@BasilPuglisi

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The Growth OS: Leading with AI Beyond Efficiency Part 2

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Growth OS with AI Trust

Part 2: From Pilots to Transformation

Pilots are safe. Transformation is bold. That is why so many AI projects stop at the experiment stage. The difference is not in the tools but in the system leaders build around them. Organizations that treat AI as an add-on end up with slide decks. Organizations that treat it as part of a Growth Operating System apply it within their workflows, governance, and culture, and from there they compound advantage.

The Growth OS is an established idea. Bill Canady’s PGOS places weight on strategy, data, and talent. FAST Ventures has built an AI-powered version designed for hyper-personalized campaigns and automation. Invictus has emphasized machine learning to optimize conversion cycles. The throughline is clear: a unified operating system outperforms a patchwork of projects.

My application of Growth OS to AI emphasizes the cultural foundation. Without trust, transparency, and rhythm, even the best technical deployments stall. Over sixty percent of executives name lack of growth culture and weak governance as the largest barriers to AI adoption (EY, 2024; PwC, 2025). When ROI is defined only as expense reduction, projects lose executive oxygen. When governance is invisible, employees hesitate to adopt.

The correction is straightforward but requires discipline. Anchor AI to growth outcomes such as revenue per employee, customer lifetime value, and sales velocity. Make governance visible with clear escalation paths and human-in-the-loop judgment. Reward learning velocity as the cultural norm. These moves establish the trust that makes adoption scalable.

To push leaders beyond incrementalism, I use the forcing question: What Would Growth Require? (#WWGR) Instead of asking what AI can do, I ask what outcome growth would demand if this function were rebuilt with AI at its core. In sales, this reframes AI from email drafting to orchestrating trust that compresses close rates. In product, it reframes AI from summaries to live feedback loops that de-risk investment. In support, it reframes AI from ticket deflection to proactive engagement that reduces churn and expands retention.

“AI is the greatest growth engine humanity has ever experienced. However, AI does lack true creativity, imagination, and emotion, which guarantees humans have a place in this collaboration. And those that do not embrace it fully will be left behind.” — Basil Puglisi

Scaling this approach requires rhythm. In the first thirty days, leaders define outcomes, secure data, codify compliance, and run targeted experiments. In the first ninety days, wins are promoted to always-on capabilities and an experiment spine is created for visibility and discipline. Within a year, AI becomes a portfolio of growth loops across acquisition, onboarding, retention, and expansion, funded through a growth P&L, supported by audit trails and evaluation sets that make trust tangible.

Culture remains the multiplier. When leaders anchor to growth outcomes like learning velocity and adoption rates, innovation compounds. When teams see AI as expansion rather than replacement, engagement rises. And when the entire approach is built on trust rather than control, the system generates value instead of resistance. That is where the numbers show a gap: industries most exposed to AI have quadrupled productivity growth since 2020, and scaled programs are already producing revenue growth rates one and a half times stronger than laggards (McKinsey & Company, 2025; Forbes, 2025; PwC, 2025).

The best practice proof is clear. A subscription brand reframed AI from churn prevention to growth orchestration, using it to personalize onboarding, anticipate engagement gaps, and nudge retention before risk spiked. The outcome was measurable: churn fell, lifetime value expanded, and staff shifted from firefighting to designing experiences. That is what happens when AI is not a tool but a system.

I have also lived this shift personally. In 2009, I launched Visibility Blog, which later became DBMEi, a solo practice on WordPress.com where I produced regular content. That expanded into Digital Ethos, where I coordinated seven regular contributors, student writers, and guest bloggers. For two years we ran it like a newsroom, which prepared me for my role on the International Board of Directors for Social Media Club Global, where I oversaw content across more than seven hundred paying members. It was a massive undertaking, and yet the scale of that era now pales next to what AI enables. In 2023, with ChatGPT and Perplexity, I could replicate that earlier reach but only with accuracy gaps and heavy reliance on Google, Bing, and JSTOR for validation. By 2024, Gemini, Claude, and Grok expanded access to research and synthesis. Today, in September 2025, BasilPuglisi.com runs on what I describe as the five pillars of AI in content. One model drives brainstorming, several focus on research and source validation, another shapes structure and voice, and a final model oversees alignment before I review and approve for publication. The outcome is clear: one person, disciplined and informed, now operates at the level of entire teams. This mirrors what top-performing organizations are reporting, where AI adoption is driving measurable growth in productivity and revenue (Forbes, 2025; PwC, 2025; McKinsey & Company, 2025). By the end of 2026, I expect to surpass many who remain locked in legacy processes. The lesson is simple: when AI is applied as a system, growth compounds. The only limits are discipline, ownership, and the willingness to move without resistance.

Transformation is not about showing that AI works. That proof is behind us. Transformation is about posture. Leaders must ask what growth requires, run the rhythm, and build culture into governance. That is how a Growth OS mindset turns pilots into advantage and positions the enterprise to become more than the sum of its functions.

References

Canady, B. (2021). The Profitable Growth Operating System: A blueprint for building enduring, profitable businesses. ForbesBooks.

Deloitte. (2017). Predictive maintenance and the smart factory.

EY. (2024, December). AI Pulse Survey: Artificial intelligence investments set to remain strong in 2025, but senior leaders recognize emerging risks.

Forbes. (2025, June 2). 20 mind-blowing AI statistics everyone must know about now in 2025.

Forbes. (2025, September 4). Exclusive: AI agents are a major unlock on ROI, Google Cloud report finds.

IMEC. (2025, August 4). From downtime to uptime: Using AI for predictive maintenance in manufacturing.

Innovapptive. (2025, April 8). AI-powered predictive maintenance to cut downtime & costs.

F7i.AI. (2025, August 30). AI predictive maintenance use cases: A 2025 machinery guide.

McKinsey & Company. (2025, March 11). The state of AI: Global survey.

PwC. (2025). Global AI Jobs Barometer.

Stanford HAI. (2024, September 9). 2025 AI Index Report.

Spam Updates, SERP Volatility, and AI-Driven Search Shifts

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Search is once again in flux. August brought both the long-awaited Google Spam Update and lingering tremors from the June core update. Layered on top are AI-powered SERPs, new technical performance measures, and fresh search engine market share data. Marketers and site owners are navigating one of the most turbulent stretches of 2025, where rankings change overnight, clicks are harder to earn, and performance metrics demand closer attention than ever.

The “so what” is clear: the convergence of spam crackdowns, AI integration, and evolving user behaviors makes SEO less about chasing rankings and more about proving value. Marketers who adapt quickly can still measure gains across KPIs like CTR stability, INP improvements, branded visibility in AI overviews, spam-free compliance, and Bing or DuckDuckGo referral lift.

What Happened

Google confirmed its August 2025 spam update began rolling out on August 26, targeting low-quality and manipulative content practices. The update is global, applies to all languages, and is expected to take several weeks to complete. Search Engine Land and Search Engine Roundtable both reported rapid visible impacts within 24 hours of launch, with some sites seeing sharp declines in rankings almost immediately.

This came against a backdrop of ongoing volatility from the June core update. Though Google declared it complete on July 17, SERoundtable documented “heated” ranking shifts in early August, with Barry Schwartz’s August Webmaster Report noting continued instability and partial recoveries for some previously penalized sites.

At the same time, AI-powered SERPs continued to reshape discovery. Search Engine Land’s mid-August guidance stressed that zero-click searches are rising, with AI Overviews reshuffling how users interact with information. The piece emphasized structured data, schema, and concise authority-driven answers as pathways into AI citation — a different optimization play than traditional SEO.

From the technical side, Core Web Vitals enforcement evolved. Google’s CrUX report confirmed the full adoption of INP (Interaction to Next Paint) as the responsiveness metric, replacing FID (First Input Delay). PageSpeed Insights and other tools now treat INP as the standard for pass/fail user experience checks. Search Engine Land further reported strategies for monitoring and improving INP, stressing optimization of JavaScript execution and user input delays.

Finally, Statcounter’s August snapshot showed Google maintaining near-dominance at just under 90% global share, while Bing held steady around 4% and DuckDuckGo remained under 1%. This stability confirms that, despite AI shifts, Google is still the main arena — but alternative engines hold pockets of growth worth targeting for specific audiences.

Factics: Facts, Tactics, KPIs

Fact: Google’s August 2025 spam update rolled out globally starting August 26.
Tactic: Audit for compliance — eliminate thin AI-generated pages, doorway tactics, and spammy backlinks.
KPI: Zero manual spam actions in Google Search Console.

Fact: SERPs remained volatile weeks after the June core update finished.
Tactic: Hold off major site changes during volatility; monitor recovery windows for suppressed content.
KPI: 90% recovery of pre-update traffic within 6 weeks for pages that align with E-E-A-T.

Fact: AI-powered SERPs increase zero-click searches, with structured data influencing inclusion.
Tactic: Implement FAQ and HowTo schema; write 40–60 word answer summaries.
KPI: 10–15% increase in impressions from AI overview panels.

