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Guess what – another story on Google Search volatility and how it is heated and the chatter within the SEO industry is pretty high right now. We reported about it a lot during the Google June 2025 core update and after that core update and nope – it is not calming down yet.
Is Google continuing to drop unconfirmed Google ranking updates? I mean, it seems more volatile now than during the confirmed Google updates.
As a reminder, the June 2025 core update started on June 30th, completed early on Thursday, July 17, 2025 but the volatility remained heated throughout even today. When Google’s June 2025 core update was announced, we didn’t see much of any volatility. But then we saw volaitlity touch down on July 2nd. Then on July 10th we reported on folks noticing partial recoveries from previous core updates and helpful content updates (again, not everyone). And then, even four days after the core update completed, the volatility was heated throughout and it still has not calmed down – even over two weeks later.

Google Tracking Third Party Tools

Here is what the tools have been showing – it seemed to spike on Thursday, July 31st and into today, August 1st:
Semrush:

SimilarWeb:

Wincher:

Advanced Web Rankings:

Mozcast:

Cognitive SEO:

Accuranker:

Mangools:

Data For SEO:

SERPstat:

Sistrix:

Algoroo:

Wiredboard’s Aggregator of Tools – this report shows the aggregate of the tools above and plots them on one chart:

SEO Chatter

The chatter also spiked yesterday, July 31st, both at WebmasterWorld and on this site – here are some samplings of those comments.

Seeing *huge* SERP position shifts today, anyone else? Looks like sites hit by June core update being hit harder!

Definitely a reversion of the recent higher traffic, with a big drop in UK traffic again. This isn’t following the June pattern for me, it’s following the pattern of dismal traffic from June 24th through the entire month of July, except for the last week or so. In the last week, traffic skyrocketed and it resulted in the first decent inquiries for the entire month of July…one after the next, all within 48 hours. So that’s where my business is at with Google…you get very brief bursts of much higher traffic where you can hope to get some visibility and new customers, then it just drops back to the old pattern.
Also, I noticed that Google keeps dropping large batches of counted backlinks…thousands so far. The sites and the links are all still up and active, but Google isn’t counting them anymore.

After a few really bad days, things are running reasonably well again for me, and Google traffic has picked up somewhat (let’s see how long that lasts). Certain areas of my news site are seeing significantly less traffic, I suspect that’s due to the AI responses. However, news traffic is surprisingly good at the moment. The shop is a strange mix: nothing one day, extremely busy the next, and so on. It’s enough to survive, but not to live on, as they say.

Traffic is low. 2 days was good.

Serps are changing all over again…

Opposite here. We had a good week. But since yesterday all is going down the drain again. Yesterday’s g-traffic was very low. Conversions down too. Today traffic is better but conversions lack. Seeing surges of traffic again alternating with long periods of no Google traffic. Allover g-traffic hits nearly the same numbers each day.

Yes, it was the same yesterday in our shop, high traffic, hardly any conversions, I also assume that it was mostly bots. Only my news site is running (even though advertising revenue is low thanks to the summer slump).

