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There have been a number of developments this June across search, AI and digital advertising, with new AI Search features from Google, expanded reporting tools and new targeting across LinkedIn advertising. We also have news of Mark Ritson’s landmark (and highly interesting) global study on the effectiveness of audio advertising. 

 

Google has completed the rollout of its June 2026 Spam Update, which ran from June 24 to June 26. Unlike Core Updates, Spam updates are designed to improve Google’s spam detection systems, including SpamBrain, rather than broader changes to search rankings. Google has not announced any new spam policies, so the existing guidance of focusing on high quality, relevant content and following Google’s existing spam guidance remains the best approach to ensure organic search visibility. If you notice any changes in your website’s traffic and impressions, we here at Mackerel Media can help review your site and identify any impact and roadmap solutions from this latest update.

 

One Profile to Rule Them All

Google has officially launched Search Profiles, a new way for publishers and creators to showcase their content across multiple platforms within a single Google profile. These profiles can include articles, videos, social media accounts and website URLs, and allows users to follow creators and see their content in Google Discover. Search Profiles are currently only available to creators with at least 100,000 followers on YouTube, Instagram or X, or 300,000 followers on TikTok, and are initially being rolled out in the United States. As Google continues to expand Discover, Search Profiles offers another way of improving impressions and user engagement.

 

 

Generative AI performance reporting is now being rolled out within Google Search Console. The new report provides insight into how often URLs appear within Google’s AI-powered search features, including AI Overviews, AI Mode and AI powered Discover results. The Generative AI report which can be found under the Performance tab, includes impression data, along with page, country, device and date breakdowns. Unfortunately click data and search query reporting are not yet available. As Generative AI becomes more prominent, AI reporting will help provide further insights into how sites are performing within Google’s changing search experience.

 

Google’s One Stop Stat Shop

Google has added new integration between Google Business Profile and GA4, allowing businesses to view their Business Profile performance alongside website data all within a single platform. This new integration includes local engagement metrics such as website clicks, phone calls, direction requests, bookings and messages. The update also provides an improved overview of how customers have interacted with their Google Business Profile before visiting their website.

 

Microsoft has expanded its AI Performance reporting within Bing Webmaster Tools, introducing four new AI visibility insights – Intents, Topics, Citation Share and Compare. These new reports help users to understand why their content is being cited within Bing AI and Microsoft Copilot, which topics they are appearing for, and how their AI visibility has changed over time. Whilst it is currently available as a preview phase, these new reports make Bing Webmaster Tools one of the most comprehensive platforms for measuring organic AI search performance.

 

 

Microsoft Advertising has improved its LinkedIn Profile targeting capabilities by adding the ability to target job seniority across Search and Audience campaigns. Ads can now target or observe users based on ten different seniority levels, including Owner, Manager, Director, VP and CXO, making it easier to target specific job roles and decision makers. 

 

Prime Day Goes AI

Amazon has become one of the first major retailers to advertise within ChatGPT by launching sponsored ads during Prime Day. The ads appeared below ChatGPT’s responses and were targeted using conversational terms rather than traditional keywords. Whilst ChatGPT ads are still in their early stages, the fact that Amazon has started to adopt them suggests a growing confidence in AI platforms and the importance of varying your ad reach outside of traditional search and social campaigns.

 

 

The Sound of Success

The media industry is abuzz with the results of a new global study that has highlighted the effectiveness of audio advertising, with campaigns which used commercial audio delivering stronger results than those without. The research which was presented by Mark Ritson at the Cannes Lions Festival, analysed more than 1200 campaigns over 17 years, and found that campaigns which included audio achieved higher profits, increased customer trust and improved customer acquisition. The study also found that audio was particularly effective when combined with emotionally-led creative. These findings highlight the value of including radio and digital audio within the media mix, especially for advertisers looking for new channels to build their brand.

 

 

End of the Aerial? 

The Department for Culture, Media & Sport (DCMS) has published a new green paper on the future of UK broadcasting, including proposals for a transition away from Digital Terrestrial Television (DTT) and towards internet-only TV services. Whilst the report is focused on television, Radiocentre have reported that any changes to DTT could have implications on the future of radio, as many TV and radio services currently share the same transmission infrastructure. Whilst online listening continues to grow, broadcast radio is an important platform for millions of listeners each week, meaning any future changes to television broadcasting could also affect the future of the UK’s radio network.

