[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fapril-2025-google-algorithm-and-search-industry-updates":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":425,"breadcrumbs":426,"reading_minutes":156,"category":434,"head":437},"2025-05-15T16:24:05",{"rendered":6},"\n\u003Cp>This month’s search roundup dives into the biggest developments shaping the SEO landscape. From a recent surge in ranking volatility throughout April and new experiments in AI-powered search, to practical updates for ecommerce and local SEO, we’ll discuss it all below. \u003C\u002Fp>\n\n\n\n\u003Cp>Throughout April, several instances of ranking volatility were noted. SEO monitoring tools all recorded large movements on the 22nd, 23rd and 25th of April, which has prompted many to question whether a new \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkey-google-algorithm-changes\u002F\">Google algorithm update\u003C\u002Fa> is on the horizon. \u003C\u002Fp>\n\n\n\n\u003Cp>In other news, Google has been testing the integration of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">AI Overviews\u003C\u002Fa> into local search results, experimenting with new formats that could replace or reposition the traditional local pack and knowledge panel.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has also rolled out a new Merchant Opportunities report in Search Console. Merchants connected via \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-merchant-center-made-available-to-all-retailers\u002F\">Google Merchant Center\u003C\u002Fa> will now see practical suggestions to improve product listings, such as adding shipping info, store ratings, or payment options.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, in a couple of interviews with representatives from Google, we have also gained more insight into the newly emerging llms.txt markdown-based files and their stance on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Ffuture-marketing-technology-is-server-side\u002F\">Server-Side\u003C\u002Fa> vs. Client-Side Rendering. We’ll explore these updates in more detail in the article below.\u003C\u002Fp>\n\n\n\n\u003Cp>Allow our traffic light system to guide you to the articles that need your attention, so watch out for Red light updates as they’re major changes that will need you to take action, whereas amber updates may make you think and are definitely worth knowing, but aren’t urgent. And finally, green light updates, which are great for your SEO and site knowledge, but are less significant than others.\u003Cbr>Keen to know more about any of these changes and what they mean for your SEO? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> page to find out how we can help.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-search-ranking-volatility-spiked-in-april\">Google search ranking volatility spiked in April\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#is-ai-overviews-going-to-replace-local-search\">Is AI Overviews going to replace Local Search?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-search-console-updates-its-merchant-opportunities-report\">Google Search Console updates its Merchant Opportunities report\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-track-traffic-from-ai-overviews-featured-snippets-or-people-also-ask-results-in-ga4\">How to track traffic from AI Overviews, Featured Snippets, or People Also Ask results in GA4\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-rank-product-pages-in-googles-new-product-serps\">How to rank product pages in Google’s new product SERPs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#server-side-vs-client-side-rendering-what-google-recommends\">Server-Side vs. Client-Side Rendering: What Google recommends\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-says-llms-txt-is-comparable-to-the-keywords-meta-tag\">Google says llms.txt is comparable to the keywords Meta Tag\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-search-ranking-volatility-spiked-in-april\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-search-ranking-volatility-april-25-39312.html\">Google search ranking volatility spiked in April\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>On April 25, 2025, a significant spike in Google Search ranking volatility was observed, marking the second occurrence within the same week. This followed earlier fluctuations on April 22 and 23 and previous disturbances on April 16 and April 9. Despite these repeated shifts, Google has not officially confirmed any updates beyond the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkey-google-algorithm-changes\u002F#2025updates\">March 2025 core update\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Multiple SEO tracking tools, including Semrush, Mozcast, SimilarWeb, and Sistrix, reported notable surges in volatility on April 25. These spikes suggest substantial changes in search rankings across various websites.\u003C\u002Fp>\n\n\n\n\u003Cp>The SEO community has echoed these findings, with webmasters reporting significant declines in traffic. Some noted drops of up to 70%, particularly affecting Google Discover traffic. Others observed their websites disappearing from search results or experiencing erratic visibility. These disruptions have led to widespread frustration, with some users expressing concerns over the increasing dominance of ads and perceived decline in search result quality.\u003C\u002Fp>\n\n\n\n\u003Cp>While the exact cause of this volatility remains unclear, the frequency and intensity of these fluctuations suggest ongoing, unannounced adjustments to Google’s search algorithms.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"is-ai-overviews-going-to-replace-local-search\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-map-pack-ai-overviews-39354.html\">Is AI Overviews going to replace Local Search?\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In early May 2025, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-ai-overviews-right-side-39340.html\">Google\u003C\u002Fa> initiated tests integrating AI Overviews into local search results, potentially altering the traditional presentation of local business information. One experiment involves replacing the familiar “local pack”, which typically displays a map and a trio of business listings for “near me” queries, with AI-generated summaries incorporating local details.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1407\" height=\"1512\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fai-search-local-seo.