July 24, 2025
These updates cover innovations in AI tools, core search updates, and user-control enhancements. From Google’s AI calling capabilities and LLMs.txt guidance to CTR shifts in AI Overviews, the latest improvements reflect Google’s evolving search ecosystem. DuckDuckGo and Google Trends API add useful user and developer options, while the June core update analysis reveals broader site impacts.
Table of Content
- Google confirms you don’t need AEO or GEO to rank in AI Overviews
- Google says AI Overviews drive 10% more queries per Q2 earnings
- Google says using noindex header on LLMs.txt may be sensible
- Google reports CTR for top result dropped 32% after AI Overview rollout
- DuckDuckGo adds option to filter out AI-generated images
- Google launches limited alpha for new Trends API
- Data providers say June 2025 core update was a major change
This week in digital marketing, week 30, 2025
1. Google confirms you don’t need AEO or GEO to rank in AI Overviews
Google’s Gary Illyes stated that specialized optimization methods like AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization) are unnecessary for ranking in AI Overviews. Instead, traditional SEO practices suffice for visibility in both AI Overviews and AI Mode.
This guidance helps SEO professionals by removing pressure to overhaul strategies for AI search formats. It allows optimization efforts to remain focused and aligned with established practices, rather than pursuing separate frameworks.
2. Google says AI Overviews drive 10% more queries per Q2 earnings
In its Q2 2025 earnings call, Google revealed that AI Overviews lead to over 10% additional queries for searches where they appear. Bright-side growth correlates with the feature's increasing use, now reaching 2 billion users monthly.
This uptick shows that AI-generated summaries boost engagement and support search expansion, rather than replacing traditional queries. The performance reinforces Google’s investment in multimodal tools.
3. Google says using noindex header on LLMs.txt may be sensible
John Mueller of Google advised sites to use a noindex HTTP header for llms.txt files to prevent them from being indexed. The intention is to avoid confusing users by surfacing developer-only files in search results.
The best practice is to allow crawlability but exclude indexing, ensuring the file remains accessible for LLM interactions without appearing publicly.
4. Google reports CTR for top result dropped 32% after AI Overview rollout
Analysis from GrowthSRC Media shows the CTR for the top organic result fell from 28% to 19% following AI Overview expansion, a 32% decline, while position #2 dropped by 39%.
This trend highlights the reduced click-through opportunity for traditional links as AI summaries attract more attention. Publishers may need to adjust strategies to compensate for reduced organic visibility.
5. DuckDuckGo adds option to filter out AI-generated images
DuckDuckGo now offers a toggle in the Images tab to hide AI-generated visuals using community-maintained blocklists. This feature empowers users who prefer authentic content when browsing.
As AI-generated media floods the web, DuckDuckGo’s filter can significantly reduce “AI slop,” aligning with its privacy-first and optional AI philosophy.
6. Google launches limited alpha for new Trends API
Google has released an alpha version of the official Google Trends API to a small group of developers. The API allows programmatic access to Trends data, marking a major step after years of ad-hoc scraping alternatives.
This move supports more reliable access for tools and insight platforms, aiding market research and content planning.
7. Data providers say June 2025 core update was a major change
Search data providers confirm the June 30 till July 17 rollout was one of Google's largest core updates in recent memory. The update triggered volatility spikes around July 2 and 11. Some sites hit in earlier helpful-content updates saw partial rebounds.
While some publishers gained ground, others experienced fresh ranking shifts. Focus on quality, user-first content continues to be the best response to algorithm changes.
Stay tuned for next week's digital marketing highlights!
A quick recap of the latest and most important trends, insights, and news shaping the digital marketing landscape, see you next week.
Junior content marketer
Aron is a 22-year-old Junior content marketer with a focus on digital strategy and audience engagement. He is gaining experience in creating and optimizing content to improve brand visibility and connect with target audiences. Always eager to learn, Aron stays updated on content trends and marketing techniques to contribute effectively to campaigns and projects.
