Google’s VP of Ads and Commerce Outlines 2025 Priorities via @sejournal, @brookeosmundson

Google is making big moves in 2025, and unsurprisingly, AI is at the heart of it all.

In a recent update, Vidhya Srinivasan, Google’s VP and GM of Ads and Commerce, outlined the company’s top priorities for the coming year.

From AI-powered ad experiences to deeper integrations with YouTube and Google Shopping, these changes signal a clear direction: more automation, more personalization, and a stronger push for immersive ad formats.

Here’s a breakdown of what’s coming and how brands can prepare.

Google’s 2025 Ad Priorities

In Srinivasan’s letter to the industry, she summed up Google’s main priorities into these categories:

  • AI and personalization
  • YouTube’s engaged audiences
  • New ways to search

AI-Driven Personalization and Shopping Experiences

AI isn’t just a buzzword for Google—it’s the backbone of its advertising strategy. Srinivasan emphasized that AI will play a larger role in shaping ad creatives, optimizing bidding strategies, and curating shopping experiences tailored to individual users.

With over a billion shopping activities happening daily on Google, the company is investing heavily in AI-powered product discovery.

Expect to see enhanced AI-generated visuals, automated ad variations, and an improved ability to match users with products based on intent rather than just search keywords.

The revamped Google Shopping experience will feature AI-powered recommendations, immersive 3D product spins, and new ad placements that seamlessly blend into organic search experiences.

YouTube and Search: A Shift to More Visual, Interactive Ads

YouTube is becoming even more central to Google’s ad strategy, especially as younger audiences rely on creators for product recommendations.

Srinivasan noted that Google is working to make ads more interactive and non-disruptive, allowing users to explore products without leaving their video experience.

On the search side, Google is expanding AI-powered search capabilities with tools like AI Overviews and Circle to Search. These innovations will change how users find and engage with ads.

Advertisers will need to rethink their strategies beyond just bidding on keywords—visual and interactive ad formats will become key to capturing attention.

How Advertisers Should Prepare

Staying ahead in PPC in 2025 means adapting to AI-driven changes now.

Google’s changing ad landscape will reward those who embrace automation, optimize creative strategies, and rethink audience targeted.

If you’re not sure where to start, these three components would be a great foundation to shift your PPC strategy.

#1: Shift Toward AI-Optimized Creative

With AI taking a bigger role in ad creation, advertisers need to start testing AI-generated assets now.

Google’s AI tools will allow for automatic variations of images, headlines, and ad copy, making creative testing more efficient.

Brands should focus on providing high-quality inputs—strong branding, clear messaging, and compelling visuals—to ensure AI-generated outputs align with their goals.

#2: Rethink Shopping and Video Strategies

E-commerce brands should lean into AI-powered shopping experiences, ensuring their product feeds are optimized with detailed descriptions, high-resolution images, and accurate inventory data.

With YouTube becoming an even bigger shopping destination, brands should explore shoppable video ads and creator partnerships to drive engagement.

#3: Prepare for a Post-Keyword Ad Landscape

As search evolves, traditional keyword-based targeting will matter less. Instead, audience intent and AI-driven placements will take center stage.

Advertisers should start leveraging first-party data, testing Performance Max campaigns, and using Google’s audience insights to reach the right customers in a more predictive, automated way.

Final Thoughts

Google’s 2025 ad strategy is all about AI, personalization, and more immersive ad experiences.

Advertisers who rely solely on manual optimizations or traditional search strategies may find themselves falling behind.

Now is the time to experiment with AI-powered creative, embrace new ad formats, and rethink how to engage audiences in a world where discovery is just as important as search.

Mullenweg Asked If He’s Adaptable To Change via @sejournal, @martinibuster

Matt Mullenweg, co-creator of WordPress, recently held a question-and-answer session at WordCamp Asia 2025, where he faced several tough questions. Topics included whether he was open to discussing change, the steep learning curve of WordPress, and whether he would reconsider reducing Automattic’s contributions to WordPress core.

As tough as those questions were, Matt answered each of them gracefully and focused on staying positive, even when he was saying no.

Mullenweg Says Being Adaptable To Change Is Important

In one of these exchanges someone asked what WordPress would be like in five years and he couldn’t answer it. He explained it that not having a plan beyond Gutenberg was essentially a feature and not a bug, explaining that a shorter term perspective is good for staying agile in a rapidly changing technological environment.

He said:

“Outside of Gutenberg, we haven’t had a roadmap that goes six months or a year, or a couple versions, because the world changes in ways you can’t predict.

But being responsive is, I think, really is how organisms survive.

You know, Darwin, said it’s not the fittest of the species that survives. It’s the one that’s most adaptable to change. I think that’s true for software as well.”

Change Is Not Coming To WordPress

In a seeming about face about the importance of WordPress being adaptable to change, Matt Mullenweg drew the line at being adaptable to change when it comes to governance.

Taco Verdonschot (LinkedIn profile) stood up to ask the question.

“I’m Taco, co-owner of Progress Planner. I was wondering, you were talking about adaptability before and survival of the fittest. That means being open to change. What we’ve seen in the last couple of months is that people who were talking about change got banned from the project. How open are you to discussing change in the project?

