✨

​Brand query filters added to Google Search Console. Brand and branded traffic has been a particularly hot topic in SEO recently so this is a very welcome addition to GSC.

☁️

​Cloudflare outage causes server errors across the internet. In case you somehow missed the Cloudflare outages, you may notice the server error reports in Google Search Console.

✈️

​Google launches Canvas and other AI-powered travel features. Canvas helps users create itineraries with a single prompt and Flight Deals now uses AI to understand natural language searches.

📍

​Google Maps adds new features including trending businesses and reviewer nicknames. These new additions also include an easier way to find EV chargers and specific 'know before you go' tips for businesses.

🤖

​AI Mode is now powered by Gemini 3. Google adds their latest AI model to their Search features on launch day, adding "more complex reasoning and new dynamic experiences" to AI Mode.

💲

​Adobe acquires Semrush for $1.9bn. With Semrush's recent launch of new enterprise features, this acquisition could drive further expansion into enterprise SEO.

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Visit Croatia SEO Summit and Croatia Marketing Summit in June 2026 and have it all!

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Filters and facets, kid. Filters and facets.

If you're running an e-commerce site, it's a good idea to have a clear idea which filters and facets you want to be able to index, and ones you don't.
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⭐ If you have a sub-category or filter that has good search volume and is something there is search intent for, it is good practise to make sure this page is accessible by 'standard' links, and has its own, distinct URL.
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⭐ This means avoiding ways of filtering like check boxes or updating the page contents without changing the URL.
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⭐ If it is just a filter that is helpful for the user but does not significantly change what is on the page, it can be good practise to do the opposite; to make the activation of that filter very difficult for searches engines to perform and use a canonical attribute to point back to the page you want to rank. This stops you having to do 'band aid' type solutions like robots dot txt or noindex.

If you want good AI visibility, you've got to get out of the library

If you want to know how easy it might be to improve AI visibility in your topic area, a great way to get an overview is calculating the percentage of queries that are being grounded. 💡
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You can do this cheaply with the Gemini Grounding API, or you run queries yourself on ChatGPT and hoover up the console data as to if they are doing web searches. I did a long-winded explanation of this in the AirOps webinar with Josh Spilker.​
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I also saw Lily Ray noted Profound has a metric for how many queries produced a web search too!
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This is really helpful information to set expectations on how quickly and where you can move the needle and get ROI (as Mordy was posting about too).

GenAI...why did it have to be GenAI?

When you see people telling you to ditch SEO tools, content teams, or build business-critical workflows with GenAI, consider this:

OpenAI’s flagship model, one of the most advanced on the planet, only last week got the “ability” to not use em-dashes after you’ve specifically told it not to. 🤦‍♂️

This is the same model that was touted as “PhD-level knowledge in any subject”.

Let that sink in. This is what you’re going to trust?

I don't know. I'm making this up as I go!

This is traffic from a one-page experiment website just highlighting when it took off a bit. Do you want to know the ranking secret that took it from 800 to 9,000 clicks a month? 🙃
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After seeing a niche I thought might work, I wrote 1 page of content, I secured 3-4 links and then...
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Nothing. I waited for 6 months 🦗🦗🦗
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A component of SEO is time. ⏳
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A good way to think about some of Google systems is rolling averages, so consistently is key. If you keep chopping and changing things, you can sometimes shoot yourself in the foot.

It's not the Tweets, honey, it's the impressions

Anytime your URL is shown in Google, even in a tweet, it will be counted as Impressions in Google Search Console.

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