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Weekly Update – Search Marketing – 1st February 2026

ByJamesA

Estimated reading time: 9 minutes

This week’s SEO news brings a wave of developments shaping the future of search marketing. From Google’s experiments with third-party endorsements in ads and the rapid evolution of AI-driven discovery, to the rising importance of brand authority in SEO and the introduction of new automation tools, there’s plenty for marketers to digest. Whether you’re focused on paid media, organic search, or the growing overlap between the two, these updates highlight the need for agility and a forward-thinking approach in today’s competitive landscape.

Table of Contents

AI & Search Innovation

SEO Strategy & Brand

PPC & Paid Media

Industry Updates & Community

Summary & Guidance

Search Marketing in Flux: AI Discovery, Google Ads Innovations, and the Rise of Brand-Driven SEO

This week’s search industry news highlights a sector in rapid transition, with AI-driven discovery fragmenting across platforms, Google piloting trust-boosting ad formats, and the traditional boundaries between performance and brand marketing in SEO blurring. Marketers are being challenged to diversify content strategies, adapt to new measurement realities, and prepare for emerging ad formats and automation tools. For agencies and in-house teams alike, the pace of change demands not only technical agility but also a deeper focus on brand reputation and influence in an AI-first search environment.

Google tests third-party endorsements in search ads

Google is trialling a new ad feature that places third-party endorsements, such as publisher logos and short quotes, directly beneath Search ad descriptions. This experiment, first spotted in the wild by marketers, introduces an external validation layer to paid results, aiming to increase user trust and ad credibility at the point of search. The inclusion of recognisable publisher names and favicons offers a visual distinction from standard ad copy, signalling to users that the advertised product or service has been vetted by a reputable source.

For PPC professionals, this marks a significant shift in the paid search landscape. Advertisers with strong third-party validation could see a tangible advantage in crowded auctions, as trust signals become more visible and influential in click-through decisions. However, Google has yet to clarify how endorsements are sourced, whether advertisers can opt in or select specific endorsements, or if this feature will integrate with existing review extensions. The lack of transparency around selection criteria means that brands must focus on cultivating genuine third-party reviews and media coverage, rather than relying solely on in-platform optimisation.

At a strategic level, this move underscores Google’s broader intent to blend ads with editorial context, blurring the lines between paid and organic trust signals. Agencies should begin preparing clients for a future where external validation is not just a nice-to-have but a performance factor in paid search. This may require closer collaboration with PR teams, proactive reputation management, and a more holistic approach to digital presence. As Google continues to test and refine this feature, staying agile and monitoring its impact on campaign performance will be crucial for maintaining a competitive edge.

What 2 million LLM sessions reveal about AI discovery

A comprehensive study analysing nearly two million large language model (LLM) sessions across nine industries reveals that AI-driven discovery is rapidly fragmenting by platform and vertical. While ChatGPT still commands the lion’s share of AI discovery traffic (84.1%), platforms like Copilot and Claude are surging in specific sectors (B2B, finance, and education) thanks to their integration with enterprise workflows and citation-rich responses. Perplexity, for instance, is carving out a stronghold in finance, where verifiable data and source transparency are paramount.

For SEO professionals, the implications are profound. Optimising for a single AI platform is no longer sufficient; brands must now develop multi-platform strategies that reflect where their audiences are doing research and making decisions. This means ensuring visibility not just in traditional search, but also within the trusted data sources and content ecosystems that LLMs rely on. The study also highlights a growing measurement challenge: as AI platforms like Gemini synthesise answers and keep users within their own interfaces, traditional attribution models break down, making it harder to track the influence of AI-assisted journeys on conversions.

Senior marketers and agency leaders should take note of the need to diversify AI optimisation efforts and adapt measurement frameworks. Monitoring branded search lift, tracking time-lagged conversions, and building models that account for multi-session, cross-platform journeys are now essential practices. The fragmentation of AI discovery demands a shift from volume-based metrics to indicators of brand authority, citation frequency, and influence within LLM ecosystems. Agencies should advise clients to invest in comprehensive content strategies and to maintain a strong, authoritative presence across multiple AI and search platforms to future-proof their organic visibility.

