Sep 30 2025
Google Explains Expired Domains And Ranking Issues via @sejournal, @martinibuster

Google’s John Mueller answered a question about an expired domain that was unable to rank for relevant search queries, including its own brand name. The answer sheds light on how expired domains are handled by Google after they are re-registered.

History Of Expired Domains And SEO

Buying expired domains for their link profiles was a quick way to rank a website about 25 years ago. In those days, it was possible to see the PageRank associated with a domain through Google’s browser toolbar. If the domain was penalized, the PageRank meter would show this with a completely zeroed-out PageRank value. Thus, an SEO could buy an expired domain, regardless of the topic associated with it, point it to their website, and experience a boost in PageRank and rankings.

The expired domain effect was not limited to actual expired domains. A little-known loophole was that links to non-existent domain names could also contain PageRank. For example, many SEO forums used to link to domains like example-domain.com during the course of their discussions. SEOs would purchase those domains and experience the benefit of the PageRank from all the websites linking to that domain.

Another related tactic was to crawl .edu and .org websites to identify domain name misspellings in (broken) links to external websites, register those domains, and within hours a site would have inbound links from authoritative web pages.

The expired domain loophole came to an end in the early 2000s after Google introduced domain PageRank resets. Interestingly, the domain reset also affected domain misspellings that had never been registered. So even that secret loophole was closed.

Google’s John Mueller, in his answer, seemed to provide some information about how the domain name reset works. Mueller specifically referred to the state of being a parked domain and then having that status removed internally within Google.

Expired Domain Is Not Ranking

A person posted about their expired domain issue on the SEO subreddit (r/SEO). They explained that they had recently launched a new website on an expired domain, and it was having trouble ranking for keywords, including its own branded keywords.

They explained:

“I launched a brand-new website on a new domain, everything looks solid:

Indexed in Google (shows up with site:domain).

No errors in Search Console.

Sitemap and robots.txt are clean.

Here’s the strange part: the site refuses to appear in SERPs for even the most basic branded queries. Not ranking for generic terms is one thing, but not showing up at all for my own company name (let’s call it Octigen GmbH)? That feels really odd.

Now, here’s the twist: this domain used to belong to a completely different company (also called Octigen) that went bust years ago. Old links still exist in forums, ecommerce sites, etc. I’m wondering if the domain’s past life could be holding it back — like a reputation penalty or some kind of lingering Google baggage.”

The person then asked the following questions:

  • “Can an old domain history actively suppress visibility, even if it’s re-verified, re-indexed, and fully rebuilt?
  • Is there a way to “reset” a domain’s reputation, or am I better off cutting losses and starting fresh?”

It Takes Time To “Shake Off” Old State Of Domain

Mueller answers the question with a reference to shaking off the previous “state” of a domain, which he describes as being unregistered or parked. Those are two different states of a domain.

Unregistered means that there’s nothing at a domain; it’s not registered by anyone, and it basically doesn’t exist, even if the domain was previously registered but now is not.

A parked domain means that the domain is registered and the DNS is pointing to a holding page, maybe even showing some advertising.

Mueller said it takes time for the state of that domain to change within Google:

“Sometimes it just takes a lot of time for the old state of a domain to be shaken off (sometimes that’s also the case when it was parked for a while), and the site to be treated like something new / independent.”

Expired Domain Name Reset

What Mueller is talking about sounds a lot like what we used to talk about over twenty years ago: an expired domain reset. The ways in which Google treats domains may have changed since then, so what Mueller is talking about could be related to a different process, like understanding where a site fits on the Internet.

Could this mean that a domain “state,” such as parked or expired, results in some kind of index notation at Google?

Mueller continued his answer by saying there’s nothing he can do to manually indicate the domain’s state has changed:

“There’s nothing manual that you can / need to do here.”

But he did recommend checking Search Console to make sure there are no penalties associated with the site:

“I would double-check in Search Console to make sure that there are no URL removal requests pending, and that there’s nothing in the manual actions section, but I’m guessing you already did that.”

What To Do If An Expired Domain Is Not Ranking?

At this point, most SEOs would not like to be told to sit tight and wait for Google to discover a new website. The natural inclination would be to increase natural links to a website and other promotional activities. Short of link building, that’s what Mueller advised.

He wrote:

“My suggestion for you specifically would be to keep using it, and to try to grow your visibility on other channels in the meantime. For example, it looks like you’re findable via your Linkedin page, which links to your domain name. If you’re active on Linkedin, and using that wisely to reference your domain, users can find it that way.

Similarly, you could be active in other places, such as YouTube or other social media sites (The YT video for your company name is currently on a private profile, which can be ok, but which you could also do on a company-branded profile. Or, of course, a Reddit profile)

In short, make it easy for people to find your content regardless of location when they search for it, especially for your company name. From there, expanding to the kinds of searches that could lead users who don’t yet know your company to your content, would be the next step — and even there it’s useful to be active on various platforms.”

Expired Domains Can Be Tricky

It’s clear that expired domains have, in the past, gone through a reset process where the link equity of a domain drops off and the domain essentially starts at position zero.

Google’s ranking algorithms can give a new site a temporary ranking boost. That makes it difficult to say with certainty whether a website with an expired domain is ranking because of the residual effects from the domain or because of Google’s new site ranking boost.

What’s important to keep in mind is that promoting a new website is essential, regardless of whether it’s built on an expired domain or one that’s never been registered.

Featured Image by Shutterstock/Andrii Iemelianenko

Ecommerce MGMT 0 Comments
Sep 30 2025
Google Ads Adds Deeper Performance Max Reporting via @sejournal, @MattGSouthern

Google is providing you with more clarity on where Performance Max is working.

A new round of reporting updates adds segmentation to asset reporting and continues the rollout of a channel performance report that breaks down how each Google surface contributes to your goals.

What’s New

Inside asset reporting, you can now segment by device, time, conversions, and network. That makes it easier to see how creative is performing across placements.

Google also added a “Network (with search partners)” view in the asset group report. This view tracks individual assets across YouTube, Display, Search, Discover, Gmail, and Maps.

For the channel performance report, Google layered in practical touches for weekly reviews. These include account-level bulk downloads, cost visualization, ROI-style columns in the table, and the ability to segment results by conversion action and ad-event type.

Diagnostics now identify issues such as limited serving tied to restrictive bid targets.