Matt answered:

“Sure. I don’t want to go too far into this but I will say that talking about change will not get you banned. There’s other behaviors… but just talking about change is something that we do pretty much every day. And we’ve changed a lot over the years. We’ve changed a lot in the past year. So yeah. But I don’t want to speak to anyone personally, you know. So keep it positive.”

Calls For Change In Governance

There have been many high profile calls for a change in how WordPress is governed, most notably by Joost de Valk, the creator of Yoast SEO software and currently a co-owner of the Progress Planner WordPress plugin.

Joost had written:

“A lot has happened over the last few months, that I think all comes down to the above. I’ve often considered how the WordPress world “worked” unhealthy. I’ve spoken to many slightly outside of our industry over the past months about what was happening and several people, independent of each other, described WordPress as “a cult” to me. And I understand why.

I think it’s time to let go of the cult and change project leadership. I’ve said it before: we need a “board”. We can’t wait with doing that for the years it will take for Automattic and WP Engine to fight out this lawsuit. As was already reported, Matt said recently in Post Status that “it’s hard to imagine wanting to continue working on WordPress after this”. A few days later, he gave a completely conflicting message in the State of the Word. Yet he never came back on that first statement or clarified that he’d changed his mind. He also didn’t come back to talk to the community he turned his back on.”

Joost de Valk was supposed to speak at WordPress Asia 2025 but the co-owner of Progress Planner was there and asked the hard question.

Mullenweg Challenged To Adapt To Change

His statement about being adaptable to change set up another awkward moment at the 6:55:47 minute mark where Taco Verdonschot, co-owner of Progress Planner, stood up to the microphone and asked Mullenweg if he really was committed to being adaptable.

Taco Verdonschot is formerly of Yoast SEO and currently sponsored to work on WordPress by Emilia Capital (owned by Joost de Valk and Marieke van de Rakt).

Taco asked:

“I’m Taco, co-owner of Progress Planner. I was wondering, you were talking about adaptability before and survival of the fittest. That means being open to change. What we’ve seen in the last couple of months is that people who were talking about change got banned from the project. How open are you to discussing change in the project?”

Mullenweg responded:

“Sure. I don’t want to go too far into this but I will say that talking about change will not get you banned. There’s other behaviors… but just talking about change is something that we do pretty much every day. And we’ve changed a lot over the years. We’ve changed a lot in the past year. So yeah. But I don’t want to speak to anyone personally, you know. So keep it positive.”

Featured Image by Shutterstock/StarLine

Google AIO Is Sending More Traffic To YouTube via @sejournal, @martinibuster

New data confirms that AIO is becoming an increasingly significant source of traffic to YouTube channels. A closer look reveals that complex search queries, which traditional organic search may not adequately answer, create opportunities for optimized YouTube videos but only for certain topics.

BrightEdge Data On YouTube And AIO

BrightEdge’s data shows that YouTube’s presence in Google’s AI Overviews (AIO) is increasing faster month over month. There was a 21% increase since January 1st and a 36.66% month-over-month growth from January to February.
The data revealed the kind of video content that’s benefiting from AIO.

Topics and Keywords with an AIO that cite YouTube:

  • Instructional Content (31.2%): With “how-to” queries leading at 22.4%
  • Visual Demonstrations (28.5%): Physical techniques, style guides
  • Verification/Examples (19.7%): Product comparisons, visual proof
  • Current Events (8.2%): Breaking news, live coverage

Which Industries Benefit The Most From Videos In AIO?

The BrightEdge data shows that healthcare topics benefited the most, closely followed by eCommerce related topics. Education only accounted for less than 4% of citations.

Here are the full rankings by industry:

  • Healthcare: 41.97%
  • eCommerce: 30.87%
  • B2B Tech: 18.68%
  • Finance: 9.52%
  • Travel: 8.65%
  • Insurance: 8.62%
  • Education: 3.87%

Google Is Actively Targeting Video Content

Many people feel more comfortable consuming video content, especially for topics where they’re learning something related to a hobby but also Your Money Or Your Life (YMYL) topics which related to health and finances.

The data shows that there’s a change happening in Google’s AIO to integrate videos as answers. Google’s AI is clearly becoming more multimodal.

These are the kinds of videos cited by the analysis as benefiting from the shift in emphasis to video in AIO:

  • “Visual demonstrations
  • Step-by-step tutorials
  • Product comparisons
  • Real-world examples”

A startling data point is that almost 70% of the YouTube citations are related to instructions or demonstrations.

  • Instructional 35.6%
  • Visual Demo 32.5%

Takeaways

BrightEdge suggests that prioritizing product demonstrations, step by step tutorials and focusing comparison content may be a useful strategy if Google’s emphasis on YouTube citations in AIO continues.

Read the BrightEdge analysis:

From the YouTube CEO: Our big bets for 2025

Featured Image by Shutterstock/Gearstd

Does WordPress Need Another Site Building Tool? Builderius Thinks So. via @sejournal, @martinibuster

A newly released page builder plugin called Builderius elicited enthusiastic feedback in a private WordPress Facebook group. A conversation with one of its principals, Elvis Krstulović, underscored how WordPress’s open source flexibility allows developers to rethink site building itself, creating tools that prioritize flexibility, maintainability, and professional development practices.