Fact: INP is now the primary responsiveness metric for Core Web Vitals.
Tactic: Optimize JavaScript and reduce main-thread blocking.
KPI: 75%+ of pages scoring <200ms INP in CrUX data.

Fact: Google still holds ~90% search share, Bing ~4%, DuckDuckGo <1%.
Tactic: Shift 10% of SEO resources toward Bing optimization for B2B queries.
KPI: 15% increase in Bing-driven B2B leads.

Lessons and Action Steps

  1. Don’t panic during spam updates. If traffic dips after August 26, confirm whether affected content violates spam policies before making wholesale cuts.
  2. Wait for volatility to calm. Post-core updates can ripple for weeks. Use this time to measure patterns, not to overhaul entire sites.
  3. Prepare for AI-first SERPs. Schema, structured summaries, and authoritative signals aren’t optional — they’re your ticket into visibility.
  4. Treat INP as a growth lever. Responsiveness now directly impacts rankings and revenue. Fixing INP is not just technical hygiene; it drives conversions.
  5. Diversify where it counts. Even if Google dominates, Bing and privacy-first engines like DuckDuckGo are important secondary traffic streams.

Reflect and Adapt

The August spam update signals a clear tightening: Google is penalizing low-value, automated, and manipulative content more aggressively. But layered with AI-driven search, the takeaway is not simply “write better content.” It’s prove value, speed, and authority across every touchpoint.

Recovery is now measured in both technical excellence (passing INP) and strategic positioning (earning AI citations). If July was about digesting core volatility, August was about tightening standards, and September is about adapting — quickly.

FAQ

Q: How do I know if my site was hit by the August spam update?
A: Check Search Console for drops beginning August 26. If traffic declined sharply, review Google’s spam policies for doorway content, AI-thin pages, or manipulative links.

Q: Do AI Overviews replace SEO?
A: No, but they change it. Optimization now includes formatting content for AI inclusion as much as for the traditional 10 blue links.

Q: What’s the difference between INP and FID?
A: INP measures the time it takes for a page to respond to user input across the full visit, not just the first action. It’s stricter, and poor INP will hurt both UX and rankings.

Q: Should I invest more in Bing or DuckDuckGo?
A: For general traffic, Google remains the priority. But B2B and privacy-conscious audiences show meaningful behavior on alternatives — enough to justify dedicated resource allocation.

Disclosure

This blog was written with the assistance of AI research and drafting tools, using only verified sources published on or before August 31, 2025. Human review shaped the final narrative, transitions, and tactical recommendations.

References

Google. (2025, August 26). August 2025 spam update begins. Google Search Status Dashboard. https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history

Google. (2025, August 12). Release notes | Chrome UX Report (CrUX) — INP updates/tools notes. https://developers.google.com/web/tools/chrome-user-experience-report/bigquery/changelog

Statcounter Global Stats. (2025, August 31). Search engine market share — August 2025 snapshot. https://gs.statcounter.com/search-engine-market-share

Search Engine Land. (2025, August 26). Google releases August 2025 spam update. https://searchengineland.com/google-releases-august-2025-spam-update-461232

Search Engine Roundtable. (2025, August 27). Google August 2025 Spam Update Rolls Out. https://www.seroundtable.com/google-august-2025-spam-update-40008.html

Search Engine Roundtable. (2025, August 29). Google August 2025 Spam Update Impact Felt Quickly — 24 Hours. https://www.seroundtable.com/google-august-2025-spam-update-40018.html

Search Engine Roundtable. (2025, August 01). Google Search Ranking Volatility Heated Yet Again. https://www.seroundtable.com/google-search-ranking-volatility-heated-39865.html

Search Engine Roundtable. (2025, August 04). August 2025 Google Webmaster Report. https://www.seroundtable.com/august-2025-google-webmaster-report-39871.html

Search Engine Land. (2025, August 12). How to optimize your content strategy for AI-powered SERPs. https://searchengineland.com/optimize-content-strategy-ai-powered-serps-451776

Search Engine Land. (2025, August 15). How to improve and monitor Interaction to Next Paint (INP). https://searchengineland.com/how-to-improve-and-monitor-interaction-to-next-paint-437526

Platform Ecosystems and Plug-in Layers

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The plug-in layer is no longer optional. Enterprises now curate GPT Store stacks, Grok plug-ins, and compliance filters the same way they once curated app stores. The fact is adoption crossed three million custom GPTs in less than a year (OpenAI, 2024). The tactic is simple: use curated sections for research, compliance, or finance so workflows stay in line. It works because teams don’t lose time switching tools, and approval cycles sit inside the same stack. Who benefits? With a little checks and balances in the practices, the marketing and compliance directors who need assets reviewed before they move find streamlined value.

Grok 4 raises the bar with real-time search and document analysis (xAI, 2024). The tactic is to point it at sector reports or financials, then ask for stepwise summaries that highlight cost, revenue, or compliance gaps. It works because numbers land alongside explanations instead of scattered across drafts, with Grok this happens UpToDate and in real time, not just a database in the AI. The benefit goes to analysts and campaign planners who must build messages that hold up under review because the output sees everything up to date of prompt, not just copy that sounds good.

Google and Anthropic moved Claude into Vertex AI with global endpoints (Google Cloud, 2025). The fact is enterprises can now route traffic across regions with caching that lowers cost and latency. The tactic is to run coding and content workflows through Claude inside Vertex, where security and governance are already in place. It works because performance scales without losing control. Who benefits? Developers in regulated industries, when they invest in their process and speed matters but oversight cannot be skipped.

Perplexity and Sprinklr connect the research and compliance layer. Perplexity Deep Research scans hundreds of sources and produces cite-first briefs in minutes (Perplexity, 2025). The tactic is to slot these briefs directly into Sprinklr’s compliance filters, which flag tone or bias before responses go live (Sprinklr, 2025). It works because research quality and compliance checks are chained together. Who benefits? B2C brands that invest into their setup and new processes when they run campaigns across social channels where missteps are public and costly.

Lakera Guard closes the loop with real-time filters. Its July updates improved guardrails and moderation accuracy (Lakera, 2025). The tactic is to run assets through Lakera before they publish, measuring catch rates and logging exceptions. It works because risk checks move from manual review to automatic guardrails. Who benefits? Fortune 500 firms, SaaS providers, and nonprofits that cannot afford errors or policy violations in public channels.

Best Practice Spotlights
Dropbox integrated Lakera Guard with GPT Store plug-ins to secure LLM-powered features (Dropbox, 2024). Compliance approvals moved 30 percent faster, errors fell by 35 percent, not a typo. One lead said it was like plugging holes in a chessboard, the leaks finally stopped. The lesson is that when guardrails live inside the plug-in stack, speed and safety move together.

SoftBank worked with Perplexity Pro and Sprinklr to upgrade customer interactions in Japan (Perplexity, 2025). Cycle times fell 27 percent, exceptions dropped 20 percent, looked like plugging holes in a chessboard, and customer satisfaction lifted. The lesson is that compliance and engagement can run in parallel when the plug-in layer does the review work before the customer sees it.

Creative Consulting Corner
A B2B SaaS provider struggles with fragmented plug-ins and approvals that drag on for days. The solution is to curate a GPT Store stack for research and compliance, add Lakera Guard as a pre-publish filter, and track exceptions in a shared dashboard. Approvals move 30 percent faster, error rates drop, and executives defend budgets with proof. Optimization tip, publish a monthly compliance scorecard so the lift is visible.

A B2C retailer fights campaign fatigue and review delays. Perplexity Pro delivers cite-first briefs, Sprinklr’s compliance module flags tone and bias, and the team refreshes creative weekly. Cycle times shorten, ad rejection rates fall, and engagement lifts. Optimization tip, keep one visual anchor constant so recognition compounds even as content rotates.

A nonprofit faces the challenge of multilingual safety guides under strict donor oversight. Curated translation plug-ins feed Lakera Guard for risk filtering, with disclosure lines added by default. Time to publish drops, completion improves, complaints shrink. Optimization tip, keep a public provenance note so donors see transparency built in.

Closing thought
Here’s the thing, ecosystems only matter when they close the space between idea and approval. This doesn’t happen without some trial and error, then requires oversight, which sounds like a lot of manpower, but the output multiplies. GPT Store curates’ workflows, Grok 4 brings real-time analysis, Claude runs inside enterprise rails, Perplexity and Sprinklr steady research and compliance, and Lakera Guard enforces risk checks. With transparency labeling now a regulatory requirement, provenance and disclosure run in the background. The teams that treat ecosystems as infrastructure, not experiments, gain speed they can measure, trust they can defend, and credibility that lasts. The key is not to try to minimize but balance oversight with the ability to produce more.

References

Anthropic. (2025, July 30). About the development partner program. Anthropic Support.

Dropbox. (2024, September 18). How we use Lakera Guard to secure our LLMs. Dropbox Tech Blog.

