Apple Patches Zero-Day Exploit Targeting Google Chrome Users  TechRepublic
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In the rapidly evolving world of digital marketing, where artificial intelligence is reshaping search behaviors, proving the tangible value of search engine optimization (SEO) has become a critical challenge for marketers and executives alike. As AI-driven tools like Google’s AI Overviews and ChatGPT dominate user queries, traditional metrics such as click-through rates are plummeting, forcing a reevaluation of how SEO contributes to business growth. According to a recent analysis in Search Engine Journal, the key to securing buy-in lies in demonstrating SEO’s worth through innovative tracking and forecasting methods that align with stakeholder priorities.
This shift is not just theoretical; it’s grounded in real-time data showing that AI is siphoning off organic traffic. For instance, impressions may rise as content appears in AI summaries, but actual site visits often drop, creating a disconnect between visibility and revenue. Marketers must now pivot to metrics that capture AI-era dynamics, such as share of voice in AI responses or the quality of referral traffic from diverse platforms.
Tracking AI Visibility as a Core Metric
One effective strategy highlighted by industry experts involves monitoring AI visibility to quantify SEO’s impact beyond traditional search results. By using tools that track how often a brand’s content is cited in AI-generated answers, companies can demonstrate sustained relevance. A post on X from SEO veteran Matt Diggity emphasizes that entity optimization—focusing on building a brand’s knowledge graph presence—is crucial for dominating AI platforms like Gemini and ChatGPT, turning potential traffic losses into opportunities.
Complementing this, competitive benchmarking provides a clearer picture of SEO’s ROI. Instead of isolated performance data, comparing a site’s AI visibility against rivals reveals market share gains. For example, if a competitor’s content appears in 40% of AI overviews for key queries while yours lags at 15%, this gap becomes a compelling argument for increased SEO investment, as noted in recent insights from Backlinko.
Forecast Modeling for Predictive ROI
Forecasting models are another powerful tool, allowing teams to project future traffic and revenue based on current SEO efforts. By integrating historical data with AI trends, these models can predict outcomes like a 20% uplift in qualified leads if E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines are fully implemented. A detailed guide in Fast Frigate stresses that incorporating real-world proof, such as case studies, bolsters these forecasts, making them more persuasive to C-suite executives skeptical of intangible digital strategies.
Real-world applications underscore this approach’s effectiveness. Take Zapier’s rise, documented in Glorywebs, where targeted content optimization led to a 300% traffic increase by aligning with user intent across AI-influenced searches. Such examples illustrate how forecasting isn’t guesswork but a data-driven narrative that ties SEO to bottom-line results.
Leveraging Case Studies for Credible Proof
To further solidify SEO’s value, integrating case studies from successful campaigns provides empirical evidence. A compilation of 19 SEO success stories in AIOSEO reveals patterns like Airbnb’s use of localized content to capture high-intent searches, resulting in millions in additional bookings. These narratives counter doubts by showing compounded ROI over time, especially in an AI context where trust signals like backlinks and author expertise amplify visibility.
Industry insiders on X, including Neil Patel, point to a broader trend: optimizing for all platforms, not just Google, with daily searches totaling 45.1 billion across ecosystems. This multi-platform strategy ensures diversified traffic, reducing reliance on any single source and proving SEO’s resilience.
Addressing Stakeholder Concerns with Diversified Metrics
Stakeholders often question SEO’s cost-effectiveness amid AI disruptions, but diversified metrics offer a robust defense. By measuring not only traffic but also user engagement and conversion paths influenced by AI referrals, marketers can highlight holistic value. A recent X thread from SA News Channel on SEO copywriting pillars reinforces that people-first content, blended with SERP strategy, yields measurable trust and authority gains.
Moreover, as Bruce Clay Inc. detailed in a Semrush collaboration, emerging trends like voice search and personalized AI experiences demand adaptive strategies. Proving value here involves showing how SEO fosters long-term brand authority, turning one-time visitors into loyal customers through consistent, high-quality interactions.
Building a Compelling Narrative for Investment
Ultimately, the narrative around SEO must evolve to emphasize its role as a foundational growth driver in the AI age. By combining AI visibility tracking, predictive modeling, and competitive insights with real case studies, professionals can craft arguments that resonate with decision-makers. Insights from Jolt Collective affirm that SEO remains essential for relevance and competitiveness, transforming skepticism into strategic commitment.
As 2025 unfolds, those who master these proof strategies will not only secure budgets but also position their brands to thrive amid ongoing innovations. The evidence is clear: SEO’s real value lies in its adaptability, delivering sustained visibility and revenue in an increasingly AI-dominated digital ecosystem.
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Google has replaced the promotions section in the merchant local knowledge panel with a deals section. There are still clipable coupons but it is renamed “Deals” instead of it saying “Promotions.” There is also a new green percentage icon next to each deal.
This was spotted by both Sachin Patel on X and later by Brodie Clark on X/SERP Alerts. Here is the new version:

Here is the old version:

Here is another version:

Brodie wrote:

Google is now showing a new treatment for promotions within merchant knowledge panels.
The section is now showing underneath a ‘deals’ heading that displays a green % badge alongside each individual promotion.
After clicking the ‘view all deals’ tab, all deals are then featured at top of the page within the same knowledge panel experience.
This makes promotions that are loaded into GMC Next more prominent for branded queries with a more engaging treatment compared to previously.

