December news: SEO and online marketing on the move

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December brings not only the Christmas spirit, but also major news in the field of SEO and online marketing. Companies like Google and Microsoft have introduced updates that could fundamentally affect digital marketing strategies in 2025. From advances in artificial intelligence to optimization of website analytics and management tools, in this article we take a look at the key changes that you shouldn't miss.

Study: Google AI insights appear in 47% of search results
A new study from Botify and DemandSphere finds that Google’s cash app data AI Overviews appear in 47% of search results in the U.S. and take up nearly half of the screen space, especially on mobile devices.

This trend is changing the way users interact with the search engine, as three-quarters of the websites cited in these overviews come from the first 12 organic results. The study also highlights that content that closely matches the semantic meaning of the overview has a higher chance of being included in these overviews. The findings suggest that traditional SEO metrics such as click-through rate (CTR) may no longer be sufficient to measure search success, underscoring the need to adapt search engine optimization strategies.