European Commission. (2025, July 31). AI Act | Shaping Europe’s digital future. European Commission.

European Parliament. (2025, February 19). EU AI Act: First regulation on artificial intelligence. European Parliament.

European Union. (2025, July 24). AI Act | Shaping Europe’s digital future. European Union.

Google Cloud. (2025, May 23). Anthropic’s Claude Opus 4 and Claude Sonnet 4 on Vertex AI. Google Cloud Blog.

Google Cloud. (2025, July 28). Global endpoint for Claude models generally available on Vertex AI. Google Cloud Blog.

Lakera. (2024, October 29). Lakera Guard expands enterprise-grade content moderation capabilities for GenAI applications. Lakera.

Lakera. (2025, June 4). The ultimate guide to prompt engineering in 2025. Lakera Blog.

Lakera. (2025, July 2). Changelog | Lakera API documentation. Lakera Docs.

OpenAI. (2024, January 10). Introducing the GPT Store. OpenAI.

OpenAI Help Center. (2025, August 22). ChatGPT — Release notes. OpenAI Help.

Perplexity. (2025, February 14). Introducing Perplexity Deep Research. Perplexity Blog.

Perplexity. (2025, July 2). Introducing Perplexity Max. Perplexity Blog.

Perplexity. (2025, March 17). Perplexity expands partnership with SoftBank to launch Enterprise Pro Japan. Perplexity Blog.

Sprinklr. (2025, August 7). Smart response compliance. Sprinklr Help Center.

xAI. (2024, November 4). Grok. xAI.

Mapping the July Shake-Up: Core Update Fallout, AI Overviews, and Privacy Pull

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July was a reminder that search never sits still. Google’s June 2025 Core Update, which officially finished on July 17, delivered one of the most disruptive shake-ups in years, reshuffling rankings across health, retail, and finance and leaving many sites searching for stability (Google, 2025; Schwartz, 2025a, 2025b). At the same time, AI Overviews continued to change user behavior in measurable ways — Pew Research found that when AI summaries appear, users click on traditional results nearly half as often, while Semrush reported they now show up in more than 13% of queries (Pew Research Center, 2025; Semrush, 2025). The result is clear: visibility is shifting from blue links to citations within AI-driven summaries, making structured content and topical authority more important than ever.

Privacy also took center stage. DuckDuckGo announced two updates in July: the option to block AI-generated images from results on July 14, and a browser redesign on July 22 that added real-time privacy feedback and anonymous AI integration (DuckDuckGo, 2025; PPC Land, 2025a, 2025b). These moves underscore how authenticity and trust are emerging as competitive differentiators, even as Google maintains close to 90% global market share (Statcounter Global Stats, 2025).

Together, these shifts point to an SEO environment defined by convergence: volatility from core updates, visibility challenges from AI Overviews, and renewed emphasis on privacy-first design. Success in this landscape depends on adapting quickly — not just to Google’s dominance, but to the broader dynamics of how people search, click, and trust.

What Happened

Google officially completed the June 2025 Core Update on July 17, after just over 16 days of rollout (Google, 2025; Schwartz, 2025a). This update was one of the largest in recent memory, driving heavy movement across industries. Search Engine Land’s data analysis showed that 16% of URLs ranking in the top 10 had not appeared in the top 20 before, the highest churn rate in four years (Schwartz, 2025b). Sectors like health and retail felt the sharpest volatility, while finance saw more stability. Even after the official end date, ranking swings remained heated through late July, reminding SEOs that recovery is rarely immediate (Schwartz, 2025c).

Layered onto this volatility was the accelerating role of AI Overviews. According to Pew Research, when an AI summary appears in search results, only 8% of users click on a traditional result, compared to 15% when no summary is present (Pew Research Center, 2025). Semrush data confirmed that AI Overviews now appear in more than 13% of queries, with categories like Science, Health, and People & Society seeing the fastest growth (Semrush, 2025). The combined effect is a steady rise in zero-click searches, with publishers and brands competing for visibility in citation panels rather than just the classic blue links.

Meanwhile, DuckDuckGo pushed its privacy-first positioning further. On July 14, it gave users the option to block AI-generated images from results (PPC Land, 2025a). Just days later, on July 22, it unveiled a browser redesign with a streamlined interface, real-time privacy feedback, and anonymous AI integration (DuckDuckGo, 2025; PPC Land, 2025b). These updates reinforce DuckDuckGo’s differentiation strategy, targeting users who value authenticity and transparency over algorithmic convenience.

Finally, Statcounter’s July snapshot reaffirmed Google’s dominance at nearly 90% global market share, with Bing at 4%, Yahoo at 1.5%, and DuckDuckGo under 1% (Statcounter Global Stats, 2025). Yet while small in volume, DuckDuckGo’s moves reflect a deeper trend — search diversification around privacy and user trust.

Factics: Facts, Tactics, KPIs

Fact: The June 2025 Core Update saw 16% of top 10 URLs newly ranked — the highest churn in four years (Schwartz, 2025b).

Tactic: Re-optimize affected pages by expanding topical depth and reinforcing E-E-A-T signals instead of pruning.

KPI: Average keyword position improvement across refreshed content.

Fact: Users click only 8% of traditional links when AI summaries appear, versus 15% when they don’t (Pew Research Center, 2025).

Tactic: Add FAQ schema, concise answer blocks, and authoritative citations to increase chances of inclusion in AI Overviews.

KPI: Ratio of impressions to clicks in Google Search Console for AI-affected queries.

Fact: DuckDuckGo’s July update introduced a browser redesign with privacy feedback icons and gave users the option to filter AI images (DuckDuckGo, 2025; PPC Land, 2025a, 2025b).

Tactic: Use original, source-cited visuals and message privacy in content strategy to attract DDG’s audience.

KPI: Month-over-month growth in DuckDuckGo referral traffic.

Lessons in Action

1. Audit, don’t panic. Map keyword drops against the June–July rollout window before making changes.

2. Optimize for Overviews. Treat AI summaries as a surface: concise content, schema markup, authoritative citations.

3. Invest in visuals. Replace AI-stock imagery with original media where possible.

4. Diversify your footprint. Google-first still rules, but dedicate ~10% of SEO effort to Bing and DuckDuckGo.

Reflect and Adapt

July’s landscape reinforces a truth: SEO is no longer only about blue links. The Core Update pushed volatility across industries, while AI Overviews are rewriting how people interact with results. Privacy-focused alternatives like DuckDuckGo are carving space by rejecting synthetic defaults. To thrive, brands need a portfolio approach — optimizing content to be cited in AI features, maintaining technical excellence for Google’s updates, and signaling authenticity where privacy matters. This isn’t fragmentation; it’s convergence around user trust and usefulness.

Common Questions

Q: Should I rewrite all content that lost rankings in July?
A: No. Benchmark affected pages against the June 30–July 17 update window and enhance quality; avoid knee-jerk deletions during volatility.

Q: How do I optimize for AI Overviews?
A: Structure answers clearly, use FAQ schema, and cite authoritative sources. Prioritize concise, trustworthy summaries.

Q: Does DuckDuckGo really matter with <1% global share?
A: Yes. Its audience skews privacy-first, meaning higher engagement and trust. Optimize for authenticity and clear privacy signals.

Q: Is Bing worth attention at ~4% share?
A: Yes. Bing’s integration with Microsoft products ensures sustained visibility, especially for enterprise and productivity-driven searches.

Embed Before Disclosure

📹 Google search ranking volatility remains heated – Search Engine Roundtable, July 25, 2025

Disclosure

This blog was written with the assistance of AI research and drafting tools, using only verified sources published on or before July 31, 2025. Human review shaped the final narrative, transitions, and tactical recommendations.

References

DuckDuckGo. (2025, July 22). DuckDuckGo browser: Fresh new look, same great protection. SpreadPrivacy. https://spreadprivacy.com/browser-visual-refresh/

Google. (2025, July 17). June 2025 core update [Status dashboard incident report]. Google Search Status Dashboard. https://status.search.google.com/incidents/riq1AuqETW46NfBCe5NT

Pew Research Center. (2025, July 22). Google users are less likely to click on links when an AI summary appears in the results. Pew Research Center. https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/

PPC Land. (2025, July 14). DuckDuckGo users can now block AI images from search results. PPC Land. https://ppc.land/duckduckgo-users-can-now-block-ai-images-from-search-results/

PPC Land. (2025, July 24). DuckDuckGo browser redesign focuses on streamlined privacy interface. PPC Land. https://ppc.land/duckduckgo-browser-redesign-focuses-on-streamlined-privacy-interface/

Schwartz, B. (2025, July 17). Google June 2025 core update rollout is now complete. Search Engine Land. https://searchengineland.com/google-june-2025-core-update-rollout-is-now-complete-458617

Schwartz, B. (2025, July 24). Data providers: Google June 2025 core update was a big update. Search Engine Land. https://searchengineland.com/data-providers-google-june-2025-core-update-was-a-big-update-459226

Schwartz, B. (2025, July 25). Google search ranking volatility remains heated. Search Engine Roundtable. https://www.seroundtable.com/google-search-ranking-volatility-remains-heated-39828.html

Semrush. (2025, July 22). Semrush AI Overviews study: What 2025 SEO data tells us about Google’s search shift. Semrush Blog. https://www.semrush.com/blog/semrush-ai-overviews-study/

Statcounter Global Stats. (2025, July 31). Search engine market share worldwide. Statcounter. https://gs.statcounter.com/search-engine-market-share

Navigating SEO After Google’s June 2025 Core Update

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Search visibility is in transition. Google’s June 2025 Core Update, which launched on June 30, shook rankings across industries while simultaneously underscoring how much search has moved beyond ten blue links. For many sites, the shift was dramatic: “Over 16% of URLs ranking in the top 10 after the update didn’t rank in the top 20 before,” according to Search Engine Land (2025). That volatility coincided with the expansion of AI Overviews, the persistence of zero-click behaviors, and continued pressure to deliver structured, mobile-first experiences.

