 12 to 18 months will require a “search everywhere” approach: 
Creating socially native content.
Leveraging video and UGC.
Reaching audiences where they already engage.
This is not a passing trend but a fundamental shift. 
The next phase of digital PR is here, and those who embrace it will set the standard for the future.

See how social-first content, brand mentions, and video are driving a fundamental shift in 2025’s search and engagement strategies.

Search, social and video: Evolving digital PR for 2025

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-800x450.png" class="attachment-large size-large wp-post-image" alt="Amazon SEO: A comprehensive guide" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Learn how Amazon search works, the importance of indexing, and best practices to boost visibility and sales.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-800x450.png" class="attachment-large size-large wp-post-image" alt="Amazon SEO: A comprehensive guide" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-SEO-A-comprehensive-guide.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Amazon&#8217;s search engine operates unlike any other, prioritizing conversions over clicks.&nbsp;</p>



<p>To succeed, sellers and marketers must master the nuances of Amazon <a href="https://searchengineland.com/guide/what-is-seo">SEO</a> – where indexing, sales performance, and strategic advertising come together to drive visibility and sales. </p>



<p>This guide will show you how.</p>



<h2 class="wp-block-heading" id="h-amazon-search-prioritizing-sales-over-clicks">Amazon search: Prioritizing sales over clicks</h2>



<p>Amazon’s search engine operates with a singular focus: connecting buyers with products they are most likely to purchase.&nbsp;</p>



<p>Since Amazon profits from both advertising and a percentage of sales, strong sales performance directly influences search visibility.</p>



<p>Unlike general search engines, where users may seek information or inspiration, Amazon users typically have transactional intent – they&#8217;re ready to buy.</p>



<p>This makes it crucial to optimize for bottom-of-funnel, purchase-ready keywords.</p>



<p>To succeed, sellers must combine traditional SEO techniques with:</p>



<ul class="wp-block-list">
<li>Effective inventory management.</li>



<li>Strategic advertising.</li>



<li>Account health practices.&nbsp;</li>
</ul>



<p>Simply put, ranking on Amazon means consistently outselling competitors for targeted keyword phrases.</p>



<h2 class="wp-block-heading" id="h-the-foundation-of-indexing">The foundation of indexing</h2>



<p>Indexing is a fundamental aspect of Amazon SEO, much like it is for traditional search engines like Google and Bing.&nbsp;</p>



<p>However, the approach to Amazon SEO has evolved significantly over the past decade.&nbsp;</p>



<p>While sellers once aimed to index as many keyword phrases as possible, today’s competitive landscape and rising advertising costs require a more strategic focus.&nbsp;</p>



<p>Amazon SEO success involves:&nbsp;</p>



<ul class="wp-block-list">
<li>Targeting highly relevant keywords based on your niche, advertising budget, and search volume potential.</li>



<li>Prioritizing longer-tail phrases that are both cost-effective and more likely to convert.</li>
</ul>



<p>The key components of Amazon’s indexing system include:</p>



<h3 class="wp-block-heading" id="h-title">Title</h3>



<ul class="wp-block-list">
<li>Your title should feature your most important keywords while remaining clear and compelling.&nbsp;</li>



<li>Avoid keyword stuffing and focus on incorporating valuable search terms.&nbsp;</li>



<li>Since titles often serve as primary advertising copy, they should be keyword-rich yet optimized for conversion.</li>
</ul>



<h3 class="wp-block-heading" id="h-bullet-points">Bullet points</h3>



<ul class="wp-block-list">
<li>Though Amazon officially advises brevity, testing shows that longer, descriptive, and keyword-rich bullet points tend to convert better.&nbsp;</li>



<li>Strike a balance between informative and search-optimized content.</li>
</ul>



<h3 class="wp-block-heading" id="h-backend-keywords">Backend keywords</h3>



<ul class="wp-block-list">
<li>These have become more limited, but they still play a critical role.&nbsp;</li>



<li>Structured data and product-specific attributes contribute significantly to indexing.&nbsp;</li>



<li>Brand-registered sellers can expand keyword coverage through A+ Content modules and image alt text.</li>
</ul>



<h3 class="wp-block-heading" id="h-reviews">Reviews</h3>



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/amazon-reviews-best-practices-sales-trust-431879">Customer reviews</a> contribute to indexing by organically adding keywords to product detail pages, enhancing discoverability.</li>
</ul>



<h3 class="wp-block-heading" id="h-category-and-subcategory">Category and subcategory</h3>



<ul class="wp-block-list">
<li>Proper classification within Amazon’s structured data system affects indexability and ad delivery.&nbsp;</li>



<li>Choosing the right category is vital for both launching and ranking strategies.</li>
</ul>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/amazon-product-listing-optimization-must-haves-386902">5 Amazon product listing optimization must-haves</a></em></strong></p>



<h2 class="wp-block-heading" id="h-understanding-root-keywords-vs-exact-matches-nbsp">Understanding root keywords vs. exact matches&nbsp;</h2>



<p>Amazon&#8217;s indexing system focuses on root keywords rather than exact phrases.&nbsp;</p>



<p>For example, to index for &#8220;mobile phone,&#8221; your listing must include the keywords &#8220;mobile&#8221; and &#8220;phone,&#8221; but not necessarily in that order.&nbsp;</p>



<p>This flexibility allows you to incorporate keywords naturally into your listing.</p>



<ul class="wp-block-list">
<li><strong>Keyword phrase:</strong> A specific set and order of keywords you want to rank for (e.g., &#8220;white chocolate fudge,&#8221; &#8220;chocolate fudge,&#8221; &#8220;white fudge&#8221;).</li>



<li><strong>Root keywords:</strong> The individual components of a keyword phrase (e.g., &#8220;white,&#8221; &#8220;chocolate,&#8221; &#8220;fudge&#8221;).</li>
</ul>



