SEO news: December 2025

Changes in 2025 and Implications for 2026

In some ways, 2025 was "quieter" for SEO than 2024. There weren't as many major algorithm updates, and the main themes were primarily the continuation and development of trends that had started earlier:

• AI Overviews in Google search results.
• The continued development of AI Mode (with a more aggressive rollout into search results on the horizon).
• The rise of players like Perplexity and OpenAI, along with related terms like "AI SEO" or "GEO."

Main 2025 updates and their impact on 2026

1. Growth of AI Overviews (AIO): According to studies, AIO appearance in queries increased from 26.6% to 44.4%. For informational queries such as "What is...", AIOs appear in nearly 80% of cases.
2. The rise of AI Mode: While AIOs are answers embedded within traditional search, AI Mode (powered by Gemini 3) is a fully generative environment similar to ChatGPT.
3. The end of the &num=100 parameter: In September 2025, Google removed the option to display 100 results per page. This impacted SEO tools and reporting, leading to a drop in impressions while creating a superficial improvement in average position.
4. Reddit's dominance: Reddit saw skyrocketing growth in organic search results during 2025. Google prioritizes it as a source of "real-world human experience."
5. AI content and "parasite SEO": It is estimated that up to 74% of new pages in 2025 contained AI-generated text. At the same time, there is a growing trend among SEO specialists to use authoritative websites (such as Reddit or major magazines) to rank quickly (known as "parasite SEO").

Summary of major trends

Traditional click-through rates are declining

For general and informational queries (e.g., "how a heat pump works"), you have to expect that AI will answer the user directly within Google or ChatGPT. Website traffic from these types of queries will continue to decline.

The Solution: Focus on queries where the user needs deep analysis, personal experience, or is looking to make a purchase. AI cannot fully replace these yet.

Your brand as an "entity"

It's no longer just about keywords. For 2026, the key is for models like Gemini 3 or GPT-4o to recognize you as an authority.

The Solution: Be visible where AI pulls its data—in the relevant places where your target audience hangs out. Build a brand that people search for by name.

Authenticity

The internet is flooded with "AI fluff." Google is responding by prioritizing websites with demonstrable expertise (E-E-A-T).

The Solution: Don’t use AI for mass-producing mediocre content. Use it as an assistant. The final result must feature unique data, your own photos, or an original perspective.

Local SEO in the AI Era

For local businesses (service providers, restaurants), having a perfect Google Business Profile is critical. In 2026, AI Mode can dynamically change the appearance of results based on what the user is searching for, and the business profile serves as its primary data source.

Summary

SEO has not disappeared; rather, it has become part of a broader discipline called GEO (Generative Engine Optimization). The winners are those who can combine the technical precision of their website with the building of a trustworthy human brand.

Content recency: Your greatest advantage in 2026

At a time when search engines are turning into "answer engines," the date of the last update is a key signal of credibility. Content recency is no longer just a bonus; it is a prerequisite for survival in both rankings and AI citations.

Why is updating more important than before?

• The QDF (Query Deserves Freshness) algorithm: If Google detects that a topic is being discussed in the media or that search volume is increasing, it immediately begins to prioritize newly updated pages.
• AI loves "news": An Ahrefs study of 17 million citations showed that AI assistants cite content that is 25.7% fresher than traditional organic results. ChatGPT has the strongest preference in this regard—citing sources that are, on average, a year newer than those found in Google.
• Click psychology: In 2026, a user will not click on "Best Phones 2024" if they see "Best Phones 2026" right next to it. An outdated title kills CTR, signaling to Google that your website is no longer relevant.

ChatGPT and ads

ChatGPT is likely to offer advertising options in 2026. Here is an overview of what is being prepared, based on internal tests from the turn of 2025/2026:

• Blending with the conversation: It is not just about the ad "showing up." AI models can be configured to actively integrate sponsored information into answers as the "best solution." This is a fundamental difference compared to Google, where advertising is clearly separated from organic results.
• Ad timing: The advertisement won't pop up right away. OpenAI is experimenting with a model where sponsored content appears only when the conversation "ripens"—that is, when the user shows genuine interest in detailed information or a purchase.
• Sidebar and Carousel formats: Along with direct chat text, the focus is on sidebars and visual cards (similar to e-shops) that won't disrupt the actual response text.

Based on these considerations, ad formats should be more conversion-oriented and less intrusive for the user.

Business Profiles and ChatGPT

When searching for local services, the user gets a text response along with a complete "business card" (similar to Google).

What do we know about these panels so far?

