Welcome to Pulse of the week: updates on how you read post-update ratings, what new click data says about Google traffic, and where local reporting lives.
Here is what is important to you and your work.
Reddit Gains Top Positions in All Niches After May Core Update
SE Ranking analyzed 100,000 keywords and found that Reddit has grown its top 3 presences in all 20 niches it tracks.
Important facts: Reddit ranked first with 13,872 keywords after May, up 54% from 8,993 in March. Gains were strongest in experience-led niches, with Reddit capturing 18% of the top three in pets. YMYL categories saw little change, with healthcare rising from 0.93% to 1.33%. Two-thirds of the domains that were downgraded in March did not recover in May.
Why This Matters
Niche-level segmentation changes the way you interpret “Reddit is growing” headlines. The high 18% share of pets is a different competitive picture than the 1.33% in healthcare.
The direction has also reversed since March, when Amsive’s analysis found Reddit and similar platforms losing visibility. Major reviews have moved the same platforms in different directions, making it dangerous to draw conclusions from a single review.
Many domains that lost visibility after the March update did not regain it after the May update. For websites waiting to replicate, the data shows another major update does not guarantee one.
Read our full coverage: Reddit Gains Top Positions in Every Niche After May Core Update
SparkToro Data Shows 68% of Google Searches End Without a Click
SparkToro founder Rand Fishkin published new US click data taken from Similarweb’s click panel, covering January through April.
Important facts: In the panel, 68% of Google searches ended without a click. Of those 1,000 searches, 232 clicks landed on the open web. Of all clicks, 66% went to the open web, 27% to Alphabet sites, and 6% to ads.
Why This Matters
If participants expect click-through rates from a few years ago, this gives you something tangible to point to.
The measurement angle is just as important as the traffic angle. Google’s new AI performance reports in Search Console show impressions, and independent data consistently shows fewer clicks. Tracking visibility now means looking at where you’re coming from, not just what’s landing in your stats.
What SEO Experts Say
In a comment on Fishkin’s LinkedIn, Darren Shaw, founder of Whitespark, linked the data to the new Google Search Console reports:
“I recently posted about how Google will show data from AI overview and AI mode in the search console. Many people complained in the comments that there was no click data. I thought, “you don’t get it”.
Andre Alpar, board member and advisor at Alpar Ventures, asked if the search that led to the following search should be counted in other comments:
“Half of the 29% who do “another search” click after that on the next search. So it’s not 100%.
Reactions were divided between accepting the click rejection and arguing about how it was calculated.
Read our full story: Google Search Sends 23% of Queries to the Open Web
Google Updates Its SEO Documentation
Google has published a new Search Central page that includes third-party SEO tools, services, and advice. Also reviewed “Do you need SEO?” a page with about seven changes.
Important facts: The new page advises businesses to check SEO advice, including AEO and GEO, against Google’s documentation. The updated recruiting guidance warns about third-party tools, mentions AEO and GEO services, and now encourages business owners to contact the FTC about fake SEO services, first on this page.
Why This Matters
The guide divides SEO information into two categories. One is a third-party opinion based on data or information. Another Google document, the page it recommends against all others.
Roger Montti’s analysis reads the target words for agencies and people who sell SEO services, which puts you on the receiving end.
“Do you need SEO?” page is what business owners find when they look for help. It tells them to rate your recommendations, and your tools, against Google Docs.
The mention of AEO and GEO provides the terminology debate as a legal anchor. When a client asks if they need a different AEO strategy, Google’s answer is now on the record.
Read our full story: Google’s New Guidance Requests Authority Over SEO, Tools, and AEO/GEO and Google’s Updated Guidance Urges FTC Complaints Against Shady SEOs
Google Business Profile Data Links to Analytics & Gemini
Two updates put Google Business Profile data in new places. Google has written a native Business Profile link in Google Analytics and announced a Business Profile link for the Gemini app.
Important facts: Analytics Link delivers seven Business Profile metrics to reports, including calls, referrals, and bookings. Once connected, Gemini can write review responses, edit profiles, and answer performance questions. Gemini features are starting to roll out this month, with Business Profile connectivity to follow in the coming weeks.
Why This Matters
Local reporting has been in different areas for years. Website data resides in Analytics, while calls and direction requests reside in the Business Profile dashboard. The math link bridges part of that gap.
Whether it helps depends on your setup. Analytics includes metrics across all connected profiles, so multi-site reporting still requires a Business Profile dashboard or API.
What Local SEO Experts Say
Darren Shaw accepted a link to Analytics in a LinkedIn post:
“Google Business Profile Data comes to Google Analytics.
Soon you will be able to connect your Google Business Profile directly to GA4 and see local performance data within Google Analytics. This means you’ll be able to report on things like:
- Phone calls
- Booking
- Requests for directions
- Website clicks
- Perfect collaboration
And this is good because local SEO reporting has always been messy.
Your website data is in one place, your GBP data is in another place, and you have to put it all together manually.
Now you’ll be able to see more data in one place and get a clearer picture of how your business profile is helping people find you, contact you, and visit your website.”
In a comment on Shaw’s post, Kaycie Mandour-Smith, managing director at Infinity Dental Web, a digital marketing company for dentists, explained the limitation she ran into:
“I really enjoyed this and…. if you have your lists in the admin acct group, you can’t connect them. You have to remove them from the group to be able to connect. Hopefully the new iteration will allow you to select a group and then a profile.”
Read our full story: Google Analytics Adds Google Business Profile Data and Google Adds Business Profile Tools to Gemini App
Theme of the Week: Search Activity Continues to Move to Major Platforms
Each story this week shows the search workflow moving to major platforms.
SparkToro data measures the number of clicks to reach private websites. The SE Ranking numbers show the top positions that Reddit collects in every niche it follows. Business Profile Connection moves reporting and site management to Google Analytics and Gemini.
This week is less about any aspect and more about where the work is done. Data, reporting, tools, and advice all live closer to the big platforms than last month.
Top Stories of the Week:
Additional resources:
Featured image: Shutterstock