Google’s recent May 2026 core update has finished rolling out, triggering noticeable shifts across search results.

While core updates are routine, this one appears to have changed how Google weighs user intent, content relevance and result type –  here’s all the latest news about this recent Google algorithm update and what it could mean for your website in 2026.

 

Table of Contents

• What is a Google Core Update?
• Why Does Google Update its Algorithms?
• When Was the May 2026 Core Update?
• What Made the May Core Update Different?
• What Happened During the Rollout?
• What Changed after the May Update?
• How to Respond to the May 2026 Core Update
• What the Latest Core Update Means for the Future of SEO

 

What is a Google Core Update?

A Google Core Update is a broad change to Google’s ranking systems, used to evaluate the quality of content and relevance of websites across the web. 

Unlike narrower updates that focus on spam, product updates or reviews, core updates are designed to reward content that is seen as helpful, reliable and which satisfies the users search intent.

 

Why Does Google Update its Algorithms?

 

 

The internet is constantly changing, content that was useful a year ago may not be the best answer today. Search habits also change, and new sources and platforms such as video and social platforms are being used to find information.

To handle this, Google updates their ranking algorithm to understand what users are looking for and ensure that the most relevant and useful content is shown.

To keep up with this pace of change, Google’s algorithm looks at:

• Relevance to the search query?
• Whether a page matches the users search intent – are they looking to buy or just for more information?
• Originality, versus duplicated or copied content
• Topical authority and credible expertise
• Pages include real, reliable first-hand experience
• Local relevance versus generic, global content

A ranking shift does not mean a website has done anything wrong, it can simply mean another page now satisfies one of these factors better – post algorithm update.

This is why core updates can often be frustrating. There may be nothing wrong with a website, there could be no manual penalties, no technical errors and no other obvious issues. However, rankings can still change simply because Google has updated how it assesses the quality and relevance of websites across the internet.

 

When Was the May 2026 Core Update?

 

 

The update launched on May 21st 2026 and finished rolling out on June 2nd 2026.

Google gave only a brief announcement for the May update. Their accompanying LinkedIn post described it as “designed to better surface relevant, satisfying content for searchers from all types of sites”, with no other expected changes or guidance given. 

This suggests that the update wasn’t targeting any specific website types or on-page content, instead, it was a broad update.

 

Google 2026 Update Timeline

• Launched – May 21, 2026
• Completed – June 2, 2026 (11 days, 21 hours to)
• Update Type – Broad search algorithm update
• Reach – All regions, languages and content types

 

 What Made the May Core Update Different?

The launch of the May core update happened just 48 hours after Google’s I/O 2026 Conference, where Google unveiled a new Gemini-powered search box and a focus on continued AI-search results over traditional site links.

The combination of a new search box along with a core update could mean that it’s now harder to track the impact and effectiveness of both, since a core update would affect traditional organic rankings, and an AI-search box affects how those sites which are ranking are shown to users.

 

What Happened During the Rollout?

The 12-day rollout brought typical ranking volatility, with some sites seeing sharp drops while others recovered ground lost following the March update.

Search volatility is very common during a core update. Google rolls out changes across many different languages, regions and locations around the world, which can cause rankings to shift throughout the update process. This is why Google advises waiting a week until after the update is deployed to get a true reflection of the impact before making any changes.

 

Semrush Sensor Search Volatility

 

(Image credit: SEMRush)

 

Many third-party tracking tools also reported high levels of search volatility. 

SEMRush reported high levels of search volatility throughout the rollout period. Their Sensor platform checks the search rankings for a fixed number of keywords daily, and measures how many have changed at the end of each day. 

The high score shown above means that there was an increase in changes in rankings on those dates which occurred just before the update started and near the end of the update.

However, a week after the rollout finished, search volatility has stabilised.

 

What Changed after the May Update?

 

 

Whilst Google has not published exactly what the update was targeting, there have been reports and independent reviews carried out by SEO industry experts to identify common trends of the impact of the recent update.

 

Google is Rewarding Search Intent

One of the reporting findings from the May core update is the importance of search intent. It appears that Google is now placing greater emphasis on whether a page is the right type of result to show to a user for a particular search.

