77% of websites lost keyword visibility

Key Takeaways

• Google’s removal of the &num=100 parameter in Search Console has disrupted rank tracking and reporting across SEO tools.

• Google is phasing out Q&A in Google Business Profiles worldwide, ending API access and limiting one more channel of customer interaction and local SEO engagement.

• Despite speculation, Google Search Console has no AI Overviews filter, and structured data still doesn’t impact AI visibility.

• YouTube marketing gets smarter with new title A/B testing and Ask Studio analytics, empowering creators and brands to optimise engagement and iteration at scale.

• Google Ads management expands with Demand Gen updates, bringing AI-driven ad campaign optimisation, better reporting and stronger conversion efficiency.

• Social media trends show shifting behaviours: LinkedIn adds Duolingo scores and AI interview simulations, while Snapchat reports over a trillion selfies snapped in 2024.

#1 Google Search Console Reporting Shifts (&num=100 removed)

Google quietly removed the &num=100 parameter from search results, a setting that once allowed tools to pull 100 listings per page. Without it, many rank tracking platforms and APIs have been thrown into disarray. Impression data in Google Search Console looks lighter, and average position reporting has shifted. For any digital marketing agency, this enforces the need to stay adaptive.

This isn’t just a technical hiccup. Google’s move highlights how dependent we’ve all become on unofficial features. The good news is that tool providers are already adjusting, but the short-term disruption is real. Agencies and in-house marketers need to know that rankings won’t be tracked similarly, and what once looked like steady performance may now appear shakier. For those working in SEO, the real takeaway is to look past the noise and measure what drives business outcomes.

The Gurus’ take

Think of this as another reminder that Google doesn’t owe us stability. If you’ve worked in SEO in Australia long enough, you’ll know that data sources change, reports fluctuate and the ground never stops moving. What matters is how you read the changes. Instead of panicking about smaller impression counts, step back and ask whether those lower depths of page two or three ever converted meaningfully for your business.

Here’s the advice we’d give: Don’t chase vanity metrics. That long list of positions outside the top 10 looked impressive on paper, but did little for clients. A sharper focus on top-tier rankings and real traffic quality is far more valuable. When a Google update like this lands, your role is to adapt your strategy, not just patch your reporting spreadsheets. Use the shake-up to build a better conversation about outcomes rather than raw positions.

Your action plan

• Expect visible fluctuations in GSC reporting over the coming weeks.
• Communicate clearly to clients that this is a reporting change, not a performance drop.
• Track updates from your rank tracking tool provider on revised data methods.
• Shift reporting should focus on clicks, organic traffic, engaged sessions and conversions, rather than sheer impression volume.
• Use position buckets (e.g. 1–3, 4–10, 11–20) rather than the overall keywords ranking.
• Monitor SERP feature presence (zero-clicks, knowledge panels, featured snippets) and how your content competes for those.
• In reports, annotate the “&num=100 cutover” point. Reconsider comparing pre- and post-Sept 2025 impression totals blindly.
• Audit which keywords genuinely matter for business outcomes and prioritise them.
• Use the change as a chance to simplify reporting decks and cut redundant metrics.
• Keep leadership teams informed so surprises don’t derail confidence in your SEO work.

#2 Google Business API Q&A Feature Is Going Away on November 3

Google is winding down another feature, this time within the Google Business Profile ecosystem. From November 3, 2025, the Q&A API will no longer be available globally. For years, this functionality has allowed companies to manage questions and answers directly through the API, making it easy to streamline responses across multiple locations.

In Australia, we’ve already seen Q&A disappearing from local listings, while regions like the Middle East continue to run it. Now, Google has confirmed that the change will roll out everywhere.

So what does this mean in practice? Businesses can no longer post or manage Q&A content tied to their listings, whether through tools or third-party integrations. While existing data will remain visible until the cutoff, new contributions won’t be possible, and local SEO practitioners must adapt their strategies.

The Gurus’ take

We’ve seen features come and go in the Google Business Profile space, and Q&A always promised more than it delivered. Many businesses didn’t even realise it existed, let alone manage it consistently. Where it was used, it often attracted spam, competitor “gotcha” questions or customer complaints that belonged in reviews. For well-managed listings, Q&A could add value by answering pre-purchase questions, but those cases were rare.