<p>For new product launches without established brand recognition, using exact matches of critical keyword phrases in titles and bullet points helps Amazon identify your product more effectively.&nbsp;</p>



<p>The success of this strategy depends on:</p>



<ul class="wp-block-list">
<li>Running targeted ads for the selected keyword phrases.</li>



<li>Achieving strong conversion rates for those phrases.</li>



<li>Competing effectively within your category.</li>
</ul>



<p>Established brands with existing search demand can rely on initial conversions from branded search campaigns to allow more flexibility in title structure.</p>



<p>In practice, root keywords drive indexing, while keyword phrases support ranking as your product gains traction.</p>



<p>It’s also crucial to understand that each product page indexes and ranks independently.</p>



<p>Amazon does not assign brand-level authority, which means competitors or knockoffs can outrank listings, even for branded terms.</p>



<p>This makes branded search ads a critical component of Amazon SEO.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1358" height="1262" src="https://searchengineland.com/wp-content/seloads/2024/12/Branded-search-ads-for-Amazon.png" alt="Here you can see that these two listings are outranking most items that are exactly match for the branded search organically.  This happens with this product has out converted for the branded search term.  " class="wp-image-449568" srcset="https://searchengineland.com/wp-content/seloads/2024/12/Branded-search-ads-for-Amazon.png 1358w, https://searchengineland.com/wp-content/seloads/2024/12/Branded-search-ads-for-Amazon-364x338.png 364w, https://searchengineland.com/wp-content/seloads/2024/12/Branded-search-ads-for-Amazon-646x600.png 646w, https://searchengineland.com/wp-content/seloads/2024/12/Branded-search-ads-for-Amazon-122x113.png 122w, https://searchengineland.com/wp-content/seloads/2024/12/Branded-search-ads-for-Amazon-768x714.png 768w" sizes="(max-width: 1358px) 100vw, 1358px" /><figcaption class="wp-element-caption"><em>Here, you can see that these two listings are outranking most items that exactly match the branded search term organically. This happens because these products have outperformed others in conversions for that branded search term.</em></figcaption></figure></div>


<p><strong><em>Dig deeper: <a href="https://searchengineland.com/amazon-branded-search-444768">Optimizing for Amazon branded search: Best practices to boost visibility</a></em></strong></p>



<h2 class="wp-block-heading" id="h-breaking-the-sales-ranking-cycle">Breaking the sales-ranking cycle</h2>



<p>You need sales to improve rankings, but ranking well often depends on generating sales.</p>



<p>This &#8220;conversion paradox&#8221; is a core challenge of Amazon SEO:&nbsp;</p>



<p>Amazon’s algorithm relies on historical conversion data for specific keyword phrases to predict future conversion likelihood, creating a cycle where sales and rankings are interdependent.</p>



<p>To break this cycle, advertising, promotions, and even external traffic are essential.&nbsp;</p>



<p>PPC campaigns, in particular, play a dual role – driving immediate sales and supporting long-term ranking strategies.&nbsp;</p>



<p>This approach often involves:</p>



<ul class="wp-block-list">
<li>Running ads to establish an initial ranking position.</li>



<li>Gradually optimizing ad performance as organic rankings improve.</li>



<li>Maintaining consistent sales velocity to protect rankings over time.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1600" height="564" src="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-listing-is-indexed-for-1923-keyword-phrases.png" alt="With Helium 10, you can see that this listing is indexed for 1,923 keyword phrases (yellow), but only ranks in the top 10 positions for 80 of those keywords (purple). This tool also helps you estimate the number of sales needed to rank for a specific keyword phrase (purple)." class="wp-image-449569" srcset="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-listing-is-indexed-for-1923-keyword-phrases.png 1600w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-listing-is-indexed-for-1923-keyword-phrases-600x212.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-listing-is-indexed-for-1923-keyword-phrases-800x282.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-listing-is-indexed-for-1923-keyword-phrases-200x71.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-listing-is-indexed-for-1923-keyword-phrases-768x271.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-listing-is-indexed-for-1923-keyword-phrases-1536x541.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /><figcaption class="wp-element-caption"><em>With Helium 10, you can see that this listing is indexed for 1,923 keyword phrases (yellow) but only ranks in the top 10 positions for 80 of those keywords (purple). This tool also helps you estimate the number of sales needed to rank for a specific keyword phrase (purple).</em></figcaption></figure></div>


<p><strong><em>Dig deeper: <a href="https://searchengineland.com/amazon-ads-boost-efficiency-reduce-wasted-spend-445416">Amazon Ads: How to boost efficiency and reduce wasted spend</a></em></strong></p>



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<h2 class="wp-block-heading" id="h-inventory-suppression-and-compliance">Inventory, suppression, and compliance</h2>



<p>Amazon SEO is uniquely influenced by inventory levels and listing suppressions.&nbsp;</p>



<p>When a product goes out of stock or is suppressed, it disrupts the momentum-based ranking system, where each sale contributes to ranking velocity.&nbsp;</p>



<p>This interruption allows competitors to continue gaining sales while your listing remains inactive, significantly impacting your organic rankings.</p>



<p>Once your product is back in stock or reactivated, regaining previous rankings requires rebuilding sales velocity, often with increased advertising spend.&nbsp;</p>



<p>To prevent these setbacks, successful sellers prioritize:</p>



<ul class="wp-block-list">
<li>Inventory management, ensuring accurate stock projections and buffer inventory to avoid interruptions.</li>



