April and May 2025 brought a flurry of SEO developments. Google rolled out AI-powered search tweaks and new ad formats, while Bing and ChatGPT also expanded their search features. In core search, Google’s Gemini AI (SGE) began leveraging more data, and on the ads side we saw new experiments with labels and designs. Below are the top eight stories from Google, Bing and OpenAI, followed by a look at evolving search results layouts.
April – May 2025 Highlights
Google’s AI Crawler Renders JavaScript
Google’s new AI crawler for Gemini (called Google-Extended) can render pages much like the regular Googlebot. In an interview, Barry Schwartz reported Martin Splitt confirming that Google-Extended “does render” JavaScript. In other words, sites built with client-side rendering should be accessible to Google’s AI systems just as they are to normal search. This was expected but it’s good to have confirmation. Google’s AI crawler is used for SGE/Gemini features, so this means the same on-page content can influence both traditional search ranking and AI answers.
AI Overviews Hurt Click-Through Rates
Multiple studies have confirmed that Google’s new AI answer boxes (called AI Overviews) significantly reduce click-through rates for normal listings. In a recent post, Barry Schwartz cites data from Ahrefs, Amsive and Similarweb showing 15–35% lower CTR on results pages with an AI Overview. Danny Goodwin noted “AI Overviews are significantly decreasing clicks to traditional organic listings, especially for non-branded, informational queries.”
Four Identical Links Are Fine
Google’s John Mueller said that having “four identical links on a page to another page seems fine & common to me,” in response to a question about multiple nav menus. This confirms that duplicated navigation links won’t trigger a penalty or dilute link value in normal cases.
Google Labels Linking to Commercial Queries as “Sponsored”
Google is experimenting with a new ad label. Some results now show a “Sponsored results” label even when they’re not paid ads. These are organic features (like “people also considered”) that link to other commercial queries. They appear like ads but don’t cost money to click.
Google Uses Search Signals to Train Gemini AI
Court documents from a DOJ deposition reveal that Google “uses its search engine data and signals to help train its Gemini AI models”. This includes click data, site-quality signals, and user feedback on AI Overviews. It shows how traditional SEO elements feed into Google’s broader AI ecosystem.
Bing
Bing Advertising Revenue Up 21% Again
Microsoft reported a 21% year-over-year rise in search and advertising revenue for Q3 2025. This follows consistent quarters of strong growth, partly due to AI integration and increased adoption of ChatGPT-powered search tools.
OpenAI/ChatGPT
ChatGPT Adds Shopping Search Features (No Ads)
Starting in late April, ChatGPT began showing shopping results for queries about fashion, electronics and more – with no ads or affiliate links. OpenAI is using structured data feeds to display results from retailers like Walmart and Best Buy, and merchants can apply to be included.
SERP Evolution
Sponsored Results Grouping
Google is testing a bold “Sponsored results” header on top of some mobile search pages. Paid ads are grouped under this heading with a link to “see more sponsored results,” pushing organic results lower.
Results Count in Tools Menu
Google is moving the “About X results” text into the Tools menu. Previously visible under the search bar, it’s now behind a click, likely to reduce clutter.
Shopping Ads with Favicons
Google is now showing favicons in Shopping ads, making it easier for users to spot familiar brands. Advertisers should ensure their brand icon is accurate and included in their merchant feed.
AI Overviews Self-Link Loop
A quirk in Google’s AI Overviews feature causes some highlighted words to link to searches of themselves, creating a loop. It doesn’t impact SEO but shows the feature is still in development.
Search Bar Underline Experiment
Bing is testing a minor UI change where the search bar is underlined, part of ongoing visual tweaks to its search interface.