Yesterday, I had the great opportunity to attend the Google Search Central Zurich event, which has been organized every year for the past few years and marks Google’s annual search event.
This year’s version was a complete, full-day event that brought together SEOS from all over Europe (and, this time, from the US Redrotion Team), and an exciting opportunity for active SEO and learn from a helpful and generous community.
Below is a summary of the three main topics discussed throughout the day, based on the observation reported by Googles sermons and during the Q & A held by John Mueller and Martin Splitt.
1. AI: They can still scale and experiment with what they are launching and there is no geo without SEO
Generally, Google reported how they decided what to do by asking important questions: Is it good for users? What does good mean? How do you measure the good?
The same principles apply to AI, where progress is fast, and competition is fast, and at the same time, They can still measure and increase user satisfaction.
They explain that with AI Overviews you are still building on their high-quality system, which is why we can focus on what users need; Which is what their system does.
15% of all new searches every day and this will increase with AI search
Google said that due to the behavior of AI searche, the number of new “different” searches will increase, and as a result, it will be a challenge to establish patterns to identify what and not only with text and videos.
There is no geo without SEO
During the Q & A google also clarified that they do not think it is true that geo (whatever we want to call AI Search Optimization) can be done without SEO: There is no geo without using the basics of SEO.
Llm.txt doesn’t matter
When asked about LLMS.TXTE google again and again that they don’t think they are very important. It’s just a text file for them.
IMPORTANT IMPORTANT IMPORTANT OF THE LAST WAY?
It continues to be important. In particular, obtaining data with an authoritative definition and regulatory information, such as purchase prices, is very important.
When will Google show AI overview and AI mode in Search Console?
Google was asked and it was clarified that it does not have an announcement related to the overview of AI or AI Mode – which the SEO Communist expects – it means that the data is already included in what is already shown in Google Search Console. Also, what it would mean is that with AI, people tend to search more and get insights from other types of platforms, like social.
What about geo metrics?
When asked about the metrics we should look for geo, it was shared by Google that not only geo but in general, we should look for behavior and patterns in CTR and impressions; Posting that effectively exports Search Console data with a large query to avoid filtering, to establish patterns without restrictions and to use this data with Google Analytics data to find out what has a real impact.
2. Google Discover: Core Mission always stays above the interests of users by following the methods of trust and security
Google has learned that to find users:
- Look for high quality, inspiring and authoritative content
- They are interested in niche recommendations
- They recognize low quality content when they see it
- Clickbait and WebSpam Impact SUMER Trust the entire Web Ecosystem and AI Slop Compands
They also specified that quality content experiences are few and far between, ranging from:
- Harmful content
- It has a low value, but it is benign
- Cutting through the UGC slop, with a certain amount of fun
- AI AI proven control
And how their existing systems help them solve these new problems:
- The Google search quality team has been fighting WebSpam for 20 years
- A little alignment of the position search gives them the tools to fight the trauma that is wanted
- The large scale and direct development of the feed, makes room for high-quality proposals
That is why the key recommendation is to continue to optimize the high-quality interaction that will appear and avoid traffic fluctuations because the use of the material and the operation is a reliable indicator of Huepeaty’s interest and purpose:
- Publish high quality, authoritative, niche, inspirational content to attract an audience where found.
- UGC and Video can increase your reach: They update your availability to make it easier to find, follow and engage with the content and creators the users care about the most.
- They will continue to put users first: Their policies are expected by the community and they are expected to maintain quality in all the sites they own and operate.
- Certative ai is an exciting opportunity for the entire web, and they don’t want to overshadow its potential with spam.
- They are laser focused on promoting high quality content, whether it is produced or not.
Finally, google also remembered that it is dangerous if 90% of your site’s traffic comes from it.
3. Shopping Google: Schema.org is the key, use the new merchant API & Note CSR JS for Shopping Regrading Schema
Schema.org is essential for shopping
Schema.org is the glue to bind the various ontologies together and they plan to expand with other organizational information (such as promotions, store lists), and to add more product structures / offerings to the level of AI-related fields.
Finally, all the information that “Digital Rome” offers, from the Merchant Center Next, the search console and the webpage markUp that explains the details of the organization of the organization such as returns, delivery, reliability, which keeps the offer active.
Shopping, need for speed and free shipping: Unexpected shipping details are reason # 2 and # 3 for cart abandonment; That’s why they support various deployment scenarios with Schema.orst Type.
Avoid CSR JavaScript for shopping related schema
In search: Google breaks it down. However, it invites drag if you have any content gaps and are displayed on the page. What is displayed with CSR JS should accurately reflect what is displayed in the page’s content.
However, when you go shopping it’s different because they crawl a lot. If they have to crawl everything to save detrove, then they don’t load all the JS. When they buy they can’t be saved as a search, because they need the latest information. This is why buying CSR JS should be avoided.
The new Merchant API replaces the Shopping Content API with extended, advanced integrations and more
- Google Product Studio: Generate product title and image layout to scale
- Merchant API Insights: For product performance, pricing tools, popular products, competitive landscape insights
- Notifications API: Real-time push notifications of critical product status
- YouTube Shopping API
- More!
The content API remains available until August 2026, and you can find migration instructions (due soon) here.
Conclusion: Whatever the search platform, remember that it is about optimizing the user, avoid hyper optimization of things.
Beyond some (stylish) topics like AI, find or go shopping, Google reminded us:
- Avoiding hyper fixation on things, and done is better than perfect.
That we should focus on what is most important in the big picture, beyond those changing areas, and what really drives the impact on the great user experience. - That there are both pages and site-level signals is important; Although page rank is often easy to adjust and site signals take time to update.
- Brand building is fine.
- Links or navigation does not determine quality.
- Technical SEO does not improve quality.
- Diverse traffic sources mean lower dependency.
Last but certainly not least, I want to thank the Google relations team
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