Then there is also this:

Noticed a similar 'deals' section showing for a client of mine today. The treatment is similar to what was originally described within a brand profile that's managed in GMC: https://t.co/pIps85tcFL. Is this another sign of a broader rollout of this feature? https://t.co/e2YeDQkN4f pic.twitter.com/Odnk6a4PpT

— SERP Alert ⚡️ (@SERPalerts) August 1, 2025

Noticed a similar 'deals' section showing for a client of mine today. The treatment is similar to what was originally described within a brand profile that's managed in GMC: https://t.co/pIps85tcFL. Is this another sign of a broader rollout of this feature? https://t.co/e2YeDQkN4f pic.twitter.com/Odnk6a4PpT
These deals do stand out more with these green icons and the word “Deals” doesn’t hurt.
Forum discussion at X.
The content at the Search Engine Roundtable are the sole opinion of the authors and in no way reflect views of RustyBrick ®, Inc
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This work by Search Engine Roundtable is licensed under a Creative Commons Attribution 3.0 United States License. Creative Commons License and YouTube videos under YouTube’s ToS.

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In the intricate world of digital information management, a recent vulnerability in Google’s ecosystem has raised alarms among tech professionals and content creators alike. The issue centers on Google’s Refresh Outdated Content tool, originally designed to help website owners request the removal or updating of stale search results. However, as revealed in a detailed report, this feature was manipulated to effectively erase legitimate articles from search visibility, sparking concerns over potential censorship and the integrity of online information.
The exploit came to light when a journalist noticed that critical articles about a San Francisco tech executive had vanished from Google Search results. Attackers abused the tool by submitting fraudulent requests, claiming the content was outdated or irrelevant, which led Google to de-index the pages without proper verification. This not only suppressed valid journalism but also highlighted a flaw in Google’s automated systems that could be weaponized by anyone with basic knowledge of the tool’s interface.
The Mechanics of Manipulation
Delving deeper, the vulnerability allowed unauthorized users to target specific URLs and request their removal under the guise of refreshing content. According to TechRepublic, the tool, intended for site owners to manage their own content, lacked robust authentication, enabling bad actors to impersonate legitimate requesters. In one documented case, negative press about a CEO was hidden, demonstrating how easily the system could be gamed for personal or corporate gain.
Experts point out that this isn’t an isolated incident but part of a pattern in Google’s ongoing battle with search manipulation. The tool’s design, which relies on algorithmic judgments rather than human oversight for initial requests, created a loophole ripe for exploitation. As 404 Media reported, the journalist who uncovered this traced the de-indexing to suspicious activity, underscoring the need for stronger safeguards in search engine operations.
Google’s Swift Response and Patches
In response, Google acted quickly to patch the vulnerability, implementing enhanced verification processes to prevent unauthorized use of the Refresh Outdated Content tool. A spokesperson from the company confirmed the fix, emphasizing that while the exploit affected a limited number of cases, it prompted a broader review of content management features. This move aligns with Google’s history of addressing zero-day threats, as seen in recent Chrome browser updates that tackled actively exploited flaws, per reports from BleepingComputer.
Yet, the incident exposes deeper vulnerabilities in how search giants handle information flow. Insiders note that without stringent checks, such tools could be co-opted for disinformation campaigns or competitive sabotage, eroding trust in search results. The patch, while effective, doesn’t retroactively restore all affected content, leaving some publishers to manually request re-indexing.
Implications for Digital Ethics and Regulation
For industry professionals, this exploit serves as a cautionary tale about the double-edged sword of automated content tools. It raises ethical questions about who controls visibility in the digital realm and the potential for abuse in an era of increasing online scrutiny. As TechSpot analyzed, the “clever censorship tactics” employed here could inspire copycat attempts, prompting calls for regulatory oversight on search engine practices.
Moreover, this event ties into broader security trends, where AI-driven tools like those from Prophet Security—recently funded to the tune of $30 million—are being deployed to counter autonomous threats. However, experts warn that reliance on such systems without human intervention amplifies risks, as evidenced by similar exploits in Google’s Docs comment features back in 2022, detailed in another TechRepublic piece.
Looking Ahead: Strengthening Search Integrity
As the tech sector digests this breach, there’s a growing consensus that Google and its peers must invest in hybrid models combining AI with manual reviews for high-stakes tools. The vulnerability’s discovery by vigilant journalists, as chronicled in Freedom of the Press Foundation, highlights the role of independent watchdogs in maintaining digital accountability. Ultimately, this incident underscores the fragile balance between innovation and security in managing the vast ocean of online content, urging insiders to advocate for more resilient frameworks to protect information’s free flow.
