15 October 2026 · SEO & GEO · Grégory Camus
On 13 October 2026, Microsoft added to Bing Webmaster Tools, its free console for site owners, a beta tab called Topics Portfolio in the AI Performance report. It groups by topic the queries where a site is cited in the answers of Copilot, Microsoft's AI assistant, and in Bing's AI summaries, measures the size and the competition of each topic across all sites, and lists opportunity queries where other sites are cited while the site under review is not. It is the first official tool from a search engine that tells a site which questions asked of an AI it is missing from. Bing warns that its figures are approximate and that small sites may see nothing. For a marketing team, the point is to turn that list into a content plan, after sorting it.
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14 October 2026 · SEO & GEO · Grégory Camus
In early October 2026, Google added to its guidance on creating helpful, reliable, people-first content a warning against deceptive authorship information. Fabricating creator profiles, with AI-generated headshots, made-up names or false credentials, is described there as a form of deception that makes a page untrustworthy to users and to its automated quality systems. The subject was already in the guidelines for its human raters; it now enters the public documentation written for site owners. Google announces neither a penalty nor a new ranking system. For a company that runs a blog, the practical question is to check who signs, with which photo and which credentials, before the next publication.
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1 October 2026 · SEO & GEO · Kenza Battache
On 24 September 2026, Google launched its fourth spam update of the year, applying to every country and every language. Its status dashboard announces a rollout of up to two weeks, so a possible end around 8 October, and specifies neither the target nor the scale of the update. As of 1 October, the incident page shows only the launch entry. For a marketing team, the question of the week is how to read a traffic drop during this period without jumping to conclusions and without touching pages that were working. The observations published over the past week give leads, which no data from Google confirms at this stage.
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27 September 2026 · SEO & GEO · Grégory Camus
The census of 8 November 2021 asked residents which languages they usually speak, at home, at school or at work. The STATEC publication RP2021 no. 8, Une diversité linguistique en forte hausse (December 2023) gives the answer: 61.2% speak Luxembourgish, 50.8% French, 25.7% English, 22.5% German, 19.8% Portuguese, two languages per person on average. The country had 690,959 inhabitants on 1 January 2026, 46.6% of them foreign nationals. A campaign served in a single language therefore reaches, at best, half of the residents in the language they use every day. The census does not say which language each person understands; it says which ones they use, and where.
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16 September 2026 · SEO & GEO · Grégory Camus
On 16 September 2026, Search Engine Roundtable relayed a reply posted the day before on LinkedIn by John Mueller, Search Advocate at Google, to a question about how Search Console counts positions in AI Mode, Google's conversational mode. His answer comes down to one idea: the tracking has edge cases and will evolve over time, at the pace of Google Search itself. For anyone who reads those figures every month, the message deserves to be taken at its word: a position that moves can come from a rule change at Google, without a single line of the site having changed.
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12 September 2026 · SEO & GEO · Grégory Camus
On 11 September 2026, the "Pages" report in Google Search Console, the one that counts a site's indexed and non-indexed pages, lost several days of June 2026 across every property. Flagged that morning on Bluesky by Dan Lauer and picked up by Search Engine Roundtable, the gap was explained by John Mueller of Google: those days match the period in June when the report had stalled, and "we don't back-fill indexing data". For a company that tracks its indexed pages month after month, June 2026 will remain a blank on the curve, while the actual indexing of its pages has not moved.
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11 September 2026 · SEO & GEO · Grégory Camus
On 10 September 2026, John Mueller, Search Advocate at Google, wrote on the r/SEO forum on Reddit that "the old 'position 1 - 10' is hard to map, or to make useful for site owners". Google tracks generative AI placements as a block, with no individual position, and that data does not appear in the Search Console generative AI report.
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10 September 2026 · SEO & GEO · Grégory Camus
On 9 September 2026, Search Engine Roundtable relayed two independent measurements: according to AlsoAsked, 97% of the answers shown in Google's People Also Ask box are now AI Overviews, up from 86% in August and 12.6% in July 2025; according to Allintitle, the share has reached 100% since August. This box of expandable questions was one of the last placements where a page could earn a click without holding the first organic position, and that space is closing.
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9 September 2026 · SEO & GEO · Grégory Camus
Since 8 September 2026, Google's results page has changed across the European Economic Area, Luxembourg included, for searches about hotels, flights, long-distance trains or buses and products. Google now shows two new blocks there, documented the same day by Google Search Central: an aggregator unit reserved for approved comparison sites and online travel agencies, and a supplier unit for hotels, airlines, shops and service providers that sell directly.
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8 September 2026 · SEO & GEO · Grégory Camus
On 8 September 2026, AIxH publishes its GEO audit of home insurance in Luxembourg: 22 Google searches reproducing an individual's buying journey, recorded on 28 August, and four insurers tracked, Foyer, AXA Luxembourg, Baloise and LALUX. Google's AI Overview, the answer written by its artificial intelligence above the classic links, appears on 20 of those 22 searches.