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33208\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Another test positions \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">AI Overviews\u003C\u002Fa> on the right-hand side of the search results page, a space traditionally reserved for the local knowledge panel. This layout change indicates Google’s exploration of new formats for presenting AI-generated content alongside standard search results.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"790\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fai-search-local-seo-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33207\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-ai-overviews-right-side-39340.html\">Source\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>These developments are part of Google’s broader strategy to integrate AI Overviews into its search platform. Initially introduced in the U.S. in May 2024 and expanded to over 100 countries, including the U.K., AI Overviews provide concise, AI-generated summaries in response to user queries. While designed to enhance user experience by delivering quick information, the feature has faced criticism for potential inaccuracies and its impact on website traffic, as users may rely on summaries instead of visiting source sites.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-search-console-updates-its-merchant-opportunities-report\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-search-console-updates-its-merchant-opportunities-report-454123\">Google Search Console updates its Merchant Opportunities report\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"175\" height=\"175\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google has announced the new Merchant Opportunities report within Google Search Console, which can show you recommendations for improving how your online shop appears on Google.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’ve created and associated your Merchant Center account under Merchant opportunities in Search Console, you’ll see suggested opportunities, including: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Add \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F14907594\">shipping and returns\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Set up \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2375474?hl=en&sjid=5907989561599429243-NC#:~:text=purchase%20a%20product.-,How%20to%20participate,-Getting%20started%20with\">store ratings\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Add \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fmerchants\u002Fanswer\u002F14187023?sjid=5666572285063225757-NC\">payment methods\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>You can return to the report to see if your information is pending, approved, or flagged for issues that need fixing.\u003C\u002Fp>\n\n\n\n\u003Cp>This report helps you review and see what opportunities you are missing with your e-commerce site setup.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"1334\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fupdated-console-merchant-opportunities-report.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33209\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-track-traffic-from-ai-overviews-featured-snippets-or-people-also-ask-results-in-ga4\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fkpplaybook.com\u002Fresources\u002Fhow-to-track-traffic-from-aio-featured-snippets-paa-results-ga4\u002F\">How to track traffic from AI Overviews, Featured Snippets, or People Also Ask results in GA4\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>As Google continues evolving its Search interface, tracking organic traffic from newer search features, like AI Overviews (AIO), Featured Snippets, and People Also Ask (PAA), has become increasingly important for SEO professionals. These features often deliver users directly to a specific section of a web page using URL fragments, such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FURI\u002FReference\u002FFragment\u002FText_fragments\">#:~:text=\u003C\u002Fa>, highlighting the relevant text. However, traditional analytics tools, including Google Analytics 4 (GA4), do not automatically register or segment this kind of traffic. \u003C\u002Fp>\n\n\n\n\u003Cp>To capture this data, businesses need to implement custom \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript\u003C\u002Fa> variables in Google Tag Manager to extract the highlighted text from the URL. Then, send this information to GA4 using custom dimensions. This setup allows for the analysis of user interactions originating from these SERP features, providing insights into how users engage with highlighted content on your site. However, not all clicks from these features include identifiable URL fragments, so tracking may not capture every instance.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fkpplaybook.com\u002Fresources\u002Fhow-to-track-traffic-from-aio-featured-snippets-paa-results-ga4\u002F\">KP Playbook\u003C\u002Fa> offers a practical guide to bridge this gap using Google Tag Manager (GTM) and GA4 custom dimensions.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-rank-product-pages-in-googles-new-product-serps\">How to rank product pages in Google’s new product SERPs\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In a recent article published on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsitebulb.com\u002Fresources\u002Fguides\u002Fhow-to-rank-product-pages-in-google-s-new-product-serps\u002F\">Sitebulb\u003C\u002Fa>, Angie Perperidou shared her 7 strategies to optimise for product SERPs in 2025. This advice was provided in light of the considerable changes we have seen in Google’s search results as we shift away from traditional listings of category pages to more detailed product information directly in the search results. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What’s changed?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Features like AI Overviews, image grids, and product carousels now give users access to images, prices, and reviews without needing to visit a website. As a result, product pages aren’t just competing with other ecommerce stores, they’re now competing with Google’s own interface. If a page lacks structured data, unique content, or visual appeal, it might not show up in search at all.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What e-commerce businesses can do to adapt\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In the guide, Angie stresses that ecommerce businesses need to rethink how they optimise their product pages. She provided the following advice: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Implementing product-related schema markup\u003C\u002Fstrong> (like Product, Offer, and Review) so Google can properly index and display your content in rich results.