How To Read The Data

Google’s help doc flags two common pitfalls.

First, asset metrics can seem confusing because each asset logs its own impressions, clicks, and costs. Consequently, the totals in the asset table might be higher than the overall campaign or asset group sums.

Second, the ratios at the asset level, such as CTR, CPC, CPA, and ROAS, are only approximate because they reflect combined data from assets shown together, rather than individual assets alone. Google suggests evaluating performance at the asset group or campaign level and using Ad Strength to diversify your creatives before making swaps.

Also, note that in the channel performance report, “Results” counts primary conversions grouped by goal, while “Conversions” includes secondary actions you track, which may cause the columns to differ.

How It Helps

A good place to begin is by reviewing your channel report to see which surfaces are helping you achieve your main goals. Then, double-check any budget adjustments at the campaign or goal level.

Use the new asset segmentation feature to easily identify coverage gaps across various networks or devices, and update your formats to ensure you’re getting seen.

If diagnostics indicate limited serving, it’s helpful to resolve those issues first before evaluating your creative work.

Availability

The channel performance report is currently in beta, but it will be accessible to all advertisers gradually.

You can find it by navigating to Campaigns → Insights and Reports → Channel Performance.

Featured Image: Mijansk786/Shutterstock

Ecommerce MGMT 0 Comments
Sep 30 2025
Google AI Mode Gets Visual + Conversational Image Search via @sejournal, @MattGSouthern

Google announced that AI Mode now supports visual search, letting you use images and natural language together in the same conversation.

The update is rolling out this week in English in the U.S.

What’s New

Visual Search Gets Conversational

Google’s update to AI Mode aims to address the challenge of searching for something that’s hard to describe.

You can start with text or an image, then refine results naturally with follow-up questions.

Robby Stein, VP of Product Management for Google Search, and Lilian Rincon, VP of Product Management for Google Shopping, wrote:

“We’ve all been there: staring at a screen, searching for something you can’t quite put into words. But what if you could just show or tell Google what you’re thinking and get a rich range of visual results?”

Google provides an example that begins with a search for “maximalist bedroom inspiration,” and is refined with “more options with dark tones and bold prints.”

Image Credit: Google
Image Credit: Google

Each image links to its source, so searchers can click through when they find what they want.

Shopping Without Filters

Rather than using conventional filters for style, size, color, and brand, you can describe products conversationally.

For example, asking “barrel jeans that aren’t too baggy” will find suitable products, and you can narrow down options further with requests like “show me ankle length.”

Image Credit: Google

This experience is powered by the Shopping Graph, which spans more than 50 billion product listings from major retailers and local shops.

The company says over 2 billion listings are refreshed every hour to keep details such as reviews, deals, available colors, and stock status up to date.

Technical Foundation

Building on Lens and Image Search, the visual abilities now include Gemini 2.5’s advanced multimodal and language understanding.

Google introduces a technique called “visual search fan-out,” where it runs several related queries in the background to better grasp what’s in an image and the nuances of your question.

Plus, on mobile devices, you can search within a specific image and ask conversational follow-ups about what you see.

Image Credit: Google

Additional Context

In a media roundtable attended by Search Engine Journal, a Google spokesperson said:

  • When a query includes subjective modifiers, such as “too baggy,” the system may use personalization signals to infer what you likely mean and return results that better match that preference. The spokesperson didn’t detail which signals are used or how they are weighted.
  • For image sources, the systems don’t explicitly differentiate real photos from AI-generated images for this feature. However, ranking may favor results from authoritative sources and other quality signals, which can make real photos more likely to appear in some cases. No separate policy or detection standard was shared.

Why This Matters

For SEO and ecommerce teams, images are becoming even more essential. As Google gets better at understanding detailed visual cues, high-quality product photos and lifestyle images may boost your visibility.

Since Google updates the Shopping Graph every hour, it’s important to keep your product feeds accurate and up-to-date.

As search continues to become more visual and conversational, remember that many shopping experiences might begin with a simple image or a casual description instead of exact keywords.

Looking Ahead

The new experience is rolling out this week in English in the U.S. Google hasn’t shared timing for other languages or regions.

Ecommerce MGMT 0 Comments
Sep 30 2025
Squarespace Rolls Out New AI Tools For SEO And Design via @sejournal, @martinibuster

Squarespace announced their Refresh 2025, in which they roll out new features and improvements. This year there’s a strong emphasis on useful AI tools that enable users to build unique websites and improve their ability to do business online.

Useful AI Tools

Many platforms are announcing me-too AI tools that do things like create content, but not Squarespace. The AI tools they’re providing are practical and help users get the most out of Squarespace.

A unique example is their Squarespace Beacon AI product. Beacon AI is a system that enables users to accomplish common tasks like creating product listings, setting up marketing automation, and providing recommendations for improving business growth.

There is also a new suite of AI Optimization tools that offer ways to improve SEO and AI search visibility.

According to the announcement:

  • “AIO Scanner: A tracker that reviews mentions across AI platforms like ChatGPT, delivers a personalized report, and makes recommendations for increasing visibility.
  • SEO Scanner: A scanner that audits website content and suggests optimized titles, descriptions, and image alt text to boost both traditional and AI-driven search rankings.
  • AI Site Scanner: A scanner that will detect broken links and other website inefficiencies, providing quick-fix recommendations to enhance site performance and improve the visitor experience.
  • AI Product Composer: A tool to generate detailed, professional product and service listings with AI, starting from a short description or an image.
  • AI Discount Composer: AI-powered discount recommendations that can be instantly applied to drive sales without compromising profitability or brand integrity.
  • AI FAQ Composer: A personalized, design-friendly FAQ builder to answer customers’ top questions and boost AI search visibility.”

Design Tools

Another new feature is Finish Layer, a design-focused set of tools that make it easy to add cutting-edge website editing, making it easy to bring a modern look and feel to websites.

Blueprint AI will be expanding with a chat-based interface for creating images, content, and design advice.

Paul Gubbay, Chief Product Officer at Squarespace offered the following comment:

“With Refresh 2025, we are expanding our product suite by combining design expertise with AI-powered tools to make it easier to run a business while maintaining an authentic bran”

Read more at Squarespace.