7 custom GPT ideas to automate SEO workflows

The latest guidance on leveraging custom GPTs for SEO automation offers practical, actionable workflows to streamline everything from project planning and site performance analysis to competitor research, SERP analysis, UX audits, technical checks, and reporting. By integrating custom GPTs with tools like Google Analytics, Semrush, and Ahrefs, SEO teams can automate repetitive tasks, surface actionable insights faster, and standardise processes across campaigns.

For SEO practitioners, the value lies in using AI for first-pass analysis. For example: identifying issues, summarising reports, and generating structured outputs. Following first-pass analysis, human expertise for deeper review and strategy may then be applied. The article emphasises the importance of prompt iteration, strict output formatting, and clear documentation to maximise the quality and reliability of AI-generated insights. This approach not only reduces friction in day-to-day SEO tasks but also frees up time for more strategic initiatives, such as content innovation and cross-channel integration.

Agency leaders and senior marketers should see this as an opportunity to boost operational efficiency and consistency across teams. By adopting and customising these GPT-driven workflows, agencies can deliver faster, more robust reporting to clients, improve quality control, and scale their SEO operations without sacrificing depth or accuracy. The key is to treat AI as a collaborative partner, one which accelerates routine work but still requires human oversight and adaptation to each client’s unique needs. Continuous experimentation and refinement of prompts will be essential to stay ahead as AI tools evolve.

Is SEO a brand channel or a performance channel? Now it’s both

The evolving search landscape, shaped by AI Overviews and zero-click SERPs, is forcing a fundamental rethink of SEO’s role in the marketing mix. Where SEO was once a pure performance channel (driving traffic and leads through rankings alone) it is now increasingly dependent on brand strength and reputation. The traditional “rank higher, get more traffic” equation has broken down, with top keyword positions delivering fewer clicks as users get answers directly from AI-powered features.

For SEO professionals, this shift means that technical optimisation and keyword targeting are no longer enough. Modern search engines and LLMs synthesise reputation signals from across the web, prioritising brands with topical authority, customer validation, and clear positioning. The focus must now be on building brand authority, aligning content with buyer intent, and tracking new metrics such as branded search lift, pipeline per visitor, and LLM referral traffic. This approach requires close collaboration between SEO, PR, and brand teams to ensure consistency and credibility across all digital touchpoints.

At the leadership level, the conversation is moving from traffic volume to defensibility and influence. Agencies should educate clients on the new metrics that matter, such as stability of commercial rankings, growth in homepage traffic, and inclusion in AI-generated answers. The most successful teams are those that pivot from acquisition to influence, using SEO as a tool to condition the market and shape buying decisions, even in a world where clicks are harder to come by. This evolution demands a more holistic, brand-driven approach to organic growth.

How to optimize for AI search: 12 proven LLM visibility tactics

A panel of leading SEO experts has shared twelve actionable tactics for boosting brand visibility in AI-powered search and large language models. These strategies go beyond traditional SEO, focusing on practical steps such as leveraging advertorials on reputable publishers, syndicating content, mapping pages to specific audiences and use cases, and optimising homepage and footer content for clarity. The panel also highlights the importance of content freshness, multimodal content (text, video, social), and visible, comprehensive FAQs.

For search professionals, the advice is clear: AI search visibility is driven by authority, relevance, and recency across a broad spectrum of sources. Publishing on high-trust platforms like LinkedIn and Reddit, as well as niche industry sites, can lead to rapid inclusion in LLM responses. The experts caution against spending time on llm.txt files, as major LLMs do not currently use them, and instead recommend focusing on proven SEO fundamentals that also serve AI visibility.

