SEO News Roundup — July 10, 2026

Google Search & Console Updates

• Generative AI Controls Expanding: Google is rolling out its generative AI controls within Search Console to sites outside the U.K. While the feature was initially limited, users in the U.S. and other regions are now reporting access. You can find more details at Search Engine Roundtable.
• Google Business Profile Review Bug: A widespread issue is currently affecting Google Business Profiles, with many owners seeing an incorrect "You have no reviews yet" message when attempting to view their feedback. Track the ongoing community reports at Search Engine Roundtable.
• Merchant Center Rebrand: Google has officially dropped the "Next" branding from Merchant Center. The platform is now simply referred to as Google Merchant Center, with updates already reflecting in help documentation and interfaces. Read the announcement at Search Engine Land.
• Ask YouTube Expansion: The conversational "Ask YouTube" search experience is now available to signed-in U.S. desktop users aged 13 and older, moving beyond its previous status as a Premium-only test. Learn more at Search Engine Land.

Advertising & AI Strategy

• ChatGPT Ads Updates: OpenAI has introduced several updates to its ad platform, including custom audiences (for lists of 25k+ users), a new overview tab for campaign health, and "suggested ad drafts" that leverage existing website metadata. The service is also expanding into Japan and South Korea, as reported by Search Engine Land.
• AI Ad Disclosures: Google is expanding its AI ad transparency tools globally. New "How this ad was made" disclosures will now appear in My Ad Center across Search, YouTube, and Discover to indicate if AI was used in creative production. Details are available at Search Engine Land.
• Winning the AI Decision Layer: As AI engines increasingly influence consumer purchase paths, brands must optimize for the "AI decision layer." Data suggests AI-referred retail traffic is surging, making visibility in AI citations critical. Read the full analysis at Search Engine Land.

Practitioner Resources

• Using Documentation for Buy-in: Nick LeRoy argues that SEOs should stop relying on "best practice" labels and instead anchor their technical recommendations in official Google documentation to build trust with stakeholders. Read the breakdown at Search Engine Land.
• AI for GSC Data: AI can significantly speed up the analysis of Google Search Console data by identifying intent patterns and "striking distance" opportunities that would otherwise require manual spreadsheet work. See the 7-step guide at Search Engine Land.