Featured Image by Shutterstock/ABCDstock

Ecommerce MGMT 0 Comments
Sep 30 2025
How to write an effective summary for your content 

We know that most readers skim. We also know that search engines prefer clear and easy-to-understand content. Luckily, a good summary can help with both. A summary gives your reader the core ideas quickly, while also helping your chances of ranking your content. Learning how to write a summary helps you give your content the love it needs.

Table of contents

Key takeaways

  • A summary provides a concise overview of your content, helping readers and boosting SEO.
  • Effective summaries improve readability and help readers quickly determine content value.
  • To write a strong summary, identify key points, use clear language, and integrate keywords naturally.
  • Summaries differ from titles, introductions, and conclusions as they target readers already engaged with the content.
  • AI can assist in generating summaries, but always review and refine to ensure clarity and accuracy.

What is a summary?

If we are looking for the definition, we can say a summary is a short and focused overview of your content’s main points. A good summary answers three questions:

  • What is this text about?
  • Why should I care about it?
  • What will I learn from reading it?

Keep in mind, a summary is not a sales pitch or something in-depth. You need to strip it down and offer just the essentials for readers to understand in seconds.

Expert insights

Agnieszka Szuba: Yoast developer and researcher on summaries

“Summaries can provide a lot of value to both human readers and bots. And with the help of AI features like Yoast AI Summarize, they can be created very easily. So adding a summary can be a quick way to boost the readability and engagement of your content.”

Why are summaries important?

Now that we know what summaries are, let’s answer the question of why they are so important. There are many answers to that question, but we’ll answer that here.

Improves readability

One of the main aspects of a good text is its readability, but it’s hard to judge a book by its cover. Before readers decide to invest their precious time in reading your content, they need to know if it is worth it. A well-written summary helps them understand the value of your content in seconds. They’ll also get an idea of how your writing is.

Helps readers decide fast

As we mentioned, the time aspect is very important today. Everyone is busy, and people need to know whether your content is worth their time. So busy visitors want to know: “Is this worth my time?” A clear summary can help speed up that decision process.

Enhances SEO

Not only readers but also search engines are looking to understand your content. Search engines see if content matches user intent, and a good summary can help them figure that out.

A well-written summary mentions your target keywords naturally. Good ones increase the chance of your content appearing in highlighted search results like featured snippets. In addition, summaries may help reduce bounce rate because they can manage and set expectations for readers.

How to write an effective summary

Now that you know why summaries can be so helpful, let’s find out how to write effective ones.

Identify the main points

The most important thing is to identify the main points of the content that need to feature in the summary. To help you do this, ask yourself the following questions:

  • What’s the primary message of the content?
  • What are the two or three key takeaways?
  • What does the reader need to know?

Remember, keep it clean and simple. Avoid using examples, anecdotes, or secondary details that muddy the point you are trying to make.

Be concise and clear

Your summary needs to be as easy to understand as possible. Try to aim for three to five sentences (or 50 to 100 words). Cut filler words. Here’s an example:

Wrong: “In this article, we’re going to be talking about some of the most important aspects of writing summaries, which can really make a big difference.”

Right: “This guide covers three key rules for writing summaries: clarity, brevity, and keyword placement.”

Use simple, direct language

We’ve always been big fans of writing as clearly and simply as possible. One of those things to consider is jargon. Whenever you can, try to avoid using jargon. Write like you’re explaining it to a colleague over coffee.

Integrate keywords naturally

Your summary should include the main keywords of your article. For a summary of the article you’re reading now, the focus keyphrase would be “how to write a summary”. Also, try to fit in one or two related terms, but don’t force them. Always prioritize readability.

Match your content’s tone

The next thing to think about is making sure that the summary’s tone matches the content’s tone. For instance, a summary for a technical guide should be precise, while one for a lifestyle blog can be more conversational. Keep it consistent.

Dos and don’ts of writing summaries

For this article, we’ve created a helpful table that quickly outlines the main rules of writing summaries. Remember these!

Do Don’t
Focus on key takeaways only Add extra details or tangents
Keep it short and scannable Write dense paragraphs
Use keywords naturally Stuff keywords awkwardly
Match the tone of your content Switch to a different style
Test if it stands alone Assume readers know the context

Examples of weak vs. strong summaries

We’ve shown you the theory of good and bad summaries, but now let’s review a couple of examples to see it in practice.

A blog post (how-to guide)

Topic: “How to Start a Podcast in 2025”

Weak: “Starting a podcast can be hard, but this post gives you some tips on equipment, topics, and editing to help you get going.”

Strong: “Launch your podcast in 5 steps: Choose a niche, pick budget-friendly gear (under $200), record like a pro, edit with free tools, and grow your audience. Avoid rookie mistakes with our checklist.”

Why it works:

  • Numbers (“5 steps”) set clear expectations
  • Specifics (“budget-friendly gear,” “free tools”) add value
  • Actionable (“avoid rookie mistakes”) hints at practical advice

A product page (e-commerce)

Product: “Ergonomic Office Chair – Model X200”

Weak: “The Model X200 is a great chair for people who sit a lot. It has features that make it comfortable and good for your back.”

Strong: “Reduce back pain with the Model X200: Adjustable lumbar support, breathable mesh, and 360° armrests. Rated #1 for home offices under $300. Free shipping + 30-day trial.”

Why it works:

  • Highlights benefits (not just features)
  • Includes social proof (“Rated #1”)
  • Adds urgency (“30-day trial”)

A research report (B2B)

Topic: “2025 Digital Marketing Trends: AI and Automation”

Weak: “This report looks at how AI is changing marketing. It covers trends and stats that businesses should know about.”

Strong: “78% of marketers now use AI for content creation (up from 42% in 2023). This report breaks down:

  • Top AI tools for ROI in 2025
  • How automation cuts campaign costs by 30%
  • Case studies from brands like Nike and HubSpot.”

Why it works:

  • Leads with a stat to grab attention
  • Bullet points improve scannability
  • Names brands for credibility

News article

Topic: “New Study Links Screen Time to Sleep Disorders in Teens”

Weak: “A new study shows that teens who use screens before bed might have trouble sleeping. Researchers say this is a growing problem.”

Strong: “Teens with 3+ hours of nightly screen time are 5x more likely to develop insomnia, per a Harvard Medical School study. Key findings:

  • Blue light delays melatonin by 90 minutes.
  • Social media (not gaming) is the worst offender.
  • Solutions: ‘Screen curfews’ and orange-light filters.”