The result is an SEO environment where the “so what” is clear: success is measured not only in rankings but also in impressions within AI summaries, eligibility for rich results, and performance across multiple engines. For marketers, the KPIs that matter now include ranking stability, AI Overview capture rate, Core Web Vitals pass percentage, and non-Google traffic share.

What Happened

Google’s June 2025 Core Update officially began rolling out on June 30. Within days, volatility was recorded across sectors, and by the time analysis was published, data providers confirmed it was among the most disruptive updates in recent memory. More than one in six of the top-10 URLs were newcomers, highlighting the magnitude of change (Search Engine Land, 2025).

At the same time, AI features accelerated. Semrush found AI Overviews appeared in 13.14% of queries by March, nearly doubling from January (Semrush, 2025). Google’s own disclosure at I/O emphasized that AI Mode and Overviews are driving over 10% incremental usage for query types where these features appear (Google, 2025). Yet visibility in these surfaces often comes without clicks. AdLift documented that 71% of searches now result in no organic click at all, leaving brands to measure impressions and mentions rather than traffic alone (AdLift, 2025).

Structured data remained central. Jameela Ghann’s June guide reinforced that JSON-LD markup unlocks higher CTRs through enhanced listings (Ghann, 2025), while Webflow’s July explainer stressed its scalability for larger SEO and Answer Engine Optimization projects (Webflow, 2025). Without schema, eligibility for snippets and AI summaries is severely limited.

Technical SEO continued to shape outcomes. Capsicum Media Works reported that only 47% of sites currently pass Core Web Vitals (2025). Clevertize emphasized that mobile performance is critical, urging marketers to prioritize responsive fixes and real-device testing (2025).

Finally, diversification remains essential. Lawrence Hitches observed Google’s global share at 89.54%, Bing with 7.5% in the U.S., and Yandex dominating Russia at 65% (2025). For brands with regional audiences, optimization can’t end with Google.

Why It Matters (Factics)

Fact: Over 16% of top-10 results after the June update were new entrants. [SEL]

Tactic: Annotate rankings during update windows, avoid reactive rewrites until volatility settles, and re-audit content depth post-rollout.

KPI: % of tracked keywords maintaining or regaining top-10 visibility after three weeks.

Fact: AI Overviews triggered in 13.14% of queries by March 2025. [Semrush]

Tactic: Structure content with clear H2/H3 headings, FAQs, and concise explanations to increase eligibility.

KPI: AI Overview capture rate across priority keywords.

Fact: 71% of queries produce no organic click. [AdLift]

Tactic: Shift reporting to include impressions, brand mentions, and AI visibility alongside CTR.

KPI: Ratio of impressions vs. clicks for high-value queries.

Fact: JSON-LD schema enables enhanced listings and scalability. [Ghann, Webflow]

Tactic: Audit site templates for Article, FAQ, and HowTo schema; validate with Google’s Rich Results Test.

KPI: Rich result eligibility % and CTR delta for enhanced vs. plain listings.

Fact: Fewer than half of sites pass Core Web Vitals. [Capsicum]

Tactic: Target LCP <2.5s, INP <200ms, CLS <0.1; prioritize fixes on mobile templates.

KPI: % of URLs passing CWV in Search Console (mobile and desktop).

Fact: Mobile performance is decisive for rankings. [Clevertize]

Tactic: Prioritize responsive design, compress images, test on real devices.

KPI: Mobile vs. desktop CWV performance deltas.

Fact: Bing holds 7.5% U.S. share; Yandex dominates Russia with 65%. [Hitches]

Tactic: Maintain Bing Places listings, localize for Yandex, and track regional engine performance.

KPI: Traffic diversification across engines.

Fact: AI Mode increased query volume by >10% in supported markets. [Google]

Tactic: Optimize for entity clarity, authoritative sourcing.

KPI: Sessions referred from AI Mode experiences.

Lessons in Action

1. Wait, then act: Don’t rewrite content mid-rollout. Hold steady until rankings stabilize.

2. Schema at scale: Ensure JSON-LD coverage across Article, FAQ, and HowTo templates.

3. Measure visibility differently: Add AI Overview impressions and brand mentions to dashboards.

4. Fix technical debt: Improve LCP, INP, and CLS — especially on mobile.

5. Diversify engines: Maintain presence in Bing and Yandex for regional resilience.

Reflect and Adapt

SEO in July 2025 is about more than winning keywords. Google’s update reinforced the importance of trustworthy, structured content, while AI Overviews and zero-click behavior redefined how success is measured. Technical SEO remains a differentiator, and multi-engine optimization protects reach. The lesson: broaden metrics, strengthen fundamentals, and position content for both human readers and AI-driven systems.

Common Questions

Q: Should I react immediately to ranking drops after an update?

A: No. Core updates bring volatility. Wait for stabilization before making significant changes.

Q: How do I measure success when clicks decline?

A: Track impressions, AI Overview presence, and brand mentions — not just CTR.

Q: Is schema markup optional?

A: No. Structured data is now essential for eligibility in rich results and AI summaries.

Disclosure

This article was created with the assistance of AI research systems. All nine sources were independently verified, publicly accessible, and published on or before June 30, 2025 unless noted for update completion.

References

Search Engine Land. (2025, July 17). Google June 2025 core update rollout is now complete. https://searchengineland.com/google-june-2025-core-update-rollout-is-now-complete-458617

Semrush. (2025, July 22). AI Overviews Study: What 2025 SEO Data Tells Us. https://www.semrush.com/blog/semrush-ai-overviews-study/

AdLift. (2025, July 1). What Is Zero Click Search? https://www.adlift.com/blog/zero-click-search-seo-strategy/

Ghann, J. (2025, June 18). How to Use Structured Data & Schema for Blog SEO. https://www.jameelaghann.com/marketing-lab/how-to-use-structured-data-schema-blog

Webflow. (2025, July 31). Schema markup explained. https://webflow.com/blog/schema-markup

Capsicum Media Works. (2025, June 30). Core Web Vitals: Ultimate SEO Guide for 2025. https://capsicummediaworks.com/core-web-vitals/

Clevertize. (2025, June 26). Core Web Vitals for the 2025 Update. https://clevertize.com/blog/mastering-core-web-vitals-for-the-2025-update/

Hitches, L. (2025, July 1). Differences Between Search Engines. https://www.lawrencehitches.com/search-engine-differences/

Google. (2025, May 20). AI Mode in Google Search. https://blog.google/products/search/google-search-ai-mode-update/

Navigating SEO in a Localized, Zero-Click World

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Search visibility is shifting again, and this time the changes are subtle but far-reaching. The big story through May is not a new algorithm, but the ongoing volatility from March’s core update, combined with growth signals in Bing and DuckDuckGo and a steady Yandex share that still matters in regional markets. At the same time, zero-click results and business profiles are becoming the real battlegrounds for discovery.

As one analyst explained, “Bing achieved 22% year-over-year growth in engagement rates, powered by Copilot integration” (gHacks Tech News, 2025). DuckDuckGo also pulled its weight, taking 8.651% of the non-Google search market (PPC Land, 2025). Yandex remains steady at around 2.8% globally but dominates Russia, making localized tactics critical (Search Endurance, 2025).

For marketers, the “so what” is clear: outcomes are no longer defined by who ranks #1. Instead, KPIs are shifting to local pack impressions, featured snippet capture, privacy-conscious audience reach, and consent-compliant campaign measurement.

What Happened

The March 2025 Google Core Update continued to ripple through May. Search Engine Roundtable captured community reports of sites seeing traffic double in a single day (2025), while Search Engine Land confirmed finance was among the most turbulent sectors, with travel relatively stable (2025). Google’s advice hasn’t changed—focus on quality, helpfulness, and E-E-A-T—but the volatility shows how fragile rankings remain in sensitive verticals.