I don’t know what is going on with Google search but it doesn’t want to take any breaks…
Forum discussion at WebmasterWorld.
The content at the Search Engine Roundtable are the sole opinion of the authors and in no way reflect views of RustyBrick ®, Inc
Copyright © 1994-2025 RustyBrick ®, Inc. Web Development All Rights Reserved.
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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The disruption of artificial intelligence is changing the rules of how users behave when conducting a search. Adapting to this new paradigm through Generative Engine Optimisation (GEO) is key to remaining dominant in the digital ecosystem where AI dominates content generation, creation, and selection.
Sara Frieben Follow
Digital Growth at Telefónica Innovación Digital.
26/06/2025
Link copied.
According to data from the CIS in February 2025, 41% of the general population in Spain uses ChatGPT weekly, and 61% of users are between the ages of 18 and 24. This data highlights the high adoption rate of artificial intelligence, especially among younger people.
Unlike traditional SEO (Search Engine Optimisation), GEO is a set of techniques designed to improve the likelihood of content being referenced in generative search engines. We are therefore talking about a new discipline aimed at optimising the content of your website so that AI such as ChatGPT, Gemini or Perplexity select, cite or integrate it into their response. In other words, SEO seeks to position a web page in the top results of search engines such as Google, while GEO seeks to position and ensure that a brand’s messages are represented in the responses generated by artificial intelligence.
Generative search engines do not work in the same way as traditional ones. Instead of displaying a list of links, they synthesise information from various sources to provide a quick and direct response to the user. This presents us with a new challenge, as we no longer only have to position ourselves, but our content also has to be chosen and selected by different artificial intelligence tools.
To complicate matters further, we, the users, have changed the way we interact with information in a short period of time, and this has meant that traditional SEO, as we knew it, is no longer sufficient. We now have to integrate new positioning models into our strategy, because organic traffic to websites is declining, as we can now find answers without having to click.
GEO requires tailored strategies that, as we have seen, go beyond traditional SEO. We must adapt to this new environment and understand where the buyer persona really is. The reality is that people no longer just search for information on engines such as Google or Yahoo, but also on generative search engines and even social networks such as TikTok. Therefore, there are a number of recommendations that we should follow:
Faced with this new paradigm, we need to rethink our approach to SEO strategy, which is beginning to show signs of ageing, and evolve towards more dynamic models. The goal is no longer to appear in a list of links, but to be present in the responses provided by assistants, ensuring that we maximise visibility and authority in the generative search engines of the future.
Facing this new reality brings a number of challenges, from lower website traffic due to fewer clicks, which can also negatively impact advertising revenue and conversions, to a lack of control over content, as we cannot directly influence how AI displays information.
GEO is the evolution of SEO in an era dominated by artificial intelligence platforms that are gradually replacing search engines. As such, GEO is positioning itself as the new star of digital marketing. It is not just a trend; it is a necessity for any business that wants to remain competitive.
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Artificial intelligence (AI) is fast becoming a key part of every marketer’s toolkit. Find out more in this guide to AI in digital marketing.
Not long ago, AI was associated with buggy bots and robotic interactions. Today’s AI-powered solutions are way more sophisticated and less error-prone. You can now rely on them for a variety of marketing tasks.
It’s no secret that AI in digital marketing is here to stay. The best part? You don’t need to be an AI expert to reap its benefits.
Let’s explore the different ways you can use AI in digital marketing.
AI in digital marketing refers to the use of artificial intelligence (AI) to streamline your marketing efforts. This includes data analysis, machine learning, and natural language processing (NLP). 
When implemented correctly, AI can elevate your digital marketing strategy. AI is also fast becoming an industry standard. At least 73% of US marketers use generative AI in digital marketing tasks. 
AI is often confused with marketing automation. However, artificial intelligence and automation aren’t the same.
Marketing automation refers to standard tools like email sequences and social media scheduling. These rely on pre-programmed rules and are usually not powered by AI. 
True AI, on the other hand, can learn and adapt on its own. It analyzes historical data and makes independent decisions, going beyond simple rule-based actions. 
For instance, automatically sending a generic follow-up after a demo call is simple automation. But if a solution analyzes the tone of the call and tailors the message accordingly — that’s AI in action.
So far, there are two major applications of AI in digital marketing.
Read on for specific examples and use cases of AI in digital marketing.
AI in digital marketing is transforming how marketers approach repetitive or data-intensive tasks. Here are the key areas where it can streamline your workflows.
Do you spend your time crafting content for your email marketing campaigns, lead nurturing sequences, and follow-up emails? AI can now handle this task for you.
More and more email marketing platforms integrate AI-powered writing tools. This lets you generate subject lines, email text, and compelling CTAs in seconds. Best of all, today’s AI tools produce content that’s engaging and doesn’t feel robotic.
If you choose to design your email campaigns in Aura, Brevo’s AI assistant can generate content for any part of the email. Ask Aura’s Marketing agent to come up with:
AI email generator in Brevo
Start by giving Aura a simple prompt (i.e. a few sentences about your email’s topic). Then, specify the tone (friendly, professional, etc.). The AI Marketing agent will generate suggestions, and you can request refinements until you’re happy with the result.
Related: Discover the 7 best AI email writers
Beyond email writing, AI tools can help you generate content for any format. These are examples of content you can create with an AI copilot.
While general-purpose tools like ChatGPT can handle most of these tasks, you may also want to consider dedicated AI marketing solutions specifically designed for content marketing.
Many companies are understandably hesitant to adopt AI-powered content creation at scale. However, there’s one thing that leading content teams agree on: AI is invaluable for repurposing existing content.
A well-researched, human-written blog article provides a strong foundation that AI can transform into a variety of formats, from social media posts to webinars. 
Here are a few more ideas of how AI can help you repurpose content.
Repurposing content with AI Social Content Generator
AI also allows marketing teams to spend less time on SEO research and analysis. A lot of SEO tools offer built-in AI tools that speed up the process significantly.
AI analyzes keyword data and competitor reports for you, presenting you with recommendations that you can act on immediately.
For instance, Semrush Copilot uses metrics from major Semrush tools to deliver actionable insights and suggest the next steps. While it may not replace in-depth research, it’s a great starting point.
By highlighting the areas of your content that offer the most opportunity for improvement, the AI copilot shows you where to focus your attention.
Personalized SEO recommendations by Semrush Copilot
Chatbots have been around for quite some time now. But in many instances, they haven’t enhanced the user experience due to frequent glitches and inaccurate data.
Today, there are more and more successful cases of AI chatbots. This example by G2 is one of them. 
G2’s marketing chatbot
G2 is a review website where you can find information about almost any software. The bot uses natural language processing (NLP) to understand users’ questions and provides answers based on web page content.
Nonetheless, setting up a dependable chatbot for customer communication still takes a lot of training. Many companies lean towards rule-based systems (which aren’t AI-powered, just automated).
However, there are other proven, low-risk ways to save time using AI technology. For example, you can use AI to:
Aura, Brevo’s AI-powered assistant, checks off all the points on the list. With one click, you can call the Aura Conversations agent to aid you over live chats and email. Aura can also summarize your chat for a seamless handover, refine your messaging, or adjust your tone to suit various contexts.
Handling customer conversations with Aura, Brevo’s AI -powered assistant
The power of AI lies in its ability to analyze vast amounts of customer data. From decoding customer behavior to predicting future market trends, AI helps marketers make smarter, more data-driven decisions.
One of the most powerful applications of AI in marketing analytics is providing campaign insights. Some marketing analytics platforms integrate AI assistants that analyze your data and deliver insights through a chat interface. 
AI models also enable predictive analytics by finding hidden relationships within large datasets that traditional analysis might miss. It can consider factors like seasonality, competitor actions, and even social sentiment to make more nuanced predictions. 
For example, sales forecasting tools use AI to estimate revenue by month, foresee customer churn, or even predict conversion rates for different products or services.
Although AI-powered analytics may not fully replace dashboards and spreadsheets just yet, it provides a simpler, faster way to find answers to pressing questions. It’s a valuable add-on to your data analytics toolkit, saving you time for deeper analysis.

