{"id":85839,"date":"2025-12-10T23:29:59","date_gmt":"2025-12-10T22:29:59","guid":{"rendered":"https:\/\/www.aleydasolis.com\/?p=85839"},"modified":"2025-12-10T23:42:32","modified_gmt":"2025-12-10T22:42:32","slug":"what-we-learned-google-search-central-zurich-2025","status":"publish","type":"post","link":"https:\/\/www.aleydasolis.com\/en\/search-engine-optimization\/what-we-learned-google-search-central-zurich-2025\/","title":{"rendered":"What we learned about AI, Discover and Shopping from Google during the Search Central Zurich 2025"},"content":{"rendered":"

Yesterday, I had the fantastic opportunity to attend once again the Google Search Central Zurich event<\/a>, which has been organized annually for the past few years and marks the last Google-organized search event of the year.<\/p>\n

This year\u2019s edition was a comprehensive, full-day event that brought together SEOs from across Europe (and, this time, from the US as well) to learn about the latest Google feature releases and updates, and to ask questions directly to the Google Search Relations team, along with the always fun opportunity to network and learn from a helpful and generous SEO community.<\/p>\n

\"\"<\/p>\n

Below is a summary of three key topics discussed throughout the day, based on insights shared both in the Googlers’ presentations and during the Q&A hosted by John Mueller and Martin Splitt.<\/p>\n

1. AI: They’re still measuring and experimenting with what they launch and there isn’t GEO without SEO<\/h2>\n

\"\"<\/p>\n

In general, Google shared how they decide what to launch by asking key questions: Is it good for users?\u00a0What does good mean?\u00a0How do you measure what’s good?.<\/p>\n

The same principles apply to AI, where progress is happening faster, and competition is moving fast, and at the same time, they’re still measuring and optimizing for user satisfaction.\u00a0<\/strong><\/p>\n

They clarified that with AI Overviews you’re still optimizing for their core ranking system, and that’s why what we can do is to focus on what users need; which is what their system does.<\/p>\n

15% of all searches are new every day and this will grow with AI search<\/h4>\n

Google mentioned how because of AI search behavior, the number of new “different” searches will increase, and as a consequence, it will be a challenge to establish patterns to identify where and what to focus on, and not only in text but also with images and videos.<\/p>\n

No GEO without SEO<\/h4>\n

During the Q&A Google also clarified that they don’t think is true that GEO (or whatever we want to call AI Search Platforms optimization) can be done without SEO: There’s no GEO without implementing SEO fundamentals.<\/p>\n

LLM.txt don’t matter<\/h4>\n

When asked about LLMs.txt Google said again that they don’t think they matter as much. It’s just a text file for them.<\/p>\n

How critical is structured data for Gemini?<\/h4>\n

It continues to be important. In particular, for data with authoritative meaning and regulatory information, like prices in shopping, it’s very important.<\/p>\n

When is Google going to show AI Overviews and AI Mode in Search Console?<\/h4>\n

Google was asked and clarified that they didn’t have any announcement related to AI Overviews or AI Mode tracking – which is something the SEO community expects – mentioning that they don’t have anything to announce and that this data is already included in what’s already shown in the Google Search Console.\u00a0Also, what they could say is that with AI, people tend to search more and get insights from other types of platforms, like social ones.<\/p>\n

What about GEO metrics?<\/h4>\n

When asked about the metrics that we should look at for GEO, Google shared that not only for GEO but in general, we should look for the behavior and patterns in CTR and impressions; ideally exporting Search Console data via Big Query to avoid filtering, to establish patterns without limitations and using this data with Google Analytics data to better establish what’s having a real impact.<\/p>\n

2. Google Discover: The core mission remains to stay on top of users interests by following trust and safety criteria<\/h2>\n

\"\"<\/p>\n

Google has learned that Discover users:<\/p>\n