Mackerel Media’s Search and Digital Marketing Roundup – May 2025
May has been a busy month for search and digital marketing developments, especially with the rise of AI-overviews and the use of AI in performance marketing and Google ads. Let’s take a look at some of the top SEO stories from the past month.
AI-mazing Growth…
According to a recent study by Semrush, AI overviews now appear in 13.14% of Google search queries, doubling since January 2025. Over 88.1% of AI summaries appear for informational queries, and only a small share of keywords which trigger an AI overview are commercial, transactional or navigational queries. The industries that have seen the greatest increase in AI summaries being used are Science, Health, People & Society and Law & Government, mainly as these are industries which users are looking for informational content about. Real Estate and Shopping are the least affected by AI overviews, since these are areas which users have a more commercial and transactional search intent.
…But Sinking Search Clicks
Related to the Semrush study, a recent BrightEdge study revealed that Google’s AI Overviews have led to a 30% decline in click-through rates over the past year. Even though there has been a reported 49% increase in search impressions, AI generated summaries provide users with a more effective way of getting the answers that they need, which is in turn reducing the amount of clicks to traditional search results.
Whilst both the above findings primarily impact informational websites, such as articles, review sites and buying guides, the findings do highlight the importance of optimising your website for AI search. Ensuring that your content is correctly structured, relevant to user queries and that the content is authoritative will help your website be cited and remain visible as AI search continues to develop.
Google Gets Device-Specific
On the ad front, Google has introduced new device targeting for Performance Max campaigns. This means that advertisers can optimise their ad spend across different devices such as computers, phones, tablets and TVs. This is especially useful as it gives advertisers greater control over their ad placement. It also means that content can be tailored to specific audience groups based on user behaviour and engagement preferences, which will help improve campaign performance and overall return on investment.
Google has launched a new “What’s Happening” feature for Google Business Profiles. This feature allows local businesses to highlight real-time updates, such as upcoming events, new menus and offerings and seasonal promotions. Regularly adding these updates will also help signal to Google that your business is active and responsive, which can help influence search rankings.
Pin-terest-ing Developments
Pinterest has been rising up the ranks as the go-to search platform, especially amongst younger users and women. According to Adobe, 39% of consumers use Pinterest as a search engine, with 36% of users starting there instead of Google. The report reveals that users are drawn to its visual, personalised results. 61% of users say Pinterest’s search feels more tailored than Google’s. 80% of businesses who use the platform say that it outperforms Facebook, Instagram and Google Search in clicks and shares. This study shows just how important Pinterest is to brands, and the growing opportunity to reach audiences in a more visually orientated way.