Further reading: The Full Guide to Sales Automation
Implementing AI without careful planning can hurt your marketing team’s performance. Follow these best practices to get the most out of AI and machine learning algorithms without causing disruptions.
It’s easy to get caught up in the hype of a new AI tool. But remember: your goal is better results, not a bigger tech stack.
Start by focusing on a few specific tasks where AI can deliver immediate value. This can be AI-driven email writing, augmented customer conversations, etc. Once you’ve selected your use cases, invest time in crafting effective prompts and clearly defining your brand voice. 
Preparing resources to guide your AI tools is the best way to ensure consistent results and save valuable time.
If you have a team, it’s critical to set clear expectations for how and when to use AI tools. Communicate which tasks should be handled with the use of AI, and which require a human touch (especially when it comes to sensitive data). 
For instance, you may provide a checklist for employees to use when editing AI-generated outputs. This checklist should include criteria for evaluating brand voice and quality standards.
Establish guidelines and policies to encourage your team members to use AI responsibly while enjoying its benefits. 
While AI has evolved into a more reliable technology over the last few years, there’s still room for improvement. For now, you need to double-check AI-generated content before it goes live.
Opt for AI assistants that let you review and edit the results, rather than relying on fully automated workflows.
And remember, AI makes you more efficient — but it doesn’t eliminate the need for human judgment.
Further reading: How to Leverage Customer Intelligence with AI for Relevant Marketing
Ready to give your marketing an AI boost? Here are 5 must-have AI tools that will save you time and enhance your workflows.
Aura’s AI Marketing agent in Brevo
Brevo is an all-in-one CRM platform offering AI capabilities. If you need a single platform to streamline marketing efforts, sales, and customer support while enjoying AI-powered content creation, Brevo is right for you.
Key AI features:
Brevo is more than an email marketing platform. It provides tools for multichannel campaign management, marketing automation workflows, deal pipelines, customer segmentation, and top-notch support — all from one platform.
Pricing: Discover Brevo’s AI features today. Enjoy up to 300 emails a day and unlimited contacts with the forever-free plan. Paid plans start at just $9/month.
Surfer AI in action
Surfer AI is a data-driven platform specializing in content optimization. It analyzes search engine results pages (SERPs) to help you tailor your content for better rankings.
Key AI features:
It’s a helpful tool when you need to create long-form content at scale and instantly optimize it for search engines.
Pricing: Surfer AI starts at $63/month. You can also purchase article credits — one article comes at $19.
Text to speech with ElevenLabs 
ElevenLabs is an AI-powered platform specializing in advanced voice synthesis and voice cloning. With it, you can create highly realistic audio content for your marketing videos in any language.
Key AI features: 
Pricing: ElevenLabs offers a forever-free plan that includes around 10 minutes of audio per month. Paid plans start at as little as $1/month.
Videos adapted for social media channels by AI
OpusClip is an AI-powered video editing tool focused on repurposing long-form content. It transforms webinars, recordings, and podcasts into engaging short-form videos optimized for social media platforms.
Key AI features:
In the content-driven world, OpusClip is an irreplaceable tool for social media marketing.
Pricing: OpusClip offers a free plan with 60 processing minutes per month. Paid plans start at $9/month for 150 processing minutes and advanced editing features.
Improvado’s AI Agent
Improvado is a marketing analytics platform that turns scattered data into actionable insight. It uses AI for in-depth reporting and forecasting.
Key AI features:
Improvado’s outstanding feature is the AI Agent, a chatbot that serves as your personal marketing analyst, delivering instant answers to your data questions.
Pricing: Provided upon request.
Using AI in digital marketing is like having a few extra team members but without the overhead. And AI-powered tools like Brevo help you work smarter, not harder.
Aura, our team of AI agents, can help you generate campaigns in no time, from subject lines to email content. It can even empower your support team to deliver fast, helpful replies for a seamless customer experience.
Sign up for free and get started with Brevo’s AI marketing tools today.