Meanwhile, AI growth in alternative engines is finally measurable. Microsoft reported that Bing’s Copilot has driven significant engagement growth, and DuckDuckGo’s privacy positioning continues to attract a loyal user base. Yandex holds a small global share but commands a majority in its home market, proving that global SEO must plan for regional engines, not just Google.

On the feature side, zero-click results are defining the modern SERP. Google’s own documentation reminds us snippets are algorithmically chosen, with controls like nosnippet and max-snippet available to webmasters (Google Search Central, 2025). Backlinko notes snippets account for around 8% of all clicks, making structured, concise answer formatting more valuable than chasing the #1 blue link.

Local SEO is also tightening. Google Search Central’s May guidance on local queries emphasized rich profiles with reviews, photos, and Q&A to improve eligibility in Maps and the Local Pack (2025). Uberall adds that Bing Places still matters, processing 900 million daily queries across Microsoft’s network (2025).

Finally, privacy regulation is converging with AI search. Microsoft Ads required explicit consent signals by May 5, 2025, for personalized targeting across Bing and Microsoft properties (Microsoft Ads Blog, 2025). That change forces marketers to treat consent opt-in rates as a KPI equal to impressions or CTR, a critical bridge between SEO visibility and compliant measurement.

Why It Matters (Factics in Action)

Fact: Bing grew 22% YoY in engagement; DuckDuckGo captured 8.651% of the non-Google market.
Tactic: Build engine-specific content and reporting dashboards that segment beyond Google.
KPI: % of organic sessions by engine (Google/Bing/DDG/Yandex).

Fact: March 2025 core update volatility lingered into May, with finance hardest hit.
Tactic: Harden E-E-A-T content in sensitive sectors, prune thin programmatic content.
KPI: Vertical-segmented rank stability scores.

Fact: Featured snippets capture ~8% of clicks and are often paired with People Also Ask.
Tactic: Write 40-60 word answer blocks under question-based H2/H3 headings.
KPI: Featured snippet capture rate and PAA appearances.

Fact: Google guidance confirms complete profiles with reviews/photos/Q&A improve local discovery.
Tactic: Monthly refresh photos, seed Q&A, solicit reviews consistently.
KPI: Local Pack impressions, calls, direction requests.

Fact: Microsoft required consent signals for targeting by May 5, 2025.
Tactic: Implement consent mode + server-side tagging; segment metrics by consent.
KPI: Consent opt-in % and compliant reach.

Lessons in Action: 4 Steps

  1. Segment Reporting by Engine – Create dashboards that break down traffic and engagement by Google, Bing, DuckDuckGo, and Yandex.
  2. Zero-Click Optimization – Target featured snippets and People Also Ask with concise, structured content.
  3. Local Pack Hygiene – Sync Google Business Profile with Bing Places; update photos, Q&A, and reviews monthly.
  4. Privacy-Led Measurement – Audit consent flows; treat opt-in rate as a first-class KPI alongside CTR or rankings.

Reflect and Adapt

SEO in mid-2025 is less about chasing Google’s next confirmation and more about adapting to a fragmented, privacy-first, AI-augmented landscape. Market share shifts show Bing and DuckDuckGo carving measurable niches, Yandex cementing its regional role, and zero-click results stealing attention before clicks even happen. The winners are those who integrate multi-engine tactics, snippet optimization, local profile hygiene, and consent-compliant measurement into a single, resilient strategy.

Common Questions

Q: Should I still prioritize Google above other engines?
A: Yes, but treat Bing, DuckDuckGo, and Yandex as distinct growth channels. Segment analytics and allocate resources proportionally.

Q: How do I measure success in a zero-click world?
A: Shift to impression-level metrics (Local Pack, snippets, AI Overviews) and brand search volume, not just clicks.

Q: What’s the first local SEO step for small businesses?
A: Complete your Google Business Profile, sync it to Bing Places, and refresh reviews/photos monthly.

Disclosure

This article was created with the assistance of multiple AI systems (Claude, Gemini, Perplexity, Grok, ChatGPT), each providing research outputs that were verified and synthesized into a consultant-style narrative. All sources were published on or before May 31, 2025, and have been independently validated for public accessibility and factual alignment.

References

gHacks Tech News. (2025, May 2). Microsoft’s Bing gains momentum as Google sees decline in market share. https://www.ghacks.net/2025/05/02/microsofts-bing-gains-momentum-as-google-sees-decline-in-market-share/

PPC Land. (2025, April 27). Google’s search dominance continues, capturing 87% market share in Q1 2025. https://ppc.land/googles-search-dominance-continues-capturing-87-market-share-in-q1-2025/

Search Endurance. (2025, February 11). 39 Yandex statistics you need to know in 2025. https://searchendurance.com/yandex-statistics/

Search Engine Roundtable. (2025, May 13). Google Search Ranking Volatility May 12–13. https://www.seroundtable.com/google-search-ranking-volatility-may-12-13-39402.html

Search Engine Land. (2025, April 2). Data providers: March 2025 core update had similar volatility to the previous. https://searchengineland.com/data-providers-google-march-2025-core-update-had-similar-volatility-to-the-previous-update-453778

Google Search Central. (2025, February 4). Featured snippets and your website. https://developers.google.com/search/docs/appearance/featured-snippets

Backlinko. (2025, April 14). Featured snippets: How to capture position zero. https://backlinko.com/hub/seo/featured-snippets

Google Search Central. (2025, May 13). Making sense of queries in local search. https://developers.google.com/search/blog/2025/05/local-search-queries

Uberall. (2025, March 25). Maximizing the value of Bing Business Listings. https://uberall.com/en-us/resources/blog/bing-business-listings

Microsoft Ads Blog. (2025, March 26). Providing user consent signals on your Microsoft campaigns by May 5, 2025. https://about.ads.microsoft.com/en/blog/post/march-2025/providing-user-consent-signals-on-your-microsoft-campaigns-by-may-5-2025

Multimodal Creation Meets Workflow Integration

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Ever been that person who had to sit with a nonprofit director needing videos in three languages on a shoestring budget? The deadline is tight, the resources thin, and panic usually follows. Except now, with the right stack, the story plays differently. One script in Synthesia becomes localized clips, NotebookLM trims prep for board updates, and Midjourney V7 provides visuals that look like they came from a big agency. What used to feel impossible for a small team now gets done in days.

That’s the shift happening now. Multimodal tools aren’t just for global giants, they’re giving small businesses and nonprofits options they never had before. Workflows that once demanded big crews and bigger budgets are suddenly accessible. Translation costs drop, campaign cycles speed up, and the final product feels professional. A bakery can localize TikToks for new customers. An advocacy group can roll out explainer videos in multiple languages without hiring a full production staff.

Meta’s LLaMA 4 brings native multimodal reasoning into normal workflows. It reads text, images, and simple tables in one pass, which means a screenshot, a product sheet, and a few rough notes become a single, usable brief. The way to use it is simple, gather the real assets you would hand to a teammate, ask for an outline that pairs each claim with a supporting visual or citation, and lock tone and brand terms in a short instruction block. Watch outline acceptance rate, factual edits per draft, and how long it takes to move from inputs to an approved brief.

OpenAI’s compile tools work like a calm research assistant. They cluster sources, extract comparable data points, and produce a clean working draft that is ready for human review. The move is to load only vetted links, ask for a side by side table of claims and evidence, then request a narrative that uses those rows and nothing else. Keep an evidence ledger next to the draft so reviewers can click back to the original. Track cycle time per asset, first draft on brand, and the number of factual corrections caught in QA.

ElevenLabs “Eleven Flash” makes voiceovers feel professional without the usual invoice shock. The model holds natural pacing and intonation at a lower cost per finished minute, which puts multilingual narration and fast updates within reach for small teams. TechCrunch’s coverage of the one hundred eighty million raise is a signal that voice automation is not a fad, production barriers are falling, and smaller players benefit first. The workflow is to create consented voice profiles, normalize scripts for clarity, batch generate by language and role, and keep an audio watermark and rights register. Measure cost per finished minute, listen through rate, turnaround from script to publish, and support ticket deflection on pages with audio.

Synthesia turns one approved script into localized video at scale. The working number to hold is a ten language rollout that lifts ROI about twenty five percent when localization friction drops. Use it by locking a master script, templating lower thirds and brand elements, generating each language with native captions and region specific calls to action, then routing traffic by locale. Watch ROI by locale, video completion, and time to first localized version.

NotebookLM creates portable audio overviews that actually shorten prep. Teams report about thirty percent less time spent getting ready when the briefing sits in their pocket. The flow is to assemble a small canonical packet per initiative, generate a three to five minute overview, and attach the audio to the kickoff doc or LMS module. Measure reported prep time, meeting efficiency scores, and downstream revision counts once everyone starts from the same context.