Research from Aleyda Solis, analysing SISTRIX visibility data between May 26th and June 2nd, found pages matching a user’s intent, location and expected result type gained visibility.

For example, local searches (a plumber, a petrol station, etc) now tend to favour local businesses, Google Business Profiles or map results over well-optimised national-facing pages. Searches for advice based on personal experience are also more elilely to surface from discussions than long-form articles.

 

The Importance of Local Search Relevance

Local relevance is rising in importance too.

Location-specific websites have seen a boost in search results over broader global domains. This includes websites improving in visibility when the information provided is from the user’s country, such as .co.uk served to users in the UK over global .com domains. 

For local-intent searches, a smaller, more relevant local business can now outrank a larger generic competitor.

All of this makes localised landing pages, reviews, up-to-date contact details, a complete Google Business Profile, and local citations and links increasingly important.

 

Content is Still King

Quality content remains essential, but quality not quantity. As more sites lean on AI for copy creation, generic and thin content is becoming common, and Google is rewarding content that genuinely benefits the user.

Instead, Google is placing greater emphasis on content that actually benefits the user. This could include aspects such as:

• Original insights and first-hand experience
• Clear explanations which are easy to follow
• Expert opinion and trusted sources
• Helpful examples and video walkthroughs
• Accurate and up-to-date information
• Detailed product or service information and guidance.
• Clear answers to common questions such as FAQs

Content that simply repeats what already exists is unlikely to stand out and is more likely to drop in search results.

 

Recovery from the March Core Update

Some website owners who were affected by the March core update have reported improvements after the May update. 

Google is continually updating their search algorithm, and if your website gained visibility after May, it may be because Google has reassessed the content on your website as having more value, or that competitors have lost rankings within the search results.

 

How to Respond to the May 2026 Core Update

 

 

If your website has been affected by the May 2026 core update, the most important thing is not to panic. A drop in rankings does not mean your website has been penalised, it simply means that Google has reassessed how your page content and relevance compares to others in the search results.

If you suspect your site was impacted by the most recent update, Google recommends the following process.

 

Review Search Console Performance

Review which pages have declined in clicks and impressions within Google Search Console. You can also review which queries have dropped and by how much. This will help you understand whether the decline in performance is affecting your entire website or only specific sections of the site, such as blogs, product pages or local service pages.

Once you have a better understanding of which pages are affected and which keywords you have lost, search within Google for those search terms and observe:

• Are new competitors outranking you?
• Are there more local businesses ranking higher?
• Are forums, videos or AI Overviews taking more visibility?

This can help give you a clearer understanding of if your page matches what Google believes users want.

 

Improve Content, Relevance and Trust Signals

For affected pages, compare your content against what now outranks it, is it useful? accurate? and current?

If not, then you may need to:

• Update any outdated information, and include a timestamp saying when the page was updated if it is a blog or article
• Add more useful content, guidance, FAQs which match the users search intent
• Improve the structure of your page so that more relevant information is nearer the top of the page, rather than buried near the bottom
• Strengthen internal links to spread authority across the domain and ensure that all pages are correctly crawled and indexed
• Strengthen trust signals with clear contact details, author bio pages, accreditations, reviews and any awards won
• Answer related questions and in different formats such as text and video
• Remove thin, unnecessary or duplicate content

For local businesses: Keep your Google Business Profile complete and current, services, hours, accessibility information, and make sure your address and contact details match exactly across your site and other citations.

 

What the Latest Core Update Means for the Future of SEO

 

 

Google now includes AI overviews, video results, local business listings, discussions and forums, featured snippets and other search features within their results.

Google is becoming more selective about what kind of result to display in each search type. A page could be well written and full of useful content, however Google may still not class that type of page as the correct result to match a user’s search intent. Even large, popular websites may lose to a local website which is more relevant to the user.

To stay competitive, websites need more than optimisation, genuinely useful, expert, locally relevant and current content, written for the specific intent behind each search.

If you would like to understand how the May 2026 core update has affected your website or organic visibility, contact Mackerel Media today. We can help you review your site performance, identify the pages and search queries which may have been affected and can assist working with you to improve your search visibility.

