As part of our ongoing commitment to keeping you informed and ahead of the curve, here’s a quick breakdown of the latest updates in SEO, Paid Media, and Digital PR – and what they mean for your account.

We’ve already been working proactively behind the scenes to make sure you continue to see strong performance, and many of these updates are already built into our current strategy.

SEO: What’s Changing & How We’re Staying Ahead

Google Doubles Down on EEAT

You may have heard more chatter recently about EEAT – that’s Experience, Expertise, Authoritativeness and Trustworthiness.

Google has placed further emphasis on this in its recent update, essentially testing whether websites consistently meet these standards. The good news? Because we’ve been following EEAT best practices for quite some time, we’re already seeing positive signs:

  • Increased visibility across the top 20 results for most clients.
  • Higher click-through rates, which tells us Google is recognising the quality of your content.

We’ll continue reviewing and updating site content in line with these expectations.

AI-Generated Content Under Scrutiny

While AI tools can be useful in some scenarios, Google is now explicitly looking for content that lacks originality and depth – typical signs of low-quality, AI-generated material.

  • Google hasn’t disclosed exactly how it detects this, but it’s using its own highly advanced AI models that aren’t available to the public (not even through Gemini).
  • We strongly recommend avoiding third-party AI detection tools – many are inaccurate. For context, we tested a few using the American Declaration of Independence and they flagged it as AI-generated!

Our promise to our clients is that we will continue to focus on creating content that’s authentic, valuable, and unique to your brand – and that’s what Google wants to reward.

User Experience & Accessibility Matter More Than Ever

UX and accessibility have always played a role in your site’s performance – but Google is now giving these factors even more weight in ranking.

Here’s how we’re supporting you:

  • We already advise on UX/UI best practice.
  • Our team is deepening in-house expertise – Travis will be completing a UX course this year.
  • We’re introducing a User Experience & Accessibility Audit – available as a one-off package to assess how your site stacks up and highlight any quick wins.

Interested in this audit? Just reach out to your Client Services team and we’ll send over the details.

SERP Features Are Expanding

You may have noticed more AI Overviews, People Also Ask, or Featured Snippets showing up in Google search results. These offer great visibility – but Google doesn’t currently give us a way to track the traffic they generate.

That said:

  • We’re using our keyword tracking tools to monitor if your website appears in these features.
  • Our long-form blog strategy is designed to help secure these placements where relevant.

Keyword Volatility: What’s Going On?

There’s been a bit of noise in the SEO community about Google’s latest update causing unexpected ranking drops – even for websites that follow best practices.

  • So far, none of our clients have been affected.
  • We’re continuing to monitor closely and will step in if any further changes arise.

Paid Media: More Machine Learning, More Features

Performance Max Keeps Evolving

Google continues to enhance Performance Max campaigns with new features powered by machine learning. Recent updates include:

  • Retention goals to re-engage lapsed customers.
  • AI-powered image enhancements to improve your ad creative.
  • Increased flexibility around negative keyword limits.

We’re already integrating these into campaign strategies to maximise return across your account.

Smarter Audience Building

We’ve made audience development a core focus this year – and it’s paying off.

  • Most client accounts are now seeing steady growth in high-quality audience lists.
  • This helps us create more effective remarketing and lower-funnel campaigns.
  • We’ll also be working with you to better use your first-party data, especially with Google now allowing audience durations up to 540 days.

Digital PR: Authenticity is Key

Why EEAT is PR’s Best Friend

With Google’s March update, we’re seeing more emphasis on how Digital PR can support EEAT. And the answer is simple – authenticity wins.

  • If your PR has always focused on genuine, relevant, and expert-led content, you’re in a great place.
  • Don’t be tempted by shortcuts – one talk at Brighton SEO even suggested fabricating “experts” for credibility. This isn’t just risky – it’s ineffective.
  • Instead, we’ll continue helping you elevate real voices from within your business and build long-term trust through meaningful coverage.

👉 For more on this, you might enjoy this post on The PR Insider.

If you have any questions about these updates or how we’re adapting your strategy in response, don’t hesitate to get in touch. Our Client Services team will be happy to talk you through anything.

As always, thanks for trusting us to support your growth – we’ve got some exciting things in store for the months ahead!