Midjourney’s coherence controls keep small brands from paying for a second design pass. Consistent composition and style adherence move concept art toward production faster. The practical move is to encode three or four visual rules, subject framing, color range, and typography hints, then prompt inside that sandbox to create a handful of options. Curate once, finalize in your editor, and keep a short gallery of do and don’t for the next round. Track concept to final cycle time, brand consistency scores, and how quickly paid performance decays when creative is refreshed on schedule.

ElevenLabs for dubbing trims production time when you move a base narration into multiple languages or roles. The working figure is about a third saved end to end. Set language targets up front, generate clean transcripts from the master audio, produce dubbed tracks with timing that matches, then add a bit of room tone so it sits well in the mix. Measure total hours saved per release, multilingual completion rates, and engagement lift on localized pages.

“This research is a reality check. There’s enormous promise around AI, but marketing teams continue to struggle to deliver real business impact when they are drowning in complexity. Unless AI helps tame this complexity and is deeply embedded into workflows and execution, it won’t deliver the speed, precision, or results marketers need.” — Chris O’Neill, CEO of GrowthLoop

FTC guidance turns disclosure into a trust marker. Clear labels, watermarking, and provenance notes reduce suspicion and protect credibility, especially for nonprofits and local businesses where trust is the currency. Operationalize it by adding a short disclosure line near any AI assisted media, watermarking visuals, and keeping a lightweight provenance section in your QA checklist. Track complaint rates, unsubscribe rate after disclosure, and click through on assets that carry clear labels.

Here is the point. Build small, repeatable workflows around each tool, connect them at the handoff points, and measure how much faster and further each campaign runs. The scoreboard is simple, cycle time per asset, first draft on brand, localization turnaround, completion and click through, and ROI by locale.

Best Practice Spotlight

Infinite Peripherals isn’t a giant consumer brand, it’s a practical tech company that needed videos fast. They used Synthesia avatars with DeepL translations and cranked out four multilingual explainers for trade shows in just 48 hours. Not a typo, two days. The payoff was immediate, a 35 percent jump in meetings booked and 40 percent more video views. For smaller organizations, this shows what happens when you combine tools instead of adding headcount [DeepL Blog, 2025].

Toys ’R’ Us is a big name, sure, but the lesson scales. The team used OpenAI’s Sora to create a fully AI-generated brand film. It drew millions of views and boosted brand sentiment while cutting costs. For a nonprofit or small business, think smaller scale: a short mission video, a donor thank-you message, or a seasonal ad. The principle is the same — storytelling amplified without blowing the budget [AdWeek, 2024].

Marketing tie-ins are clear. AdAge highlighted how localized TikTok and Reels campaigns bring results without big media buys [AdAge, 2025]. GrowthLoop’s ROI analysis showed how even lean campaigns can track returns with clarity [GrowthLoop, 2025]. The tactic for smaller teams is to measure ROI not just in revenue, but in saved time and extended reach. If an owner or director can run three times the campaigns with the same staff, that’s value that counts.

Creative Consulting Concepts

B2B Scenario
Challenge: A regional SaaS provider struggles to onboard new clients in different languages.
Execution: Synthesia video modules and NotebookLM audio summaries.
Impact: Onboarding time cut by half, fewer support calls.
Optimization Tip: Add a customer feedback loop before finalizing translations.

B2C Scenario
Challenge: A boutique clothing shop wants to engage younger buyers across platforms.
Execution: Midjourney V7 ensures visuals stay on-brand, Synthesia creates Reels in multiple languages.
Impact: 30 percent lift in engagement with international customers.
Optimization Tip: Rotate avatar personalities to keep content fresh.

Non-Profit Scenario
Challenge: An advocacy group must explain a policy campaign to donors in multiple languages.
Execution: ElevenLabs voiceovers layered on Synthesia explainers with disclosure labels.
Impact: 20 percent increase in donor sign-ups.
Optimization Tip: Test voices for tone so they fit the mission’s seriousness.

Closing Thought

Here’s how it plays out. Infrastructure isn’t abstract, and it’s not reserved for companies with large budgets. AI is helping the little guy even the field. You can use Synthesia to carry scripts into multiple languages. NotebookLM puts portable voices in your ear. If you want more, Midjourney steadies the visuals, though many small teams lean on Canva. Still watching every penny? ElevenLabs makes audio affordable without compromise. Compliance runs quietly in the background, necessary but not overwhelming. The teams that stop testing and start using these workflows every day are the ones who gain real ground, speed they can measure, trust they can defend, and credibility that holds. Start now, fix what you need later, and don’t get trapped in endless preparing.

References

DeepL Blog. (2025, March 26). Synthesia and DeepL partner to power multilingual video innovation.

Google Blog. (2025, April 29). NotebookLM Audio Overviews are now available in over 50 languages.

TechCrunch. (2025, April 3). Midjourney releases V7, its first new AI image model in nearly a year.

Meta AI Blog. (2025, April 5). The Llama 4 herd: The beginning of a new era of natively multimodal AI innovation.

TechCrunch. (2025, January 30). ElevenLabs, the hot AI audio startup, confirms $180M in Series C funding at a $3.3B valuation.

FTC. (2024, September 25). FTC Announces Crackdown on Deceptive AI Claims and Schemes.

AdWeek. (2024, December 6). 5 Brands That Went Big on AI Marketing in 2024.

AdAge. (2025, April 15). How Brands are Using AI to Localize Campaigns for TikTok and Reels.

GrowthLoop. (2025, March 7). AI ROI explained: How to prove the value of AI for driving business growth.

Basil Puglisi used Originality.ai to eval the content of this blog. (Likely the last time)

Why AI Detection Tools Fail at Measuring Value [OPINION]

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AI detection platforms promise certainty, but what they really deliver is confusion. Originality.ai, GPTZero, Turnitin, Copyscape, and Writer.com all claim to separate human writing from synthetic text. The idea sounds neat, but the assumption behind it is flawed. These tools dress themselves up as arbiters of truth when in reality they measure patterns, not value. In practice, that makes them wolves in sheep’s clothing, pretending to protect originality while undermining the very foundations of trust, creativity, and content strategy. What they detect is conformity. What they miss is meaning. And meaning is where value lives.

The illusion of accuracy is the first trap. Originality.ai highlights its RAID study results, celebrating an 85 percent accuracy rate while claiming to outperform rivals at 80 percent. Independent tests tell a different story. Scribbr reported only 76 percent accuracy with numerous false positives on human writing. Fritz.ai and Software Oasis praised the platform’s polished interface and low cost but warned that nuanced, professional content was regularly flagged as machine generated. Medium reviewers even noted the irony that well structured and thoroughly cited articles were more likely to be marked as artificial than casual and unstructured rants. That is not accuracy. That is a credibility crisis.

This problem deepens when you look at how detectors read the very things that give content value. Factics, KPIs, APA style citations, and cross referenced insights are not artificial intelligence. They are hallmarks of disciplined and intentional thought. Yet detectors interpret them as red flags. Richard Batt’s 2023 critique of Originality.ai warned that false positives risked livelihoods, especially for independent creators. Stanford researchers documented bias against non native English speakers, whose work was disproportionately flagged because of grammar and phrasing differences. Vanderbilt University went so far as to disable Turnitin’s AI detector in 2023, acknowledging that false positives had done more harm to student trust than good. The more professional and rigorous the content, the more likely it is to be penalized.

That inversion of incentives pushes people toward gaming the system instead of building real value. Writers turn to bypass tricks such as adjusting sentence lengths, altering tone, avoiding structure, or running drafts through humanizers like Phrasly or StealthGPT. SurferSEO even shared workarounds in its 2024 community guide. But when the goal shifts from asking whether content drives engagement, trust, or revenue to asking whether it looks human enough to pass a scan, the strategy is already lost.

The effect is felt differently across sectors. In B2B, agencies report delays of 30 to 40 percent when funneling client content through detectors, only to discover that clients still measure return on investment through leads, conversions, and message alignment, not scan scores. In B2C, the damage is personal. A peer reviewed study found GPTZero remarkably effective in catching artificial writing in student assignments, but even small error rates meant false accusations of cheating with real reputational consequences. Non profits face another paradox. An NGO can publish AI assisted donor communications flagged as artificial, yet donations rise because supporters judge clarity of mission, not the tool’s verdict. In every case, outcomes matter more than detector scores, and detectors consistently fail to measure the outcomes that define success.

The Vanderbilt case shows how misplaced reliance backfires. By disabling Turnitin’s AI detector, the university reframed academic integrity around human judgment, not machine guesses. That decision resonates far beyond education. Brands and publishers should learn the same lesson. Technology without context does not enforce trust. It erodes it.

My own experience confirms this. I have scanned my AI assisted blogs with Originality.ai only to see inconsistent results that undercut the value of my own expertise. When the tool marks professional structure and research as artificial, it pressures me to dilute the very rigor that makes my content useful. That is not a win. That is a loss of potential.

