Welcome to Pulse of the Week: Updates affect how you read post update rankings, what new click data says about Google traffic, and where your local reports are stored.
Here you will find out what is important for you and your work.
Reddit has achieved top spots in every niche following the May core update
SE Ranking analyzed 100,000 keywords and found that Reddit increased its top 3 presence in all 20 niches it tracks.
Important facts: Reddit ranked first for 13,872 keywords after May, up 54% from 8,993 in March. Gains were strongest in experience-focused niches, with Reddit holding 18% of the top three in pets. There was less change in the YMYL categories, with healthcare increasing from 0.93% to 1.33%. Two-thirds of the domains lost in March did not recover in May.
Why this is important
Breaking it down to a niche level changes your interpretation of the “Reddit is growing” headlines. A top 3 share of 18% in pets creates a different competitive picture than 1.33% in healthcare.
The direction also reversed since March, when Amsive’s analysis found that Reddit and similar platforms were losing visibility. Core updates have pushed the same platforms in different directions, making it risky to draw conclusions from a single update.
Most domains that lost visibility after the March update did not regain it after the May update. For sites waiting for a recovery, the data shows that another core update is no guarantee.
Read our full coverage: Reddit hit top spots in every niche after May’s core update
SparkToro data shows that 68% of Google searches end without a click
SparkToro co-founder Rand Fishkin released new US zero-click data from Similarweb’s clickstream panel, covering January through April.
Important facts: In the panel, 68% of Google searches ended without a click. For every 1,000 search queries, 232 clicks reached the open web. Of all clicks, 66% went to the open web, 27% to Alphabet properties and 6% to ads.
Why this is important
When stakeholders expect click-through rates from a few years ago, you get a concrete indication.
The measurement angle is just as important as the traffic angle. Google’s new AI performance reports in Search Console show impressions and independent data shows fewer and fewer clicks. Visibility tracking now means watching where you show up, not just what comes across in your analytics.
What SEO experts say
In a comment on Fishkin’s LinkedIn post, Whitespark founder Darren Shaw connected the data to Google’s new Search Console reports:
“I recently shared a post about how Google will display impression data from AI Overviews and AI Mode in Search Console. A lot of people are complaining in the comments that there’s no click data. I thought, ‘You don’t get it.'”
Andre Alpar, board member and advisor at Alpar Ventures, questioned in another comment whether searches that lead to follow-up searches should count:
“A portion of the 29% who perform a “further search” then click on the next search. So in my opinion they are not 100% zero-click search.”
Reactions were divided between acceptance of the drop in clicks and discussion of how this should be counted.
Read our full coverage: Google Search sends 23% of queries to the open web
Google is updating its SEO documentation
Google has released a new Search Central page covering third-party SEO tools, services and advice. Additionally, the “Need SEO?” page was created. updated. Page with about seven changes.
Important facts: The new site recommends that businesses review SEO advice, including AEO and GEO, against Google’s documentation. The updated hiring guide warns about third-party tools, mentions AEO and GEO services, and now encourages business owners to contact the FTC about fraudulent SEO services – a first on this site.
Why this is important
The guide divides SEO information into two categories. One of them is the opinion of third parties based on data or experience. The other is Google’s documentation, which recommends the site to weigh all other points.
According to Roger Montti’s analysis, the wording is aimed at agencies and people selling SEO services, which puts you on the receiving end.
The “Need SEO?” Inquiry This is the page business owners find when they are looking for help. It asks you to weigh your recommendations and your tools against Google’s documentation.
The mentions of AEO and GEO provide an official anchor to the terminology debate. When a client asks whether they need a separate AEO strategy, Google’s answer is now on record.
Read our full coverage: Google’s new guide calls for authority on SEO, tools, and AEO/GEO and Google’s updated guide calls for FTC complaints against shady SEOs
Google business profile data connects to Analytics and Gemini
Two updates place Google Business Profile data in new locations. Google has documented a native business profile link in Google Analytics and announced a business profile connection for the Gemini app.
Important facts: The Analytics link adds seven business profile metrics into reports, including calls, directions, and bookings. Once connected, Gemini can write review responses, edit profiles, and answer performance questions. The rollout of Gemini features begins this month, with Business Profile connectivity following in the coming weeks.
Why this is important
Local reporting has lived in separate places for years. Website data lives in Analytics, while calls and directions requests live in the Business Profile dashboard. The Analytics link closes part of this gap.
Whether it helps you depends on your setup. Analytics combines metrics across linked profiles, so reporting across multiple locations still requires the company profile dashboard or API.
What local SEO experts say
Darren Shaw welcomed the Analytics link in a LinkedIn post:
“Google business profile data comes to Google Analytics.
Soon you’ll be able to link your Google business profile directly to GA4 and see local performance data in Google Analytics. This means you can report on things like:
- Calls
- Bookings
- Directional requests
- Website clicks
- Overall interactions
And that’s great because local SEO reports have always been messy.
Your website data is in one place, your GBP data is in another place and you have to put it all together manually.
Now you can see more of this data in one place and get a clearer picture of how your business profile helps people find you, contact you and visit your website.”
Commenting on Shaw’s post, Kaycie Mandour-Smith, CEO of Infinity Dental Web, a digital marketing company for dentists, described a limitation she encountered:
“I was so looking forward to this and then… If you have your entries in a manager account group, you can’t link them. You have to ungroup them to be able to link. I’m hoping that newer versions will let you select a group and then a profile.”
Read our full coverage: Google Analytics adds Google company profile data and Google adds company profile tools to the Gemini app
Topic of the week: Search work continues to spread across the major platforms
Each story this week highlights how the search workflow is increasingly shifting to large platforms.
SparkToro’s data measures fewer clicks reaching independent websites. SE Ranking’s numbers show that Reddit achieves top spots in every niche it tracks. Company profile connections move local reporting and management into Google Analytics and Gemini.
This week is less about a single feature and more about where the work gets done. The data, reports, tools and advice are all closer to the major platforms than they were a month ago.
Top stories of the week:
Additional resources:
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