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Target long-tail search queries\u003C\u002Fstrong> that are more specific and less competitive to drive niche traffic and improve visibility. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Avoid regurgitating manufacturer descriptions and create unique copy \u003C\u002Fstrong>that answers customer needs and differentiates your offering.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Add FAQs marked up with the appropriate schema directly on product pages\u003C\u002Fstrong>. Tools like AlsoAsked, Reddit, Quora, and Google Search Console can help you discover what users are asking. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Optimise product images and videos\u003C\u002Fstrong> with descriptive filenames and alt text to help pages appear in image or video carousels whilst compressing files to improve page load speed (especially important for mobile users).\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Encourage and display customer reviews\u003C\u002Fstrong> to build credibility and increase your chances of capturing rich search results to help increase click-through rates. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Pay attention to mobile optimisation\u003C\u002Fstrong> to ensure that pages need to load quickly and function well across all devices.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you have an ecommerce website and need help from an experienced \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fecommerce-marketing-agency\u002F\">SEO ecommerce agency\u003C\u002Fa>, we can help. Just visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">ecommerce SEO services\u003C\u002Fa> page for more information.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"server-side-vs-client-side-rendering-what-google-recommends\">Server-Side vs. Client-Side Rendering: What Google recommends\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In a recent \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogles-ai-crawler-renders-javascript-39353.html\">interview\u003C\u002Fa> with Kenichi Suzuki of Faber Company Inc., Martin Splitt, a Developer Advocate at Google, provided new insights into how Google handles JavaScript rendering, especially in light of AI tools like Gemini. \u003C\u002Fp>\n\n\n\n\u003Cp>Splitt explained that both Googlebot and Gemini’s AI crawler use a shared Web Rendering Service (WRS) to process JavaScript content. This makes Google’s systems more efficient at rendering complex sites compared to other AI systems that may struggle with JavaScript. \u003C\u002Fp>\n\n\n\n\u003Cp>While some reports have suggested rendering delays can take weeks, Splitt clarified that rendering is typically completed within minutes, with long waits being rare exceptions likely due to measurement issues.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Should you use Server-Side or Client-Side Rendering? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Splitt addressed the common SEO debate between server-side rendering (SSR) and client-side rendering (CSR), noting that there’s no one-size-fits-all answer. The best approach depends on your website’s purpose. For traditional, content-focused sites, relying on JavaScript can be a disadvantage as it introduces technical risks, slows down performance, and drains mobile batteries. In such cases, Splitt recommends SSR or pre-rendering static HTML.\u003C\u002Fp>\n\n\n\n\u003Cp>However, CSR remains useful for dynamic, highly interactive applications like design tools or video editing software. Rather than choosing one rendering method, he advises thinking of SSR and CSR as different tools, each appropriate for specific use cases.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Structured data is helpful, but not a ranking factor\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The discussion also covered the growing importance of structured data in AI-driven search environments. Splitt confirmed that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-markup-the-definitive-guide\u002F\">structured data\u003C\u002Fa> plays a valuable role in helping Google understand website content more confidently. This added context is especially beneficial as AI becomes more embedded in search functions. However, he emphasised that while structured data improves understanding, it does not directly influence a page’s ranking in search results.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>The focus should always be on users and producing quality content\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Splitt concluded with a reminder that, despite all the technical options available, the fundamentals of SEO haven’t changed. He urged site owners and marketers to prioritise user experience, align their websites with clear business goals, and focus on delivering high-quality, helpful content. As AI continues to reshape the way search engines interpret and deliver information, staying grounded in user needs remains the most effective strategy.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-says-llms-txt-is-comparable-to-the-keywords-meta-tag\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-says-llms-txt-comparable-to-keywords-meta-tag\u002F544804\u002F\">Google says llms.txt is comparable to the keywords Meta Tag\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmarch-2025-google-algorithm-and-search-industry-updates\u002F\">March’s Google algorithm blog\u003C\u002Fa>, we introduced the new concept of llms.txt, which aims to help AI crawlers access a simplified version of a website’s content. \u003C\u002Fp>\n\n\n\n\u003Cp>Often mistaken for robots.txt, llms.txt aims to highlight only the main content of a page using markdown to make it easier for LLMs to process the content more efficiently. \u003C\u002Fp>\n\n\n\n\u003Cp>However, the llms.txt file is still just a proposal, not a widely adopted standard, and it has yet to gain serious traction among AI services.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What is Google’s take?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>John Mueller from Google weighed in on a Reddit thread where someone asked if anyone had seen signs that AI crawlers were using llms.txt. Mueller responded that, as far as he knows, no major AI service is using or even looking for llms.txt files, comparing its usefulness to the now-obsolete keywords meta tag.\u003C\u002Fp>\n\n\n\n\u003Cp>He went on to question the point of using llms.txt when AI agents already crawl the actual site content, which provides a fuller, more trustworthy picture. In his view, asking bots to rely on a separate, simplified file is redundant and untrustworthy, especially since structured data already serves a similar, more credible purpose.