Is Builderius A Page Builder?

I saw a discussion in a private WordPress Facebook group called Dynamic WordPress and reached out to one of the developers to learn more. The interview is as much about how WordPress inspires people to create new and interesting products as it is about Builderius.

What is Builderius, is it a page builder?

“Yes, Builderius is a page builder but it’s also a developer tool. We prefer to call it a visual development environment. This name better captures what Builderius actually does – it brings powerful web development practices into a visual, easy-to-use interface. Instead of just decorating content with visual elements, Builderius helps you build websites the way professional developers do, but without the steep learning curve.

Builderius brings professional development workflows right into WordPress. Things like version control and staging environments – which normally require technical knowledge – are simplified into intuitive buttons and workflows in your admin panel. You get all the benefits of professional development practices without needing to learn complex systems like Git or server management.”

How Designing A Site With Builderius Works

I next asked how designing a site with Builderius works, what it’s like in a general sense.

Krstulović answered:

“All the work a Builderius user is doing is completely invisible outside on the live site until that work has been saved AND published as a public release. This means, for instance, that you can safely work on a busy live website, and nobody will know. Even if you make a mistake in Builderius, you will be the only one to know. When the work you have done is finished and signed off, you click a button and that site feature, redesign whatnot, is live for everyone to see and use.

Releases are small packages that contain JSON and some assets used in the Builderius environment and nothing else, so the processing of moving a release from dev to prod branch is mostly super quick. This means no site downtime even for major rework. It also means safe and easy rollback. Just go back to previous release, and you are back to where you were.”

Minimal And Flexible Approach To Styling A Website

Krstulović next described their design philosophy with their page builder:

“Builderius is built on good development principles that make websites more maintainable and easier to update. For example, we keep content separate from styling – a professional approach that makes websites easier to manage as they grow. If you have an element used across the website, you can easily change how it looks without having to rebuild it at each instance, since the data, the markup and styling are independent.

For example, we do not ship elements (like Elementor widgets) called for instance “post title”. We give the user an agnostic “html container” which can be any HTML element, a single one or a more complex combination of elements, which you can then link to any dynamic data via our dynamic data tags. You can pick these from a pop-up living near any content input, or HTML attribute input.

So to make a post title, you would add a heading, and then link it to post title data tag. It’s a step more, but it makes everything way more minimal and flexible at the same time. You can then swap the markup with anything, change the data it shows… and so much more.

When it comes to styling, Builderius gives you complete freedom. Unlike other page builders that limit what CSS selectors you can use, we let you write any selector right in the interface. For example, when styling the “post content” from within the Builderius template, you can target post content child elements using logical/compound CSS selectors – and not via custom code.

We ship with an our open-source CSS framework, choosing this approach over theme settings or presets because frameworks are more modular and flexible. You can remove parts you don’t need or bring your own framework if you prefer.”

Who Is This Page Builder For?

A lot of the people in the Dynamic WordPress Facebook group who are excited about this page builder are advanced web developers who build sites for clients. So I asked him if that’s who their end users are or if it’s appropriate for businesses looking for drag and drop solution?

Krstulović answered:

“We believe it provides different benefits for different user groups. For a front-end developer who is struggling with a sometimes messy WordPress development experience, it provides a clean and organized workflow, what developers expect from modern web dev. And it makes it faster. Frontend tasks are handled with visual tools and data is pulled into place with convenient data tags.

For aspiring web builders that want to learn and advance in their craft, it is an easier way into this demanding field. It is easier because visual tools are generally easier for most people, and because Builderius does so much for the user in terms of organizing the development process, from the version tracking and all that, to compiling code, and handling templating.

For developers that care about accessibility, Builderius offers ultimate control over every aspect of HTML.

Builderius is not for everyone. It is most certainly not for a business looking for a simple drag and drop solution, and it’s not for someone whose primary goal is to make things easy to do without understanding them.

But for developers who care about details, who get frustrated by limitations of tools that make them bend the design around the tool rather than the other way around, Builderius might just be for them.

If a user takes time to learn the tool, they’ll be able to build super fast, and exactly the way they’re asked to. And maybe even more importantly, if you learn Builderius you can take that knowledge elsewhere. No proprietary names, weird workarounds, just visual web development.”

Why Use Builderius Instead Of Gutenberg Blocks?

I next asked why someone would choose to use Builderius over the WordPress native Gutenberg blocks. Does it expand creative freedom or simplify the site building experience?

Krstulović answered:

“The answer is yes. Builderius provides more freedom to you as a developer or a site builder, and less freedom for the person who might use that freedom to break things, through website management roles. Developers provide development, and content people provide content.

For the creatives out there: When Builderius takes control of a page, it removes all that WordPress has put there that has to do with its scope of work. It removes various assets, the HTML, all. For instance, block CSS is gone. In return, you get a clean slate where you have nothing to override. You can use the least specific CSS possible and it will work. This means you can use some completely non-WP CSS library without fear it will interfere with WordPress stuff. It is super free, and super tidy.

This approach actually makes site building simpler in the long run. While blocks are great for quick layouts, they can become complicated when you need something specific. You might end up hunting through JSON settings, searching for hidden options, or even writing custom React code.