Why it works:

  • Quantifies risk (“5x more likely”)
  • Debunks myths (“social media vs. gaming”)
  • Offers solutions (not just problems)

Case study

Topic: “How Company Z Increased Sales by 200% with Email Marketing”

Weak: “Company Z used email marketing to grow their sales. This case study explains what they did and the results they got.”

Strong: “Company Z turned $5K/month into $15K/month in 6 months using:

  1. Segmented lists (3x higher open rates)
  2. Abandoned-cart emails (recovered 12% of lost sales)
  3. A/B-tested subject lines (‘Your cart misses you’ won)

Steps and templates included.”

Why it works:

  • Leads with results (“$5K to $15K”).
  • Uses numbers to prove impact.
  • Teases actionable content (“templates included”).

What did we learn from these examples?

  1. Start with the most valuable info (stats, results, or a bold claim).
  2. Use numbers (steps, percentages, time) to add credibility.
  3. Match the format to the content type (bullets for reports, emojis for social media).
  4. Avoid vague language (“some tips” → “3 proven strategies”).

Here’s a pro tip for you: Test your summary by asking yourself if it would make you click/read more. Does it work even if you skip the full content?

There are other options to help readers and search engines quickly understand your content. What’s the difference between these? Titles and meta descriptions are for getting people to click from the SERP, while summaries are for readers already on your content.

Element Purpose Length Audience Example
Title Grabs attention; tells readers (and search engines) what the content is about. 50-60 chars (SEO ideal) Searchers + readers “How to Write a Summary in 5 Steps (With Examples)”
Introduction Hooks the reader; sets up the topic and why it matters. 1-3 paragraphs Readers (and search engines) “Struggling to keep readers engaged? A strong summary can double your content’s impact—here’s how to write one.”
Summary Condenses main points for quick understanding. 3-5 sentences Readers who skim “Learn the 5 rules for summaries: cut fluff, lead with key points, use keywords, and match your content’s tone.”
Conclusion Wraps up; often includes a CTA or final thought. 1 paragraph Readers who finish the piece “Now that you know how to summarize effectively, try rewriting an old post’s summary and track the difference in engagement.”
Meta desc. Encourages clicks from search results. ~150-160 chars Search engines + potential visitors “Master the art of writing summaries with this step-by-step guide. Improve readability, SEO, and reader retention in minutes.”

Benefits and pitfalls of using AI for summaries

One of the best ways of using AI in your work is to use it to summarize content. It’s almost what it was designed to do. AI tools like Yoast AI Summarize can draft summaries in seconds. Of course, you need to keep an eye on the outcome and adjust where needed.

Benefits

There are many benefits to using AI to generate summaries.

  • The AI is fast: AI can generate a summary almost instantly
  • It’s consistent: The AI works very consistently based on your rules
  • It’s an additional content check: If it stumbles, your content’s points are not clear

Pitfalls

Using AI has a lot of benefits, but also risks.

  • Results might lack nuance or miss a certain emphasis or humor
  • It can also come out sounding very robotic or boring
  • It might focus on the wrong things, so it could highlight minor points instead of critical ones

Best practices for using AI to generate summaries

Always use AI as a starting point, then compare the AI summary to your key messages. If it needs adjusting, edit the summary for accuracy, tone, and flow. Then test it to learn if it makes sense alone.

In the real world, this would mean installing an AI plugin on your WordPress site or using Yoast SEO’s AI Summarize feature. Open an article on your site and add the Yoast AI Summary block. Have it generate a summary based on your article. Check the outcome and refine it to sound human and align with your goals.

Key takeaways generated by Yoast AI Summarize

Conclusion

A strong summary aims to please two different consumers: first, the readers who want quick answers and search engines that reward clarity and readability. Writing a good summary is all about keeping it short, direct, and keyword aware. Avoid fluff and focus on the key takeaways.

Today, it’s fine to use AI to help you with summaries, but always check them. If you are not happy, edit them.

Here’s a nice exercise: Find an old post, write a new summary based on these learnings, and see if engagement picks up. Often, it’s the small tweaks that have the biggest impact.

Avatar of Edwin Toonen


Edwin Toonen

Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a top-tier web design magazine, where he developed a keen understanding of how to create great content.

Ecommerce MGMT 0 Comments
Sep 30 2025
What OpenAI’s Research Reveals About The Future Of AI Search

The launch of ChatGPT in 2022 didn’t so much cause a shift in the search landscape as trigger a series of seismic events. And, like seismologists, the SEO industry needs data if it’s to predict future tremors and aftershocks – let alone prepare itself for what the landscape might reshape itself into once the ground has finally settled.

So, when OpenAI released a 65-page research paper on Sept. 15, 2025, titled “How People Use ChatGPT,” some of us were understandably excited to finally have some authoritative usage data from inside a major large language model (LLM).

Two key findings leap out:

  1. We’re closer to mass adoption of AI than most probably realize.
  2. How users interact with ChatGPT has fundamentally shifted in the past year.

For SEOs, this isn’t just another adoption study: It’s strategic intelligence about where AI search is heading.

Mass Adoption Is Closer Than You Think

How close is ChatGPT to the tipping point where it will accelerate into mass adoption?

Developed by sociologist Everett Rogers, the diffusion of innovation theory provides us with a useful framework to explain how new technologies spread through society in predictable stages. First, there are the innovators, accounting for 2.5% of the market. Then, the early adopters come along (13.5%), to be followed by the early majority (34%). At this point, ~50% of the potential market has adopted the technology. Anyone jumping on board after this point can safely be described as either the late majority (34%), or laggards (16%).

The tipping point happens at around 20%, when the new technology is no longer confined to innovators or early adopters but is gradually taken up by the early majority. It’s at this point that mainstream adoption accelerates rapidly.

Now, let’s apply this to ChatGPT’s data.

Since launching in late 2022, ChatGPT’s growth has been staggering. The new report reveals that, in the five-month period from February to July 2025, ChatGPT grew from 400 million to 700 million weekly active users (WAU), sending 18 billion messages per week. That represents an average compound growth of roughly 11-12% month-over-month.

700 million WAU is equivalent to around 10% of the global adult population; impressive, but not quite mass adoption. Yet.

(Side note: Back in April, Sam Altman gave a figure of ~800 million weekly active users when speaking at TED 2025. To avoid confusion, we’ll stick with the official figure of 700 million WAU quoted in OpenAI’s report.)