That’s why the loss of the API isn’t the dramatic setback it might appear. In our experience, most agencies and brands never saw meaningful engagement from Q&A, so its removal won’t alter day-to-day operations. The real takeaway is that customer communication shouldn’t hinge on a feature with patchy adoption. By tightening up listing details, hosting FAQs on-site and focusing energy on proven channels, we can achieve better outcomes than Q&A ever delivered.

Your action plan

• Don’t panic. This digital marketing news won’t derail your local SEO strategy.
• Audit your Google Business Profile and make sure all details are accurate and up to date.
• Move Q&A-style content into an FAQ section on your website or landing pages.
• Monitor reviews closely, since users may shift their questions or complaints there.
• Strengthen engagement on channels customers actually use, like chat, email or social.
• Train location managers or support teams to answer recurring questions quickly.
• Keep clients informed that this change is global, not a localised performance issue.

#3 Google Confirms No AI Overviews Filter in Search Console

The SEO community lit up recently when a screenshot circulated suggesting Google Search Console had quietly introduced a filter for AI Overviews. The image showed a new option in the Performance report that would let marketers isolate or exclude impressions and clicks tied to AI-generated results. It sparked debates about how much visibility we’d finally get into this new search layer.

But Google quickly shut down the excitement. John Mueller, Google’s Search Advocate, confirmed that the screenshot was fake and that no such filter exists. For now, AI Overview impressions remain bundled within the broader “Web” category in Search Console reporting. That means marketers can’t separate AI-driven visibility from standard organic clicks. It’s a reminder of how fast misinformation can spread in SEO circles and why it’s crucial to lean on verified updates rather than chasing every screenshot that pops up online.

The Gurus’ take

Online Marketing Gurus has been around long enough to see this pattern play out countless times. Someone posts a screenshot, the SEO community gets excited and before you know it, there’s a wave of LinkedIn posts speculating on strategy shifts. It’s tempting to jump on board, but unverified digital marketing news rarely leads to good decisions. We’ve found that chasing rumours wastes time that could be spent adapting to confirmed changes. This case is just another reminder to slow down and validate.

For those earlier in their careers, the takeaway is simple: If there’s no announcement from Google, it’s not worth restructuring your reporting decks. Instead, focus on stable fundamentals: solid content, technical health and clear reporting practices. That way, when real changes land in Google Search Console, you’ll be prepared to act confidently instead of scrambling after noise.

Your action plan

• Keep reporting workflows as they are; there’s no AI Overviews filter in Google Search Console.
• Verify any “new feature” claims by checking official Google channels before sharing with clients.
• Train your team to question screenshots and posts that spread without credible sources.
• Educate clients on how AI Overviews data is currently tracked, so expectations are managed.
• Focus on performance fundamentals: content quality, technical SEO and accurate reporting.

#4 Structured Data Still Doesn’t Impact AI Search Visibility

Google has clarified that schema markup does not influence how AI Overviews display content in search. In other words, adding structured data won’t improve your odds of being featured in these AI-driven summaries. Tests have shown that when schema is used without supporting visible text, Google simply ignores it.

That doesn’t mean schema is optional. As part of SEO best practices, it’s still critical for earning visibility in traditional SERP features like FAQs, product snippets and review stars. These enhancements boost click-through rates and help search engines better understand your content. And because Google’s algorithms evolve quickly, schema may one day feed more directly into AI.

The Gurus’ take

We’ve seen schema get written off before, usually when results don’t show up as quickly as people expect. But we believe structured data is less about chasing instant wins and more about building long-term search equity. Clients often thank us months later when a product review or FAQ suddenly appears with rich results, even though nothing “new” was added. That’s the quiet power of sticking with SEO best practices even when the immediate payoff isn’t apparent.

For companies or marketers, the key is patience and perspective. Schema isn’t going to unlock AI visibility today, but that doesn’t mean it’s wasted effort. Search evolves in waves, and features we consider minor now often become foundational later. Treating schema markup as part of your standard toolkit protects you from being left behind when algorithms inevitably shift.

Your action plan

• Keep implementing schema markup across key pages, even if it doesn’t influence AI results today.
• Prioritise structured data types directly supporting SERP features such as products, reviews, FAQs and events.
• Audit your current schema to catch errors or outdated formats that could block eligibility for rich snippets.
• Educate stakeholders that schema is a long-term play, not an instant traffic booster.
• Track updates from Google, as AI surfaces may eventually integrate schema signals.
• Treat schema as a core part of SEO best practices, not a nice-to-have.

