Google’s Latest Updates: What You Really Need to Know

Google has rolled out several updates that are changing how search works and how we measure SEO performance. If your reports look different, don’t worry, the changes are about how data is tracked, not your results.

What’s Happening

• AI Mode and other search features are taking over the page. Google now shows AI-driven summaries (“AI Mode”), featured snippets, “People Also Ask” boxes, and knowledge panels that answer queries directly, often without a click. This means people may get answers without visiting your site. 
• Reporting metrics are changing. Some previous metrics, like average position, are no longer available. Google now focuses on impression share and visibility instead. Because the way search results are displayed has changed, previous month-on-month and year-on-year comparisons aren’t as reliable. 

How This Changes the Search Journey

The way people move through the search funnel is shifting:

• Living (Top of Funnel): Informational searches, like “how to choose a kitchen worktop” are increasingly answered directly on Google’s page. Fewer clicks reach your site from these early queries.
• Learning (Middle of Funnel): Users who do click are further into their research. Google communications describe these as “higher intent,” but in reality, clicks can be unpredictable. People might still be exploring options rather than being ready to buy.
• Buying (Bottom of Funnel): Remaining clicks are often transactional. While some are ready to act, the journey isn’t always linear, and the pipeline isn’t necessarily smaller, but the mix of queries reaching your site is changing. 

Our Strategic Response

At Door4, we’ve spent two decades refining search strategies that deliver measurable business results. These updates aren’t a pivot; they validate why our integrated approach works and why it matters more than ever. Our approach includes:

• Content: High-quality, human-centred content with clear structure, supporting data, and relevant detail.
• Keywords: Topic-based strategies rather than chasing single keywords, so content connects with a broader range of relevant searches.
• Authority: Building and demonstrating expertise, experience, authority, and trust (E-E-A-T) through credible authorship, sources, and brand reputation.
• Technical: Using Schema markup and a mix of multimedia formats: video, images, infographics – to make content easier to understand and more likely to be surfaced by Google.

“This isn’t a new playbook — it’s the way we already work. What’s changed is the search environment, which makes our approach even more relevant. The foundations of good SEO are the same, they just carry more weight than ever.”
Beth Moore, Head of Client Services at Door4

 

Reporting and Measuring Success

Old metrics like average position or raw traffic are no longer enough. Instead, we focus on outcomes that matter: visibility, leads, and revenue.

The key takeaway: SEO only matters if it drives commercial results.

The num=100 Change

In September 2025, Google removed the num=100 parameter.

Why it matters:

• Some tools now show drops in impressions and keyword counts. 
• Many sites report fewer visible keywords, especially short- and mid-tail searches. 
• Average position may appear higher – but this is cleaner data, not a ranking boost. 

The reality: Reports may look weaker, but your actual rankings and performance haven’t collapsed. This is a reshuffle of the data, not your results.

Final Word From Door4

“Google’s updates are making search noisier, but the fundamentals haven’t changed. Brands shouldn’t be distracted by vanity metrics — the job is still to create content people actually value, prove authority, and measure performance against what matters: leads, revenue, and pipeline.”
Tom Morton, Head of Activation, Door4

That’s where we focus, and that’s why our approach keeps delivering… no matter how often Google moves the goalposts.

Authors and contributors:
Tom Morton, Head of Activation, Door4
Megan Jones, SEO Executive, Door4
Beth Moore, Head of Client Services, Door4