From a strategic perspective, agencies should help clients future-proof their content strategies by actively shaping brand narratives, ensuring consistent messaging across channels, and regularly updating key resources. The rapid evolution of AI search means that shortcuts and “tricks” are unlikely to deliver sustainable results. Instead, long-term stability comes from building a robust, authoritative presence that is recognised by both search engines and AI models. Ongoing testing, scepticism of hype, and a commitment to best practices will be essential as the landscape continues to shift.

1/3rd of publishers say they will block Google Search AI-generative features like AI Overviews

A recent poll of over 350 SEO professionals reveals that approximately one-third plan to block Google from using their content in AI-generative features such as AI Overviews and AI Mode, while 42% would allow it and 25% remain undecided. Google has announced it is exploring mechanisms for sites to opt out, but technical details and timelines are still unclear. This development comes amid growing concerns from publishers about content usage, visibility, and attribution in the age of AI-driven search.

For publishers and marketers, the decision to opt out is not straightforward. Blocking Google’s AI features could protect proprietary content and control over how it is presented, but it also risks reducing visibility and traffic from emerging SERP features. Agencies should closely monitor Google’s forthcoming opt-out process and advise clients to test the impact of both opting in and out once the mechanism is available. The trend mirrors a broader industry move, with many top news sites already blocking AI training bots.

At a strategic level, marketers must weigh the trade-offs between content exposure and control. The rise of AI-generated search features means that traditional metrics and attribution models may no longer apply, and brands will need to adapt their strategies to maintain influence and reach. Agencies should prepare to support clients through this transition, offering guidance on balancing risk and reward in a rapidly evolving search environment.

Google’s release of Ads API version 23 introduces a suite of enhancements aimed at improving transparency, automation, and reporting for paid search professionals. Key updates include deeper Performance Max (PMax) reporting with ad network type breakdowns, more granular invoicing at the campaign level, improved campaign scheduling with start and end date-times, local data access through PerStoreView, and new audience dimensions based on life events. The API also supports generative AI audience creation and expanded Shopping metrics by conversion date.

For PPC managers and developers, these changes offer greater control and insight into campaign performance, particularly as Google continues to push automation and cross-campaign visibility. The faster release cadence means that advertisers can access new features and optimisation tools more quickly, enabling more agile campaign management. However, some updates require upgrading client libraries and codebases, so teams will need to plan for development time to fully leverage the new capabilities.

At the agency level, staying current with API updates is essential for maintaining a competitive advantage and delivering sophisticated reporting to clients. The integration of AI-driven audience tools and more detailed performance metrics supports a shift towards data-driven, automated campaign strategies. Agencies should prioritise ongoing training and technical readiness to ensure they can make the most of Google’s evolving ad ecosystem.

Daily Search Forum Recap: January 30, 2026

The latest daily roundup from the search marketing community highlights ongoing volatility in Google search rankings, updates on AI Overviews and their impact on traffic, and new features in Google Ads such as third-party endorsement tests. The recap provides actionable insights for search marketers, including the need to closely monitor ranking fluctuations, prepare for changes in AI-driven SERP features, and stay informed about evolving Google Ads capabilities.

For agencies, these updates reinforce the importance of proactive client communication and transparent reporting during periods of instability. Ranking volatility can lead to sudden shifts in organic performance, making it essential to review recent site changes, avoid knee-jerk SEO adjustments, and keep clients informed about potential causes and mitigation strategies. The introduction of new ad formats and features also presents opportunities for innovation and differentiation in paid search campaigns.

At a higher level, the daily recap serves as a reminder that staying current with industry developments is critical for maintaining agility and resilience in search marketing. Agencies should use these updates to inform strategic planning, adjust resource allocation, and anticipate shifts in both organic and paid search performance.