<li>Maintaining account health and monitoring the Voice of the Customer dashboard in Amazon Seller Central to protect and sustain ranking efforts.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1398" height="529" src="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-voice-of-the-customer.png" alt="Voice of the Customer, part of the Account Health section in Amazon Seller Central, helps you identify SKUs that could be at risk of suppression due to negative customer experiences (NCX)." class="wp-image-449570" srcset="https://searchengineland.com/wp-content/seloads/2024/12/Amazon-voice-of-the-customer.png 1398w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-voice-of-the-customer-600x227.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-voice-of-the-customer-800x303.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-voice-of-the-customer-200x76.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/Amazon-voice-of-the-customer-768x291.png 768w" sizes="(max-width: 1398px) 100vw, 1398px" /><figcaption class="wp-element-caption"><em>Voice of the Customer, part of the Account Health section in Amazon Seller Central, helps you identify SKUs that could be at risk of suppression due to negative customer experiences (NCX).</em></figcaption></figure></div>


<h2 class="wp-block-heading" id="h-the-technical-side">The technical side</h2>



<p>Amazon&#8217;s structured data approach streamlines many traditional technical SEO concerns.&nbsp;</p>



<p>Unlike independent websites, Amazon’s platform:</p>



<ul class="wp-block-list">
<li>Automatically organizes content in a crawlable format.</li>



<li>Standardizes page setup and structure.</li>



<li>Limits technical issues to specific, identifiable problems.</li>
</ul>



<p>Products may be de-indexed occasionally due to policy violations or technical glitches. However, these issues are typically resolved through Amazon’s support system.</p>



<h2 class="wp-block-heading" id="h-finding-the-right-balance">Finding the right balance</h2>



<p>Success in Amazon SEO lies in balancing comprehensive keyword indexing with compelling sales copy. </p>



<p>Your listing should:</p>



<ul class="wp-block-list">
<li>Index for relevant search terms.</li>



<li>Convert browsers into buyers.</li>



<li>Maintain consistent sales velocity.</li>



<li>Use advertising strategically to support organic growth.</li>
</ul>



<p>Although Amazon has become increasingly &#8220;pay-to-play,&#8221; especially in competitive categories, combining optimized listings with a thoughtful advertising strategy offers a sustainable path to organic ranking success.&nbsp;</p>



<p>Modern Amazon SEO integrates content optimization, conversion rate improvement, and advertising for maximum impact.</p>



<p>Ultimately, Amazon SEO is about more than visibility – it’s about conversion.&nbsp;</p>



<p>Every optimization decision should prioritize ranking potential and buyer appeal, ensuring your listings rank and drive sales effectively.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/optimize-amazon-brand-store-393919">How to optimize your Amazon brand store</a></em></strong></p>

Amazon’s search engine operates unlike any other, prioritizing conversions over clicks. 
To succeed, sellers and marketers must master the nuances of Amazon SEO – where indexing, sales performance, and strategic advertising come together to drive visibility and sales. 
This guide will show you how.
Amazon search: Prioritizing sales over clicks
Amazon’s search engine operates with a singular focus: connecting buyers with products they are most likely to purchase. 
Since Amazon profits from both advertising and a percentage of sales, strong sales performance directly influences search visibility.
Unlike general search engines, where users may seek information or inspiration, Amazon users typically have transactional intent – they’re ready to buy.
This makes it crucial to optimize for bottom-of-funnel, purchase-ready keywords.
To succeed, sellers must combine traditional SEO techniques with:
Effective inventory management.
Strategic advertising.
Account health practices. 
Simply put, ranking on Amazon means consistently outselling competitors for targeted keyword phrases.
The foundation of indexing
Indexing is a fundamental aspect of Amazon SEO, much like it is for traditional search engines like Google and Bing. 
However, the approach to Amazon SEO has evolved significantly over the past decade. 
While sellers once aimed to index as many keyword phrases as possible, today’s competitive landscape and rising advertising costs require a more strategic focus. 
Amazon SEO success involves: 
Targeting highly relevant keywords based on your niche, advertising budget, and search volume potential.
Prioritizing longer-tail phrases that are both cost-effective and more likely to convert.
The key components of Amazon’s indexing system include:
Title
Your title should feature your most important keywords while remaining clear and compelling. 
Avoid keyword stuffing and focus on incorporating valuable search terms. 
Since titles often serve as primary advertising copy, they should be keyword-rich yet optimized for conversion.
Bullet points
Though Amazon officially advises brevity, testing shows that longer, descriptive, and keyword-rich bullet points tend to convert better. 
Strike a balance between informative and search-optimized content.
Backend keywords
These have become more limited, but they still play a critical role. 
Structured data and product-specific attributes contribute significantly to indexing. 
Brand-registered sellers can expand keyword coverage through A+ Content modules and image alt text.
Reviews
Customer reviews contribute to indexing by organically adding keywords to product detail pages, enhancing discoverability.
Category and subcategory
Proper classification within Amazon’s structured data system affects indexability and ad delivery. 
Choosing the right category is vital for both launching and ranking strategies.
Dig deeper: 5 Amazon product listing optimization must-haves
Understanding root keywords vs. exact matches 
Amazon’s indexing system focuses on root keywords rather than exact phrases. 
For example, to index for “mobile phone,” your listing must include the keywords “mobile” and “phone,” but not necessarily in that order. 
This flexibility allows you to incorporate keywords naturally into your listing.
Keyword phrase: A specific set and order of keywords you want to rank for (e.g., “white chocolate fudge,” “chocolate fudge,” “white fudge”).
Root keywords: The individual components of a keyword phrase (e.g., “white,” “chocolate,” “fudge”).
For new product launches without established brand recognition, using exact matches of critical keyword phrases in titles and bullet points helps Amazon identify your product more effectively. 
The success of this strategy depends on:
Running targeted ads for the selected keyword phrases.
Achieving strong conversion rates for those phrases.
Competing effectively within your category.
Established brands with existing search demand can rely on initial conversions from branded search campaigns to allow more flexibility in title structure.
In practice, root keywords drive indexing, while keyword phrases support ranking as your product gains traction.
It’s also crucial to understand that each product page indexes and ranks independently.
Amazon does not assign brand-level authority, which means competitors or knockoffs can outrank listings, even for branded terms.
This makes branded search ads a critical component of Amazon SEO.
Here, you can see that these two listings are outranking most items that exactly match the branded search term organically. This happens because these products have outperformed others in conversions for that branded search term.
Dig deeper: Optimizing for Amazon branded search: Best practices to boost visibility
Breaking the sales-ranking cycle
You need sales to improve rankings, but ranking well often depends on generating sales.
This “conversion paradox” is a core challenge of Amazon SEO: 
Amazon’s algorithm relies on historical conversion data for specific keyword phrases to predict future conversion likelihood, creating a cycle where sales and rankings are interdependent.
To break this cycle, advertising, promotions, and even external traffic are essential. 
PPC campaigns, in particular, play a dual role – driving immediate sales and supporting long-term ranking strategies. 
This approach often involves:
Running ads to establish an initial ranking position.
Gradually optimizing ad performance as organic rankings improve.
Maintaining consistent sales velocity to protect rankings over time.
With Helium 10, you can see that this listing is indexed for 1,923 keyword phrases (yellow) but only ranks in the top 10 positions for 80 of those keywords (purple). This tool also helps you estimate the number of sales needed to rank for a specific keyword phrase (purple).
Dig deeper: Amazon Ads: How to boost efficiency and reduce wasted spend