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Exclusive Concepts, EK Creative and Go Fish Digital, all Agital companies, now operate under one name with a new look, integrated strategy, and AI-enabled tools built for scale
RALEIGH, NORTH CAROLINA / ACCESS Newswire / July 29, 2025 / Go Fish Digital, a digital marketing agency within the Agital portfolio, announced a new brand identity that brings together three high-performing Agital companies, Go Fish Digital, Exclusive Concepts, and EK Creative, under a single, unified name. Alongside this consolidation, the agency is unveiling an updated visual identity that reflects its evolved positioning: a performance-driven partner built to help modern marketers stay ahead with speed, transparency, and results.
This brand refresh also includes the launch of Barracuda, a proprietary suite of AI-powered marketing tools developed by Go Fish Digital’s in-house experts. Barracuda supports execution across all service areas, technical SEO, paid media, digital PR, content, analytics, and social commerce, giving teams real-time insights and automation that drive superior outcomes. These tools are built by marketers, for marketers, and are already powering growth for clients across many industries.
The brand transformation reflects a strategic journey that began in early 2024. Exclusive Concepts, one of the first eCommerce-focused digital agencies in the U.S., became part of Agital and brought nearly three decades of leadership in paid media and full-funnel planning. EK Creative, also integrated into Agital that year, quickly rose to prominence as one of the first TikTok agency partners, leading in social commerce, affiliate, and live shopping activations. Go Fish Digital, already a respected authority in SEO and content marketing, added its reputation for innovation and digital PR leadership. Now, these three teams operate as one under the Go Fish Digital name, with deeper specialization, broader capabilities and a stronger shared vision.
“This relaunch reflects the powerful expertise we’ve brought together,” said David Dweck, General Manager of Go Fish Digital. “By combining these three results-focused teams, we’ve created a more agile and strategically aligned agency. Clients now get an integrated approach, AI-enhanced execution, and a seamless experience, backed by years of proven results.”
The new identity emphasizes clarity, precision, and partnership. As the industry rapidly evolves, Go Fish Digital equips brands to navigate change confidently with actionable insights, streamlined solutions, and a clear point of view. The updated design system, digital experience, and visual language reinforce the agency’s role as a proactive guide, helping clients see around corners and stay ahead of what’s next.
“This is more than a new look. It’s a clear signal that we’re here to lead, with stronger tools, seamless execution, and a relentless focus on performance,” said Jamie Farrell, Chief Marketing Officer at Agital.
The launch of Barracuda further strengthens that promise. Designed to streamline execution and unlock scale, Barracuda gives teams the ability to test, adapt, and optimize faster than ever.
“Barracuda was purpose-built to solve real marketing challenges,” said Dan Hinckley, Chief Product Officer and Co-Founder of Go Fish Digital. “It pairs our exceptional talent with intelligent automation, allowing clients to move quickly and compete confidently.”
The new Go Fish Digital identity is now live across all digital platforms and client channels. It represents a modern performance agency built for the pace and complexity of today’s digital landscape.
To explore the new identity and learn how Go Fish Digital helps brands outsmart, outplay, and outperform, visit www.gofishdigital.com.
Contact Information
Jamie Farrell
Chief Marketing Officer
jamie.farrell@agital.com
SOURCE: Go Fish Digital
View the original press release on ACCESS Newswire
The post Go Fish Digital Unveils Unified Brand Identity and Barracuda AI Suite to Power Next-Gen Performance Marketing appeared first on DA80 Hub.
Information contained on this page is provided by an independent third-party content provider. XPRMedia and this Site make no warranties or representations in connection therewith. If you are affiliated with this page and would like it removed please contact pressreleases@xpr.media
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