Introduction to the Latest Updates in Search
The world of search is constantly evolving, with new updates and features being introduced regularly. This week has seen some significant developments that affect how AI surfaces content, how you track brand demand, and where core SEO tools sit in the wider marketing stack. Google launched Gemini 3 directly into AI Mode in Search, Adobe announced a $1.9 billion acquisition of Semrush, and Google shipped two reporting updates in Search Console: custom annotations and a branded queries filter.
Google Brings Gemini 3 To AI Mode On Launch Day
Google released Gemini 3 Pro and integrated it into AI Mode in Search on day one. This is the first time a new Gemini model has shipped to Search at launch. Gemini 3 Pro is available now in AI Mode for Google AI Pro and Ultra subscribers in the U.S. by choosing “Thinking” from the model dropdown. Google plans to expand access to all U.S. users soon, with higher usage limits for paid subscribers.
Key Facts About Gemini 3
Gemini 3 is live in AI Mode, the Gemini app, AI Studio, Vertex AI, and Google’s Antigravity platform. It brings new generative UI layouts and a more aggressive query fan-out system, with automatic model selection coming soon to route complex questions to Gemini 3.
Why SEOs Should Pay Attention to Gemini 3
Gemini 3 pushes AI Mode further away from static answer boxes toward dynamic, tool-based responses. Instead of plain text, Google can decide when to surface calculators, simulations, or comparison tables based on your query, which changes how often people need to click through, even when your content underpins the answer. Mordy Oberstein, Founder at Unify Marketing, connected Gemini 3’s capabilities to Google’s broader strategy, stating that the future of AI Mode is full-on SERP integration with multi-media text output and original source firsthand knowledge exploration.
Search Console Adds Custom Annotations To Performance Reports
Google launched custom annotations in Search Console performance reports. The feature lets you add contextual notes directly to traffic charts, marking specific dates with explanations for site changes or external events. You can right-click any date on a performance chart, select “Add annotation,” and write a note up to 120 characters explaining what happened.
Key Facts About Custom Annotations
All annotations are visible to everyone with access to a property, each property can store up to 200 annotations, and entries older than 500 days are automatically deleted.
Why SEOs Should Pay Attention to Custom Annotations
Keeping track of when you shipped a change has always been awkward in Search Console. Custom annotations move that context into the chart itself so you can see change points alongside traffic shifts. Brodie Clark, Independent SEO Consultant, highlighted the timing of this update, noting that it’s especially useful after changes like the disabling of &num=100, which messed with impressions and average position data massively.
Adobe Acquires Semrush In $1.9 Billion Cash Deal
Adobe and Semrush announced a definitive agreement for Adobe to acquire Semrush in an all-cash transaction valued at approximately $1.9 billion. Adobe will pay $12.00 per share, a premium of around 77% over Semrush’s prior closing price. Semrush shares climbed more than 70 percent after the announcement.
Key Facts About the Acquisition
Both boards have approved the deal, closing is targeted for the first half of 2026 pending regulatory and shareholder approval, and Semrush will join Adobe’s Digital Experience business alongside Adobe Experience Manager and Adobe Analytics.
Why SEOs Should Pay Attention to the Acquisition
Core SEO and visibility tooling continues to consolidate into large enterprise suites. Semrush has already moved toward monitoring brand presence across AI assistants as well as traditional search, which fits with Adobe’s focus on cross-channel experience and analytics. Eli Schwartz, Author of “Product-Led SEO,” outlined the deal’s strategic implications, stating that Adobe + Semrush means three things: SEO is still a very valuable channel, yet it was undervalued by Wall Street, the value isn’t in seeing the visibility – the value is seeing what happens after the visibility, and search visibility + analytics is going to make a potent tool.
Google Search Console Adds Branded Queries Filter
Google introduced a branded queries filter in the Search Console Performance report that automatically separates branded and non-branded search traffic. The filter appears under “Filter by query” and works across all search types, including web, image, video, and news. A new card in the Insights report shows the breakdown of clicks for branded versus non-branded queries.
Key Facts About the Branded Queries Filter
Google uses an AI-driven system to classify branded queries, including misspellings, variations, and brand-related products or services. The filter is only available for top-level properties with enough volume and is rolling out gradually over the coming weeks.
Why SEOs Should Pay Attention to the Branded Queries Filter
Separating branded and non-branded traffic makes it easier to see whether your SEO work is expanding reach or amplifying existing demand. Non-branded queries are your discovery channel, while branded queries reflect how often people look you up by name. With this filter, you can benchmark both segments before and after big initiatives and understand whether growth is coming from new audiences, increased brand demand, or a mix of the two.
Theme Of The Week: Making AI Search Legible
Each story this week is about making AI-powered search easier to see and explain. Gemini 3 pushes more queries into dynamic AI layouts, while custom annotations and the branded queries filter give you better ways to document changes and separate brand demand from discovery. Adobe’s Semrush deal continues the trend toward rolling SEO visibility into broader analytics stacks. Taken together, this week is less about “new features” and more about storytelling: where your brand shows up in AI experiences, how that visibility changes over time, and how you translate those patterns into metrics your stakeholders actually care about.
Conclusion
In conclusion, the latest updates in search are all about making AI-powered search more legible and easier to understand. With Gemini 3, custom annotations, the branded queries filter, and Adobe’s acquisition of Semrush, SEOs have new tools to help them navigate the ever-changing landscape of search. By understanding these updates and how they impact your brand’s visibility, you can make more informed decisions and drive more effective SEO strategies. As the search landscape continues to evolve, it’s essential to stay up-to-date with the latest developments and adapt your approach to maximize your online presence.