So here is my position. AI detection tools have their place, but they should not be mistaken for strategy. A plumber who claims he does not own a wrench would be suspect, but a plumber who insists the wrench is the measure of all work would be dangerous. Use the scan if you want, but do not confuse the score with originality. Originality lives in outcomes, not algorithms. The metrics that matter are the ones tied to performance such as engagement, conversions, retention, and mission clarity. If you are chasing detector scores, you are missing the point.

AI detection is not the enemy, but neither is it the savior it pretends to be. It is, in truth, a distraction. And when distractions start dictating how we write, teach, and communicate, the real originality that moves people, builds trust, and drives results becomes the first casualty.

*note- OPINION blog still shows only 51% original, despite my effort to use wolf sheep and plumbers…

References

Originality.ai. (2024, May). Robust AI Detection Study (RAID).

Fritz.ai. (2024, March 8). Originality AI – My Honest Review 2024.

Scribbr. (2024, June 10). Originality.ai Review.

Software Oasis. (2023, November 21). Originality.ai Review: Future of Content Authentication?

Batt, R. (2023, May 5). The Dark Side of Originality.ai’s False Positives.

Advanced Science News. (2023, July 12). AI detectors have a bias against non-native English speakers.

Vanderbilt University. (2023, August 16). Guidance on AI Detection and Why We’re Disabling Turnitin’s AI Detector.

Issues in Information Systems. (2024, March). Can GPTZero detect if students are using artificial intelligence?

Gold Penguin. (2024, September 18). Writer.com AI Detection Tool Review: Don’t Even Bother.

Capterra. (2025, pre-May). Copyscape Reviews 2025.

Basil Puglisi used Originality.ai to eval this content and blog.

Yahoo Deliverability Shake-Up & Multi-Engine SEO in a Privacy-First World

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April reshaped both inboxes and search results. Yahoo’s long-anticipated enforcement of stricter deliverability standards disrupted email campaigns worldwide, shifting filtering from IP-based checks to domain reputation. At the same time, privacy-first search engines like DuckDuckGo continued to capture attention as users sought alternatives to data-heavy platforms, while Google’s Privacy Sandbox reinforced that cookie deprecation is a matter of “when” not “if.” These changes ripple directly into SEO strategy: content must now be optimized not just for Google, but for multiple engines with their own intent patterns and regional signals. Yandex, in particular, underscores how local context, language, and dwell time shape visibility in non-English markets.

What matters now is not just ranking, but building trust through privacy, engagement, and adaptability. Metrics like inbox placement, spam complaint rates, consent opt-ins, cross-engine CTR, and regional search visibility become leading indicators of success. In this landscape, SEO leaders must pivot from channel silos to integrated, privacy-first journeys that honor both global platforms and local contexts.

What Happened

Yahoo’s enforcement began in early April 2025, and its impact was immediate. Deliverability collapsed for bulk senders who failed to meet the new standard: complaint rates under 0.3% measured on inboxed mail. Domain reputation replaced IP pools as the deciding factor, and misaligned SPF, DKIM, or DMARC records often pushed messages to spam. Reports from InboxAlly and Digital Marketing on Cloud confirm that even high-volume senders faced throttling and bulk folder placement until authentication and engagement signals improved.

In parallel, DuckDuckGo’s position as the leading privacy-first search engine gained renewed attention. Its built-in tracker blocking and short cookie lifespans reinforced why privacy-conscious users are turning away from Google. Research from Search Engine Journal shows that while DDG still represents a small share of global queries, it continues to attract a growing niche audience that brands cannot ignore.

On the Google side, the Privacy Sandbox team confirmed in April that full third-party cookie deprecation remains paused, but the Sandbox APIs and IP Protection features continue to expand. This means marketers must plan for a hybrid state — some browsers fully cookieless, others still reliant on legacy tracking — with first-party and modeled data filling the gap. Cookie Information further reinforced that regulatory pushback from the UK’s CMA in 2024 remains a turning point, keeping timelines fluid but forcing marketers to adapt.

SEO itself is also evolving with searcher behavior. Writesonic highlighted how content format must match intent across Google, Bing, and DuckDuckGo: listicles for “best” queries, how-to guides for task-based searches, and concise Q&A for zero-click answers. Search Engine Land tied this directly to privacy-first measurement, noting that marketers need incrementality testing and MMM models to capture value when cookies disappear.

Finally, Yandex continues to prove that search is not one-size-fits-all. Local SEO Guide and Linguana confirm that Yandex ranks regional domains, native-language content, and dwell time far more heavily than Google. Geo signals down to the city level affect visibility, and UX metrics account for nearly one-fifth of ranking weight. For brands with any footprint in Russia or neighboring markets, ignoring Yandex is leaving search equity on the table.

“Complaint rates must remain below 0.3%, with deliverability determined by DKIM/SPF/DMARC alignment and sender-domain consistency.” – Digital Marketing on Cloud, April 25, 2025

Who’s Impacted

• B2B: Enterprise firms relying on nurture streams face delivery losses if Yahoo complaints spike. On search, missing SERP-intent alignment across Google, Bing, and DDG risks wasted ad spend and lost leads.
• B2C: Retailers, travel brands, and restaurants must balance visibility in Google while also reaching privacy-conscious consumers on DuckDuckGo and adapting to cookie-light analytics.
• Nonprofit: YMYL nonprofits see a double squeeze — stricter deliverability filters threaten donor outreach, while E-E-A-T expectations and privacy-first channels shape how supporters discover causes online.

Why It Matters (Factics)

Factic #1
Fact: Yahoo now enforces a 0.3% spam complaint threshold at the domain level.
Tactic: Audit email authentication and segment lists for engaged users only.
KPI: Maintain complaint rates below 0.1% for Yahoo/AOL/Verizon traffic.

Factic #2
Fact: DuckDuckGo blocks third-party trackers and limits cookie lifespans to 24 hours or 7 days.
Tactic: Publish direct, answer-first pages optimized for Instant Answers.
KPI: Track DDG sessions and direct traffic growth from privacy-first users.

Factic #3
Fact: Chrome maintains Privacy Sandbox APIs while delaying full third-party cookie removal.
Tactic: Implement Consent Mode v2 and test Sandbox APIs alongside server-side tagging.
KPI: % of conversions attributable through first-party data and modeled attribution.

Factic #4
Fact: Yandex geo-factors and UX metrics like dwell time strongly affect rankings.
Tactic: Use .ru domains, native content, and Yandex.Metrica to optimize for local audiences.
KPI: Regional visibility and engagement metrics in Yandex Webmaster tools.

Factic #5
Fact: SERP intent alignment is mandatory across Google, Bing, and DDG.
Tactic: Redesign content formats (listicles, how-tos, FAQs) to match multi-engine query intent.
KPI: CTR and snippet capture rate across multiple engines.

Action Steps

1. Annotate April deliverability enforcement in analytics and track Yahoo complaint rates.
2. Roll out CMP and Consent Mode v2 to handle cookieless tracking.
3. Test content formats engine by engine to match query intent.
4. Optimize for Yandex regional signals with local domains and UX improvements.

References

2025-04-28 – InboxAlly Knowledge Base – Yahoo April 2025 Deliverability Update – https://docs.inboxally.com/support/yahoo-april-2025-deliverability-update

2025-04-25 – Digital Marketing on Cloud – Yahoo’s April 2025 Deliverability Shake-Up – https://digitalmarketingoncloud.com/deliverability/yahoos-april-2025-deliverability-shake-up/

2025-04-22 – Privacy Sandbox – Next steps for Privacy Sandbox & tracking protections in Chrome – https://privacysandbox.com/news/privacy-sandbox-next-steps/

2025-02-21 – DuckDuckGo SpreadPrivacy – App Tracking Protection Beta Open to All Android Users – https://spreadprivacy.com/app-tracking-protection-open-beta/

2024-10-30 – Search Engine Journal – Meet The 7 Most Popular Search Engines In The World – https://www.searchenginejournal.com/seo/meet-search-engines/

2025-01-20 – Cookie Information – The end of third-party cookies: how to adapt your marketing strategy – https://cookieinformation.com/resources/blog/end-of-third-party-cookie/

2025-04-08 – Writesonic – What Is Search Intent: How to Identify & Optimize for It – https://writesonic.com/blog/what-is-search-intent

2024-07-09 – Search Engine Land – How to evolve your PPC measurement strategy for a privacy-first future – https://searchengineland.com/ppc-measurement-strategy-privacy-first-future-443975

2024-06-20 – Local SEO Guide – Yandex Local SEO Ranking Factors – https://www.localseoguide.com/yandex-local-seo-ranking-factors/

2024-02-15 – Linguana – SEO for Yandex: Your Complete Strategic Playbook – https://www.linguana.io/blog/search-engine-optimization-yandex

Disclosure

Disclosure: This article is #AIgenerated with minimal human input for direction and approval. Sources are gathered by AI systems and may not have undergone full human fact-checking. Original works by Basil Puglisi are subject to comprehensive source verification.

