Q3 in search, social, and AI: updates you need to know, from Google spam crackdowns to AI Mode expansions, paid media shifts, and evolving user behaviour.

SEO

• June 2025 Core Update (Jun 30–Jul 17): Informational sites hit with volatility. Some previously “HCU-suppressed” sites showing partial recovery, likely thanks to new AI retrieval models. Read more
• August 2025 Spam Update (Aug 26–Sep 22): Global crackdown on manipulative tactics. Expect impression dips in Search Console (partially due to num=100 removal), but don’t confuse reporting quirks with traffic loss. Read more
• AI Mode hits the UK: UK became third region to access Google’s AI Mode, after the US and India. Impact expected to be significant: fewer impressions, fewer clicks, less incentive for content creators to continue adding to the web. Read more
• AI Mode expansion & agentic features: Now in 180 countries with support for 5 languages and early agentic features (bookings, events). Optimise content + UX so AI can act, not just cite. Read more
• Dynamic citations in AI Mode: Same query refresh = different sources. Even non–page-one content can surface if well-optimised. Read more
• AI Mode is looking for specificity, not rank: AI Mode surfaces the “best fit” across sub-queries, regardless of organic rank. E-E-A-T, semantic depth, and topic clusters are essential. Read more
• ChatGPT user demographics: 18–34s dominate (~55%). Slight male majority (~55%), higher education and mid-to-high earners engage most. Mobile-first (61%). UK hotspots: London, Manchester, Newcastle; lowest in Inverness. Brands should align content with demographics and usage context. Read more
• AI Mode button in Google Chrome: Google will add an AI Mode button directly into the Chrome search bar. Will likely reduce SERP impressions. Makes building a presence in AI Mode outputs essential to reach Chrome users. Read more
• Search Live launches in US: Conversational + multimodal search (voice, text, camera) now standard in US, no Labs opt-in needed. UK not live yet — prep now. Visual + structured content likely to win as Google shifts from static results to interactive discovery. Read more

Paid media

• AI Mode ads launching (US, Q4): UK likely late Q4 or early Q1 2026. Too soon to say what impact AI Mode will have on UK paid media. Has potential for hyper-relevant placements but limited reporting will make it difficult to measure performance. Read more
• Meta to offer ad-free paid subscription: Under pressure of regulatory scrutiny, Meta to launch option to remove ads from platforms for a fee. Poised to shrink reachable audiences, particularly valuable targets like high-earning users who can afford the subscription.
• Cosmetic procedures allowed: Private healthcare & cosmetic surgery brands can advertise “mature” treatments through Google Ads. Read more
• Google Ads Misrepresentation update: New crackdown on deceptive pricing — bait-and-switch, unclear trials, or hidden fees risk suspension. Full cost disclosure now mandatory. Enforcement ramps up over 4 weeks; audit ads early to stay compliant. Read more
• AI Max for Search is live globally: Google launches AI Max globally, drip-feeding features. Test carefully, feed clean data, benchmark vs. existing campaigns. Read more
• Performance Max enhancements: Google continues to push PMax with new features for visibility and control, including the beta launch of the channel performance report, new campaign-level negative keyword lists, and expanded demographic targeting. Read more
• Google Ads Unified Web and App Advertising: New features in Google Ads now direct Search, Shopping, PMax, and Demand Gen campaigns to both web and app platforms simultaneously, aiming for a unified customer experience.
• Meta click-to-WhatsApp Status ads: Facebook and Instagram ads can now send users directly to your business’ WhatsApp. One tap gets them there; a second tap = direct chat with your business, boosting potential conversions.
• EU fines Google €2.95B: EU pushes structural remedies for adtech. UK CMA likely to follow suit. Long-term: potentially more transparency, lower costs. Read more

Data & analytics

• Search Console num=100 removal: Google removed the ability to view 100 search results per SERP page, often used by analytics tools to gather large amounts of data quickly. Expect reporting dips in impressions and position metrics — a reporting change, not an actual traffic loss. Read more
• GA4 Q3 updates: Smarter attribution, improved cross-device tracking, and enhanced conversion modelling give clearer insights into user journeys.

Platform updates

• OpenAI launches ChatGPT Agent: Can browse, research, transact. Sites must optimise for actionability as well as visibility (clear, machine-readable content & UIs). Read more
• ChatGPT Instant Checkout (US rollout): OpenAI adds in-chat purchases via Stripe’s Agentic Commerce Protocol — starting with Etsy, expanding to Shopify brands (Glossier, SKIMS, etc.). First direct monetisation of ChatGPT. UK next: e-com brands should prep for AI-native shopping. Read more
• Google monopoly ruling (US): Judge opts for mild remedies — no breakups, just data sharing. No immediate changes for marketers. Read more
• Google Business Profile links: Stricter rules + automated checks. Audit your links now to avoid removals. Read more
• Cloudflare blocks AI crawlers by default: 20% of the web now protected unless site owners opt in. Introduces “Pay Per Crawl” model — major shift in control over how content feeds AI. Read more
• Cloudflare content signals: New “Content Signals Policy” lets sites tell Google “index me, don’t summarise me” — a bid to block use in AI Overviews. Not yet enforceable, but Google may play ball eventually. Marketers: weigh control vs visibility. Read more
• LinkedIn adds "Saves" and "Sends" Metrics: Two new key performance indicators were added to posts: Saves (bookmarks) and Sends (shares in a message). These indicate content value and personal relevance.

Content trends

• Traditional search steady: SparkToro data shows usage unchanged since Jan 2023. SEO remains your core channel, with AI visibility a growing add-on. Read more
• Zero-Click searches increasing: More queries are answered directly within Google Search via AI Overviews and AI Mode, reducing clicks to websites. Focus on visibility in featured outputs to stay top of mind. Expect fewer shallow clicks but stronger intent from those who do land on your site. Read more
• Intent specialisation: Users are specialising their platform choice based on their intent. Google remains strong for navigational and local searches. AI platforms are preferred for explanatory and research queries. Social media is dominant for discovery and trend-based searches (especially for product research).
• Layered intent: Intent is becoming more complex, moving beyond the traditional informational, navigational, and transactional categories. It's now seen as layered, contextual, and action-based, requiring content to address the entire customer journey (e.g., from "exploratory" to "evaluative" to "action-based" intent).

What we’re watching

• Google promises more clicks from AI Mode: Inline links, carousels, and Web Guide could reverse the CTR decline trend — but only helps you if you’re cited. Read more
• Policy openings in Ads: Healthcare verticals gain more room to advertise — potential for other restricted topics as Google tries to continue breaking ad revenue records.
• Agentic AI acting on users’ behalf: Tools that complete online tasks for users likely to grow in popularity and ability. Users would be significantly distanced from content, meaning optimising for AI actionability will be crucial in the future.

Signals from Q3: Where Search is headed

Search is splintering, ads are in flux, and AI is quietly taking over the middle of the funnel. 2026 will belong to brands optimised not just for ranking, but for discoverability and actionability.

Partner with TDMP to make sure your digital strategy keeps pace with where search is headed.