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8 September 2026 · SEO & GEO · Xavier Lesueur
Search marketing (SEO, SEA, acquisition on search engines) is among the occupations the public would most readily hand over to AI, according to a Harvard Business School working paper reported on 7 September 2026 by Search Engine Journal. On a 1 to 7 scale measuring moral objection to automating a job, the search marketing strategist scores 2.31, which places it 938th out of 940 occupations tested.
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8 September 2026 · SEO & GEO · Grégory Camus
On 7 September 2026, Carolyn Shelby, Principal SEO at Yoast and founder of CSHEL Search Strategies, published in Search Engine Journal an analysis of the factual errors generative AI makes about companies. When ChatGPT, Perplexity or Google's AI Overviews name a former executive, a discontinued product or an outdated price, the cause is most often an accumulation of conflicting versions of the same fact, published at different times and never linked to one another, even though the correct information exists somewhere online.
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5 September 2026 · SEO & GEO · Grégory Camus
On 3 September 2026, SEO consultants noticed that AI Mode answers generated by Gemini 3.8 Flash, the model added the previous day to the menu for Google AI Pro and Ultra subscribers, no longer showed any link or citation on informational queries (Search Engine Roundtable). On 4 September, Robby Stein, vice-president of product for Google Search, acknowledged a malfunction and announced a fix; that same morning, the links reappeared (Search Engine Land).
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2 September 2026 · SEO & GEO · Grégory Camus
Since 31 August 2026, every Google Search Console account, anywhere in the world, has had access to the generative AI performance report and to the setting that lets a site opt out of it (official announcement). Businesses now get a first figure on their presence in Google's AI answers and must decide what to do with it, without knowing what that presence does to their traffic.
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30 August 2026 · SEO & GEO · Xavier Lesueur
The cost of an SEO agency in Luxembourg is set after an audit, never from a price list: Google itself recommends asking a provider for a realistic estimate of the work, backed by an audit, and walking away from anyone who guarantees a ranking (official recommendations). A budget can still be prepared: here are the pricing models you will come across, the four factors that make an SEO quote in Luxembourg vary, and the public grants that can reimburse up to 70% of an SME's digital project, capped at €17,500 (guichet.lu).
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29 August 2026 · SEO & GEO · Xavier Lesueur
On 28 August 2026, Google announced that manual actions under its anti-parasite SEO policy would stop taking effect for searches made from the European Economic Area, from 30 August (official announcement). Under pressure from a DMA proceeding opened by the European Commission, this is the first time Google has applied spam rules that vary with the user's location: your visibility comparisons by market now need to take this into account.
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28 August 2026 · SEO & GEO · Grégory Camus
On 27 August 2026, Google started booking hotel rooms and tracking flight prices directly inside AI Mode (official announcement). For any company that sells online, the stakes go beyond travel: your website now serves as a source for a system that acts on the customer's behalf, which no longer guarantees it remains that customer's final destination.
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27 August 2026 · SEO & GEO · Grégory Camus
Google's anti-spam update launched on 18 August 2026 officially ended on 21 August (Search Status Dashboard), but independent tracking tools recorded a new volatility peak in the following days, documented on 26 August by Search Engine Roundtable. For SEO teams, this instability without official confirmation turns a measurable signal into an uncertainty that is hard to act on.
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25 August 2026 · SEO & GEO · Grégory Camus
81% of the 343 American marketing decision-makers surveyed by Fractl still refer to their AI visibility strategy as “SEO”, despite the spread of the acronyms GEO, AEO and LLMO across the industry (survey relayed on 24 August 2026 by Search Engine Land). The gap between the vocabulary of experts and that of buyers bears directly on how an agency should present its services: proof first, terminology second.
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21 August 2026 · SEO & GEO · Grégory Camus
Since 20 August 2026, any publisher can embed a “Preferred Source” button on its pages that adds the site to a reader's preferred sources on Google, in one click and without interrupting reading (official announcement). More than 600,000 unique sources have already been chosen by users, up from more than 345,000 at the end of May.
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19 August 2026 · SEO & GEO · Kenza Battache
Google launched a new update to its spam-fighting systems on 18 August 2026 at 9:27 am Pacific time (Search Status Dashboard): global scope, all languages, rollout completed on the morning of 21 August. It is the third spam update of the year, after those of March and June.
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19 August 2026 · SEO & GEO · Grégory Camus
GEO (Generative Engine Optimization), which AIxH also practises under the name GSO, covers the editorial and technical practices that raise the probability of a piece of content being cited in the answers of generative AI: ChatGPT, Gemini, Perplexity and Google's AI summaries. The subject is no longer theoretical: AI summaries have been live in France since 22 July 2026, and two successive Ahrefs studies measure a drop in organic clicks on the first position of 34.5% in March 2025 and then 58% in December 2025 when an AI summary is shown.
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14 August 2026 · SEO & GEO · Kenza Battache
The difference between SEO and GEO, also called GSO, lies first in measurement: rankings and clicks on one side, citations in the answers of generative AI on the other, on a shared technical and editorial foundation that serves as the bridge between the two. In March 2026, Ahrefs measured that only 38% of the pages cited in Google's AI overviews also appeared in the top 10 of classic results, against 76% in July 2025: a good Google ranking no longer guarantees a place in answers generated by artificial intelligence.
