Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Latest Search Engine Updates and Trends in September 2025
Google updated its Search Quality Raters Guidelines with new AI Overview examples and refined YMYL definitions. It is testing the removal of the 100 results per page option and enhancing AI Overviews for currency exchange queries. Bing experiments with new ad URL indicators, while Google Merchant Center pricing policies have been revised. The SEO community is also buzzing with developments like Ahrefs acquiring Detailed.com and ongoing AI-related industry news.
Optimixed’s Overview: Key Developments in Search Engine Algorithms, Policies, and AI Features in September 2025
Google’s Search Quality and User Experience Enhancements
On September 11, 2025, Google released an updated version of its Search Quality Raters Guidelines. This update includes:
- Additional examples illustrating how to rate AI-generated overviews to improve content evaluation accuracy.
- Refinements to the definitions surrounding Your Money or Your Life (YMYL) content to better guide quality raters.
- Typographical fixes and clarifications to ensure consistent guideline interpretation.
Moreover, Google is experimenting with removing the option to display 100 search results on a single page, signaling a shift in how users interact with search results volume.
Updates in Google Merchant Center and AI-Powered Features
- Merchant Center Pricing Policies were revised to reflect changes in merchant fees, government charges, import/export costs, and price mismatch handling.
- Google is rolling out AI Overviews for currency exchange rate queries, enhancing the instant informational display for users, though replication of this feature is currently inconsistent.
Bing’s Ad Interface Experimentation
Bing is testing a new visual cue for sponsored ad URLs, replacing the traditional arrow with vertical three dots. This subtle UI change aims to improve ad identification and user experience.
Community and Industry Highlights
- Ahrefs has acquired Detailed.com, signaling consolidation in SEO tools and marketing platforms.
- The SEO community is navigating updates on Google’s spam algorithm, AI integration in search, and new beta features like Google Discover’s desktop AI Overviews.
- Ongoing regulatory and legal developments concerning AI technologies continue to influence the search landscape.