					
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Inventory, suppression, and compliance
Amazon SEO is uniquely influenced by inventory levels and listing suppressions. 
When a product goes out of stock or is suppressed, it disrupts the momentum-based ranking system, where each sale contributes to ranking velocity. 
This interruption allows competitors to continue gaining sales while your listing remains inactive, significantly impacting your organic rankings.
Once your product is back in stock or reactivated, regaining previous rankings requires rebuilding sales velocity, often with increased advertising spend. 
To prevent these setbacks, successful sellers prioritize:
Inventory management, ensuring accurate stock projections and buffer inventory to avoid interruptions.
Maintaining account health and monitoring the Voice of the Customer dashboard in Amazon Seller Central to protect and sustain ranking efforts.
Voice of the Customer, part of the Account Health section in Amazon Seller Central, helps you identify SKUs that could be at risk of suppression due to negative customer experiences (NCX).
The technical side
Amazon’s structured data approach streamlines many traditional technical SEO concerns. 
Unlike independent websites, Amazon’s platform:
Automatically organizes content in a crawlable format.
Standardizes page setup and structure.
Limits technical issues to specific, identifiable problems.
Products may be de-indexed occasionally due to policy violations or technical glitches. However, these issues are typically resolved through Amazon’s support system.
Finding the right balance
Success in Amazon SEO lies in balancing comprehensive keyword indexing with compelling sales copy. 
Your listing should:
Index for relevant search terms.
Convert browsers into buyers.
Maintain consistent sales velocity.
Use advertising strategically to support organic growth.
Although Amazon has become increasingly “pay-to-play,” especially in competitive categories, combining optimized listings with a thoughtful advertising strategy offers a sustainable path to organic ranking success. 
Modern Amazon SEO integrates content optimization, conversion rate improvement, and advertising for maximum impact.
Ultimately, Amazon SEO is about more than visibility – it’s about conversion. 
Every optimization decision should prioritize ranking potential and buyer appeal, ensuring your listings rank and drive sales effectively.
Dig deeper: How to optimize your Amazon brand store

Learn how Amazon search works, the importance of indexing, and best practices to boost visibility and sales.

Amazon SEO: A comprehensive guide

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/12/3-YouTube-Ad-formats-you-need-to-reach-and-engage-viewers-in-2025-800x450.png" class="attachment-large size-large wp-post-image" alt="3 YouTube Ad formats you need to reach and engage viewers in 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/12/3-YouTube-Ad-formats-you-need-to-reach-and-engage-viewers-in-2025-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/3-YouTube-Ad-formats-you-need-to-reach-and-engage-viewers-in-2025-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/12/3-YouTube-Ad-formats-you-need-to-reach-and-engage-viewers-in-2025-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/12/3-YouTube-Ad-formats-you-need-to-reach-and-engage-viewers-in-2025-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/3-YouTube-Ad-formats-you-need-to-reach-and-engage-viewers-in-2025-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/12/3-YouTube-Ad-formats-you-need-to-reach-and-engage-viewers-in-2025.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Learn how to use key YouTube ad formats to entertain, educate, and inspire your audience while making every marketing dollar count.

YouTube has become a critical platform for brands to reach their audience. 
Understanding YouTube’s three key ad formats – in-stream, in-feed, and Shorts – is essential to creating campaigns that entertain, educate, and inspire without wasting marketing dollars. 
But why do these formats matter, and how can brands make the most of them?
To answer that, we must look at how YouTube has evolved to become a cornerstone of modern advertising.
The YouTube ecosystem: Viewers, creators and advertisers
To fully understand YouTube’s impact, it’s essential to examine its ecosystem:
The viewer: Viewers are the foundation of YouTube. Their behavior has shifted from traditional TV to YouTube, and now back to TV screens via streaming.
The creator: Creators drive viewer growth. With YouTube, individuals can produce content independently, bypassing the need for large production teams or corporations.
The advertiser: Advertisers play a key role in this ecosystem. They can now reach viewers through creators or by producing compelling content on a platform designed for video consumption.
This ecosystem highlights the interdependence of viewers, creators, and advertisers in shaping YouTube’s ongoing evolution.

