SEO 101 Podcast Summary Episode 490: 2025 Predictions, Google December Core Update, and ChatGPT Search for Free Users: Features and Insights
Host: Ross Dunn and Scott Vanack
Release Date: January 20, 2025

Introduction

In Episode 490 of SEO 101 hosted by Ross Dunn and Scott Vanack, the duo dives into the latest happenings in the SEO world, explores predictions for 2025, discusses the recent Google December Core Update, and examines the new features and insights of ChatGPT Search for free users. The episode is rich with expert analysis, practical insights, and forward-looking predictions that are invaluable for both beginners and seasoned SEO professionals.

SEO News

Bing Removes Cache Link from Search Results

At [03:02], Scott Vanack highlights a significant change in Bing's search results:

Scott Vanack: "Bing has officially removed the cache link from search results. This was a valuable tool for competitor analysis and understanding website changes."

Ross Dunn adds his perspective on the historical use of cache links:

Ross Dunn: "I really liked looking at a cache. It sometimes gave a different perspective on the website, what changes they've made."

The removal of cache links by both Bing and Google ([05:43] Ross Dunn) marks a shift in how SEOs can analyze and troubleshoot website performance.

Google December Core Update

The December Core Update, rolled out on [05:58], is another focal point of discussion. Scott comments on the rollout and its potential impact:

Scott Vanack: "Google says it will last two weeks, but the last one was 24 days, so who really knows?"

Ross expresses a degree of skepticism regarding Google's transparency:

Ross Dunn: "Google says it will last two weeks, but the last one was 24 days, so who really knows? I don't really trust Google when they say how long these will last."

The hosts discuss the typical reactions to core updates, noting that while some sites may experience ranking drops, others might see improvements. John Mueller’s evolving stance on disavowing toxic links is also touched upon, emphasizing that it's becoming less relevant in current SEO practices.

ChatGPT Search for Free Users: Features and Insights

At [07:34], Ross introduces the topic of ChatGPT Search becoming available to all free users:

Ross Dunn: "Chat GPT Search, which is Search GPT is now available to all free users. ... You still have to log in though and have."

Scott Vanack shares his testing experience with ChatGPT Search:

Scott Vanack: "I did a search for 'what makes a Comox Valley great' and the results were awesome. It gave me a bunch of images, content, and usable local links."

However, he also notes limitations in more specific searches:

Scott Vanack: "I searched for Victoria Hotels. This was not very useful. It gave me the typical local map and three downtown hotels, which isn't comprehensive."

Ross contemplates the rapid evolution of ChatGPT Search:

Ross Dunn: "That's as of today. By the time people listen to this, it could be entirely different because it's a very fast-moving target."

The discussion underscores the potential of AI in enhancing search experiences, while also highlighting areas needing improvement.

Predictions for 2025

The latter half of the episode is dedicated to forward-looking predictions for the SEO landscape in 2025, split between Scott Vanack’s and Ross Dunn’s insights.

Scott Vanack's Predictions

At [16:22], Scott outlines several key predictions:

1. Advancements in AI Tools:

   Scott Vanack: "AI advances will continue significantly. Tools like Semrush will integrate more AI functionalities."

2. AI in Content Creation and SEO Audits:

   Scott Vanack: "Automation in AI content is going to become really big. AI is going to become more useful in doing SEO audits."

3. Shift in Search Experience:

   Scott Vanack: "Search is going to distance itself a lot further from the 10 blue links. The results will be wildly different."

4. Growth of ChatGPT Search:

   Scott Vanack: "Chat GPT search is going to get a huge growth in market share."

5. Enhanced Content Quality Requirements:

   Scott Vanack: "Experience, expertise, authoritativeness, and trustworthiness will be more crucial than ever."

6. Impact on Informational Sites:

   Scott Vanack: "Informational sites might see a natural reduction in organic traffic as AI provides sufficient answers."

Ross Dunn's Predictions

Ross complements Scott’s insights with his own predictions starting at [20:03]:

1. Google's AI Leadership:

   Ross Dunn: "I believe that Google will finally prove it's ahead of the AI competition. Their advancements, like the announced XR glasses, showcase their innovation."

2. AI Agents in SEO:

   Ross Dunn: "AI agents will become more usable in SEO. They can perform specific tasks autonomously, such as filtering Reddit postings for reputable sources."

3. Increased AI Adoption:

   Ross Dunn: "AI usage will grow from around 15% to possibly 50-60% by 2025 as it becomes more integrated into our daily tools."

4. AI Sandboxes:

   Ross Dunn: "AI sandboxes, which allow users to create custom knowledge bases, will become more common, enhancing personalized search and information retrieval."

5. Search GPT's Market Penetration:

   Ross Dunn: "Search GPT will aim for a 15% market share by mid-2025, potentially becoming a significant player alongside Google and Bing."

6. Introduction of Ads in AI Overviews:

   Ross Dunn: "AI overviews will occupy the top 25% of search real estate, and ads will be integrated, potentially impacting user experience."

7. AI Resource Constraints:

   Ross Dunn: "Google will face an AI wall due to the immense power and financial resources required to run advanced AI systems."

8. Regulatory Actions and Market Shifts:

   Ross Dunn: "There may be regulatory actions against Google, such as being forced to break up by the Department of Justice. Additionally, Bing could see a rise in market share."

9. AI in Everyday Tools:

   Ross Dunn: "AI will be embedded in more everyday tools, making advanced functionalities accessible to a broader audience."

Conclusion

As the podcast wraps up, Ross and Scott reflect on the rapid advancements in AI and their implications for the future of SEO. They emphasize the importance of staying informed and adaptable in a landscape where search engines and AI technologies are continually evolving. The hosts also hint at future content plans, including retrospectives on past predictions and exciting milestones like reaching 500 episodes.

Notable Quotes

• Scott Vanack at [16:45]: "Content creation is going to become really big. People are going to be able to just say go, and their AIs are just going to pump out content for better or for worse."

• Ross Dunn at [29:08]: "AI overviews will gradually become the top 25% of search real estate consistently in all searches, and more ads will be incorporated into this."

• Scott Vanack at [07:11]: "There are always going to be winners and you're going to have losers in every update, no matter what."

Final Thoughts

Episode 490 of SEO 101 provides a comprehensive overview of current SEO trends and insightful predictions for the future. Ross Dunn and Scott Vanack offer valuable perspectives on how AI and search engine updates are shaping the SEO landscape, providing listeners with the knowledge needed to navigate and thrive in the evolving digital environment.

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