With Builderius, there’s a clearer path. Everything is where you’d expect it to be, following the same patterns that professional web development uses.

It also starts a bit more steep, but as you progress, site building becomes simple and quicker to do.

For example, you can easily build your own blueprint, save it as release, and pull that in at every site build start. This can have whatever you want inside, an extended CSS framework, custom components, custom template wireframes… and more.

And each and every aspect remains editable to be completely changed if you so desire. Flexibility, precision and control of the process.”

What Expectations Should Users Have?

Builderius is a 1.0 version software.  So I asked Krstulović what a reasonable expectation would be for Builderius. Krstulović answered that the page builder is a beta version but a very functional one.

He answered:

“This is in fact a version 1.0 beta of the Free version of Builderius. So we are at the very start.

But this does not mean it’s not to be used or that it can do very little. We believe that the Free version serves an important role in the future adoption of Builderius. Its role is to expand the ecosystem, and make the builder more widely used, tested, integrated with other tools etc.

We’ve carefully designed the Free version to be genuinely useful for real projects, not just a demo. We wanted to find the right balance where it has enough features to build professional websites while still reserving some advanced capabilities for the paid version.

Builderius Free is built to be a very elegant builder for building fairly simple websites in terms of scale and dynamic data complexity, but also for those websites that are rigorous with regard to styling control, accessibility, performance and so on.

In short, if you can build the site with ACF or Metabox simple fields (so no repeaters and similar), with default posts and pages, and loop those posts on the templates that employ the main WordPress query (Archives, Search results, Blog index), you can build it with the free version.

So do not expect to loop over remote data just yet. Do not expect to modify the template rendering based on user interaction, or URL parameters… not in the free version. But if it’s a simple site, and you want to make it professionally, Free might be a good fit.

We also have some bugs to squash during this beta period, of course.”

Takeaways

What I learned from this interview is that Builderius is a developer-focused page builder that’s more accurately described as a visual development environment rather than a drag-and-drop tool. It also integrates professional development workflows like version control and staging directly into WordPress. So for that reason, Builderius is not designed for businesses looking for a simple drag-and-drop solution. It’s more for front-end developers who appreciate a structured, efficient workflow within WordPress.

Available At The WordPress.org Repository

If you’re interested in Builderius it’s now available for download at the official WordPress.org Plugin repository.

Read more about Builderius at the Builderius.io website.

Featured Image by Shutterstock/RSplaneta

Google AI Overviews Trending Toward Authoritative Sites via @sejournal, @martinibuster

New data provided to Search Engine Journal shows that the sites Google is ranking in AI Overviews varies by time and industry, offering an explanation of volatility in AIO rankings. The new research shows what industries are most impacted and may provide a clue as to way.

AIO Presence Varies Over Time and By Industry.

The research was provided by BrightEdge using their proprietary BrightEdge Generative Parser technology that tracks AI Overviews, detects patterns and offers insights useful for SEO and marketing.

Healthcare, Education, and B2B Technology topics continue to show greater presence in Google’s AI Overviews. Healthcare and Education are the two industries where BrightEdge saw the strongest growth as well as stability of which sites are shown.

Healthcare has the highest AIO presence at 84% as of late February 2025. AIOs shown for Education topics show a consistent growth pattern, now at 71% in February 2025.

The travel, restaurant and insurance sectors are also trending upward, with the travel queries being a notable trend. Travel had zero AIO presence in May 2024 but that’s completely different now. Travel is now up to 20-30% presence in the AIO search results.

The presence of restaurant related topics in AIO are up from 0 to 5%, suggesting a rising trend. Meanwhile insurance queries have grown from 18% of queries in May 2024 to a whopping 47% of queries by February 2025.

B2B technology queries that trigger AIO are at 57%. These kinds of queries are important because they are typically represent research related by people involved in decision making. Purchase decisions are different than with consumer queries. So the fact that 57% of queries are triggering AIOs may be a reflection of the complexity of the decision making process and the queries involved with that process.

Let’s face it, technology is complex and the people using it aren’t expert in concepts like “data modeling” and that’s the kind of queries BrightEdge is seeing, which could be reflective of the end user wrapping their minds around what the technology does and how it benefits users.

Having worked with B2B technology it’s not unusual for SaaS providers to use mind numbing jargon to sell their products but the decision makers or even the users of that technology aren’t necessarily going to understand that kind of language. That’s why Google shows AI Overviews for a keyword phrase like associative analytics engine instead of showing someone’s product.

Finance related queries, which had been on a moderate growth trend have doubled from 5% of queries in May 2024 to 10% of queries in February 2025.

Here’s the takeaway provided by BrightEdge:

  • B2B Tech is at 57%, in Feb-25. Finance has been growing moderately and doubled from 5% in May-24 to 10% in Fed-25
  • Ecommerce 4% (down from 23% in May-24). Entertainment has dropped to 3%.
  • Ecommerce and Entertainment presence drops from suggests more testing and alignment with traditional Google search where users can engage in platform experiences. For Ecommerce, the use of features like product grids may be the reason. Traditional search provides more in-platform experiences.

What Does This Mean?

