Is SEO Content Always Bad for Rankings, Gen Z Shopping Habits & Local SEO with AI
SEO TL;DR #57 3/02/2025
There has been a lot of ranking volatility over the last few days, which is sometimes a sign that a core update is about to roll out. Weāve yet to see one this year, despite the announcement last year that Google will be rolling out āmore core updates, more often.ā
Iām writing this on Sunday Afternoon before taking a trip to Disneyland Paris in the morning, so apologies if there are extra spelling mistakes! Thereās no official core update to report as of yet, but you can always keep an eye out on the ranking status pageĀ here.
Content SEO
SEOs Can Spot Overoptimised Content?
Googleās John Mueller pointed out that experienced SEOs can easily recognise content made just for search engines rather than genuinely helpful content. He responded to a post by Preeti Gupta on Bluesky, who called this type of content "internet trash", highlighting how much of it still floods search results.
This reinforces Googleās push for helpful, user-focused content. If content is purely written to rank - without real value - itās more likely to get ignored by users and eventually lose visibility in search.
While I agree with the sentiment, I would push back on Googleās narrative that content can only be for Google or the user and not both; there is a middle ground!
š” Takeaway: The best content comes from good copywriters who are passionate about what theyāre writing, plus the research and data that help form a narrative.
3 Ways SEO Helps Content:
Keyword research: what are people searching for around this topic (Even Google does this in the āPeople also askā section. Is there anything missing from your content which would be helpful to include?
Competitor analysis: What sites rank well for this topic, and what content do they cover? Perhaps you missed something. Can you write a better article or add a unique perspective?
Backlinks: what types of sites are linking to this content? Could they be contacted to see if they would like to use the data as a reference source or collaborate on future articles if your audiences align?
3 Ways SEO Hurts Content:
Keyword stuffing: randomly inserting your target keyword everywhere in the hopes it will help rankings (this is what many AI tools will do if you ask them to SEO your content).
Weird formatting: emboldening specific keywords or linking from keywords you want to rank for because youāve read this is good for SEO.
Formatting: breaking the content up into 500 different headings in an attempt to rank for every single variation of your keyword.
Local SEO
Google Duplex: AI That Makes Calls for You
Google Duplex is an AI-powered feature that can call businesses on your behalf to book appointments, check wait times, and even confirm store stock. Initially launched in 2018, it works in 49 US states (excluding Louisiana) and several other countries, including the UK, France & Germany. Some features - like restaurant reservations - are still US-only.
You can use Duplex on any device with Google Assistant, including Android phones, iPhones, and smart home devices. Just ask Google Assistant to book a reservation, and if the business supports Duplex, AI will handle the call for you. Businesses can opt out of receiving automated calls, and Google informs them when AI is being used.
š” Takeaway: While it might be tempting to opt out of this (who wants to talk to a smart answering machine) If Google continues to expand AI-powered calling, businesses need to keep their Google Business Profile details accurate to avoid losing potential bookings or enquiries. Ensure your main contact details are up to date, and consistent across your contact us page. This includes your Business name, address, phone number, email and website.
Local SEO
Google Business Profiles: Easier Menu & Hours Management
Google has rolled out two updates to make managing business listings simpler. Restaurants can now drag and drop menu items, move them between sections, and batch edit pricesāa small but useful change for keeping menus up to date.
Meanwhile, businesses with multiple locations can now bulk update special hours. Set special hours for one location and copy them across others, saving time. But be careful - it overrides existing special hours, so double-check before saving. Also, this feature is only available for accounts managing 100 locations or fewer.
š Takeaway: Keeping your Google Business Profile accurate is key for local SEO. Regularly update menus, prices, and hours to keep customers informed and improve your visibility in local search.
Local SEO
Googleās "Ask For Me" Uses AI to Call Businesses for You
Google has launched āAsk For Meā, a new Search Labs experiment that lets AI call businesses to get pricing and availability for services like oil changes or nail appointments. It works similarly to Google Duplex, which previously helped with restaurant reservations.
Ecommerce SEO
Gen Z Still Loves In-Store Shopping (Especially for Beauty & Luxury)
Despite growing up in a digital-first world, Gen Z prefers shopping in person - especially for beauty and luxury purchases. According to Adyenās research, they value instant ownership, in-store discounts, and the overall shopping experience.
However, they have high expectations. Three in five will abandon a purchase if checkout lines are too long, and over 25% will walk away if their preferred payment method isnāt available.
Retailers like Ulta Beauty are responding by focusing on loyalty programs and personalised experiences. With 95% of Ultaās sales tied to its loyalty scheme, brands that tailor their in-store experience to Gen Zās habits could gain a serious edge.
š” Takeaway: Retailers should bridge the gap between online and in-store shopping by using digital insights to enhance the physical experience. Loyalty programs, personalised recommendations, and seamless checkout options can help turn Gen Zās in-store preferences into long-term online and offline engagement.