It’s estimated there were approximately 5.65 billion internet users globally at the start of July 2025. This is the total addressable market (TAM) available to ChatGPT.

20% of 5.65 billion = 1.13 billion WAU. That’s the tipping point.

Even if the growth rate slows to a more conservative 5-6% per month, ChatGPT would already have reached at least 770 million WAU as I write this. At that rate of growth, ChatGPT will cross the mass adoption threshold between December 2025 and August 2026, with April 2026 as the most likely midpoint.

Of course, if the rate of growth remains closer to 11-12%, we can expect to tip over into mass adoption even earlier.

Start Level

July 2025

 Growth (MoM) September 2025 Approx. Crossing Window
700 million 4% 757.12 Aug 2026
700 million 5% 771.75 May 2026
700 million 6% 786.52 Apr 2026
700 million 7% 801.43 Mar 2026
700 million 8% 816.48 Feb 2026
700 million 9% 839.30 Jan 2026
700 million 10% 847.00 Jan 2026
700 million 11% 862.47 Dec 2025
700 million 12% 878.08 Dec 2025

For SEOs, this timeline matters. We don’t have years to prepare for mass AI search adoption. We have months.

The window is rapidly closing for any brands not wanting to be left behind.

The Behavioral Revolution Hiding In Plain Sight

Buried within OpenAI’s usage data is perhaps the most significant finding for search marketers: a fundamental shift in how people are using AI tools.

In June 2024, non-work messages accounted for 53% of all ChatGPT interactions. By June 2025, this figure had climbed to 73%. This is a clear signal that ChatGPT is moving from workplace tool to everyday utility.

Things get even more interesting when we look at the intent behind those queries. OpenAI categorizes user interactions into three types:

  1. Asking (seeking information and guidance).
  2. Doing (generating content or completing tasks).
  3. Expressing (sharing thoughts or feelings with no clear intent).

The data reveals that “Asking” now makes up 51.6% of all interactions, compared to 34.6% for “Doing” and 13.8% for “Expressing.”

Let’s be clear: What ChatGPT categorizes as “Asking” is pretty much synonymous with what we think of as AI search. These are the queries that were once the exclusive domain of search engines.

Users are also increasingly satisfied with the quality of responses to “Asking” queries, rating interactions as either Good or Bad at a ratio of 4.45:1. For “Doing” interactions, the ratio of Good to Bad drops to 2.76.

The trend becomes even clearer when we break down interactions by topic. Three topics account for just under 78% of all messages.

  • Practical Guidance (29%).
  • Seeking Information (24%).
  • Writing (24%).

These figures are even more noteworthy when you consider that, in July 2024, “Writing” was easily the most common topic (36%), dropping 12 percentiles in just one year.

And while “Practical Guidance” has remained steady at 29%, “Seeking Information” has shot up 10 percentiles from 14%. What a difference a year makes.

And while “Writing” still accounts for 42% of all work-related messages, the nature of these requests has shifted. Instead of generating content from scratch, two-thirds of writing requests now focus on editing, translating, or summarizing text supplied by the user.

Whichever way you slice it, AI search is now the primary use case for ChatGPT, not content generation. But where does that leave traditional search?

The AI Wars: Battling For The Future Of Search

ChatGPT may be reshaping the landscape, but Google hasn’t been sitting idle.

Currently rolling out to 180 countries worldwide, AI Mode is Google’s biggest response yet to ChatGPT’s encroachment on its territory. Setting the scene for what is likely to become a competitive struggle between Google and OpenAI to define and dominate AI search.

ChatGPT has an advantage in having largely established the conversational search behaviors we’re now seeing. Instead of piecing together information by clicking back and forth on links in the SERPs, ChatGPT provides users with complete answers in a fraction of the time.

Meanwhile, Google’s advantage is that AI Mode grounds responses against a highly sophisticated search infrastructure, drawing on decades of web indexing expertise, contextual authority, and myriad other signals.

The stakes are high. If Google doesn’t transition aggressively enough to seize ground in AI search and protect its overall search dominance, it risks becoming the next Ask Jeeves.

That’s why I wouldn’t be surprised at all to see AI Mode become their primary search interface sooner rather than later.

Naturally, this would be a massive disruption to the traditional Google Ads model. Google’s recent launch of a new payment protocol suggests it is already hedging against the risk of falling ad revenue from traditional search.

With everything still so fluid, it’s virtually impossible to predict what the search landscape will eventually look like once the dust has settled and new business models have emerged.

Whichever platform ultimately dominates, it’s all but certain that AI search will be the victor.

Instead of focusing on what we don’t know and waiting for answers, brands can use what they do know about AI search to seize a strategic advantage.

Rethinking Traffic Value

With most websites only seeing ~1-2% of traffic coming from LLMs like ChatGPT, it would be tempting to dismiss AI search as insignificant, a distraction – at least for now.

But with ChatGPT about to hit mass adoption in months, this picture could change very rapidly.

Plus, AI search isn’t primarily about clicks. Users will often get the information they need from AI search without clicking on a single link. AI search is about influence, awareness, and decision support.

However, analyzing traffic from AI sources does reveal some interesting patterns.

Our own research indicates that, in some industries at least, LLM-referred visitors convert at a higher rate than traditional search traffic.

This makes sense. If someone has already engaged with your brand through one or more AI interactions and still chooses to visit your site, they’re doing so with more intent than someone clicking through in search of basic information. Perhaps they’re highly engaged in the topic and want to go deeper. Or perhaps the AI responses have answered their product queries, and they’re now ready to buy.

Even if it results in fewer clicks, this indirect form of brand exposure could become increasingly valuable as AI adoption reaches mass market levels.

If 1-2% of traffic currently comes from AI sources at 10% market adoption, what happens when we reach 20% or 30% adoption? AI-mediated traffic – with its higher conversion rate – could easily grow to 5-10% of total website visits within two years.

For many businesses, that’s enough to warrant strategic attention now.

Strategic Implications For Search Marketers

Traditional keyword optimization hasn’t been cutting it for a while. And things aren’t about to get any simpler for anyone hoping to capture the intent-driven queries dominating AI interactions.

Digital marketers and SEOs need to think beyond algorithms, considering aspects that aren’t always so easily captured in a spreadsheet, such as user goals and decision-making processes.