This volatility could reflect variable quality of complex user queries. Given that these are complex queries that are triggering AIO then it may be reasonable to assume that they are longtail in nature. Longtail doesn’t mean that they’re long and complex queries, they can also be short queries like “what is docker compose?”

Screenshots of Google trends shows that more people query Docker Compose than they do What is Docker Compose or What is Docker. Why do more people do that?

Screenshot Of Google Trends

It’s clearly because people are querying Docker Compose as a navigational query. And you can prove that Docker Compose is a navigational query because Google’s search results don’t show an AIO for the query “Docker Compose” but it does show AIO for the other two.

Screenshot Shows SERPs For Docker Compose

Screenshot Shows “What Is” Query Triggers AIO

Changes In AIO Patterns: Gains For Authoritativeness

An interesting trend is that queries for some topics correlated to answers from big brand sites. This is interesting because it somewhat mirrors what happened with Google’s Medic update where SEOs noticed that non-scientific websites no longer ranked for medical queries. Some misunderstood this as Google betraying a bias for big brand sites but that’s not what happened.

What happened in that update was not limited to health related topics. It was a widespread effect that was more like a rebalancing of queries to user expectations- which means this was all about relevance. A query about diabetes should surface scientific data not herbal remedies.

What’s happening today with AIO, particularly with AIO, is a similar thing. Google is tightening up the kind of content AIO is showing to users for medical and technology queries.

Is it favoring brands or authoritativeness? The view that Google has favored brands is shallow and lacks substance. Google has consistently shown a preference for ranking what users expect to see and there are patents that support that observation. SEOs who expect to see rankings based on their made for search engines links, optimized for search engines content, and naïve “EEAT optimized” content completely miss the point of what’s really going on in today’s search engines that rank content based on topicality, user preferences and user expectations. Trustworthy signals of authoritativeness very likely derive from users themselves.

Here’s what BrightEdge shared:

  • “For example, in the healthcare category, where accuracy and trustworthiness are paramount, Google is increasingly showing search results from just a handful of websites.
  • Content from authoritative medical research centers account for 72% of AI Overview answers, which is an increase from 54% of all queries at the start of January.
  • 15-22% of B2B technology search queries are derived from the top five technology companies, such as Amazon, IBM, and Microsoft.”

Takeaways:

  • AIO Presence Varies by Industry and Time
  • There is growth in AIO visibility for Healthcare, Travel, Insurance, and B2B Technology
  • Declining presence of AIO in Ecommerce and Entertainment
  • AIO patterns indicate a preference for authoritative sources. AIO results are increasingly sourced from authoritative sites, particularly in Healthcare and B2B Tech.
    In B2B Tech, 15-22% of AIO responses come from the top five companies. This shift may mirror previous Google updates like the Medic Update that appeared to rebalance search results based on authoritativeness and user expectations.

More information about AI Overviews at BrightEdge

YouTube SEO Study: Factors That Correlate With Top Rankings via @sejournal, @MattGSouthern

A study by the video hosting platform Adilo revealed common factors shared by high-ranking YouTube videos.

The research analyzed over 1.6 million videos, focusing on 300 that ranked in the top three for competitive non-local keywords across ten industries.

Authored by Chinasa Ferderick and Felix Johnson, the study offers insights for businesses aiming to improve their visibility on YouTube.

YouTube SEO Study: Top Findings

Engagement Metrics Correlate With Rankings

Research shows that engagement metrics impact YouTube’s ranking algorithm:

  • Video Engagement Rate: Top videos averaged 2.65% engagement, compared to the platform average of 0.09%.
  • Channel Engagement Rate: Channels with top videos had an average engagement rate of 4.46%.
  • View Count: Videos in the top position averaged 358,000 views, while second and third ranked videos averaged 303,000 and 292,000 views, respectively.

Content Formats

The data challenges popular beliefs about video optimization:

  • Video length: Videos between 8-9 minutes (median 536 seconds) appeared in top positions most frequently, contrary to popular advice favoring longer content
  • Video resolution: 90% of top-ranking videos were in HD or 4K resolution (68% HD, 22% 4K)
  • Description length: The average description word count was 222 words

Technical Optimization Factors

The data revealed several technical factors with ranking correlation:

  • Transcripts: 94% of top-ranking videos included full transcripts
  • Closed captions: Nearly 94% featured closed captions
  • Timestamps: 63% incorporated timestamps in descriptions
  • Custom thumbnails: 89% used custom thumbnails instead of auto-generated ones
  • Hashtags: Only 37% of top-performing videos used hashtags
  • External links: 78% included at least one external link in their descriptions

Keyword Strategy

The study found the following patterns in keyword usage:

  • Only 6% of top-ranking videos had titles with exact keyword matches
  • 75% used related keywords that appeared to address search intent
  • 12% used near-exact match phrasing
  • 7% included all keywords but in a different order

This data suggests that YouTube may prioritize content relevance over exact-match keywords, similar to trends in traditional search algorithms.

Channel Authority

The study identified several channel-level factors appearing in top-ranked videos:

  • Channel age: Top-ranking videos came from channels averaging 111 months (9+ years) in age
  • Subscriber count: A median of 520,000 subscribers for channels with top-ranking videos
  • Channel type: 63% of top-ranking videos came from brand/organizational channels versus 37% from personal channels
  • Verification status: 54% of top videos came from verified channels
  • Channel description: 82% of channels included website links or social media in descriptions

Multiple Video Rankings

YouTube appears to allow multiple videos from the same channel to rank for identical keywords.

