April’s here, and with it comes a fresh wave of updates across both SEO and performance marketing. Google wrapped up one of its spiciest Core Updates in a while, Meta and LinkedIn rolled out tools designed to push automation even further, and Reddit seems to be having a bit of an identity crisis—struggling with organic visibility while ramping up their paid offering.
Whether you’re managing paid campaigns or optimising for organic search, there’s been plenty to keep an eye on this month. From AI Overviews reshaping SERPs to Meta testing ads in places we never asked for (notifications, really?), the digital marketing landscape continues to evolve at speed.
Here’s a no-fluff breakdown of what actually matters, and what it means for your strategy.
Meta’s still riding the AI train and continues to roll out updates that make campaign management both easier and a bit more hands-off.
What’s new:
Google rolled out some long-awaited updates to Performance Max (PMax) campaigns—and we’re actually excited about them.
Here’s why:
LinkedIn is clearly on a mission to make B2B marketers’ lives easier in 2025—with several quality-of-life updates that actually save time.
Reddit’s quietly pushing deeper into paid media with new ad tools for SMBs, including:
BUT… while Reddit Ads are expanding, their organic visibility is tanking. Google’s March forum-targeting update has already knocked Reddit down the SERPs, with many of its high-ranking pages losing visibility across commercial queries (more on this below).
So, the big question:
Are Reddit Ads worth it in 2025?
When their organic presence was high, it made sense to test the waters. But now? It feels like Reddit’s trying to monetise just as its visibility declines. Could be a case of “too little, too late”—but we’re keeping an eye on it.
Google’s March Core Update officially completed rollout—and yep, it hit hard.
One of the clearest targets? Forums. Sites like Reddit that were dominating the SERPs have seen significant drops in visibility. Why does this matter? Because your clients’ pages are now more likely to rise up and reclaim those rankings.
Also caught in the crossfire: websites cranking out endless AI-generated programmatic content just to game rankings. Google’s not having it.
Following the update, we’ve seen a notable spike in Google’s AI Overviews on SERPs. These handy little summaries serve up direct answers—great for users, less great for websites relying on clicks.
We’ve already seen it affecting some of our clients, though the impact is most noticeable in industries like entertainment, travel, and food.
Fewer clicks. More scrolling.
John Mueller (Google’s spokesperson) has made it clear: padding your content with waffle for the sake of word count isn’t helping. Here’s what does matter:
In his own words:
“Low-effort, but good, is still low effort.”
So yes, you can have beautifully designed blog posts with decent grammar—but if they say nothing original or useful? Don’t expect to rank.
Some SEOs are out here claiming they’ve “added EEAT” to their pages like it’s a plugin. John’s not buying it.
“Sometimes SEOs come to us or like mention that they’ve added EEAT to their web pages. That’s not how it works. Sorry, you can’t sprinkle some experiences on your web pages. It’s like, that’s that doesn’t make any sense.”
Translation: EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) isn’t something you can just slap on. It’s built over time through quality content, expert voices, and a trustworthy reputation.
Now, we’ll add a grain of salt here—because John has been known to say one thing while the algorithm quietly does another. So test, monitor, and trust your data over doctrine.
Looking for an easy win? Google now lets businesses generate QR codes that link directly to their review page. Customers scan, leave a review, and are done.
Encourage people to scan at checkout, in your email signature, on receipts—wherever it makes sense. Reviews help build reputation (and yes, a bit of that elusive EEAT goodness).
There has been ongoing debate about whether geotagging photos can improve Google Business Profile rankings. Recent insights suggest that geotagging pictures does have a positive effect but mainly with “near me” searches. It’s still better than nothing, right?
And even though John Mueller said that there’s no need to geotag images – the search results are showing something else. As always with Google: what they say and what they do aren’t always the same.
Microsoft’s Bing and Copilot have confirmed they actively use schema markup to help large language models understand content. It’s another reminder that structured data is becoming increasingly important, not just for classic SEO, but for AI visibility too.
To sum it up: SEO and paid media are both going through pretty big shifts right now. Google is cracking down on low-value content, making genuine expertise and user value more important than ever. Meanwhile, ad platforms are leaning harder into automation and smart tools, giving marketers more reach—but less control in some cases.
The Reddit situation is one to watch closely. As their SEO presence fades, their ads offering grows. But whether it’s too little, too late is still up for debate.
As always, the smartest strategy is to stay agile, test what works for your brand, and keep quality at the core—whether you’re bidding on clicks or aiming to earn them.
Need help navigating it all? You know where to find us.