Dig deeper: How to overcome the top 3 objections to YouTube video ads
YouTube advertising: 3 formats your brand needs in 2025
YouTube remains an evolving platform, and many advertisers are still navigating how to approach it effectively. 
With the right strategy, you can unlock its potential to entertain, educate, and inspire your audience in 2025. 
Here’s how to make the most of YouTube’s three key ad placements.
1. In-stream ads
The way people consume video content is shifting. While viewers once moved from traditional TV to desktop YouTube, they’re now streaming YouTube on TV screens again.
YouTube usage on TV screens has grown by 63% compared to phones, according to eMarketer. It’s an impressive shift that’s only emerged in the last five years.

At the same time, traditional TV usage has dropped by 40 million households over the past decade. 
Many of those households now use connected TVs, allowing apps like Google and YouTube to stream content directly to their screens.

This raises a crucial question: why rely on a connected TV provider when Google TV offers better targeting, data, and the ability to exclude video partners? 
With Google TV, you can segment campaigns specifically for TV screens while integrating seamlessly with other Google ad campaigns.
This is a powerful opportunity for brands to target audiences at scale and use in-stream ads to educate viewers.
In-stream = Education
Where? TV.

					
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2. In-feed ads
In-feed ads offer a unique opportunity to draw users into your brand. 
This is driven by human behavior. Users are scrolling through their feeds, looking for something to capture their attention and inspire them.
In-feed ads appear in three key places:
Home feed.
Watch Next feed.
Search feed.
Each placement triggers different user behaviors.

Previously, users only had the opportunity to watch videos after watching an ad (either skippable or non-skippable). 
The ability to run in-feed ads in all three places completely changes how we experience ads.
For example, someone opens YouTube and starts scrolling, similar to LinkedIn, Facebook, or Instagram. 
However, these social platforms differ because you don’t know what’s coming next. 
Is it a company post?
Is it grandma’s post?
Is it my best friend’s post?
Is it an ad? 
But on YouTube, you know exactly what’s coming next – video. 
This familiarity creates a more engaging experience, making this format highly effective for many brands. 
This brings us to a crucial aspect of the process: the purchase cycle.
Now, let’s address the elephant in the room – attribution. 
A common question arises: if someone watches my ad, why don’t I see conversions in the UI? 
The answer lies in the nature of the purchase cycle – it’s neither linear nor direct. 
Before a user takes action, there’s a necessary phase of exploration, evaluation, and experience.
To drive conversions, you must know where to hook, engage, illustrate the problem, pause strategically, and qualify the user. 
This process takes time. In-feed ads provide a powerful opportunity to inspire and introduce users to your brand as they navigate their purchase cycle.
In-feed = Inspire
Where? Mobile and Desktop.
3. Shorts ads
Shorts are especially valuable for many brands I work with, particularly those with a background in media buying on Instagram and Facebook. 
Shorts offer a personal and engaging ad format, making it essential to:
Capture attention quickly.
Respect the viewer’s time.
Drive them to take action. 
The goal is to keep people watching as long as possible, signaling to the algorithm that the ad is effective and should be shown to more users.
A key advantage of shorts is their versatility across platforms and placements.
A single vertical ad can run seamlessly on YouTube, TikTok, Instagram, and Facebook, across multiple placements. 
This allows us to evaluate how the creative performs in different contexts, adding value to the user experience. 
Our agency is even testing dashboards to analyze this data more effectively.
What’s particularly interesting is how YouTube prioritizes Shorts in its app. 
They’re prominently placed above the fold, making them the second thing users see after the first video. 
This reflects YouTube’s investment in shorts as part of the user journey. 
Whether transitioning from a long-form video or catering to viewers seeking quick, engaging content, YouTube positions Shorts as a key part of the platform’s experience.

This is a creative and humanistic type of advertising.
Shorts, in comparison to regular videos, have a multitude of different things. 
People who come and watch Shorts are primarily in the “People and blog” type of content and entertainment.
And that’s what you should build for when it comes to Shorts.
Shorts = Entertainment
Where? Mobile.

Moving forward and building content on YouTube
Building content on YouTube doesn’t have to be complicated. Here’s a simple approach to get started:
Set your budget
Start small with $5, $10, or $20 per day across three campaigns:
Shorts (9×16) and long form (16×9): In-stream (CPV).
TV: CPM.
In-feed: CPM or CPV.
Plan your content
Focus on creating multiple variations with different intros, outros, and voice types.
But more importantly, think about how your video content can transition across formats:
A 2-3 minute video should flow naturally into an in-stream format.
That in-stream video should translate into a 60-second in-feed video.
Finally, condense that 60-second video into a dynamic short with fast-paced action from the start.
Each format serves a purpose: 
In-stream educates.
In-feed inspires.
Shorts entertain. 
These straightforward strategies can transform your brand’s trajectory.

Dig deeper: What YouTube learned by analyzing over 8,000 top ads

Learn how to use key YouTube ad formats to entertain, educate, and inspire your audience while making every marketing dollar count.

3 YouTube Ad formats you need to reach and engage viewers in 2025

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-1536x879.png 1536w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></div>LinkedIn's new hub can help you plan, target, and measure B2B campaigns more effectively by leveraging detailed engagement insights.