The researchers found that 19% of YouTube channels have more than one video ranking in the top three positions for the exact keywords.

This suggests that YouTube’s approach to keyword targeting may differ from Google’s, which avoids keyword cannibalization.

Geographic & Age Factors

Two important patterns were noted :

  • Video Age: The average age of the top-ranking videos was 29 months. Only 9% of these videos were less than six months old.
  • Geographic Patterns: 59% of the top videos came from U.S.-based channels. Channels that didn’t mention their location (15%) performed better than channels clearly identified as non-U.S. (26%).

This trend may indicate that the market size or algorithm preferences favor content from U.S. creators.

What Does This Mean?

Based on the study findings, video creators who want to rank better on YouTube should consider these tips:

  1. Track engagement metrics as they can influence rankings.
  2. Create videos that are 8 to 9 minutes long and in high resolution.
  3. Add transcripts and closed captions to your videos.
  4. Use custom thumbnails and include timestamps.
  5. Build your channel’s authority by posting regularly.
  6. Use a series of videos to target important keywords.
  7. Write titles that match what viewers are searching for, not just exact keywords.

Study Methodology & Limitations

The researchers looked at videos that ranked for competitive, non-local keywords in ten different industries. Although the sample size is large, the results may vary for specific industries.

According to the study authors:

“YouTube SEO is constantly evolving, and there’s no guarantee that what works today will work tomorrow. To stay ahead of the curve, creators should stay informed about the latest trends and best practices in YouTube SEO.”

The full study results are available on the Adilo blog.


Featured Image: metamorworks/Shutterstock

YouTube Details Changes Coming To Mid-Roll Ads On May 12 via @sejournal, @MattGSouthern

YouTube revealed plans to update how mid-roll advertisements function, starting May 12.

The update focuses on showing more ads at natural breakpoints in videos while reducing interruptive ad placements that can lead to viewer abandonment.

Key Changes to Mid-Roll Ad Placement

YouTube will prioritize placing mid-roll ads at natural break points, such as scene transitions or pauses in content, rather than during action sequences or in the middle of sentences.

For older videos uploaded before February 24, YouTube will automatically add ad slots at natural break points for creators who have previously used manual mid-roll placements.

Importantly, creators can opt out of this automatic placement through YouTube Studio if they prefer to maintain manual control.

New Creator Tools Being Rolled Out

To help creators adapt to these changes, YouTube is introducing two new features:

  1. Feedback in YouTube Studio: This tool will identify if manually placed mid-roll ad slots are considered “interruptive,” allowing creators to adjust their placements accordingly.
  2. Automatic Ad Slots: Creators can now simultaneously enable manual and automatic mid-roll placements. This hybrid approach lets creators control specific ad breaks while YouTube’s system identifies additional natural break opportunities.

Thomas Kim (“TK”), who heads the YouTube Partner Program, explained in a video:

“Creators in the past had to choose between automatic or manual mid-rolls, and now we’re going to give you the option to do both.”

Impact on Different Creator Strategies

The changes will affect creators differently based on their current mid-roll strategies:

  • Creators using only automatic mid-rolls: No action is needed; these channels won’t be affected.
  • Creators manually placing mid-rolls at natural breaks: These channels should be minimally impacted, but they are encouraged to use the new feedback tool to verify their placements.
  • Creators placing mid-rolls at fixed intervals without considering content flow: These channels may see decreased revenue if they don’t adapt their strategies, as YouTube will show fewer ads at interruptive points.

Potential Revenue Benefits

YouTube reports positive revenue results from early testing.

Channels enabling automatic mid-roll ads and manual placements saw an average 5% increase in YouTube ad revenue compared to those using manual mid-rolls.

TK stated in the announcement video:

“By adding auto on top [of manual placements], it lets our systems find potentially better breaks and increases your ad opportunity.”

What Creators Should Do Now

With the changes taking effect on May 12, YouTube is giving creators approximately 2.5 months to adjust their strategies. The company recommends:

  1. Check existing manual mid-roll placements with the new feedback tool
  2. Considering enabling automatic ad slots alongside manual placements
  3. Creating content with more natural breakpoints if current videos have limited non-interruptive placement opportunities

YouTube reminds creators that they control whether to show mid-roll ads and where they appear. The company doesn’t force automatic mid-rolls on videos that don’t have them enabled.

TK assured creators

“We’re not taking away any controls. You have control whether you want to turn on mid-roll ads, turn off mid-roll ads, where you want to place them. All we’re giving you is more features to help you optimize those and give you more options.”

For more details, see the video below:


Featured Image: daily_creativity/Shutterstock

OpenAI: Internal Experiment Caused Elevated Errors via @sejournal, @martinibuster

OpenAI published a new write-up about elevated errors in ChatGPT that significantly increased failed conversation attempts. The issue was caused by a misconfigured internal experiment.

According to OpenAI:

“On February 19, 2025, from 9:48 AM to 11:19 AM PT, ChatGPT experienced a service degradation, leading to a significant increase in failed conversation attempts. This resulted in blank responses for many users.

