How to adapt your SEO for new Google updates

The quick answer

Google's recent Search and Discover updates change how users find your content. You need to adapt your strategy to protect your traffic. Follow these three steps:

1. Audit your traffic sources. Use Google Search Console to check for changes in click-through rates from Google Discover and Search, especially in the U.S., South Korea, and India.
2. Optimize your content for AI. Structure your articles with clear headings, lists, and direct answers to help Google's AI generate summaries that credit your site.
3. Diversify your content formats. Create more social posts and short-form videos for platforms like Instagram and YouTube, as Google now includes them in Discover feeds.

What is changing in Google Search and Discover

Google is rolling out several key updates focused on AI and user experience. These changes affect how your content appears and how users interact with it. Understanding them is the first step to adapting your marketing.

The core changes include AI-generated topic summaries, new ad formats, and an expanded mix of content types in user feeds.

AI summaries change how users see your content

In Google Discover, users will now see AI-generated previews for trending topics they follow. These summaries pull information from multiple publishers and provide expandable details with links back to the source articles.

While Google states this helps users explore topics, it presents a challenge. If a user gets the answer from the summary, they may not click through to your website. This could lower your click-through rate (CTR) and overall traffic from Discover. This feature is currently active in the U.S., South Korea, and India.

Collapsible ads create a new search experience

Both Search and Discover now feature collapsible ads. Users can minimize a sponsored result to reduce clutter. However, the "Sponsored" label remains visible as they scroll, making the ad persistent but less intrusive.

This update shows Google is trying to balance ad revenue with a cleaner user experience. For your business, it means paid ads must be compelling enough to prevent users from immediately collapsing them. Your organic results have a better chance to stand out against minimized ads.

New feeds and expanded content types

Google is integrating more content into its platforms. In mobile Search, a "What's new" button now appears for sports-related queries, leading to a dedicated feed of updates. This signals a move toward more dynamic, topic-specific results pages.

More importantly, Discover is expanding its feed to include social media posts from Instagram, X (formerly Twitter), and YouTube Shorts. Discover is no longer just for articles. It is becoming a central hub for all types of content, which changes how you should approach your monthly content plan.

Your 3 step action plan for the new Google updates

These Google updates require tactical changes to your SEO and content strategy. Simply publishing blog posts is no longer enough. Follow this plan to stay visible and maintain your traffic.

Step 1: Audit your traffic and analytics

You cannot fix what you do not measure. Start by digging into your data to see how these updates are affecting you. Your first stop should be Google Search Console.

Navigate to the "Performance" report and select the "Discover" filter. Pay close attention to your click-through rate. Compare the period before and after the updates rolled out. If you see a significant dip, your content is likely being impacted by AI summaries. Do the same for your main Search performance.

Segment your traffic by country. Isolate data from the U.S., South Korea, and India to see the direct impact of the AI summary rollout. This data will tell you which pages or topics are most vulnerable and need immediate attention. A deep dive into your performance report is non-negotiable.

Step 2: Optimize content for AI and rich snippets

To succeed with Google's AI, you must make your content easy for it to read and process. This means focusing on structure, clarity, and authority. Google's goal is to provide fast answers, so format your content to help.

Break your articles into logical sections with clear, descriptive `

` headings. Use numbered and bulleted lists to summarize key points. Place a "quick answer" or executive summary right at the top of your articles, just like we did in this post. This increases the chance Google will use your content as a primary source for its AI summaries and credit you directly.

Reinforce your site's authority by adhering to Google's E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness). Create content that provides unique data, deep insights, or first-hand experience that an AI cannot easily replicate. Link to authoritative external sources and ensure your author bios are clear. This makes your content a destination, not just a data point for an AI summary.

Your entire website needs to be built for this new era. A website built to rank already incorporates these structural and SEO best practices from day one.

Step 3: Diversify your content formats and channels

The inclusion of social posts and videos in Discover is a clear signal from Google. They want to show users a mix of media, not just articles. Your content strategy must reflect this reality.

Start creating content specifically for platforms like YouTube Shorts, Instagram, and X. Produce short, valuable videos that answer a single question or demonstrate one quick tip. Design clean, informative graphics for Instagram. Share timely updates and links on X.

The key is to treat these formats as part of a unified content system. Embed your YouTube Shorts into relevant blog posts. Share your new articles on all your social channels. Ensure your branding is consistent across platforms. This creates a content ecosystem that performs well on individual platforms and signals a strong, active brand to Google.

How to track the impact of Google AI summaries

Publishers and marketers are rightfully concerned about AI summaries reducing traffic. Vague feelings are not helpful. You need specific data to guide your response. Use these methods to track the impact precisely.

Use the Google Search Console Discover report

The Discover performance report in Google Search Console is your most important tool. Filter your report by date to establish a baseline before the AI summary rollout. Then, monitor impressions and CTR weekly.

If impressions remain high but CTR drops, it is a strong indicator that users are seeing your content in an AI summary but are not clicking. This helps you identify which content pieces need to be updated with more compelling headlines or unique value propositions that encourage a click.

Focus on qualified traffic and engagement

A drop in raw traffic is not always a bad thing if the quality of the remaining traffic increases. Users who click through after seeing an AI summary may be more qualified and have a stronger intent to engage or convert.

Shift your success metrics. Instead of focusing only on sessions and CTR, look at on-page engagement. Are users who arrive from Discover staying longer? Are they converting on your goals? A well-managed digital marketing plan tracks these bottom-funnel metrics to measure true performance.

The takeaway: Focus on unique value

Google's updates will continue to prioritize user experience and fast answers. Fighting this trend is a losing battle. The only winning move is to create content that AI cannot fully replace.

Your articles, videos, and posts must provide something more than a simple summary. Offer unique data from your own research, a strong and engaging brand voice, or a step-by-step process that requires users to spend time with your content. Make your website a destination for expertise, not just a source for facts.

Your next step is to open Google Analytics and Search Console. Spend 30 minutes reviewing your Discover performance. The data you find will tell you exactly where to start.