In August 2025, the digital marketing landscape altered again. Google’s surprising algorithm tweak and TikTok’s new AI-powered ad capabilities were just two examples. You’re not the only one whose traffic went down or whose ads grew more expensive. But brands who move quickly will be able to transform this disruption into their biggest growth opportunity yet.
Search and AI
Seeing AI and search engine experiences are changing quickly. This month showed how AI systems are changing SERPs and how marketers need to change to keep their authority and traffic.
Google Tests AI-Powered “Web Guide” Results
Google is experimenting a new way of displaying search results called Web Guide. Instead of a straight list of links, it organizes content into clusters depending on distinct subtopics connected to the query. The feature is backed by AI that expands on the original question using something called “query fan-out,” grouping responses by purpose.
Why it important:
This is a big shift. Traditional ranking signals still apply, but now, if your material isn’t aligned to the correct subtopic or cluster, it could be buried. This raises the bar for topical depth and content organization.
What really to take action on:
Create pillar pages supported by thematically relevant blog material.
Revisit internal linking mechanisms to reflect topic clusters.
Optimize for purpose categories, not just keywords.
OpenAI Launches an AI Browser
OpenAI is working on its own AI-integrated browser, while Perplexity AI revealed its “Comet” browser to increase how users engage with AI-generated content. These aren’t just tools, they’re establishing ecosystems that change how people discover and click.
Why it important:
LLMs already influence purchasing behavior, but browsers like this will provide users alternate avenues to discover material, bypassing Google completely.
What really to take action on:
Ensure that the content can be easily interpreted by computers (schemas, metadata, FAQs).
Monitor LLM-driven traffic sources and optimise accordingly.
Prepare your brand for the multiverse of search platforms.
AI Content Still Ranks (If It’s Edited by Human)
What changed: Ahrefs evaluated over 600,000 ranking pages and concluded that material written with AI still performs well in search, as long as there’s a human editor in the loop. Fully AI-written material lacked substance and often failed to rank.
source:Ahrefs
Why it important: The message is clear: AI is a drafting tool, not a publishing engine. Without human review, your work will lack complexity, depth, and authority.
What really to take action on:
Use AI to create first outlines or drafts.
Incorporate proprietary data, expert expertise, and an authoritative editorial voice.
Avoid overused AI templates that appear generic.
Topical Coverage Beats Keywords
What changed: A Surfer SEO study monitoring 1 million SERPs proved that content spanning a broader range of subtopics routinely outperforms keyword-dense content.
Why it important: Google now prioritizes subject completeness above keyword repetition. If your page isn’t the most comprehensive resource, it won’t make the top rankings.
What really to take action on:
Expand narrow content into rich, multifaceted parts.
Locate missing pieces using topic modeling approaches.
Prioritize usefulness and coverage in content briefs.
Perplexity’s Ranking Logic: Depth Wins
What changed: Researchers investigated how Perplexity AI evaluates sources and found that engagement signals, semantic depth, and real-time interest (like YouTube trends) influence outcomes more than traditional backlink strength.
Why it important: Artificial intelligence systems value information differently than Google. If you don’t adjust to the new ranking models, you’ll lose visibility.
What really to take action on:
Create content clusters around key entities and themes.
Align your publication schedule with new YouTube trends.
Focus on engagement indicators such as dwell duration and user click pathways.
Meta adds value rules to help people bid more wisely.
What changed: Advertisers can now change their bids based on things like the user’s age, device, or location, and they can also match their spending to the value they expect to get from the customer.
Why it important: You can now move money around based on segments that bring in more LTV or ROAS, which makes every dollar go further.
What really to take action on:
Create customer profiles and make sure they follow the rules for value.
Test against Advantage+ campaigns to see how much lift you get.
Meta only applies the first rule that matches, so keep the number of rules to a minimum.
Reddit turns into a search engine
What changed: Reddit is combining its regular search function with Reddit Answers to create a single, powerful search-first experience. This makes Reddit the Google alternative for peer-reviewed information.
Why it important: Reddit is already having an effect on Google’s search results. Now it wants to be the source.
What really to take action on:
Make your brand more visible in Reddit searches.
Run campaigns like AMAs to get people to trust you in niche subreddits.
Try out Reddit Ads for finding people who really want to buy something.