#5 YouTube Rolls Out Title A/B Testing + Ask Studio

The world’s most prominent video-sharing platform has introduced two new features that could change the game for YouTube marketing.

Creators can now run A/B tests on titles, allowing them to compare up to three variations and see which drives stronger engagement. Instead of guessing which headline will earn the click, YouTube will automatically rotate the options and declare a winner based on performance metrics like watch time and CTR. This levels up video optimisation and moves it closer to the precision testing we already expect in paid media.

Alongside this comes Ask Studio, a conversational analytics tool within YouTube Studio. Rather than digging through rows of charts, users can type a question, like “Which videos had the highest subscriber growth this month?”, and get a clear answer. For agencies and brands, this means faster insights and smarter creative decisions.

The Gurus’ take

We’ve tested countless video titles over the years, usually through clunky workarounds like uploading unlisted versions or running split tests on thumbnails only. Now that title A/B testing is built into YouTube Studio, it takes the guesswork out of packaging content. What often surprises marketers is just how much a few words in a title can change performance. Small shifts in tone, length or clarity can double the click-through rate. That’s why this feature matters: It turns hunches into hard data.

With Ask Studio, the real win is accessibility. Too often, insights get buried in analytics dashboards that only a data-savvy team member touches. Being able to ask natural language questions opens up analytics to content creators, strategists and account managers alike. If you’re starting out, remember that great YouTube marketing isn’t just about creative execution, but also about learning quickly and applying those insights at scale.

Your action plan

• Use the new title A/B testing to experiment with tone, keywords and length for stronger engagement.
• Pair title tests with thumbnail variations to maximise the impact of video optimisation.
• Leverage Ask Studio to quickly answer performance questions without digging through complex dashboards.
• Integrate insights into your broader YouTube advertising services, aligning organic and paid strategies.
• Document which title styles resonate most with your audience for future campaigns.
• Train your content and account teams to use Ask Studio so insights aren’t siloed.

#6 Google Demand Gen Campaign Updates

Google has rolled out a fresh wave of improvements to Demand Gen campaigns, designed to sharpen targeting and boost creative performance. The updates include new ad formats, expanded reporting columns and features that make it easier to compare Demand Gen results with paid social. For businesses investing in Google Ads management, this means more precise visibility across the funnel. The changes also lean heavily on campaign automation, with Google pointing to 60+ AI-powered enhancements that reduce ramp times and refine bidding strategies.

Why does this matter for advertisers? Demand Gen is already proving to be a strong lever for driving engagement across YouTube and Google’s visual-first platforms, with reports of higher conversion efficiency. By aligning creative assets with improved audience signals, brands can maximise ROI while spending smarter. For teams running PPC campaigns, these updates represent a chance to integrate Demand Gen more seamlessly into broader digital strategies.

The Gurus’ take

Demand Gen campaigns have evolved from a promising beta to a serious player in the PPC mix. In practice, the brands that get the most out of it are those that bring strong creative assets to the table. Automated bidding and audience signals are powerful, but they can only do so much if the ad itself doesn’t resonate. We’ve seen campaigns with average budgets outperform expectations simply because the creative was sharp, targeted and aligned with the funnel stage.

The key lesson is that campaign automation doesn’t replace fundamentals. Yes, Google Ads management has become more data-driven with features like Conversion Lift and omnichannel reporting. But the wins still come from testing, refining and aligning ad messaging with what your audience cares about. The smartest approach is to treat automation as an amplifier, not a replacement. Your creative strategy should still be driving the bus.

Your action plan

• Review current Demand Gen campaigns and test new ad formats for stronger engagement.
• Align creative assets with audience intent; automation works best when creative is tailored.
• Use updated reporting columns in Google Ads management to benchmark against paid social.
• Take advantage of Conversion Lift metrics at lower spend levels to measure real impact.
• Optimise bidding strategies with Google’s new campaign automation features to reduce ramp time.
• Integrate Demand Gen performance into your broader PPC reporting for a holistic view.
• Document ad campaign optimisation wins and learnings to inform future creative and targeting decisions.

#7 LinkedIn Adds AI Job Interview Simulations + Duolingo Scores

LinkedIn is testing two new features that bring a sharper edge to professional profiles. First, users can now showcase their verified Duolingo test score, which adds credibility to language skills that were previously self-reported. Scores update automatically, so employers get a clearer picture of multilingual ability.