The root cause was a misconfigured internal experiment that unintentionally triggered a surge in traffic, overwhelming our inference infrastructure. This increase in load led to saturation of compute resources, causing failures in generating responses.

After identifying the root cause, we took immediate action by temporarily shedding load from free-tier users to stabilize the system. As capacity was restored, paid users gradually recovered, and the full service was restored by 11:19 AM PT.”

OpenAI Continues To Work On Solutions

The incident response goes on to note that they continue to work on changes that will prevent similar outages from happening, writing:

“Stronger Safeguards: Building better protections around experiment changes and configurations by moving from a uniform approval process to a risk-based model to ensure safer rollouts of experiments.

Faster Root Cause Identification: Automating notifications for relevant changes and experiments to more quickly identify root causes of increased failures.”

Read the incident report

Elevated errors for ChatGPT

Google On Search Console Noindex Detected Errors via @sejournal, @martinibuster

Google’s John Mueller answered a question on Reddit about a seemingly false ‘noindex detected in X-Robots-Tag HTTP header’ error reported in Google Search Console for pages that do not have that specific X-Robots-Tag or any other related directive or block. Mueller suggested some possible reasons, and multiple Redditors provided reasonable explanations and solutions.

Noindex Detected

The person who started the Reddit discussion described a scenario that may be familiar to many. Google Search Console reports that it couldn’t index a page because it was blocked not from indexing the page (which is different from blocked from crawling). Checking the page reveals no presence of a noindex meta element and there is no robots.txt blocking the crawl.

Here is what the described as their situation:

  • “GSC shows “noindex detected in X-Robots-Tag http header” for a large part of my URLs. However:
  • Can’t find any noindex in HTML source
  • No noindex in robots.txt
  • No noindex visible in response headers when testing
  • Live Test in GSC shows page as indexable
  • Site is behind Cloudflare (We have checked page rules/WAF etc)”

They also reported that they tried spoofing Googlebot and tested various IP addresses and request headers and still found no clue for the source of the X-Robots-Tag

Cloudflare Suspected

One of the Redditors commented in that discussion to suggest troubleshooting if the problem was originated from Cloudflare.

They offered a comprehensive step by step instructions on how to diagnose if Cloudflare or anything else was preventing Google from indexing the page:

“First, compare Live Test vs. Crawled Page in GSC to check if Google is seeing an outdated response. Next, inspect Cloudflare’s Transform Rules, Response Headers, and Workers for modifications. Use curl with the Googlebot user-agent and cache bypass (Cache-Control: no-cache) to check server responses. If using WordPress, disable SEO plugins to rule out dynamic headers. Also, log Googlebot requests on the server and check if X-Robots-Tag appears. If all fails, bypass Cloudflare by pointing DNS directly to your server and retest.”

The OP (orginal poster, the one who started the discussion) responded that they had tested all those solutions but were unable to test a cache of the site via GSC, only the live site (from the actual server, not Cloudflare).

How To Test With An Actual Googlebot

Interestingly, the OP stated that they were unable to test their site using Googlebot, but there is actually a way to do that.

Google’s Rich Results Tester uses the Googlebot user agent, which also originates from a Google IP address. This tool is useful for verifying what Google sees. If an exploit is causing the site to display a cloaked page, the Rich Results Tester will reveal exactly what Google is indexing.

A Google’s rich results support page confirms:

“This tool accesses the page as Googlebot (that is, not using your credentials, but as Google).”

401 Error Response?

The following probably wasn’t the solution but it’s an interesting bit of technical SEO knowledge.

Another user shared the experience of a server responding with a 401 error response. A 401 response means “unauthorized” and it happens when a request for a resource is missing authentication credentials or the provided credentials are not the right ones. Their solution to make the indexing blocked messages in Google Search Console was to add a notation in the robots.txt to block crawling of login page URLs.

Google’s John Mueller On GSC Error

John Mueller dropped into the discussion to offer his help diagnosing the issue. He said that he has seen this issue arise in relation to CDNs (Content Delivery Networks). An interesting thing he said was that he’s also seen this happen with very old URLs. He didn’t elaborate on that last one but it seems to imply some kind of indexing bug related to old indexed URLs.

Here’s what he said:

“Happy to take a look if you want to ping me some samples. I’ve seen it with CDNs, I’ve seen it with really-old crawls (when the issue was there long ago and a site just has a lot of ancient URLs indexed), maybe there’s something new here…”

Key Takeaways: Google Search Console Index Noindex Detected

  • Google Search Console (GSC) may report “noindex detected in X-Robots-Tag http header” even when that header is not present.
  • CDNs, such as Cloudflare, may interfere with indexing. Steps were shared to check if Cloudflare’s Transform Rules, Response Headers, or cache are affecting how Googlebot sees the page.
  • Outdated indexing data on Google’s side may also be a factor.
  • Google’s Rich Results Tester can verify what Googlebot sees because it uses Googlebot’s user agent and IP, revealing discrepancies that might not be visible from spoofing a user agent.
  • 401 Unauthorized responses can prevent indexing. A user shared that their issue involved login pages that needed to be blocked via robots.txt.
  • John Mueller suggested CDNs and historically crawled URLs as possible causes.
Analysis Forecasts More Vulnerabilities In 2025 via @sejournal, @martinibuster

A new analysis predicts that the number of reported vulnerabilities will reach record highs in 2025, continuing the trend of rising cybersecurity risks and increased vulnerability disclosures.