SEO Map: Core Updates, AI Overviews, and Bing’s New Copilot

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March delivered one of the most complex search environments in recent memory. Google launched its first core update of the year, a global rollout that stretched across two weeks and triggered ranking volatility across multiple verticals. The update underscored a reality Google itself has made clear: recovery is not guaranteed, and quality signals must be built into every page to remain competitive.

At the same time, Google’s AI Overviews surged in visibility. BrightEdge data revealed dramatic category-specific increases, with entertainment queries up over 500%, restaurants up nearly 400%, and travel close behind. Equally important, the overlap between AI Overview citations and top-10 organic rankings dropped again, signaling a deliberate move by Google to diversify which sources appear in AI-generated answers.

While Google dominated headlines, Microsoft made quiet but significant moves. Bing Webmaster Tools introduced two major updates: Copilot, an AI assistant now generally available to all users, and new comparison features that allow site owners to benchmark performance across custom date ranges without leaving the platform. Together, these upgrades make Bing a more credible secondary channel at a moment when Statcounter shows its global share edging just over 4%—small, but strategically important in certain markets.

On the technical front, Google Search Central issued refreshed guidance on the Robots Exclusion Protocol, emphasizing proper use of robots.txt and robots meta tags as AI-driven crawlers become more common. Moz simultaneously updated its E-E-A-T guide, reinforcing that “experience” must be proven through first-hand trials, author credibility, and authentic user reviews. Statcounter’s latest market data closed out the month, confirming Google still commands nearly 90% of searches worldwide, but also illustrating why diversifying strategy beyond a Google-only mindset has never been more important.

What Happened

Google’s March 2025 Core Update was announced on March 12, began rolling out March 13, and finished by March 27. Search Engine Land and Search Engine Roundtable confirmed the update took 14 days in total, similar in scope and volatility to December 2024. Sites impacted experienced either strong gains or steep declines, with many reporting disruptions across organic results, Discover, and featured snippets.

“Google’s March 2025 core update rollout is now complete after 14 days, bringing moderate volatility and notable ranking shifts.” – Search Engine Land, March 27, 2025

Google repeated its usual advice to avoid quick fixes and instead focus on creating helpful, reliable, and people-first content. Importantly, the company also cautioned that not all sites will recover in subsequent core updates, cementing the message that sustained improvement is required, not reactive adjustments.

Overlaying this update was a surge in Google’s AI Overviews. According to BrightEdge, overlap between top-10 organic rankings and AI Overview citations dipped from 16% to 15%. This means AI Overviews are drawing from a wider pool of sources, reducing predictability for sites that rely on strong organic positions. Vertical-level impacts were more dramatic: entertainment queries saw a 528% spike in AI Overview appearances, restaurants 387%, and travel 381%. For consumer-facing industries, this represents both a threat to click-through rates and a new opportunity to be cited even if a page does not rank in the traditional top 10.

Meanwhile, Bing made two key announcements. On March 18, Microsoft confirmed Copilot in Bing Webmaster Tools was now available to all users. This AI-powered feature delivers real-time Q&A, performance insights, and optimization guidance within the platform, replacing what previously required third-party tools or manual searches. At the same time, Bing rolled out new comparison features for its Search Performance report, allowing site owners to analyze clicks, impressions, CTR, keywords, and pages across any two chosen date ranges. Coverage from both Search Engine Land and Search Engine Journal highlighted that these updates substantially reduce analysis time, allowing faster detection of changes caused by events like Google’s core update.

Outside algorithm shifts, Google used March to emphasize technical fundamentals. The Search Central blog published a “Robots Refresher” clarifying how the Robots Exclusion Protocol remains critical in controlling crawler access. The guidance was framed for a future where AI crawlers are commonplace, urging webmasters to audit their robots.txt and meta directives to prevent both over-blocking and unintended exposure of sensitive content.

At the same time, Moz updated its widely read E-E-A-T explainer. The March revision doubled down on “experience” as a distinct signal, requiring content to show first-hand product use, trials, or case-based evidence. This clarification reinforces Google’s steady move toward content that demonstrates lived authority rather than relying solely on expertise or author credentials.

Finally, Statcounter’s March global search market share report reinforced the bigger picture: Google holds roughly 89.5% share, Bing about 4%, Yandex 2%, and Yahoo 1.5%. While Google remains overwhelmingly dominant, these numbers highlight that non-Google search traffic is not negligible. For brands with presence in markets where Bing or Yandex are stronger, optimization beyond Google is a viable growth lever.

Who’s Impacted

• B2B: SaaS and enterprise companies dependent on organic rankings for lead gen face new uncertainty. AI Overviews are surfacing alternative sources outside the top 10, creating visibility risks for authoritative sites. Those who adapt structured content to be more quotable can offset losses in CTR.

• B2C: High-volume verticals like entertainment, travel, and dining are heavily impacted by AI Overview surges, with direct answers often replacing clicks. Retailers, restaurants, and entertainment platforms must optimize for entity-driven queries and schema to retain visibility.

• Nonprofit: Organizations in YMYL spaces such as health or finance are under heightened scrutiny. Moz’s updated E-E-A-T guidance confirms that first-hand accounts, expert bios, and trustworthy references are now prerequisites for sustainable visibility and donor trust.

Why It Matters (Factics)

Factic #1
Fact: Google’s March 2025 core update lasted 14 days, with volatility levels similar to prior updates.
Tactic: Annotate March 13–27 in analytics and run side-by-side comparisons to detect which pages were most affected. Segment between sitewide vs. page-level losses to prioritize fixes.
KPI: Percentage of impacted URLs showing recovery in impressions and clicks within 30 days of optimization.

Factic #2
Fact: AI Overview overlap with top-10 organic rankings fell from 16% to 15%, while entertainment, restaurant, and travel queries saw surges of up to 528%.
Tactic: Implement Q&A content blocks, entity-rich schema, and concise extractive answers to increase AIO citation probability, even outside the top 10.
KPI: Number of unique AI Overview citations gained and CTR changes for AIO-present queries.

Factic #3
Fact: Bing introduced Copilot and comparison features in Webmaster Tools, now available to all users.
Tactic: Use Copilot for real-time diagnostics and leverage date comparisons to benchmark pre- and post-update performance, especially for campaigns with Bing exposure.
KPI: Reduction in SEO analysis time by 20% and measurable Bing traffic lift in priority regions.

Action Steps

1. Annotate analytics for March 13–27 and review impacted URLs for intent, content depth, and internal linking.
2. Audit YMYL and high-traffic vertical pages for E-E-A-T signals, adding expert bios, first-hand examples, and authoritative citations.
3. Optimize content with structured Q&A and schema to increase chances of AIO citation.
4. Leverage Bing Webmaster Tools Copilot and comparison features to reduce diagnostic cycles and track multi-engine performance shifts.

References

2025-03-27 – Search Engine Land – Google March 2025 core update rollout is now complete – https://searchengineland.com/google-march-2025-core-update-rollout-is-now-complete-453364

2025-03-12 – Search Engine Land – Google March 2025 core update rolling out now – https://searchengineland.com/google-march-2025-core-update-rolling-out-now-453253

2025-03-27 – Search Engine Roundtable – Google March 2025 Core Update finished rolling out – https://www.seroundtable.com/google-march-2025-core-update-done-39142.html

2025-03-26 – Search Engine Land – Data providers: March 2025 core update volatility similar to the previous update – https://searchengineland.com/data-providers-google-march-2025-core-update-had-similar-volatility-to-the-previous-update-453778

2025-03 – Search Engine Land – Google: Not all sites will fully recover with future core algorithm updates – https://searchengineland.com/google-not-all-sites-will-fully-recover-with-future-core-algorithm-updates-453507

2025-03-25 – Search Engine Land – Google AI Overview–organic ranking overlap drops after core update – https://searchengineland.com/google-ai-overview-organic-ranking-overlap-drop-core-update-454264

2025-03-18 – Bing Webmaster Blog – Copilot in Bing Webmaster Tools is now available to all users – https://blogs.bing.com/webmaster/March-2025/Copilot-in-Bing-Webmaster-Tools-is-Now-Available-to-All-Users

2025-03-18 – Search Engine Land – Bing Webmaster Tools Search Performance report adds comparisons – https://searchengineland.com/bing-webmaster-tools-search-performance-gains-comparisons-453318

2025-03-17 – Search Engine Journal – Bing Webmaster Tools adds data comparison & UX improvements – https://www.searchenginejournal.com/bing-webmaster-tools-adds-data-comparison-ux-improvements/542395/

2025-03-28 – Google Search Central Blog – Robots Refresher: Future-proof Robots Exclusion Protocol – https://developers.google.com/search/blog/2025/03/robots-refresher-future-proof-robots-exclusion-protocol

2025-03-24 – Moz – What is Google E-E-A-T? Guidelines and SEO benefits – https://moz.com/learn/seo/google-eat

2025-03-31 – Statcounter – Search engine market share worldwide – https://gs.statcounter.com/search-engine-market-share