This doesn’t mean we should abandon those SEO fundamentals essential to healthy, scalable growth. And technical SEO remains as important as ever, including proper site structure, fast loading times, and crawlable content.

However, when it comes to the content itself, the emphasis needs to shift toward providing greater depth, expertise, and user value. AI systems are far more likely to reward original, comprehensive, and authoritative information over keyword-optimized but otherwise thin content.

In short, your content needs to be built for “Asking.”

Focus on the underlying needs of the user: information gathering, interpretation, or decision support. And plan your content around “answer objects.” These are modular content components designed to be reused and repurposed by AI when generating responses to specific queries.

Instead of traditional articles targeting specific keywords, build decision frameworks that include goals, options, criteria, trade-offs, and guardrails. Each of these components can provide useful material for AI to cite in responses, whichever AI system that might be.

Preparing for AI search isn’t about looking for ways to game an algorithm. It’s about creating genuinely useful content that helps users make decisions.

For many brands, this will mean moving away from individually optimized pages to entire content ecosystems.

The Way Ahead

OpenAI’s research gives us the most authoritative picture yet of AI search adoption and user behavior. The data shows that we’re approaching a tipping point where AI-mediated search will become mainstream, while user behavior has shifted dramatically toward information seeking over content generation.

Meanwhile, the competitive landscape remains extremely fluid.

The message is clear, for now at least: Build for “Asking.”

Start planning strategies around intent-driven, decision-supporting content now, while the landscape is still evolving.

The businesses that can establish their authority in AI responses now will be in the best position when AI search does reach mass adoption – regardless of which platforms ultimately dominate.

More Resources:

Featured Image: Collagery/Shutterstock

Ecommerce MGMT 0 Comments
Sep 30 2025
From Loyalty To Fandom – How Brandoms Are Redefining Engagement

This excerpt is from “Transforming Customer-Brand Relationships” by Christina Garnett ©2025 and is reproduced and adapted with permission from Kogan Page Ltd.

If a brand wants consumers to love them and be their biggest fans, they need to give them something that is worthy of that love and devotion. One has to become a fan of the fans.

Brands are no longer just selling products or services – they are building communities, identities, and experiences. The emergence of brandoms (brand fandoms) signifies a deeper level of customer engagement, where consumers don’t just buy from a company but form a deep emotional bond, similar to how fans engage with entertainment franchises or celebrities.

When a brand achieves brandom status, it signifies more than customer satisfaction; it represents the pinnacle of emotional loyalty, cultural connection, and advocacy.

Understanding Fandoms And Brandoms

Fandoms are passionate communities centered around shared interests, often tied to entertainment mediums like movies, music, or books. These groups form a strong identity around the object of their devotion, actively promoting and defending it.

When this concept translates into the commercial world, it becomes what is known as a “brandom,” where fans of a specific brand exhibit similar passionate behaviors. Tesla enthusiasts, Apple devotees, and Nike sneakerheads, for example, are more than just consumers – they integrate the brand into their personal identity, championing it as an essential part of who they are.

At its essence, a brandom represents the ultimate aspiration for companies, signaling that they have surpassed mere transactional relationships to achieve an emotional loyalty that is rare in the marketplace. Unlike a typical loyal customer who makes repeat purchases, members of a brandom advocate, evangelize, and sometimes even help co-create the brand’s future. This elevated form of loyalty means the brand has become integral to the customer’s personal narrative and sense of self.

For Dr. Georgie Carroll, a fan culture expert, the difference between fandom and brandom comes down to control. “Fandoms are organic and fan-led rather than being created and controlled by brands. Think about how fans build community around television shows or books that continue years after they’ve been released.

They’re engaging with the product, but in their own, participatory spaces. They don’t necessarily need the brand, and the brand has no say over what they’re saying or doing (which is often how fans like it – never forget the fourth wall!).

“Brandoms, however, are marketing-led spaces where brands are able to control (to a degree) the participation and engagement practices of their fans. This occurs primarily through a brand offering a ‘reward’ system that encourages participation. The exact nature of the reward varies based on what exactly it is that your customers value, which is why understanding your audience is so important.

Taylor Swift fans, for example, engage in her brandom in the hopes of receiving a social media like or reply, but that’s not going to work for everyone. You don’t want to be the uninvited guest among your customers: You need them to see you as adding value to the community, and giving them a reason to stick around.”

Dan Gingiss, customer experience expert and author, has spent years researching and exploring what makes customers feel like they have a relationship with a brand instead of being treated like a transaction.

Surprisingly, the biggest brand fans he’s interviewed shared that their loyalty was built off something going wrong. “I believe that one of the core human desires we have, first of all, we don’t look at it as a transaction. We look at it as a relationship. Companies tend to look at it as transactions. But in a relationship, in any relationship, you want to make sure the other person has your back.

Traditional customer loyalty often relies on incentives like discounts or perks, aiming to encourage frequent purchases or brand preference. A brandom, however, encompasses a far deeper, more complex relationship. Several unique factors contribute to this phenomenon. The first is emotional investment: Unlike loyalty programs, which reward frequent buyers, brandoms foster a genuine emotional connection.

Customers become deeply invested in the brand’s story, mission, and ethos, seeing it as an extension of their own values. For instance, Patagonia’s dedication to environmental activism has drawn a customer base that views the brand as a mirror of their commitment to sustainability, forming a loyal community around shared principles and purpose. By continuing to buy from Patagonia, they are essentially advocating for the brand and its purpose of sustainability.

A second characteristic of brandoms is identity and self-expression. Customers in a brandom don’t just buy products for their functional benefits; they choose them as symbols of who they are and what they value.

Wearing an Apple Watch or riding a Harley-Davidson motorcycle goes beyond utility – it’s a statement of lifestyle, values, and self-image. For these customers, the brand relationship is a part of their personal identity, serving as a visible marker of the way they see themselves and wish to be seen by others.

A third vital component of brandoms is community and social belonging. Just as fandoms thrive on collective experiences, brandoms also foster a sense of community built around shared experiences, values, and interests. These communities form both online and offline, creating spaces where fans can interact, share experiences, and even celebrate the brand together.

Companies like LEGO actively nurture these communities, recognizing the value of spaces where fans can engage not only with the brand but with each other. This sense of belonging strengthens the emotional bond as fans feel connected not just to the brand but to others who share their passion.