April’s been anything but quiet in the search and media world – from fresh tweaks in Google Search Console reporting to shiny new image ad placements and a fascinating FT report highlighting that streaming platforms are eyeing a dramatic TV ad comeback, there’s been plenty to keep an eye on.  Here’s a quick (and easy to digest) rundown of what’s changed over the past month…

 

Google Got a Little Too Generous 

At the start of the month, Google announced that they were fixing a Google Search Console issue which had resulted in inflated impressions being reported since May 2025. The issue stemmed from a logging error that caused search impressions to be over-reported, and from our own internal review, looks to be related to an increase in impressions reported on image search.

 

Only impressions were affected whilst clicks, click through rate and average search position remained accurate. Whilst not every website has been affected to a noticeable degree, site owners may notice a slight decline in reported impressions in the Performance report. If you notice changes in impression data during this period, we here at Mackerel Media can help review your performance and highlight any fluctuations with your site’s performance. 

 

 

Google Update: Quality Wins, Aggregators Lose

Google also confirmed at the start of April that their March 2026 core update has now fully deployed. This was a broad core update, which aimed to improve the overall visibility of relevant and satisfying content for searchers from all types of sites. Early reports have suggested that aggregator, reference sites and comparison sites were most affected and saw declines in visibility. Whilst Google hasn’t provided any new guidance for this update, the advice of ensuring that your content is high quality, relevant and provides clear value to users still applies.

 

Google announced that they will begin showing sponsored ads within the image results on mobile search. Previously, ads would appear at the top of the images tab, however this new placement means that users will see ads within Google’s image grid whilst browsing, with each ad clearly labelled as ‘Sponsored’. This new update expands Google’s available ad placements, and should lead to an increase in impressions and potential click-through rates since ads will be more visible to users whilst they scroll on their mobile devices.

 

AI Helps, But Humans Still Shine

A recent study by Semrush has found that human-written content is much more likely to rank higher on Google compared to purely AI-generated content. The analysis of 42,000 blog posts across 20,000 keywords showed that human content appeared in position one around 80% of the time, compared to just 9% for AI created content. Whilst AI can help as a supporting tool with planning and drafting content, the above data shows the importance of human-written content when it comes to increasing organic visibility and improving search performance. 

 

No Events Page? No Problem!
LinkedIn has released Off-Platform Event Ads, which allows marketers to promote events without needing to create a LinkedIn Event Page. This new ad format means that advertisers can run Event Ads which link directly to external landing pages (including webinar platforms and livestream sites), instead of keeping the user within the LinkedIn platform. This update gives businesses greater flexibility when it comes to promoting events, helping to drive users to their own website whilst taking advantage of LinkedIn’s audience targeting capabilities.

 

 

The Advertising Association and WARC have published their updated Advertising Expenditure Report, which highlights the recent changes in the UK media landscape. This report reveals that investment in UK advertising in 2025 reached £46.7 billion – a 6.4% increase from 2024. One of the most noticeable investments was during the Q4 2025 festive season which saw £12.9 billion invested in media, with an increase in growth across retail media (30.5%), addressable TV (26.9%) and social media (22.0%). This report also introduced new channel definitions, with retail media and social media classed as standalone channels for the first time. Across 2025, investment growth was recorded across addressable TV (37%), social media (21%) and retail media (17.5%). Search (5.8%), cinema (3.4%) and out-of-home (2.3%) also saw an increase in investment. The forecast for 2026 predicts a further 6.6% growth to £49.8 billion, along with a predicted 5.6% increase to £52.6 billion in 2027. 

 

Streaming Saves TV Ads 

The Financial Times have recently reported on how streaming services are giving TV advertising a new lease of life. Popular platforms such as Netflix, Disney and Amazon Prime Video have all introduced ad-supported pricing tiers, which creates new revenue opportunities and the re-introdution of ads onto their streaming platforms. The report also notes that while traditional linear TV advertising is not as strong, both connected TV and streaming services are continuing to drive growth in video advertising with Netflix forecast to generate more than $8 billion in advertising revenue by 2030. The article highlights how the shift towards streaming has not replaced TV advertising but has instead strengthened it, and offers advertisers a more flexible, data driven and creative environment to reach engaged audiences.