AI Recommendations Change With Nearly Every Query: SparkToro

Research from SparkToro reveals that AI-generated brand and product recommendations are highly dynamic, changing with nearly every query. Dynamic output is experienced even when prompts are repeated verbatim. In tests across ChatGPT, Claude, and Google Search AI Overviews, the same list of brands appeared less than 1% of the time, and the identical order was even rarer. While the overall “consideration set” of brands remained relatively consistent, ranking positions and inclusion varied dramatically.

For search marketers, this volatility poses significant challenges for tracking and optimising AI visibility. Traditional metrics like “AI ranking position” are unreliable, as the order and composition of recommendations shift constantly. Instead, the focus should be on maximising the frequency of brand mentions across a wide range of prompts and ensuring broad topical authority and presence in trusted sources. This requires a shift from narrow keyword targeting to comprehensive content strategies that address diverse user intents.

At a strategic level, agencies should advise clients to diversify content formats, build relationships with authoritative publishers, and monitor AI-driven SERP changes regularly. The findings also highlight the need for transparency from AI tracking tool providers, as measurement methodologies can significantly influence reported outcomes. In a world where AI recommendations are in constant flux, consistency of brand presence and authority becomes the new battleground for visibility.

SEO Pulse: Google Explores AI Opt-Outs, Gemini 3 Powers AIOs

Google’s recent announcement that it is exploring controls to let sites opt out of Search generative AI features comes amid mounting regulatory and publisher pressure. The company has not yet provided technical details or a timeline, but the move signals a shift towards greater content owner control over how their material is used in AI Overviews and AI Mode. At the same time, Google has rolled out Gemini 3 as the default model for AI Overviews, enhancing reasoning capabilities and deepening user engagement within AI-powered search experiences.

For SEO professionals, these developments highlight the need to stay agile and informed as the boundaries of search visibility are redrawn. The ability to opt out of AI features could help publishers protect proprietary content, but may also reduce exposure in high-traffic AI surfaces. Meanwhile, the improved reasoning and seamless transitions between AI Overviews and AI Mode could keep users within Google’s ecosystem for longer, potentially reducing click-through rates even when content is cited.

Agency leaders should focus on scenario planning and transparent measurement of AI-attributed traffic, as well as advising clients on the risks and rewards of participating in AI-generated features. The broader theme is one of trade-offs: balancing control and reach, and adapting content strategies to align with the evolving priorities of AI platforms. As AI continues to reshape the search landscape, understanding which levers can be pulled (and which are outside marketers’ control) will be key to long-term success.

PPC Pulse: ChatGPT Ads CPMs, Ads Decoded Talks Analytics

OpenAI’s ChatGPT is set to launch ads with a premium CPM of $60, positioning itself as a high-intent, brand awareness channel rather than a performance-driven platform. Reporting will be limited to basic metrics like impressions and clicks, with no conversion tracking or granular attribution. This approach stands in stark contrast to established platforms like Meta and Google, where advertisers expect detailed measurement and optimisation capabilities.

For PPC professionals, the high CPM and lack of performance data mean that ChatGPT ads should be treated as an experimental, top-of-funnel opportunity. Brands with large budgets and a focus on reach or category leadership may find value, but most advertisers will need to see more robust reporting and optimisation tools before committing significant spend. The unique context-driven nature of ChatGPT ads, appearing only when relevant to the conversation – could drive strong intent signals, but the inability to prove ROI will limit appeal for performance-focused marketers.

On the analytics front, Google’s new Ads Decoded podcast is aiming to improve transparency and education around Google Analytics and data strength, acknowledging the challenges many marketers face with GA4. The emphasis on data quality and integration with AI-driven campaign management reflects the increasing importance of robust analytics for optimising automated and cross-channel strategies. Agencies should prioritise data hygiene and ongoing learning to ensure they can fully leverage emerging ad formats and measurement approaches.

Strategic Directions: Navigating AI-Driven Search and the New Rules of Visibility

The search marketing landscape is undergoing a seismic shift, with AI discovery fragmenting across platforms, Google experimenting with new trust signals in ads, and the traditional boundaries between brand and performance marketing dissolving. For both SEO and PPC professionals, the message is clear: agility, diversification, and a relentless focus on brand authority are now essential for sustained success.

