Today’s Insights
- Google Search Results
- Store Widget
- Enterprise SEO
- GBP
- Schema
Hey there,
This month, I’ve been keeping a close eye on some big shifts in the search and SEO space, and I’ve pulled together a few insights I think you’ll find useful. From Google shaking up search results to new tools like the Store Widget, there’s a lot happening that could impact how we build trust, drive sales, and stay visible online.
In this issue, I’ll share what these changes mean for SEO, why alignment beats tools in enterprise SEO, how to manage Google Business Profiles at scale, and whether Schema really helps in Google’s new AI Mode.
-Javier
Featured Topic
Google Shakes Up Search Results — What It Means for SEO
Since September 10, Google appears to have disabled the &num=100 parameter that let users load 100 results per page. This change is disrupting rank-tracking tools, with many showing gaps, errors, or sudden drops in desktop impressions.
The shift also suggests that inflated impressions in Search Console may have come from bots and tools scraping 100-result pages. Now, impressions are falling while average positions rise, reshaping reporting baselines.
For SEO teams, check your Search Console data since September 10 and monitor updates from your rank-tracking provider. Toolmakers are already adjusting, but Google hasn’t confirmed whether this is a test or a permanent change.
Store Widget, Enterprise SEO, GBP, Schema
Google Store Widget to Build Trust & Sales
Google’s new store widget lets you showcase your store rating, reviews, and policies right on your site, helping shoppers feel confident to buy. Early results show businesses using it saw up to an 8% sales lift in 90 days.
The widget updates automatically and comes in three tiers (Top Quality, Store Rating, or Generic), depending on eligibility. Adding it to your homepage or product pages is a simple way to boost trust and conversions.
Source: https://developers.google.com/search/blog/2025/09/store-widget?ck_subscriber_id=3349661591
Enterprise SEO’s Biggest Challenge Isn’t Tools, It’s Alignment
Big brands usually have the budgets, dev teams, and tools. Yet enterprise SEO often stalls, not because of technical issues, but because teams aren’t aligned. Marketing, product, dev, and leadership often pull in different directions, leaving SEO stuck in the middle.
The real barrier? Silos and lack of executive buy-in. Without leadership support and cross-team collaboration, audits and reports go nowhere. Success at scale comes from breaking silos, aligning goals, and showing stakeholders the business impact of SEO.
As Petra Kis-Herczegh puts it: “SEO expertise alone won’t cut it at enterprise level. You need to understand people, politics, and processes to make it work.”
Source: https://www.womenintechseo.com/knowledge/enterprise-seo-strategy-internal-alignment/
Managing Google Business Profiles at Scale
Running dozens (or even hundreds) of locations on Google Maps can be overwhelming, from verification headaches to unwanted edits. The key is setting up a solid system from the start.
- Use a domain email to claim and verify listings, it signals legitimacy and makes management easier.
- Organise with business groups to streamline access and avoid messy user permissions.
- Bulk verify (10+ locations) to save time, just be ready with documents and consistent website info.
- Stay alert to edits with email notifications, and use APIs carefully to avoid mass errors.
With the right setup and oversight, you can keep every location accurate, compliant, and ready to drive local SEO results, without letting GBP management eat your week.
Source: https://moz.com/blog/manage-and-verify-gbp-at-scale?ck_subscriber_id=3349661591
Does Schema Help in Google’s AI Mode?
We analysed 107,000+ sites cited in AI Mode and found that Schema doesn’t give a special boost. Beyond the basics (Organisation, Webpage, Article, Breadcrumbs, Author), no Schema type improved visibility.
The reason: AI models don’t read Schema as structured data, they tokenise it like any other text. So while Schema helps Google Search understand content, it’s not a ranking edge in AI Mode.
Source: https://salt.agency/blog/schema-ai-mode/?ck_subscriber_id=3349661591