## Recent Google Updates: A Blend of Innovation and Opportunity
Another eventful week in the world of digital marketing has just concluded, bringing waves of Google search ranking volatility on **June 25 and 26**. As Google continues to experiment and innovate, it raises questions about the future of search, advertising, and how businesses can adapt to these changes.
### Core Updates and the Thriving Web
Despite Google’s promise of more **frequent core updates**, the anticipated frequency has yet to materialize. Google’s own **Nick Fox** expressed skepticism over AI Overview click studies, asserting that the web is **not just surviving but thriving**. This sentiment echoes loud and clear: the landscape of digital marketing is alive with opportunities for businesses to rethink their strategies.
#### A Sneak Peek into AI and Search
**Liz Reid**, Head of Search at Google, recently shared insights about the nexus between **SEO** and ads in the evolving realm of **AI Search**. The expansion of **AI Mode** in Labs to India highlights Google’s commitment to integrating **artificial intelligence** into its ecosystem, ensuring that users receive fresh, relevant content.
### Updates That Matter for Marketers
In a flurry of activity, Google has been rolling out features intended to enhance user experience and streamline advertising efforts:
– **Index Freshness**: Google celebrates its improved index freshness, citing it as a win for AI. Fresh content is vital for rankings, making this an essential area for marketers to focus on.
– **Preferred Sources**: A new feature is under testing, allowing searchers to access content from their preferred news publications more easily. This could shift how SEO strategies are devised, placing more emphasis on **content quality and relevance**.
– **Floating Query Box in Bing**: While Google is making strides, competitors like Bing are also innovating. The introduction of a **floating Copilot follow-up query box** is something to watch as it may lure users away from Google.
### Google Ads Updates: New Features for Success
#### No Impact from URL Extensions
In the advertising realm, Google made it clear that **URL extensions** are still inconsequential, shifting the focus back to **relevant ad content**.
#### Business Profile Enhancements
Google has been testing new features within **Google Business Profiles**, including **social buttons** positioned above Google Posts and the ability to **turn off review posting**, empowering businesses to better manage their online reputation.
### Major Changes You Need to Know
– **Self-Service Hotel Rates**: Mark your calendars! Google will discontinue its **self-service hotel rates** on **July 30**, necessitating new strategies for hotel marketers.
– **Offerwall Launch**: Google has introduced **Offerwall** for publishers, creating avenues for increased revenue, which could prove beneficial for bloggers and content creators looking to monetize their platforms.
#### Product Status Change History Report Returned
The **Google Merchant Center’s product status change history report** is back, allowing marketers to track changes effectively and optimize their strategies accordingly.
### Conclusion: A Time for Adaptation and Innovation
The landscape of digital marketing is in constant flux, and with these recent updates, businesses have a clear imperative: **adapt and innovate**. It’s essential to stay informed and responsive to these changes to leverage the full potential of **Google Ads** and **SEO** initiatives.
For a deeper dive, don’t forget to check out the [Search Engine Roundtable](https://www.seroundtable.com/) for the latest in search news.
SPONSOR: This week’s video recap is sponsored by [Duda](https://www.duda.co/), the Professional Website Builder You Can Call Your Own.
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Here’s to thriving in this ever-evolving digital landscape!
