Missed Yoast’s latest SEO update for 2025? Our in-house lead SEOs, Carolyn Shelby and Alex Moss, broke down December’s biggest search changes, from the Gemini integration to Google’s publisher deals, and answered your burning questions. Don’t forget to watch the replay and sign up for the next edition!
Watch the full replay below (or read on for highlights).
2025 in a nutshell: The three biggest SEO changes
2025 was the year of AI officially took over the search. The most important thing is:
- From ranking to retrieval: AI overviews and chat interfaces created is quoted more important than first place.
- EEAT became non-negotiable: Google (and users) demanded real Expertise, not just keyword-filled content.
- Publishers vs. AI: Lawsuits and deals changed the way content is licensed and monetized.
Want the full breakdown? Our detailed 2025 SEO roundup post will be published next week. Plus, hear Carolyn and Alex share their insights in Yoast’s December SEO update YouTube.
Key takeaways from the episode
AI search isn’t coming because it’s already here
Action: Review your content Retrieval (not just rankings). Use tools like Yoast’s Brand Insights AI Visibility Tracker to see where you’re being cited in AI answers in LLMs like ChatGPT and Perplexity.
Google’s Publisher Deals: A Band-Aid or the Future?
- Google has deals with major publishers (e.g. news sites) to license content for AI training. This is to avoid lawsuits and maintain advertising revenue.
- The catch: That doesn’t solve the long-term problem. Publishers still rely on traffic, and AI overviews extract clicks.
Action: If you’re in publishing, diversify traffic sources (email, social, direct). For everyone else: Watch how these offers impact your niche.
Shopify’s AI UX Agent: A look into the future
- Shopify’s SimGym Simulates user behavior to identify UX issues without skewing analysis.
- Why it matters: AI-driven CRO tools are getting smarter. If you don’t test UX with AI, your competitors will.
Action: Experiment with AI UX tools (even free ones like Hotjar’s AI Insights).
Google Search Console is getting smarter
- AI-powered insights: Search Console now suggests questions to analyze your data (e.g. “Why did impressions decrease for X query?”).
- Social channel tracking: YouTube, Reddit, and other social traffic now appear in Search Console.
Action: Use these tools to identify trends before they become problems.
llms.txt: Is it worth the 5 minutes?
Action: Add llms.txt If you are curious, but don’t expect miracles.
Q&A highlights
Carolyn and Alex answered questions live during the webinar. Here are the top three:
1. Should we stop using wallpapers to improve loading speed?
- Carolyn: “Optimize them, but don’t stress. Focus on.” non-blocking Loading times. If the image loads laggy and the interactivity doesn’t lag, it’s fine.”
- Alex: “Test it. If your audience values visual elements (e.g. fashion, design), keep those. If not, simplify them.”
2. Can we make big changes during a Google Core update?
- Carolyn: “Act as if there is no update. If you need to make changes, make them. Google updates are rolling, so there is no deadline.”
- Alex: “Worst case scenario? You’ll see fluctuations. But if your website is broken, fix it.” Now.”
3. FAQ pages or FAQs on every page?
- Alex: “Both. Sit unique FAQs on product/service pages. Use a central FAQ for common questions (e.g. shipping, returns).”
- Carolyn: “Don’t hide answers in switches as the AI can’t read them.”
Stay ahead in 2026
The news in this December issue of Yoast’s SEO Update proves one thing: SEO is changing faster than ever before. Whether it’s AI-driven search, publisher deals or smarter tools, the rules are being rewritten at a rapid pace.
How to stay up to date:
- Join us for the next Yoast SEO update To January 27, 2026. We look at the latest trends and examine their impact on your strategy. Register now.
- Missed the 2025 review? Our detailed post will be published next week; Don’t forget to read it!