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn-1536x879.png 1536w, https://searchengineland.com/wp-content/seloads/2024/06/LinkedIn.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>LinkedIn  unveiled the Companies Hub within Campaign Manager, enhancing its Company Engagement Report to give B2B marketers deeper insights into how companies engage with their brand.</p>



<p><strong>Key features:</strong></p>



<ul class="wp-block-list">
<li><strong>Plan:</strong> Build audiences based on engagement insights before launching campaigns.</li>



<li><strong>Activate:</strong> Target buyers by engagement level for precision marketing.</li>



<li><strong>Measure:</strong> Monitor advertising impact and engagement post-campaign.</li>
</ul>



<p><strong>How it works</strong>. Companies Hub allows marketers to sort, filter, and review metrics like engagement levels, organic and paid interactions, company data, and campaign performance.</p>



<figure class="wp-block-image size-large is-resized"><img decoding="async" width="800" height="518" src="https://searchengineland.com/wp-content/seloads/2024/12/1734626503489-800x518.png" alt="" class="wp-image-449654" style="width:835px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2024/12/1734626503489-800x518.png 800w, https://searchengineland.com/wp-content/seloads/2024/12/1734626503489-522x338.png 522w, https://searchengineland.com/wp-content/seloads/2024/12/1734626503489-174x113.png 174w, https://searchengineland.com/wp-content/seloads/2024/12/1734626503489-768x498.png 768w, https://searchengineland.com/wp-content/seloads/2024/12/1734626503489.png 1488w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p><strong>Why we care</strong>. The Companies Hub provides B2B marketers with actionable insights to fine-tune their LinkedIn campaigns. By identifying engagement levels, marketers can better plan, target, and measure their efforts, ensuring they reach the right buyers at the right time.</p>



<p><strong>Availability</strong>. <a href="https://www.linkedin.com/pulse/measure-engagement-reach-buyers-insights-from-new-companies-q8vzc/?trackingId=vnoom4%2FNRdml5PhJDeeI5g%3D%3D">Companies Hub</a> is now live globally in Campaign Manager.</p>



<p><strong>What’s next</strong>. Explore LinkedIn’s <a href="https://www.linkedin.com/help/linkedin">Help Center</a> for more details on leveraging Companies Hub.</p>



<p></p>


LinkedIn  unveiled the Companies Hub within Campaign Manager, enhancing its Company Engagement Report to give B2B marketers deeper insights into how companies engage with their brand.
Key features:
Plan: Build audiences based on engagement insights before launching campaigns.
Activate: Target buyers by engagement level for precision marketing.
Measure: Monitor advertising impact and engagement post-campaign.
How it works. Companies Hub allows marketers to sort, filter, and review metrics like engagement levels, organic and paid interactions, company data, and campaign performance.




Why we care. The Companies Hub provides B2B marketers with actionable insights to fine-tune their LinkedIn campaigns. By identifying engagement levels, marketers can better plan, target, and measure their efforts, ensuring they reach the right buyers at the right time.
Availability. Companies Hub is now live globally in Campaign Manager.
What’s next. Explore LinkedIn’s Help Center for more details on leveraging Companies Hub.

LinkedIn's new hub can help you plan, target, and measure B2B campaigns more effectively by leveraging detailed engagement insights.

LinkedIn debuts Companies Hub to boost B2B marketing intelligence

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-800x450.png" class="attachment-large size-large wp-post-image" alt="How shifts in data privacy are forcing a return to marketing fundamentals" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google's ad policies embrace privacy-enhancing technologies and Connected TV growth empowering advertisers to securely reach audiences.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-800x450.png" class="attachment-large size-large wp-post-image" alt="How shifts in data privacy are forcing a return to marketing fundamentals" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/03/How-shifts-in-data-privacy-are-forcing-a-return-to-marketing-fundamentals.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google is refreshing its platform policies to address two key shifts in the advertising ecosystem: advances in privacy-enhancing technologies (PETs) and the rapid growth of ad-supported platforms like Connected TV (CTV).</p>



<p><strong>The big picture:</strong></p>



<ol class="wp-block-list">
<li><strong>Privacy-Enhancing Technologies (PETs):</strong> Tools like on-device processing and secure multi-party computation are enabling brands to safely activate first-party data without re-identifying users. Google is integrating PETs into its ad products to protect user privacy while offering tailored ad experiences.</li>



<li><strong>Connected TV Growth:</strong> With streaming platforms on the rise, advertisers need tools to target audiences effectively and measure campaign success in a fragmented environment.</li>
</ol>



<p><strong>Why we care</strong>. With privacy-enhancing technologies (PETs) becoming a cornerstone of ad strategies, you can now activate first-party data more securely, offering tailored campaigns while protecting user privacy.</p>



<p>Additionally, as Connected TV (CTV) grows as a dominant ad channel, these policy shifts provide tools and guidance to navigate its fragmented ecosystem effectively. Advertisers who adapt to these changes can stay competitive, reach relevant audiences, and measure results—all while aligning with evolving privacy standards that meet consumer expectations.</p>



<p><strong>Policy updates include:</strong></p>



<ul class="wp-block-list">
<li>Prohibiting deceptive ads that mimic system warnings.</li>



<li>Clarifying partner requirements for responsible data use, including IP address signals.</li>



<li>Applying PETs to set a high bar for privacy-preserving ad practices across CTV and beyond.</li>
</ul>



<p><strong>What they’re saying</strong>. &#8220;Our privacy principles remain unchanged: user choice, transparency, and responsible data use. These updates help businesses navigate a shifting landscape while meeting users’ privacy expectations,&#8221; Google said.</p>



<p><strong>Bottom line:</strong> <a href="https://support.google.com/marketingplatform/answer/15732590">As technology evolves</a>, policies must keep pace to ensure businesses can thrive in new digital environments without compromising on privacy.</p>