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>llms.txt sparks concern about cloaking and abuse\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>A major issue with llms.txt is the potential for abuse. Site owners could show one version of content to LLMs through the markdown file and a completely different version to users or search engines, similar to cloaking, which violates search engine guidelines. This makes it a poor solution for standardisation, especially in an age where AI and search engines rely on more sophisticated content analysis rather than trusting publisher-declared intent.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>llms.txt files have little to no impact at the moment\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In the same Reddit discussion, someone managing over 20,000 domains noted that no major AI bots are accessing llms.txt. Even after implementation, site owners observed no meaningful impact on traffic or bot activity.\u003C\u002Fp>\n\n\n\n\u003Cp>This sentiment was echoed in a follow-up LinkedIn post by Simone De Palma, who originally started the discussion. He argued that llms.txt may even hurt the user experience, since content citations might lead users to a plain markdown file instead of a rich, navigable webpage. Others agreed, pointing out that there are better ways to spend SEO and development time, such as improving structured data, robots.txt rules, and sitemaps.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Should you utilise llms.txt files?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>According to both Google and the SEO community, llms.txt is currently ineffective, unsupported, and potentially problematic. It does not control bots like robots.txt, nor does it provide any measurable SEO benefit. Instead, it has been recommended that site owners focus on established tools like structured data, proper crawling directives, and high-quality content.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10,11],43,1,[],[14],229,[16,17,18,19,20,21,22,23,24],"post-33182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-algorithm-updates","category-seo",{"page_content_modules":26,"hero":152},[27,114],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"April 2025 Google algorithm and search industry updates",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},145,"\u002Fabout\u002Four-team\u002Fcharlie-cheyette\u002F","Charlie Cheyette","SEO Strategist","","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":58},"\u003Cp>SEO Strategist. Joined Impression in February 2023.\u003C\u002Fp>\n\u003Cp>Before joining Impression, I worked at a small creative agency in Lincoln. It was here that I started to build my skills and knowledge in SEO as well as other areas around digital marketing. I also started an alcoholic drinks company called Festico. This has helped me build my confidence and also exposed me to a range of experiences in the business world.\u003C\u002Fp>\n\u003Cp>My day-to-day at Impression can range from a variety of SEO tasks from keyword research to content writing, every day is different!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’m most proud of starting my own drinks company and the experiences it brings. More specifically, my proudest moment would be pitching the business to an audience of 200 people. Something I would never have imagined myself doing.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work, I’m always keeping up to date with F1, or anything else motorsport related. I also enjoy snowboarding when I get the chance.\u003C\u002Fp>\n",[42],{"page":43,"link_text":47},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":37,"post_title":47,"post_excerpt":37,"post_status":48,"comment_status":49,"ping_status":49,"post_password":37,"post_name":50,"to_ping":37,"pinged":37,"post_modified":51,"post_modified_gmt":51,"post_content_filtered":37,"post_parent":52,"guid":53,"menu_order":52,"post_type":54,"post_mime_type":37,"comment_count":55,"filter":56,"url_path":57},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"ID":59,"id":59,"title":60,"filename":61,"filesize":62,"url":63,"link":64,"alt":37,"author":65,"description":37,"caption":37,"name":66,"status":67,"uploaded_to":52,"date":68,"modified":68,"menu_order":52,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},33323,"Charlie-Cheyette","Charlie-Cheyette.png",362304,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&q=90","\u002Fcharlie-cheyette-2\u002F","12","charlie-cheyette-2","inherit","2025-05-29 11:54:16","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":115,"reduced":29,"top_overlap":116,"bottom_underlap":116,"disable_observer":-1,"heading":117,"cta_text":118,"cta_link":119,"items":120},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[121,134,143],{"type_key":17,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":132},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":130,"image":131},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":47},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":17,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":126,"image":139,"authors":140,"category":142},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141],{"name":130,"image":131},{"to":133,"name":47},{"type_key":17,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":126,"image":148,"authors":149,"category":151},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150],{"name":130,"image":131},{"to":133,"name":47},{"type":153,"style":154,"heading":30,"date":4,"updatedAt":155,"reading_minutes":156,"image":157,"imageAlt":30,"categories":158,"collections":424},"blog-post","light","2025-05-15T16:24:06",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgetty-images-gaiNGwaapFk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[159,341],{"id":10,"count":160,"description":161,"link":162,"name":163,"slug":164,"taxonomy":165,"parent":52,"meta":166,"acf":167,"head_links":168,"resource_count":169,"yoast_title":170,"yoast_meta":171,"yoast_json_ld":216,"_links":313,"path":162},97,"\u003Cp class=\"p1\">An essential part of every SEO \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">strategy\u003C\u002Fa> is to stay on top of recent Google Algorithm updates. 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Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[350,351,353,354,356,357,358,359,360,361,362,363,364,365,366,367],{"property":173,"content":348},{"property":175,"content":352},"Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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month’s search roundup dives into the biggest developments shaping the SEO landscape. 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