Monthly Search Insights: July 2026

July has reinforced an important shift in how Google understands businesses online.

Search is no longer just about the pages on your website. Your wider digital presence, including reviews, videos, social content and accurate business information, also helps Google understand who you are, what you offer and why potential customers should trust your business.

This month, there are three key developments worth focusing on:

• Google Search Console platform properties: clearer insight into how social and video content appears in Google
• AI Assistant attribution in analytics: clearer reporting of visits from AI tools
• “Crawled, currently not indexed” and content quality: understanding why some website pages may not appear in Google

The overall message is clear: strong search visibility depends on a consistent and trustworthy online presence. Your website, content, reviews, social profiles and wider business information all help potential customers find and understand your business, while giving Google and AI tools a clearer picture of who you are and what you offer.

Google Search Console Platform Properties: Understanding Social and Video Visibility

Google has introduced platform properties in Search Console, allowing content from social and video platforms to be analysed alongside traditional website data.

This means businesses can now gain more insight into how content from platforms such as Instagram, TikTok, X and YouTube is being discovered through Google Search.

Previously, visibility from these platforms was much harder to measure. This update provides a clearer view of which content is appearing, what searches are driving discovery and how different channels contribute to the wider customer journey.

What this means for your business

Your online presence is no longer limited to your website.

A potential customer may discover your business through a Google result, watch a YouTube video, see an Instagram post or engage with another piece of content before ever visiting your website.

This additional information can help us understand which channels are helping potential customers discover your business and where further opportunities may exist.

What we are doing to support this

We are beginning to add platform properties to relevant client accounts where the necessary access and data are available, while reviewing how this information can strengthen our reporting.

As this develops, it will provide another useful layer of insight alongside rankings, traffic, conversions and other search performance data.

AI Assistant Attribution in Analytics: A Clearer View of Visits From AI Tools

As more people use AI tools to find information and businesses, it is becoming increasingly important to understand whether those tools are sending visitors to websites.

At Artemis, we have already been developing ways to identify and report on AI-driven visits, but Google’s introduction of a dedicated AI Assistant attribution makes this process more streamlined and consistent.

Recognised visits from AI tools are now being grouped into a dedicated reporting category, giving businesses a clearer view of visitors arriving through these platforms.

What this means for your business

This gives us more reliable and consistent information to analyse alongside other performance data, helping us understand whether AI tools are contributing to website visits and customer journeys.

This change will only apply to future data. Previous visits will not be reclassified, and visits without identifiable referral information may still be recorded as Direct traffic.

What we are doing to support this

We are updating our reporting approach to incorporate this new attribution method wherever available.

This will allow us to combine our existing AI visibility analysis with Google’s new reporting category and build a clearer picture of whether AI tools are contributing to website performance.

“Crawled, Currently Not Indexed” and Content Quality: Why Some Pages May Not Appear in Search

Google’s John Mueller recently discussed how concerns about the overall quality of a website can sometimes affect how many of its pages Google chooses to include in search results.

If Google’s systems have concerns about the overall quality of a website, this can sometimes result in fewer pages being indexed, with reports such as “Crawled, currently not indexed” appearing in Search Console.

This does not mean every page with this status has a quality issue. There are many reasons why pages may not be indexed.

However, when a large number of pages fall into this category without an obvious technical reason, it can be a sign that the overall quality and usefulness of the website should be reviewed.

What this means for your business

Indexing is not just a technical process. Google also needs confidence that content provides genuine value to users.

This is particularly relevant as more businesses use AI to assist with content creation. AI itself is not the issue. The concern is content that feels generic, repetitive or lacks genuine expertise and insight.

What we are doing to support this

At Artemis, we pay close attention to indexing reports and review pages that fall into these categories.

Where patterns appear, we assess the wider picture, including content quality, search intent, technical structure and overall usefulness.

This is why we continue to focus on creating experience-led content that demonstrates expertise and gives users a genuine reason to engage.

Final Thoughts

July’s developments reinforce a wider shift in search: Google is increasingly looking beyond individual webpages and towards the overall presence and credibility of a business online.

Your website remains a critical part of this, but it is one part of a much bigger picture. Useful content, reviews, social profiles, videos, accurate business information and positive customer experiences all contribute to how your business is understood, trusted and presented in search results.

This is something Artemis has focused on for a long time. Strong search visibility has never been only about rankings. It is about building a consistent, trustworthy online presence that helps potential customers find and understand your business, while giving search engines and AI tools confidence in the information they present.

As search continues to evolve, the businesses best positioned for the future will be those that demonstrate genuine expertise, provide useful information and build trust across every touchpoint.

At Artemis, we will continue monitoring these developments and applying practical improvements that help your business stay visible, trusted and competitive as search evolves.