At the same time, the platform is rolling out AI-powered interview practice tools for Premium users. These simulations draw directly from job descriptions, offering realistic mock interviews that highlight gaps and build confidence before the real thing.

For businesses, these updates reflect how professional networks are doubling down on AI and upskilling. A LinkedIn advertising agency can now align campaigns with a platform that increasingly rewards professional development and verified credentials. From an employer branding perspective, it also signals that LinkedIn wants to position itself as more than just a jobs board. It’s becoming a space where skills, preparation and credibility intersect: valuable territory for attracting top talent.

The Gurus’ take

At OMG, we’ve spent years helping brands refine their LinkedIn ads, and one lesson stands out: The platform is about credibility as much as it is about reach. These new updates might look like features for job seekers, but they ripple into how companies are perceived. Verified skills and practical training tools make the platform feel more trustworthy, and that trust extends to the ads and employer messages that sit alongside profiles. When candidates and businesses see LinkedIn as a serious place for growth, ad campaigns naturally carry more weight.

Your action plan

• Update your employer branding strategy to highlight skill development opportunities.
• Incorporate messaging around verified credentials, like language proficiency, into recruitment campaigns.
• Align LinkedIn ads with the platform’s focus on professional growth and upskilling.
• Encourage employees to display certifications and Duolingo scores on their profiles.
• Explore how AI interview prep could reduce candidate anxiety and improve hiring quality.
• Monitor engagement shifts as LinkedIn rolls out these features more widely.

#8 Lighter Note: Snapchat Users Took a Trillion Selfies Last Year

Snapchat dropped one of the more eyebrow-raising stats of the year: In 2024, its community captured over a trillion selfies. That figure came from a base of roughly 930 million users, fuelled by the platform’s camera-first design and endless stream of AR filters, AI-powered effects and playful lenses. It’s the kind of Snapchat news that makes you step back and think about just how ingrained image-sharing has become in daily communication.

Why does this matter? It’s a crystal-clear example of how massive user-generated content is and why visual-first campaigns dominate social media trends. For anyone working in digital marketing, it’s also a reminder to meet audiences where they’re already active. If users are snapping at this scale, it signals an appetite for interactive, visual content that brands can tap into: not just on Snapchat, but across every platform leaning into image-driven culture.

The Gurus’ take

We’ve worked with brands that hesitate to put effort into platforms like Snapchat because they see it as too playful or too niche. But numbers like a trillion selfies show that this playfulness is exactly the point. The platform thrives because people feel comfortable experimenting and expressing themselves visually. That’s a signal worth paying attention to, especially if your audience skews younger.

These behaviours spill over into the broader culture. The filters and formats that trend on Snapchat often set the tone for what appears later on Instagram, TikTok or even mainstream advertising. If your digital marketing strategy is to only look at the bigger platforms, you risk being late to the party.

Your action plan

• Treat Snapchat’s selfie culture as a barometer for wider social media trends.
• Encourage your digital marketing team to track creative formats that emerge here first.
• Experiment with AR filters or branded lenses to meet audiences in their comfort zone.
• Repurpose insights from Snapchat into strategies for TikTok, Instagram and other visual platforms.
• Keep campaigns light and playful, as Snapchat users reward authenticity over polish.
• Analyse engagement metrics to understand how interactive content drives behaviour.

From Headlines to Hard Results

Digital marketing never stands still, and this week’s updates prove how quickly the ground can shift. The businesses that thrive aren’t chasing every rumour but turning verified updates into strategies that drive growth. That’s where we come in.

OMG is more than a digital marketing agency. With over a decade of experience, 40+ industry awards and a team of world-class SEO experts, we help brands cut through the noise and act on what matters. Whether it’s aligning campaigns with shifting algorithms or rethinking content to capture attention, we turn insights into action.

Ready to see how these changes can work for your business? Contact us today for a free strategy session, and let’s grow smarter together.

About the Author

Andrew Raso

Andrew Raso, Co-founder and Global CEO of Online Marketing Gurus, has been instrumental in transforming the agency from a start-up into a $15 million global powerhouse. Since co-founding OMG in 2012 with colleague Mez Homayunfard, Andrew has leveraged his deep expertise in SEO and digital marketing to drive OMG’s expansion across Australia, the US, and Singapore.