SEO 101: Episode 496 - March 2025 Core Update, a Little Known Mistake to Avoid, and AI Errors
Hosted by Ross Dunn and Scott Van Aken on WMR.FM
Release Date: March 18, 2025

Introduction

In Episode 496 of SEO 101, hosts Ross Dunn and Scott Van Aken delve into the latest developments in search engine optimization, covering significant updates from Google, insights into browser privacy changes, the exponential growth of search queries, and the burgeoning role of artificial intelligence in search. The episode is packed with expert analysis, practical advice, and real-world examples to help beginners navigate the evolving SEO landscape without getting bogged down by technical jargon.

Google's Paperclip Icon for Search Results

Timestamp: [03:38]

Scott Van Aken introduces a new feature Google is testing: a paperclip icon adjacent to the search bar. This tool allows users to copy the search result URL into a shortened Google link, potentially streamlining the process of sharing search results.

Scott Van Aken [03:50]: "It's just a fun little addition that Google's testing out. Every time I see a paperclip, I think Microsoft Clippy. Clippy. It's never clippy though."

Ross Dunn reflects on the practicality of the feature, questioning its utility for general users but acknowledging its potential benefits for SEO professionals when sharing search results with clients.

Ross Dunn [05:00]: "But then I thought as an SEO I'd probably use it quite a bit because sometimes I'm sending screenshots to clients... It makes it a bit easier from that regard."

Firefox's Privacy Policy Changes

Timestamp: [06:16]

The hosts discuss Mozilla Firefox altering its privacy terms, which initially sparked user panic by implying potential data selling. After significant backlash, Firefox clarified that the changes are designed to enhance user experience without granting Mozilla ownership of user content.

Ross Dunn [07:00]: "It really doesn't answer the main question of the main concern. And I guess that's why a lot of people are absolutely losing their crap over this dropping Firefox."

Scott commends Firefox for responding to user concerns and making the terms clearer, though he expresses skepticism about Firefox's commitment to not selling personal data.

Scott Van Aken [07:27]: "What I like about it though is the verbiage they used wasn't super clear. People got ticked off, Firefox responded and they changed it to make it a bit more clear."

Exponential Growth in Google Searches

Timestamp: [09:22]

Scott shares staggering statistics about Google's search volume, highlighting that as of March 3, 2025, Google processes over 5 trillion searches annually, equating to approximately 158,000 searches per second. This growth underscores the increasing importance of SEO in a vast and competitive digital ecosystem.

Scott Van Aken [09:30]: "Google now sees more than 5 trillion searches per year... It works out to about 158,000 searches per second."

Ross expresses awe at the sheer volume, emphasizing the inconceivable scale of data being processed.

Ross Dunn [10:34]: "Yeah, it's inconceivable."

Google March 2025 Core Update

Timestamp: [10:34]

The core topic of the episode revolves around Google's latest algorithm update. Ross and Scott discuss the typical uncertainties surrounding core updates, advising listeners to focus on producing quality content and not to react hastily to ranking fluctuations.

Ross Dunn [10:37]: "It's the first core update of 2025. The last one was in December. It's expected to take about two weeks, but who knows?"

Scott shares a client success story where initial traffic drops during an update were followed by significant gains post-update, reinforcing the unpredictable yet ultimately beneficial nature of these changes.

Scott Van Aken [12:20]: "His traffic levels were higher than they'd ever been, like, record level height... he came out ahead."

Ross laments Google's unpredictable update schedule, expressing frustration over the lack of consistency and control.

Ross Dunn [13:05]: "I just can't wait for, I pray for the DOJ to tear them apart a little bit, mess up Google a bit."

Published vs. Updated Dates Impacting SEO

Timestamp: [16:28]

A critical insight shared by Ross and Scott revolves around the SEO pitfalls of displaying both published and updated dates on web pages. They explain how this can confuse Google's algorithms, leading to decreased organic click-through rates as outdated dates may overshadow recent updates.

Ross Dunn [16:28]: "Published versus date updated or actually having both on the page can wreck your organic click through rate."

Scott elaborates on a case study where displaying both dates resulted in Google favoring the original publication date, causing traffic to plummet until the solution involved reverting to a single, most relevant date.