Finally, a hallmark of any strong brandom is advocacy and word-of-mouth. Fans within a brandom naturally become brand ambassadors, spreading the word through social media, user-generated content, or personal recommendations.

This type of advocacy is invaluable to businesses because it is perceived as authentic, trustworthy, and free from commercial bias – qualities that traditional advertising often lacks. These brand advocates serve as an organic, self-sustaining marketing force, attracting new customers while reinforcing their own connection to the brand.

Brandoms transform customer loyalty into an experience rooted in emotional resonance, personal identity, and shared community. By achieving this level of relationship, brands not only secure long-term support but also cultivate a group of individuals who see the brand as an essential part of their lives.

This unique blend of personal attachment, communal engagement, and organic advocacy positions brandoms as a powerful force, driving both business success and cultural relevance.

So, how do brands turn a customer’s “like” into “love”? Marketing strategist and best-selling author David Meerman Scott sees two main elements. “The first thing is that it seems like it requires humanity. And what I mean by that is it seems like it requires that organizations have an approach to the way they do business that feels authentic, it feels real.

“It feels like there are people behind it that care. That’s not to say that things like AI or other technologies can’t help because I think they can. But people generally don’t want to be treated like they’re a number. They don’t want to be treated like they’re just a customer to extract money from.

“So, there’s that idea of humanity. The second thing, which kind of was surprising when I was originally doing my research but in hindsight makes total sense, is that we all want to belong to a tribe of like-minded people.”

Authenticity and connection forge the road to affinity and brandoms.

Business Relevance: Why Brandoms Matter

For brands, building a “brandom” – a dedicated community of passionate brand fans – is more than a badge of honor. It’s a powerful business strategy with tangible benefits. A well-nurtured brandom drives organic growth by reducing customer acquisition costs. When fans share their enthusiasm, they create a wave of authentic word-of-mouth advertising that brings in new customers without the need for extensive and costly marketing efforts.

Customers within a brandom have higher lifetime value, making repeat purchases and engaging with premium or new products. Their emotional connection to the brand leads to consistent spending, seeing it as part of their lifestyle rather than just a purchase. This loyalty gives brands resilience in competitive markets, where others rely on discounts to retain customers. Apple exemplifies this, with users choosing its products despite lower-cost alternatives because the brand feels integral to their identity.

Beyond loyalty, brandoms foster collaboration, turning customers into contributors. These fans actively participate in product development, offering feedback, ideas, and design input. This co-creation strengthens the relationship between brand and consumer while driving innovation.

Passionate fan communities also elevate brands beyond their industry, shaping culture and embodying values that resonate deeply with consumers. Nike, for example, is more than a sportswear brand – it symbolizes empowerment and personal achievement.

A strong brandom not only provides a competitive edge but also positions a brand as a cultural icon, standing out in both its industry and broader society.

To read the full book, SEJ readers have an exclusive 25% discount code and free shipping to the US and UK. Use promo code “SEJ25” at koganpage.com here.

More Resources: 

Featured Image: Anton Vierietin/Shutterstock

Ecommerce MGMT 0 Comments
Sep 30 2025
Coming soon: Our 2025 list of Climate Tech Companies to Watch

The need to cut emissions and adapt to our warming world is growing more urgent. This year, we’ve seen temperatures reach record highs, as they have nearly every year for the last decade. Climate-fueled natural disasters are affecting communities around the world, costing billions of dollars. 

That’s why, for the past two years, MIT Technology Review has curated a list of companies with the potential to make a meaningful difference in addressing climate change (you can revisit the 2024 list here). We’re excited to share that we’ll publish our third edition of Climate Tech Companies to Watch on October 6. 

The list features businesses from around the world that are building technologies to reduce emissions or address the impacts of climate change. They represent advances across a wide range of industries, from agriculture and transportation to energy and critical minerals. 

One notable difference about this year’s list is that we’ve focused on fewer firms—we’ll highlight 10 instead of the 15 we’ve recognized in previous years. 

This change reflects the times: Climate science and technology are in a dramatically different place from where they were just one year ago. The US, the world’s largest economy and historically its biggest polluter, has made a U-turn on climate policy as the Trump administration cancels hundreds of billions of dollars in grants, tax credits, and loans designed to support the industry and climate research.  

And the stark truth is that time is of the essence. This year marks 10 years since the Paris Agreement, the UN treaty that aimed to limit global warming by setting a goal of cutting emissions so that temperatures would rise no more than 1.5 °C above preindustrial temperatures. Today, experts agree that we’ve virtually run out of time to reach that goal and will need to act fast to limit warming to less than 2 °C.

The companies on this year’s list are inventing and scaling technologies that could help. There’s a wide array of firms represented, from early-stage startups to multibillion-dollar businesses. Their technologies run the gamut from electric vehicles to the materials that scaffold our world. 

Of course, we can’t claim to be able to predict the future: Not all the businesses we’ve recognized will succeed. But we’ve done our best to choose companies with a solid technical footing, as well as feasible plans for bringing their solutions to the right market and scaling them effectively. 

We’re excited to share the list with you in just a few days. These companies are helping address one of the most crucial challenges of our time. Who knows—maybe you’ll even come away feeling a little more hopeful.

Ecommerce MGMT 0 Comments
Sep 30 2025
The Download: AI to detect child abuse images, and what to expect from our 2025 Climate Tech Companies to Watch list

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

US investigators are using AI to detect child abuse images made by AI

Generative AI has enabled the production of child sexual abuse images to skyrocket. Now the leading investigator of child exploitation in the US is experimenting with using AI to distinguish AI-generated images from material depicting real victims, according to a new government filing.

The Department of Homeland Security’s Cyber Crimes Center, which investigates child exploitation across international borders, has awarded a $150,000 contract to San Francisco–based Hive AI for its software, which can identify whether a piece of content was AI-generated. Read the full story.

—James O’Donnell

Coming soon: our 2025 list of Climate Tech Companies to Watch

The need to cut emissions and adapt to our warming world is growing more urgent. This year, we’ve seen temperatures reach record highs, as they have nearly every year for the last decade. Climate-fueled natural disasters are affecting communities around the world, costing billions of dollars. 

That’s why, for the past two years, MIT Technology Review has curated a list of companies with the potential to make a meaningful difference in addressing climate change (you can revisit the 2024 list here). We’re excited to share that we’ll publish our third edition of Climate Tech Companies to Watch on October 6. Here’s what you can expect from this year’s list.

