This month, we bring you some exciting developments and updates from the world of search.

September 2025 Google algorithm and search industry updates

• Google Algorithm Updates
• SEO

This month, we bring you some exciting developments and updates from the world of search.

Recent studies reveal the shifting landscape of Local SEO. For Local SEO, Proximity (55.2%) is the top factor, followed by Review Count (19.2%) and Domain Power (5.9%). For the Top 10 results, the relevance of reviews becomes significantly more influential.

Meanwhile, the analysis of Google’s AI Mode suggests that standard Schema markup (Organisation, WebPage) remains baseline hygiene but provides no competitive advantage over niche types. Plus, Google’s testing of AI-generated product summaries highlights the importance of optimising product pages for AI for better conversion rates.

In a disruptive shift, Google’s removal of the “num=100” search parameter has impacted tracking tools like SISTRIX, leading to data changes for many sites. This move signals Google’s intent to limit data access, likely in response to the growing competition from AI search platforms.