• Google Business Profile (GBP) mirroring: Tests show that ChatGPT is very closely tied to Google's data. If you change information in your Google profile, it can appear in ChatGPT almost instantly. This suggests either a direct use of Google API or highly advanced, real-time scraping of Google results.
• Information sources: Besides Google, ChatGPT likely combines data from Bing, Yelp, Wikipedia, and directly from corporate websites.

If you run a local business, your Google Business Profile is now more important than ever. It doesn't just serve Google users; it also acts as a data source for ChatGPT conversations.

Gemini 3 Flash

The update confirms that Google Search is no longer just a list of links, but an interactive operating system for information. Here are the key points:

• Speed as the Standard (Gemini 3 Flash): Google has solved the biggest weakness of complex AI—sluggishness. The new default "Flash" model in AI Mode reasons at a PhD level (as seen in previous studies) but generates responses instantly. It is optimized to grasp the context and nuances of your queries better than any previous model.
• Interactive UI generated "on the fly": The Pro version can program and display interactive tools in real time. If you ask about the physics of a snowman or a mortgage, it won't just generate text—it will create a fully functional simulation or calculator you can actually use.
• Nano Banana Pro – Visual Intelligence: Advanced image generation (infographics, technical drawings, diagrams) is now integrated directly into the search process. You can have a detailed isometric bridge drawing or a kids' infographic about atmospheric rivers created on the spot.
• SEO shift: For website owners, this means becoming part of this "visual and simulated" world. If your site offers data that AI can transform into an interactive chart, you'll have a massive advantage in 2026.

Keywords and domain name

The era when keywords had a major impact on rankings just by appearing in the domain name is likely behind us. In the age of entities and AI, other factors have taken the lead:

• Search intent wins: If your name is "Cheap Tires," Google assumes the user is looking for options on where to buy cheap tires (a list of shops, comparisons) rather than one specific company with that name.
• Building an "entity": Search engines strive to identify unique objects (entities). If you have a unique name (such as "Alza"), it's easy for AI and algorithms to identify you as a specific company.

Practical advice: Before settling on a name for your new project, run it through Google. If you see millions of results, big brands, or general Wikipedia definitions, change it. You need something that triggers a "clean slate" in Google—a space you can actually own.

Content audit at scale

Average content isn't enough for SEO. Given the rising competition and the evolution of AI, unoriginal and shallow content has very little chance of success.

If you already have content on your site, the first step should be an E-E-A-T audit. Ideally, a machine-driven audit with manual oversight—this allows us to speed up and streamline our process. Tools like Screaming Frog and the OpenAI API can be a big help here.

What information do we get from a machine-driven audit?

• Strengths: High scores for page authority and search intent.
• Weaknesses: Low originality scores for articles where the author merely "retold" third-party sources.

The content scoring table can then be "run through" AI again to generate copywriting recommendations or to prioritize content optimization.

Data exploitation in the era of AI Assistants

Browser extensions with over 8 million installations are collecting complete, detailed user conversations with AI and selling them for marketing purposes. According to the security firm Koi, this involves eight extensions that were available on both the Google and Microsoft stores—seven of which even held "Featured" badges, meant to signal quality and safety to users.

These free extensions (e.g., VPNs or ad blockers) promise privacy, but their code contains scripts that activate the moment you visit ChatGPT, Gemini, Claude, and other platforms. These scripts bypass standard browser security features and forward copies of both your prompts and AI responses to the extension creator's servers.

What exactly are these extensions stealing?

• Every prompt you send.
• Every response you get from the AI.
• Conversation IDs, timestamps, and session metadata.
• Information on the specific AI model you are using.

Data collection continues even when you turn off the VPN or ad-blocking features within the extension. The only way to stop it is to uninstall the extension completely. Behind these practices is the company Urban Cyber Security (and its affiliate BiScience), which admits to selling the data for "marketing analytics."

Sources

• https://www.seroundtable.com/openai-chatgpt-ads-sponsored-content-40657.html
• https://www.seroundtable.com/openai-adds-local-knowledge-panel-to-chatgpt-results-40635.html
• https://iansorin.fr/how-to-audit-e-e-a-t-at-scale/
• https://www.wordstream.com/blog/2025-seo-updates
• https://ahrefs.com/blog/fresh-content/
• https://blog.google/products-and-platforms/products/search/google-ai-mode-update-gemini-3-flash/
• https://arstechnica.com/security/2025/12/browser-extensions-with-8-million-users-collect-extended-ai-conversations/