—Casey Crownhart

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 ChatGPT’s parental controls are now live
The model can now alert parents and law enforcement when users under 18-years old discuss self harm or suicide. (Wired $)
+ The feature launches as chatbot makers face increasing pressure to improve safety. (Bloomberg $)
+ The looming crackdown on AI companionship. (MIT Technology Review)

2 Companies’ AI spending is spiralling out of control
And it’s unclear whether they’ll ever get returns on their investments. (WSJ $)
+ Some VCs are convinced AI is the best way to make a quick buck. (TechCrunch)
+ Investors are wondering what to invest in beyond AI. (Reuters)

3 Even oil executives are worried by Trump’s attacks on offshore wind
Cracking down on renewables now is bad news for traditional energy down the line. (NYT $)
+ The scale of the Trump administration’s intervention is wild. (The Guardian)
+ How to make clean energy progress under Trump in the states. (MIT Technology Review)

4 How America is winning the war on city fires
Making homes fire-resistant isn’t glamorous—but it’s essential. (Vox)
+ How AI can help spot wildfires. (MIT Technology Review)

5 Top AI firms are going all-in on world models
They’re powered by videos and robotics data, not just language. (FT $)
+ Experts are convinced they’re vital to creating the next wave of AI. (WSJ $)

6 China is rushing to electrify freight trucks
Not content with dominating the electric car market, it’s eyeing bigger vehicles. (Rest of World)
+ Sales of battery-powered cars are projected to plummet in the US. (NYT $)

7 What we lose when we rely on AI translation
Nuance and cultural context are among the first casualties. (WP $)
+ How AI and Wikipedia have sent vulnerable languages into a doom spiral. (MIT Technology Review)

8 The tricky ethics of gene-editing the natural world
Just because we can, doesn’t mean we should. (Aeon)
+ The short, strange history of gene de-extinction. (MIT Technology Review)

9 This robotics firm uses AI to clean the underside of giant ships 🚢
Neptune Robotics has the lofty goal of becoming Uber for hull-cleaning. (Bloomberg $)

10 Talent agents are desperate to sign this AI actress
We are living in the end times. (Deadline $)
+ Why the Twin Peaks subreddit briefly became an AI slop dumping ground. (404 Media)
+ An AI-powered hologram of Marvel Comics’ creator Stan Lee isn’t very popular. (Ars Technica)

Quote of the day

“There’s so much pressure to be the company that went from zero to $100 million in X days.”

—An anonymous VC tells Fortune about the intense pressure on startups in the age of AI hype.

One more thing

How DeepSeek became a fortune teller for China’s youth

As DeepSeek has emerged as a homegrown challenger to OpenAI, young people across China have started using AI to revive fortune-telling practices that have deep roots in Chinese culture.

People are sharing AI-generated readings, experimenting with fortune-telling prompt engineering, and revisiting ancient spiritual texts—all with the help of DeepSeek.

The surge in AI fortune-telling comes during a time of pervasive anxiety and pessimism in Chinese society. And as spiritual practices remain hidden underground thanks to the country’s regime, computers and phone screens are helping younger people to gain a sense of control over their lives. Read the full story.

—Caiwen Chen

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)

+ This site lets you find out what was happening in the news on the day you were born. 
+ This blistering track by South Korean band Silica Gel confirms rock is alive and well.
+  Spend a few minutes exploring Hieronymus Bosch’s Garden of Earthly Delights.
+ Play around with this map that allows you to explore movie settings around the world.

Ecommerce MGMT 0 Comments
Sep 30 2025
Google’s Spam Updates, Explained

Google completed its August 2025 algorithm update a few days ago. The update coincided with Google’s cancellation of the &num=100 query parameter, which lowered impression counts in Search Console.

Thus assessing the impact of the update in Search Console is confusing as the two events occurred more or less concurrently.

Google stated the update focused on spammy web pages. To gauge the impact on your site, view the “Clicks” metric in Search Console’s “Performance” report.

Traffic declines from spam updates are typically drastic. In this case, affected sites would have experienced a steep drop in clicks from August 26 through September 22.

Google’s spam updates:

  • Are automated, with no penalty message in Search Console, even if impacted.
  • Can only affect sites negatively. Traffic increases result from competitor declines.
  • Are usually recoverable after fixing the cause(s). The recovery may take months, although it does not depend on another core update.
  • Focus on sites violating its spam policies, and likely pertains only to on-site content. When it targets external backlinks, Google usually includes “link” in the update name. Otherwise, spam updates don’t include backlink signals.

Google’s Spam Policies

Google’s Search Central portal contains the company’s spam policies. Here are my explanations of the key components.

Cloaking or sneaky redirects. When a page (i) shows different content to search engines and users or (ii) redirects for users, but not search engines.

Doorway abuse. When a site has pages targeting similar keywords — a common reason to be hit by a spam update. To recover, cluster keywords by intent and restructure the site to target those groups instead of each word or phrase.

Expired domain abuse. When you buy an expired domain and leverage its authority for elevated rankings. There’s no easy recovery short of moving to a fresh domain. I have not seen declines in sites hosted on expired domains. Perhaps Google now detects that activity and does not rank expired-domain pages to begin with.

Hidden text and link abuse. When you hide words or links from users behind images and font-background color matching, such as white fonts on white backgrounds. I haven’t seen these tactics for years.

Keyword stuffing. When you fill a page with keywords or numbers to manipulate rankings. The policy is subjective, making it difficult to detect. (How many keywords are too many?) In my experience, however, actual keyword stuffing is obvious and rare.

Machine-generated traffic; scaled content abuse. When you deploy artificial intelligence or other automated methods to generate content at scale.

Scraping. When you use automated methods to steal and publish content from other sites.

Site reputation abuse. When you publish irrelevant content (usually whole sections) to benefit from your site’s authority, Google used to target this tactic separately, but may now include it in generic spam updates.

Thin affiliation. When you create an affiliate site by duplicating external product descriptions without adding anything unique or useful.

Misleading functionality. When a page promises one functionality, such as a PDF download, but instead executes something else, such as an ad click.

User-generated spam. When a site’s comments and other user-generated info include excessive promotional or offensive language or links.

Ecommerce MGMT 0 Comments