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14 August 2026 · SEO & GEO · Grégory Camus
On 15 May 2026, Google published its optimisation guide for generative search, followed in mid-June by an unusual clarification, reported on 15 June by Search Engine Land: llms.txt files, presented for a year as the compulsory gateway to ChatGPT and AI answer engines, have no effect, positive or negative, on rankings in Google Search. The GEO market (generative engine optimisation, also called GSO) built a good part of its sales pitch on the opposite idea: without these technical tactics, a brand would vanish from AI answers.
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14 August 2026 · SEO & GEO · Grégory Camus
A Scrunch study relayed on 13 August 2026 by Search Engine Land measures that only 1.1% of the visits following a news-related AI conversation come from a link clicked in an assistant's answer. Most traffic goes through direct navigation, which shifts the focus: for a GSO agency in Luxembourg, measuring brand presence in AI answers matters as much as tracking referral traffic.
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11 August 2026 · SEO & GEO · Grégory Camus
On 11 August 2026, the Alliance de la presse d'information générale (Apig), which represents more than 300 political and general news titles, referred the unilateral rollout of AI Overviews and AI Mode to the French Competition Authority, publishers having been “presented with a fait accompli” in its words (Le Figaro), three weeks after their French launch. The first French showdown over AI answers has begun, and it tells any company monitoring its visibility one simple thing: AI summaries now capture enough value to justify litigation.
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11 August 2026 · SEO & GEO · Xavier Lesueur
Google launched its AI Overviews and its conversational AI Mode in France on 22 July 2026, two months ahead of the 23 September deadline we detailed in our analysis of the French timetable. The shift goes beyond Google: 68% of Google searches in the United States ended without a single click to a website over the first four months of 2026, according to the SparkToro study published in June 2026 on Similarweb data.
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11 August 2026 · SEO & GEO · Kenza Battache
A Semrush study analysed by Kevin Indig and published on 5 August 2026 on Search Engine Land examined 1,094 AI search categories on ChatGPT in the United States, from January to June 2026. Its finding: a brand stands a good chance of being cited as a source almost everywhere, but AI only recommends it by name on its core business.
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11 August 2026 · SEO & GEO · Grégory Camus
Since 1 August 2026, Google has been rolling out beyond the United Kingdom a new Search Console setting, Search generative AI control, which removes a site from AI Overviews, AI Mode and the AI features of Discover without taking it out of classic results (Search Engine Journal). This is a first: until now, no tool separated the two.
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10 August 2026 · SEO & GEO · Kenza Battache
A study by OMcollective relayed by Search Engine Land establishes that ChatGPT cites the English pages of a multilingual website 2.6 times more than their share of organic traffic justifies, while Copilot (1.07) and Google AI (0.79) stay close to neutral. For the AI search visibility of companies in Luxembourg, where English coexists with French and German, the consequence is direct: the English version becomes the source ChatGPT cites first, even for a reader who does not speak English.
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7 August 2026 · SEO & GEO · Xavier Lesueur
According to Similarweb's The 2026 Generative AI Landscape report, AI Overviews now appear in around 43% of Google searches in the United States, up from 15% a year earlier, and a randomised study by Agarwal and Sen measures a 38 to 39.8% drop in organic clicks when one of them is displayed. That changes the question any company looking for a search agency should ask itself: appearing well in Google is no longer enough; the company also needs to be understood and cited by the engines that now answer in its place.
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5 August 2026 · SEO & GEO · Grégory Camus
Between 29 May and 9 June 2026, a geoSurge study measured nearly 4,000 AI model answers across nine sectors: a brand in the model's memory is searched 3.2 times more often than a brand it does not know. Ranking well is no longer enough if the model has never encountered the brand.
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29 July 2026 · SEO & GEO · Grégory Camus
In March 2026, an Ahrefs study of 863,000 SERPs and 4 million URLs appearing in Google's AI Overviews found that only 38% of the pages cited by the AI also rank in the top 10 classic organic results, down from around 76% in July 2025 (Ahrefs). Ranking well on Google no longer guarantees being cited by the AI.
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22 July 2026 · SEO & GEO · Grégory Camus
Since Wednesday 22 July, Google has been activating AI Overviews and AI Mode in France, two features already live in 200 countries since late May. Publishers and media fear an erosion of organic traffic, a phenomenon already measured in markets where the feature has been active for several months.
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13 July 2026 · SEO & GEO · Grégory Camus
Thirteen words are enough for Cornell researchers to get a fake comment cited by AI agents trained on public forums. Brands that relied on Google rankings now have to learn to exist in chatbot answers: a far easier terrain to manipulate, where Reddit holds a central place.
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6 July 2026 · SEO & GEO · Grégory Camus
Google plans to roll out AI Overviews and AI Mode in France by 23 September 2026. The AI-generated summaries at the top of search results already capture most of the clicks elsewhere in the world, and France will be no exception.
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22 June 2026 · SEO & GEO · Grégory Camus
Advertising in AI search engines will be the fastest-growing advertising segment of the coming years. In the meantime, brands prefer to redirect their existing content towards AI engines rather than open new media budgets, because they cannot yet measure the return on investment.
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