Google is refreshing its platform policies to address two key shifts in the advertising ecosystem: advances in privacy-enhancing technologies (PETs) and the rapid growth of ad-supported platforms like Connected TV (CTV).
The big picture:
Privacy-Enhancing Technologies (PETs): Tools like on-device processing and secure multi-party computation are enabling brands to safely activate first-party data without re-identifying users. Google is integrating PETs into its ad products to protect user privacy while offering tailored ad experiences.
Connected TV Growth: With streaming platforms on the rise, advertisers need tools to target audiences effectively and measure campaign success in a fragmented environment.
Why we care. With privacy-enhancing technologies (PETs) becoming a cornerstone of ad strategies, you can now activate first-party data more securely, offering tailored campaigns while protecting user privacy.
Additionally, as Connected TV (CTV) grows as a dominant ad channel, these policy shifts provide tools and guidance to navigate its fragmented ecosystem effectively. Advertisers who adapt to these changes can stay competitive, reach relevant audiences, and measure results—all while aligning with evolving privacy standards that meet consumer expectations.
Policy updates include:
Prohibiting deceptive ads that mimic system warnings.
Clarifying partner requirements for responsible data use, including IP address signals.
Applying PETs to set a high bar for privacy-preserving ad practices across CTV and beyond.
What they’re saying. “Our privacy principles remain unchanged: user choice, transparency, and responsible data use. These updates help businesses navigate a shifting landscape while meeting users’ privacy expectations,” Google said.
Bottom line: As technology evolves, policies must keep pace to ensure businesses can thrive in new digital environments without compromising on privacy.

Google's ad policies embrace privacy-enhancing technologies and Connected TV growth empowering advertisers to securely reach audiences.

Google overhauls ad policies for CTV and PETs

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-800x450.png" class="attachment-large size-large wp-post-image" alt="Google Ads logo" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google's brand guidelines for PMax campaigns centralize asset management to enhance brand control, requiring advertisers to adapt workflows.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-800x450.png" class="attachment-large size-large wp-post-image" alt="Google Ads logo" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/01/7-mistakes-that-tank-retail-Performance-Max-campaigns.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google Ads will require new Performance Max (PMax) campaigns to link business name and logo assets at the campaign level, starting Jan. 30. This marks a significant shift in how brand representation is managed.</p>



<p><strong>Key changes:</strong></p>



<ul class="wp-block-list">
<li><strong>Brand guidelines feature:</strong> This new setting enables stricter control over branding in PMax campaigns.</li>



<li><strong>Campaign-level asset linking: </strong>BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO assets must now be linked at the campaign level instead of the asset group level for brand guidelines-enabled campaigns.</li>
</ul>



<p><strong>Impact on API users</strong>:</p>



<ul class="wp-block-list">
<li><strong>Current limitations</strong>: As of Google Ads API v18, it’s impossible to create brand guidelines-enabled campaigns via the API. Advertisers must use the AssetGroupAsset resource to link required assets.</li>



<li><strong>Future updates</strong>: A forthcoming API release will introduce full support for managing brand guidelines-enabled PMax campaigns.</li>



<li><strong>Consistency in asset requirements</strong>: Regardless of brand guidelines, campaigns must include BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO. Asset validation will differ, with brand guidelines campaigns evaluated at the campaign level and others at the asset group level.</li>
</ul>



<p><strong>Why we care.</strong> This update strengthens control over how your brand is represented in Performance Max campaigns. By centralizing BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO at the campaign level, the new brand guidelines streamline asset management and ensure consistency across automated formats. </p>



<p>For API users, this shift may disrupt workflows, requiring adjustments to maintain compatibility and avoid errors. Adapting to these changes early positions advertisers to benefit from future enhancements while safeguarding their brand integrity and campaign performance.</p>



<p><strong>What’s next.</strong> Advertisers should prepare for this shift by:</p>



<ul class="wp-block-list">
<li>Ensuring all required branding assets are ready for campaign-level linking.</li>



<li>Reviewing integrations that report on or update campaign assets to accommodate the new structure.</li>



<li>Monitoring API updates for enhanced support of brand guidelines-enabled campaigns.</li>
</ul>



<p>For more details, refer to Google’s <a href="#">Performance Max optimization guide</a> or reach out to your Google Ads team.</p>


Google Ads will require new Performance Max (PMax) campaigns to link business name and logo assets at the campaign level, starting Jan. 30. This marks a significant shift in how brand representation is managed.
Key changes:
Brand guidelines feature: This new setting enables stricter control over branding in PMax campaigns.
Campaign-level asset linking: BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO assets must now be linked at the campaign level instead of the asset group level for brand guidelines-enabled campaigns.
Impact on API users:
Current limitations: As of Google Ads API v18, it’s impossible to create brand guidelines-enabled campaigns via the API. Advertisers must use the AssetGroupAsset resource to link required assets.
Future updates: A forthcoming API release will introduce full support for managing brand guidelines-enabled PMax campaigns.
Consistency in asset requirements: Regardless of brand guidelines, campaigns must include BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO. Asset validation will differ, with brand guidelines campaigns evaluated at the campaign level and others at the asset group level.
Why we care. This update strengthens control over how your brand is represented in Performance Max campaigns. By centralizing BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO at the campaign level, the new brand guidelines streamline asset management and ensure consistency across automated formats. 
For API users, this shift may disrupt workflows, requiring adjustments to maintain compatibility and avoid errors. Adapting to these changes early positions advertisers to benefit from future enhancements while safeguarding their brand integrity and campaign performance.
What’s next. Advertisers should prepare for this shift by:
Ensuring all required branding assets are ready for campaign-level linking.
Reviewing integrations that report on or update campaign assets to accommodate the new structure.
Monitoring API updates for enhanced support of brand guidelines-enabled campaigns.
For more details, refer to Google’s Performance Max optimization guide or reach out to your Google Ads team.

Google's brand guidelines for PMax campaigns centralize asset management to enhance brand control, requiring advertisers to adapt workflows.