Analysis By FIRST

The analysis was published by the Forum of Incident Response and Security Teams (FIRST), a global organization that helps coordinate cybersecurity responses. It forecasts almost 50,000 vulnerabilities in 2025, an increase of 11% over 2024 and a 470% increase from 2023. The report suggest that organizations need to shift from reactive security measures to a more strategic approach that prioritizes vulnerabilities based on risk, planning patching efforts efficiently, and preparing for surges in disclosures rather than struggling to keep up after the fact.

Why Are Vulnerabilities Increasing?

There are three trends driving the increase in vulnerabilities.

1. AI-driven discovery and open-source expansion are accelerating CVE disclosures.

AI is vulnerability discovery, including machine learning and automated tools are making it easier to detect vulnerabilities in software which in turn leads to more CVE (Common Vulnerabilities and Exposures) reports. AI allows security researchers to scan larger amounts of code to quickly identify flaws that would have gone unnoticed using traditional methods.

The press release highlights the role of AI:

“More software, more vulnerabilities: The rapid adoption of open-source software and AI-driven vulnerability discovery has made it easier to identify and report flaws.”

2. Cyber Warfare And State-Sponsored Attacks

State-sponsored attacks are increasing which in turn leads to more of these kinds of vulnerabilities being discovered.

The press release explains:

“State-sponsored cyber activity: Governments and nation-state actors are increasingly engaging in cyber operations, leading to more security weaknesses being exposed.”

3. Shifts In CVE Ecosystem

Patchstack, a WordPress security company, identifies and patches vulnerabilities. Their work is adding to the number of vulnerabilities discovered every year. Patchstack offers vulnerability detection and virtual patches. Patchstack’s participation in this ecosystem is helping expose more vulnerabilities, particularly those affecting WordPress.

The press release provided to Search Engine Journal states:

“New contributors to the CVE ecosystem, including Linux and Patchstack, are influencing disclosure patterns and increasing the number of reported vulnerabilities. Patchstack, which focuses on WordPress security, is playing a role in surfacing vulnerabilities that might have previously gone unnoticed. As the CVE ecosystem expands, organizations must adapt their risk assessment strategies to account for this evolving landscape.”

Eireann Leverett, FIRST liaison and lead member of FIRST’s Vulnerability Forecasting Team, highlighted the accelerating growth of reported vulnerabilities and the need for proactive risk management, stating:

“For a small to medium-sized ecommerce site, patching vulnerabilities typically means hiring external partners under an SLA to manage patches and minimize downtime. These companies usually don’t analyze each CVE individually, but they should anticipate increased demands on their third-party IT suppliers for both planned and unplanned maintenance. While they might not conduct detailed risk assessments internally, they can inquire about the risk management processes their IT teams or external partners have in place. In cases where third parties, such as SOCs or MSSPs, are involved, reviewing SLAs in contracts becomes especially important.

For enterprise companies, the situation is similar, though many have in-house teams that perform more rigorous, quantitative risk assessments across a broad (and sometimes incomplete) asset register. These teams need to be equipped to carry out emergency assessments and triage individual vulnerabilities, often differentiating between mission-critical and non-critical systems. Tools like the SSVC (https://www.cisa.gov/ssvc-calculator) and EPSS (https://www.first.org/epss/) can be used to inform patch prioritization by factoring in bandwidth, file storage, and the human element in maintenance and downtime risks.

Our forecasts are designed to help organizations strategically plan resources a year or more in advance, while SSVC and EPSS provide a tactical view of what’s critical today. In this sense, vulnerability forecasting is like an almanac that helps you plan your garden months ahead, whereas a weather report (via EPSS and SSVC) guides your daily outfit choices. Ultimately, it comes down to how far ahead you want to plan your vulnerability management strategy.

We’ve found that Boards of Directors, in particular, appreciate understanding that the tide of vulnerabilities is rising. A clearly defined risk tolerance is essential to prevent costs from becoming unmanageable, and these forecasts help illustrate the workload and cost implications of setting various risk thresholds for the business.”

Looking Ahead to 2026 and Beyond

The FIRST forecast predicts that over 51,000 vulnerabilities will be disclosed in 2026, signaling that cybersecurity risks will continue to increase. This underscores the growing need for proactive risk management rather than relying on reactive security measures.

For users of software like WordPress, there are multiple ways to mitigate cybersecurity threats. Patchstack, Wordfence, and Sucuri each offer different approaches to strengthening security through proactive defense strategies.

The main takeaways are:

  • Vulnerabilities are increasing – FIRST predicts up to 50,000 CVEs in 2025, an 11% rise from 2024 and 470% increase from 2023.
  • AI and open-source adoption are driving more vulnerability disclosures.
  • State-sponsored cyber activity is exposing more security weaknesses.
  • Shifting from reactive to proactive security is essential for managing risks.

Read the 2025 Vulnerability Forecast:

Vulnerability Forecast for 2025

Featured Image by Shutterstock/Gorodenkoff