1. Google Algorithm Updates

Unconfirmed Ranking Volatility

Although Google did not release an official core update in February, significant ranking fluctuations were observed on February 4–5, 20, 26, and 27. These shifts led to notable changes in search impressions and traffic for various websites. The SEO community speculated about potential unconfirmed updates during this period. ​Search Engine Roundtable

---

2. AI Search & Google AI Overviews (SGE)

Expansion of AI Overviews in Europe

Google expanded its AI Overviews feature to nine European countries, including Germany, Italy, and Spain. This feature provides AI-generated summaries at the top of search results, aiming to enhance user experience. ​euronews+5PPC Land+5LinkedIn+5

Regulatory Challenges

Despite the expansion, the rollout faced delays in several EU countries due to regulatory concerns related to the AI Act, Digital Services Act (DSA), and Digital Markets Act (DMA). These regulations have created uncertainties, affecting the deployment of AI features across Europe. ​euronews

---

3. Ranking Signals & Trends

Impact of AI Overviews on Traffic

Websites not featured in AI Overviews experienced a decline in visibility and traffic. Conversely, platforms like YouTube saw increased traffic, as AI Overviews often link to video content, highlighting the importance of multimedia in SEO strategies. ​Lumar+6Impression+6Search Engine Roundtable+6

---

4. Technical SEO & Indexing

Structured Data Enhancements

Google updated its documentation to provide clearer guidelines on encoding various price types in structured data, including sale prices and member-specific pricing. These changes aim to improve the accuracy of product listings in search results. ​Google for Developers

Integration of Analytics Tools

New documentation was released on effectively combining Google Analytics and Search Console data. This integration facilitates a more comprehensive understanding of user behavior and website performance. ​Google for Developers

---

5. SEO Tools & Platform Updates

Ahrefs

Ahrefs introduced several new features:

• Batch AI in Site Audit: Enhanced capabilities for identifying and addressing site issues.

• Competitive Map in Report Builder: Visual representation of competitor performance metrics.

• Custom Filter Presets in Keywords Explorer: Allows users to save and apply frequently used filters efficiently. ​Ahrefs+1Log in or sign up to view+1

Semrush

Semrush continued to provide insights into website performance, maintaining its position as a leading SEO tool. The platform's data indicated that google.com remained the most visited website globally, emphasizing the importance of optimizing for Google's search engine. ​SEMrush+1SEMrush+1

---

6. Strategy Insights for 2025

• Optimize for AI Overviews: Ensure content is concise, authoritative, and structured to increase the likelihood of being featured in AI-generated summaries.

• Enhance Multimedia Content: Incorporate videos and interactive elements to align with the increasing prominence of multimedia in search results.

• Leverage Structured Data: Implement comprehensive structured data to improve visibility and accuracy in search listings.

• Integrate Analytics Tools: Combine data from Google Analytics and Search Console to gain deeper insights into user behavior and site performance.