Google rolls out Brand Guidelines for Performance Max

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>This update was released a day after Google finished rolling out the December core update.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/03/google-spam-arcade-logo-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google has unleashed a new search spam update today, the December 2024 spam update. &#8220;Released the December 2024 spam update, which applies globally and to all languages. The rollout may take up to 1 week to complete,&#8221; Google <a href="https://status.search.google.com/incidents/UUq2WSouY7PhSm8zvtD1">wrote</a>.</p>



<p><strong>Timing. </strong>Google said this update will take about one weeks to roll out.</p>



<p>The rollout is happening right before the holiday season, but it should not impact most sites, being that this only targets sites violating <a href="https://developers.google.com/search/docs/essentials/spam-policies">Google&#8217;s spam policies</a>.</p>



<p>Plus, this comes a day after Google <a href="https://searchengineland.com/google-december-2024-core-update-rollout-is-now-complete-449421">completed</a> the <a href="https://searchengineland.com/google-december-2024-core-update-rolling-out-now-449255">December 2024 core update</a>.</p>



<p><strong>Spam updates</strong>. Google linked to its standard&nbsp;<a href="https://developers.google.com/search/updates/spam-updates">spam updates documentation</a>&nbsp;that reads:</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>&#8220;While Google&#8217;s automated systems to <a href="https://www.google.com/search/howsearchworks/how-search-works/detecting-spam/">detect search spam</a> are constantly operating, we occasionally make notable improvements to how they work. When we do, we refer to this as a <em>spam update</em> and share when they happen on our <a href="https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history">list of Google Search ranking updates</a>.</p>



<p>For example, <a href="https://developers.google.com/search/blog/2022/04/webspam-report-2021">SpamBrain</a> is our AI-based spam-prevention system. From time-to-time, we improve that system to make it better at spotting spam and to help ensure it catches new types of spam.</p>



<p>Sites that see a change after a spam update should review our <a href="https://developers.google.com/search/docs/essentials/spam-policies">spam policies</a> to ensure they are complying with those. Sites that violate our policies may rank lower in results or not appear in results at all. Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.</p>



<p>In the case of a link spam update (an update that specifically deals with link spam), making changes might not generate an improvement. This is because when our systems remove the effects spammy links may have, any ranking benefit the links may have previously generated for your site is lost. Any potential ranking benefits generated by those links cannot be regained.&#8221;</p>
</blockquote>



<p><strong>Previous spam updates. </strong>The last spam update was on June 20, 2024 and was named <a href="https://searchengineland.com/google-released-massive-search-quality-improvements-with-march-2024-core-update-and-multiple-spam-updates-438144">June 2024 spam update</a>, it completed on <a href="https://searchengineland.com/google-june-2024-spam-update-done-rolling-out-443504">June 27</a>.</p>



<p>Here’s our past coverage of confirmed Google spam updates:</p>



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-unleashes-june-2024-spam-update-443374">June 2024 spam update</a></li>



<li><a href="https://searchengineland.com/google-released-massive-search-quality-improvements-with-march-2024-core-update-and-multiple-spam-updates-438144">March 2024 spam update</a></li>



<li><a href="https://searchengineland.com/google-october-2023-spam-update-done-rolling-out-433189">October 2023 spam update</a></li>



<li><a href="https://searchengineland.com/google-releases-december-2022-link-spam-update-390336">December 2022 link spam update</a></li>



<li><a href="https://searchengineland.com/google-releases-october-2022-spam-update-388880">October 2022 spam update</a> </li>



<li><a href="https://searchengineland.com/google-releases-november-2021-spam-update-375776">November 2021 spam update</a></li>



<li><a href="https://searchengineland.com/google-search-link-spam-update-rolling-out-now-350770">July 2021 link spam update</a>.</li>



<li>A two-part Spam Update – <a href="https://searchengineland.com/google-search-releases-spam-update-349848">June 23</a> and <a href="https://searchengineland.com/part-two-of-google-search-spam-update-on-june-28-349949">June 28</a></li>
</ul>



<p><strong>Why we care. </strong>This is the 7th Google search algorithm update we had in 2024, including four core updates and now three spam updates.  Also, this being released right before the holidays is not going to make most of you happy.</p>



<p>It is unclear exactly what type of spam this targets but if you notice any ranking changes over the coming week, it might be related to this spam update.</p>


Google has unleashed a new search spam update today, the December 2024 spam update. “Released the December 2024 spam update, which applies globally and to all languages. The rollout may take up to 1 week to complete,” Google wrote.
Timing. Google said this update will take about one weeks to roll out.
The rollout is happening right before the holiday season, but it should not impact most sites, being that this only targets sites violating Google’s spam policies.
Plus, this comes a day after Google completed the December 2024 core update.
Spam updates. Google linked to its standard spam updates documentation that reads:
“While Google’s automated systems to detect search spam are constantly operating, we occasionally make notable improvements to how they work. When we do, we refer to this as a spam update and share when they happen on our list of Google Search ranking updates.
For example, SpamBrain is our AI-based spam-prevention system. From time-to-time, we improve that system to make it better at spotting spam and to help ensure it catches new types of spam.
Sites that see a change after a spam update should review our spam policies to ensure they are complying with those. Sites that violate our policies may rank lower in results or not appear in results at all. Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.
In the case of a link spam update (an update that specifically deals with link spam), making changes might not generate an improvement. This is because when our systems remove the effects spammy links may have, any ranking benefit the links may have previously generated for your site is lost. Any potential ranking benefits generated by those links cannot be regained.”
Previous spam updates. The last spam update was on June 20, 2024 and was named June 2024 spam update, it completed on June 27.
Here’s our past coverage of confirmed Google spam updates:
June 2024 spam update
March 2024 spam update
October 2023 spam update
December 2022 link spam update
October 2022 spam update 
November 2021 spam update
July 2021 link spam update.
A two-part Spam Update – June 23 and June 28
Why we care. This is the 7th Google search algorithm update we had in 2024, including four core updates and now three spam updates.  Also, this being released right before the holidays is not going to make most of you happy.
It is unclear exactly what type of spam this targets but if you notice any ranking changes over the coming week, it might be related to this spam update.

This update was released a day after Google finished rolling out the December core update.

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