Search continues to evolve beyond the familiar list of blue links. During July, Google introduced new ways to measure how content performs across different platforms, expanded what users can do within AI Mode, and made several important changes affecting both organic and paid search.
At the same time, the growing importance of generative engine optimisation has raised a broader strategic question for businesses: who should be responsible for a brand’s visibility within AI-generated answers?
Here are five digital marketing developments that caught our attention this month.
Google Search Console Can Now Track Social and Video Content
Google has introduced a new Search Console property type that allows creators and businesses to monitor how their content on Instagram, TikTok, X and YouTube performs within Google Search and Discover.
The new platform properties provide familiar Search Console metrics, including clicks, impressions, search queries and individual post performance. This is a significant development because it gives marketers a more consolidated view of organic visibility beyond their own websites. It also reinforces the growing overlap between SEO, social media and video content, with Google increasingly surfacing firsthand perspectives and platform-native content in its search results.
Read the announcement on the Google Search Central Blog
Google Expands AI Mode With Connected Apps
Google is expanding AI Mode by allowing users to connect external services such as Canva, Instacart and YouTube Music directly to Search. Users can then ask Google to complete more complex tasks, such as creating designs, compiling shopping lists or building playlists, without following the traditional search-and-click journey.
For marketers, this provides another indication that Google sees the future of Search as increasingly conversational and action-oriented. Search results will not simply recommend websites; they will help users complete tasks. This could gradually change the role websites play in customer journeys, making brand visibility, trusted data and integration with AI-powered platforms increasingly important.
Read Google’s announcement about connected apps in AI Mode
Who Should Be Responsible for GEO?
An article published by Axios examines a question that many businesses are beginning to face: which department should be responsible for generative engine optimisation?
Traditional SEO has generally been managed by marketing and digital teams. However, visibility in AI-generated answers depends on more than a company’s website. AI platforms may draw information from editorial coverage, public relations activity, third-party reviews, social content and other authoritative sources. As a result, GEO cannot necessarily be managed effectively by one department in isolation.
The article argues that businesses should approach GEO as a collaborative responsibility spanning SEO, communications, public relations, content and brand management. This is a useful way to think about AI visibility: it is not simply a new technical optimisation exercise, but a broader effort to establish consistent and credible authority across the web.
Read “Nobody owns GEO” on Axios
Google’s June Spam Update Leads the Latest SEO Developments
Search Engine Roundtable’s July webmaster report provides a helpful summary of recent Google Search developments, led by the June 2026 spam update.
The update reportedly completed its rollout in only two days, although ranking fluctuations appeared to begin before the official announcement. Google also continued to clarify how its systems assess content, site-wide signals, paywalled pages and AI-generated search experiences.
One particularly noteworthy point was Google’s confirmation that an llms.txt file does not currently help or harm a website’s performance in Google Search. This is an important reminder that, despite the growing number of tools and proposed standards associated with GEO, established SEO fundamentals remain the most reliable foundation for visibility in both traditional and AI-powered search.
Read the July 2026 Google Webmaster Report
Google Ads Introduces Real-Time Policy Reviews
Google Ads has introduced Real-Time Policy Reviews for responsive search ads. The feature checks advertisements for potential policy issues while they are being created, giving advertisers almost immediate feedback rather than requiring them to wait for the standard review process.
For advertisers, this should make it easier to identify problematic wording or assets before campaigns are launched. It could be particularly useful for businesses operating in industries with stricter advertising requirements, where a rejected advert can delay a campaign or interrupt lead generation. Google says the system can reduce initial policy feedback times from hours to seconds, although advertisements may still be subject to further review after submission.
View the latest Google Ads product announcements
Looking Ahead
July’s developments demonstrate how quickly the boundaries between SEO, social media, AI platforms and paid search are disappearing.
Google is measuring more types of content, completing more tasks within Search and providing advertisers with increasingly automated tools. Meanwhile, brands must now consider not only where their websites rank, but whether they are recognised and cited as trusted sources by AI-powered search platforms.
SEO remains fundamental, but the definition of search visibility is becoming much broader. Businesses that combine strong technical foundations, original content, credible third-party coverage and a consistent presence across multiple platforms will be best positioned as traditional search, AEO and GEO continue to converge.
