This week brought a mix of regulatory pressure, AI-driven lead data, and conflicting signals from Google itself. From the EU’s expected ruling on Google’s self-preferencing in search to fresh data showing ChatGPT referrals outperform other channels for lead generation, these developments directly affect how we plan campaigns for our clients. Here’s what our team is watching and acting on right now.

Key Takeaways

• The EU is expected to rule that Google favoured its own services in search results, potentially reshaping how comparison, travel, and shopping listings appear across high-value queries.
• Phone calls driven by ChatGPT convert to leads at a higher rate than any other channel, though final conversion rates remain average.
• Google is testing new Performance Max network controls, giving advertisers granular options over Search Partners and the Display Network.
• Google’s John Mueller says year-long A/B tests won’t trigger SEO penalties—contradicting Google’s own published guidance.
• Splitting site pages between brand-building and conversion requires clear purpose-setting for each URL, not a blended approach.

EU Ruling Could Reshape Google’s Search Results for UK and European Businesses

The European Union is expected to deliver a ruling that Google gave preferential treatment to its own services—shopping, travel, and comparison tools—within search results. As reported by Search Engine Land’s coverage of the expected EU decision, required changes could alter how third-party comparison sites, travel platforms, and shopping services surface across commercially valuable queries.

For our clients operating in e-commerce and travel, this matters immediately. If Google is forced to reduce self-preferencing, organic and paid visibility for independent retailers and aggregators could improve substantially in European markets. We’re already auditing client SERP positions in affected verticals to identify where gains might materialise.

ChatGPT Referral Calls Outpace Every Other Channel for Lead Quality

Invoca’s latest report breaks out AI-referred phone calls for the first time. The finding: calls originating from ChatGPT become qualified leads more frequently than calls from any other digital channel. However, those leads convert at roughly average rates downstream. The full data is detailed in Search Engine Journal’s analysis of the Invoca report.

This tells us something specific. Users arriving via AI chat are well-informed and intent-rich by the time they pick up the phone—but they’re not necessarily easier to close. We’re advising clients to ensure their businesses surface accurately in AI-generated answers and to train sales teams to handle these higher-knowledge callers differently.

Google Tests Granular PMax Network Controls for Advertisers

Google is piloting a new “Partners (Alpha)” setting within Performance Max campaigns. This lets advertisers choose whether their ads appear on Search Partners and the Google Display Network, as outlined in Search Engine Land’s report on the new PMax alpha controls.

PMax has long frustrated advertisers with its black-box approach to network placement. This is a step toward transparency. Our paid media team is flagging this for every client running PMax campaigns. Once available, we’ll test toggling these controls to measure cost-per-acquisition differences between network segments.

Year-Long A/B Tests Won’t Hurt Rankings—Or Will They?

Google’s John Mueller stated that running A/B tests for extended periods—even a full year—won’t result in SEO demotions. The problem: Google’s own documentation warns that prolonged testing may be seen as deceptive. This contradiction is unpacked in Search Engine Journal’s coverage of Mueller’s comments.

Our position is practical. We run CRO tests for clients regularly, and we won’t extend tests beyond what’s statistically necessary. Mueller’s reassurance is noted, but written guidelines carry weight in disputes. Document everything.

Define Each Page’s Job: Brand or Conversion, Not Both

A clear framework for splitting pages between brand authority and conversion is laid out in Search Engine Journal’s Ask an SEO column on balancing brand and conversion content. The core advice: assign each page a single purpose. CRO pages sell. SEO-driven brand pages build trust and traffic. Trying to do both on one page dilutes performance on both fronts.

We apply this principle across every content strategy we build. Service pages convert. Blog posts and guides attract and educate. Clear boundaries mean cleaner analytics and better results.

This week’s developments reinforce a consistent theme: specificity wins. Whether it’s defining a page’s purpose, segmenting ad network placements, or preparing for regulatory shifts in how search results display, the agencies and businesses that act on precise signals—rather than waiting for clarity—will capture the advantage first.

Frequently Asked Questions

What is Google self-preferencing and how does the EU ruling affect SEO?

Google self-preferencing means Google promotes its own services (Shopping, Flights, etc.) above third-party results in search. If the EU enforces changes, independent businesses and comparison sites could gain more organic visibility in affected verticals.

How do ChatGPT referrals compare to Google for lead generation?

According to Invoca’s data, phone calls originating from ChatGPT become qualified leads at a higher rate than any other channel. However, those leads convert to final sales at roughly average rates, suggesting strong intent but no downstream advantage.

Why does splitting brand and conversion pages matter for SEO?

Each page type serves a distinct function—brand pages attract traffic and build authority, while conversion pages drive sales or enquiries. Combining both purposes on a single page dilutes messaging and makes it harder to measure what’s actually working.

What are Google Performance Max network controls?

Google is testing a new alpha setting that lets advertisers choose whether PMax ads run on Search Partners and the Display Network. This gives advertisers more control over where budgets are spent and helps isolate which networks deliver the best return.

How long can you run an A/B test without hurting SEO rankings?

Google’s John Mueller says even year-long A/B tests won’t cause ranking penalties. That said, Google’s own published guidelines warn that prolonged tests could be flagged as deceptive, so we recommend ending tests as soon as statistical significance is reached.