Agencies and senior marketers must move beyond single-platform optimisation and embrace multi-channel, multi-platform strategies that reflect where audiences are researching and making decisions. Building a robust, authoritative presence across trusted sources, both for humans and AI models – is now the key to visibility. Measurement frameworks must evolve to capture the true impact of AI-assisted journeys, tracking branded search lift, multi-session conversions, and citation frequency within LLMs.

As Google and other platforms continue to innovate (whether through new ad formats, API enhancements, or AI-powered search features) staying informed and ready to adapt will be the hallmark of high-performing teams. The future of search belongs to those who can blend technical excellence with brand storytelling, data-driven agility, and a willingness to experiment in an ever-changing digital ecosystem.

Key Takeaways

  • AI-driven discovery is becoming more fragmented, making it essential to optimise your brand’s presence across multiple platforms and trusted data sources.
  • Google’s new ad features, such as third-party endorsements, are increasing the importance of external validation and brand reputation in paid search.
  • SEO is evolving into a hybrid channel, where brand authority and influence matter as much as technical optimisation and keyword targeting.
  • Custom GPTs and AI automation can streamline SEO workflows, but human oversight remains crucial for strategic decision-making and quality control.
  • Publishers and marketers must weigh the benefits and risks of opting in or out of Google’s AI-generative features, as this could impact both visibility and content control.
  • Staying current with Google Ads API updates and new ad formats is vital for maintaining a competitive edge in PPC and reporting.
  • Frequent changes in AI recommendations mean that consistent brand presence and broad topical authority are more important than ever for visibility.

Frequently Asked Questions

How will AI Mode and AI Overviews affect my SEO strategy?

AI Mode and AI Overviews are changing how users interact with search results, often providing answers directly and reducing traditional click-through rates. To stay visible, focus on building brand authority, ensuring your content is cited by trusted sources, and diversifying your presence across platforms and content types.

What changes should I make to my Google Ads campaigns in light of recent updates?

With new features like third-party endorsements and enhanced API capabilities, it’s important to prioritise transparency, automation, and robust reporting. Stay up to date with API releases, experiment with new ad formats, and ensure your campaigns are leveraging the latest audience and performance data.

How do I optimise for AI Overviews and LLM-driven search?

Optimise for AI Overviews by publishing authoritative, up-to-date content on high-trust platforms, maintaining clear messaging, and ensuring your brand is cited across a variety of sources. Focus on content freshness, comprehensive FAQs, and building relationships with reputable publishers to increase your chances of being included in LLM responses.

Should I block Google from using my content in AI-generative features?

Blocking Google’s AI features can help protect your proprietary content but may also reduce your visibility in emerging search experiences. Evaluate the trade-offs for your brand, monitor Google’s opt-out process, and consider running tests to understand the impact before making a final decision.

How can I track the impact of AI-driven discovery on my search performance?

Traditional attribution models may not fully capture the influence of AI-assisted journeys. Instead, monitor metrics like branded search lift, citation frequency, and multi-session conversions, and adapt your measurement frameworks to reflect the new realities of AI-powered search.

Conclusion

This week’s developments underline just how quickly the search marketing landscape is shifting, with AI, automation, and brand authority now at the heart of both SEO and PPC. Marketers must be ready to adapt strategies, embrace new tools, and rethink measurement in light of fragmented discovery and evolving ad formats. The most successful teams will be those who stay informed, experiment boldly, and keep their brand’s reputation front and centre. For tailored advice or to ensure your campaigns are future-proofed, reach out to the experts at Anicca or subscribe to our newsletter for ongoing updates. Staying ahead means being proactive. Watch this space for more insights as the AI-driven search revolution continues.

Need help adapting your search strategy for AI-driven search? Contact the Anicca team for expert guidance on SEO and PPC in the AI era.

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