Scott Van Aken [17:19]: "Google was showing the original date published... they lost click through rate... they had to revert back to a single date."

Personalization in Google Search Results

Timestamp: [21:12]

Scott shares an intriguing observation about Google's personalization features, wherein his searches began to reflect preferences for multiple languages based on his interactions, despite not being multilingual. This raises questions about the extent and implications of search personalization.

Scott Van Aken [21:12]: "Google in personalization has discovered that I visit these pages in these other languages... Now Google thinks I speak Japanese, Dutch, and German."

Ross finds the phenomenon noteworthy, suggesting it might be a new dimension of personalization that could impact SEO strategies.

Local SEO News: Google Business Profiles

Timestamp: [19:56]

The discussion shifts to local SEO, focusing on the volatility of Google Business Profiles. Ross advises businesses to minimize major changes to their profiles to avoid suspensions, which can occur unpredictably even with minor updates. Emphasis is placed on maintaining consistency, especially for new profiles.

Ross Dunn [19:56]: "Google business profiles... profiles are being suspended for seemingly little reason for just innocent updates."

Scott concurs, highlighting the importance of cautious optimization to build trust and avoid disruptions.

AI News: Google AI Mode and AI Overviews

Timestamp: [24:25]

Scott introduces Google's experimentation with an AI Mode in Search Labs, which integrates conversational AI directly into search results. They discuss concerns about how AI might impact click-through rates and site traffic, with Scott noting that third-party studies indicate AI overviews could potentially decrease user engagement with organic search results.

Scott Van Aken [26:20]: "Third-party studies have actually shown evidence that click through rate from AI overviews is weak at best."

Ross expresses skepticism about the promised increase in clicks from AI overviews, pointing out the lack of transparent reporting tools from Google like Search Console to track AI-driven traffic.

Ross Dunn [27:12]: "But there's a reason why they're not including that data in Search Console. They're afraid."

AI Errors and Chatbot Inaccuracies

Timestamp: [29:48]

The hosts discuss a study by the Columbia Journalism Review revealing significant inaccuracies in AI chatbot responses. Over 60% of queries tested resulted in incorrect answers, with some models exhibiting up to 94% error rates. Additionally, chatbots were found to fabricate citations and bypass website restrictions, raising concerns about the integrity and reliability of AI-generated information.

Scott Van Aken [30:45]: "Chatbots provided incorrect answers to more than 60% of the queries... Grok3 was much higher at 94%."

Ross underscores the implications of these findings, emphasizing the potential for AI to contribute to the spread of misinformation.

Ross Dunn [31:48]: "AI is making fake news."

Conclusion and Takeaways

Throughout the episode, Ross and Scott emphasize the importance of staying informed and adaptable in the face of continual changes in SEO practices and search engine algorithms. They advocate for focusing on high-quality content, cautious optimization strategies, and leveraging multiple platforms like YouTube and LinkedIn to enhance visibility amidst evolving search landscapes influenced by AI.

Scott Van Aken [28:55]: "You'll be rewarded for it."

Ross Dunn [29:49]: "It's not all doom and gloom. If you put that effort in, you are going to stand out because not everyone wants to."

Final Thoughts

Episode 496 of SEO 101 provides a comprehensive overview of current SEO challenges and trends, from algorithm updates and browser privacy policies to the impact of artificial intelligence on search behavior and content accuracy. Ross Dunn and Scott Van Aken offer valuable insights and actionable advice, making this episode a must-listen for SEO beginners aiming to navigate the complexities of digital marketing effectively.

Notable Quotes:

• Scott Van Aken [03:50]: "It's just a fun little addition that Google's testing out. Every time I see a paperclip, I think Microsoft Clippy. Clippy. It's never clippy though."

• Ross Dunn [10:37]: "It's the first core update of 2025. The last one was in December. It's expected to take about two weeks, but who knows?"

• Scott Van Aken [12:20]: "His traffic levels were higher than they'd ever been, like, record level height... he came out ahead."

• Ross Dunn [16:28]: "Published versus date updated or actually having both on the page can wreck your organic click through rate."

• Scott Van Aken [30:45]: "Chatbots provided incorrect answers to more than 60% of the queries... Grok3 was much higher at 94%."

• Ross Dunn [31:48]: "AI is making fake news."

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