The message from this month’s SEO update is clear: AI and data accuracy are changing the way we plan, optimize and measure SEO. This isn’t just a list of updates, but a signal to rethink impressions, content creation, and tools to stay effective. Yoast Senior Marketing Manager Chris Scott moderated the session. Alex Moss and Carolyn Shelby reported extensively on AI trends, Google updates and Yoast product news.
Data and rankings are changing
A key shift revolves around data. Google REMOVED The num=100 Parameter that changed how much ranking data is displayed per page in Google Search Console. The result is not a sudden drop in performance; it is a correction. Impressions may appear lower because the data is cleaned, and that is more important than the raw numbers. Paid search data remains solid because ads rely on accurate counts for financial reasons.
AI content and media: Use it, don’t rely on it
Sora 2 can generate short videos from text prompts, providing practical visual elements to blog posts. Use AI visualizations to complement your core message, not replace it. In e-commerce, Walmart, WooCommerce and Shopify are testing AI-powered shopping features. Don’t rush into a full switch before big buying events.
Local SEO and search engines beyond Google
Bing’s managing director now has an updated interface focused on local listings, signaling a push into local search. Diversifying beyond Google can open up new AI-powered opportunities. It’s about testing where AI-driven search and shopping works best, not blindly shifting budgets.
AI mode and how people behave
Research on AI dominant sessions shows a clear pattern: users spend 50 to 80 seconds on AI-generated text and clicks are usually transactional in nature. Intention patterns also change. Now comparisons lead to review pages, crucial purchases go to product pages, and local tasks point to maps and assets.
Google has tested AI-generated descriptions for threads without meta content, but meta descriptions are not deprecated. The best practice is to rely on Yoast’s standard meta templates (like %excerpt%) as a reliable fallback. When writing, think of it as an inverted pyramid, putting important information first so the AI can extract it cleanly. Maintain a fallback description in Yoast SEO to keep automation under your control.
AI in everyday workflows
ChatGPT updates push for more human-to-human interactions, and tools like Slack can aggregate threads and search discussions by meaning, not just keywords. Growth in AI usage now feels more stable; Some younger users are opting for other AI tools.
Insights from Microsoft and Google
The basic rules haven’t changed: concise, unique and valuable content wins. Shorter, focused texts are best for AI synthesis. Remove lint and improve clarity. The message is simple, because clarity trumps complexity, especially as AI becomes more central to the way content is consumed.
Yoast product updates to watch
The Yoast SEO AI+ bundle adds AI Brand Insights to track mentions and citations in AI output, and pronoun support has been added to Schema markup for inclusivity. If you’re pursuing AI relevance beyond traditional signals, this package can be a smart addition.
Next actions and a short invitation
For more news, you can join the next SEO Update by Yoast on November 24th. The transcript, video, and messages are all available on the SEO Update by Yoast October Edition webinar page. For more information and options to watch future webinars, please also see the main Yoast webinar listings.