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Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others
As a Digiday+ member, you were able to access this article early through the Digiday+ Story Preview email. See other exclusives or manage your account.This article was provided as an exclusive preview for Digiday+ members, who were able to access it early. Check out the other features included with Digiday+ to help you stay ahead
AI is on the cusp of upending the way people search and discover information online. For small to mid-sized brands, that means rethinking not just how they show up, but what teams (and what budgets) are responsible for the work.
Historically, paid search was a performance game, focused on keywords, page optimization and rankings. AI-powered search tools like ChatGPT and Google AI Overviews, however, have flipped the script. As people ask search engines conversational questions instead of keywords, the lines are blurring between search as a performance function and as an awareness channel, according to two marketing execs Digiday spoke with for this piece. 
“In my mind, the performance and brand world is really starting to intersect together and we have to start being more data-driven around: how is this meeting the overall goals of the business?” said Katya Constantine, CEO of performance marketing agency DigiShop Media. 
In other words, to appease the AI powers that be (a la the page crawlers that populate these AI engines), brands are prioritizing things like blogs, brand content and landing pages in addition to external brand narrative. For example, what gets picked up in a chatbot result could stem from a press mention or affiliate article.
Case in point: Tamara Rosenthal, vp of marketing at Taskrabbit, said press releases and content quoting execs have played a bigger role in having consumers discover the brand. Now, the online marketplace brand is optimizing announcements by ensuring content directly answers questions people may be asking AI chat bots and adding more detailed information to its existing content so it’s better understood by search tools. And that’s not just for traditional media pick-up, but also for how the brand may appear in AI summaries, AI chatbot tools to ensure “brand-aligned narratives surface,” Rosenthal said in an email to Digiday.
That takes the organic SEO strategy from a strictly performance-driven channel to a blend of performance and brand marketing as brands work to create a consistent narrative across search channels.
As the strategy shifts, expect dollars to follow soon. It’s too early for most brands to start allocating big chunks of their spend to SEO strategy, per the execs, especially as economic headwinds make marketing budgets more precious than ever. However, Tom Telford, chief digital officer at Clarity Global, a digital marketing and communications agency, said the agency has been nudging clients to connect the dots across performance and brand teams.
“It comes back to a joint objective between PR and marketing and then advertising, [because] everyone has to be trying to do the same thing,” he said.
Even if brand teams align their efforts, nailing down what’s actually working in AI-driven environments remains a challenge. For one, there’s the question of measurement and attribution.
Attribution has already been a point of contention for marketers operating in an increasingly fragmented marketplace. AI has only made for another stumbling block, said brand marketers like Bryan Demaranville, CEO of Melinda Maria, an L.A.-based jewelry brand.
“We’ve seen products rise and whether we attribute it to traditional SEO or whether we attribute it to the AI we don’t really know where it comes from,” he said. 
Welcome to the era of zero-click, in which users stop their search journey in Google AI Overviews or within AI-powered chatbots without clicking an external link to a product page or brand website. For brands, there’s been a trickle of traffic from ChatGPT, but the changes in how people search for information has made attribution that much harder. According to Jeffrey Lee, CEO and co-founder of DIBS beauty brand, an estimated .02% of the brand’s traffic is coming directly from ChatGPT.
That said, small to medium-sized businesses like Melinda Maria and DIBS beauty brand are continuing to invest in traditional SEO while treating AI as a test-and-learn sandbox. 
“First of all, there’s still room for SEO. It’s not mutually exclusive, how you approach ranking in a GEO [generative engine optimization] or an AEO [answer engine optimization],” said Lee, adding “We can only play the game that we know while constantly testing.”
It’s not that brands are sitting on their hands, but AI-powered search isn’t dealing a direct blow to advertisers in the same way that it is to publishers, who rely on web traffic for ad revenue. These businesses may lose some organic traffic, but the focus is shifting toward building an authoritative brand narrative in zero-click environments. In a world where it’s getting harder to drive clicks, digital teams are tasked with optimizing content across a variety of content types in hopes to show up in the AI answer box.
“We’re figuring this out as we go and none of the platforms are making it easy,” DigiShop Media’s Constantine said. “It’s all about consistency now.” 
Brands have previously tipped their toes into editorial by launching whole media publications — think MEL Magazine from Dollar Shave Club or Here Magazine from Away.
The creator economy is entering a new era of legitimacy and scale — signaling that investors see creators as full-fledged media worth betting on.
Consumers are more concerned about finding the best deal than they were a year ago, according to recent consumer surveys.
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