Monthly SEO Insights: September
The world of SEO continues to move fast, and September has been no exception. From Google’s ongoing AI push to important shifts in rank tracking, reviews, and branding, there’s plenty to take note of this month.
At Artemis, we’re keeping close tabs on these changes and running our own tests to ensure our clients stay ahead. Here’s what’s happening — and what it means for your business.
1. Google AI Overviews – Branding is More Important Than Ever
Recent research shows that Google’s AI Overviews mentioned an average of 6.02 brands per query, compared to ChatGPT’s 2.37. Searches with commercial intent — containing words like “buy,” “where,” or “deals” — triggered brand mentions 65% of the time.
What this means for SMEs:
Google continues to be the platform where brands can get visibility in AI-driven search results.
High-intent keywords remain highly valuable for ecommerce.
Building a strong brand presence is critical, as AI results increasingly reference known names.
At Artemis, we’re actively testing and optimising for Google AI Overviews, ensuring our clients are visible in these new search experiences.
2. Reviews Remain a Core Ranking Signal
A fresh study confirmed what we’ve been saying for years: review count and keywords in reviews are leading factors in securing top spots in local rankings. In today’s AI-driven world, reviews across multiple platforms carry even more weight.
If you haven’t asked happy customers to leave reviews recently, now is the perfect time to establish a consistent review request schedule. Regularly asking for feedback helps build a strong and diverse online reputation.
Not sure which platforms are most beneficial for your business? Get in touch with us, we can guide you in choosing the best review sources to boost your local and AI-powered visibility.
3. August Spam Update
From 26 August to 22 September, Google rolled out a global spam update aimed at improving the ability of its automated systems to detect and reduce spam in search results. This release focused on enhancing Google’s existing systems to better identify and penalise sites using manipulative practices like link spam, deceptive content, and other tactics that violate Google’s guidelines.
While this sparked a lot of conversations in the SEO community, Artemis clients experienced no such disruptions. This outcome reflects our commitment to sustainable SEO practices and long-term value. By adhering to Google’s quality guidelines and focusing on creating high-quality, user-first content, Artemis ensures that clients remain resilient to algorithmic changes and spam updates.
4. Rank Tracking Enters a New Era
This month, Google introduced a significant change by removing the num=100 search parameter, which previously allowed rank tracking tools to display up to 100 search results per query. This update is part of ongoing efforts to reduce data scraping and improve the accuracy of Search Console data. As a result, many rank tracking tools have reported a significant drop in impression counts.
What’s the Impact:
Google Search Console Data: The update has led to reduced impressions and increased average impressions, as a result of a reduction in web crawlers scraping data.
Tracking Adjustments: We’ve worked closely with our rank tracking partners to ensure we continue to monitor rankings accurately. We’ve moved from daily to weekly updates, allowing us to track up to 100 search results. This is a temporary measure, as we continue to refine our approach and adapt to the new system.
Does it Matter:
More Accurate Data: Although comparing data from before and after this change may present some challenges, Google Search Console now reflects a more accurate view of reality, which will improve our long-term analysis.
A Shift Towards Conversions: With AI platforms increasingly reducing searches on traditional search engines, the focus is shifting from rankings to conversions — and rightly so. At Artemis, we’ve always prioritised conversion-driven SEO, and this update reinforces why that approach is the right one.
5. Google’s Ongoing AI Push
Several updates this month reinforce Google’s direction of travel:
AI Mode in Chrome: Google is bringing AI straight into the address bar, showing how deeply integrated AI will be in everyday browsing.
Google Discover & Social Media: Social posts and “follow” buttons are being surfaced directly in Google Discover, underlining how social presence is becoming a search ranking factor.
Gemini’s Audio Uploads: Google Gemini now allows audio uploads, a top user request. This highlights how search is diversifying beyond text, with users expecting more natural, multi-format ways to interact.
Our Focus? Building Authority, Brand, and Trust
September’s updates confirm what we’ve been advising clients for some time: SEO isn’t about chasing positions anymore. It’s about building authority, brand, and trust — and ensuring your digital activity turns into real-world business.
At Artemis, we’re continuously testing, learning, and refining strategies to keep our clients ahead of these changes. If you’re looking to learn more about how these changes are impacting your SEO strategy, or if you’d like to explore how we’re already adapting your approach to stay ahead, feel free to reach out. We’re continuously refining your strategy to ensure your brand thrives in this evolving landscape.
