Welcome to the week’s Pulse: updates affect how Google measures its AI surfaces, what its spam rules cover, and where AI recommendations send traffic next.
Here’s what matters for you and your work.
Google Rolls Out June 2026 Spam Update
Google began rolling out the June spam update on June 24.
Key facts: Google announced the rollout on its Search Status Dashboard, noting it may take a few days to finish. This comes after Google clarified in May that its spam policies include efforts to manipulate generative AI responses in Search, such as buying or altering citations.
Why This Matters
Keep an eye on ranking changes throughout the rollout before drawing any conclusions, as spam updates can take a few days to settle. Trying to manipulate or buy citations for AI answers now falls under the same rules as older spam tactics. Tactics built to game AI Overviews or AI Mode can be treated as spam under the same policy.
What SEO Professionals Are Saying
Shushrita M., a freelance SEO consultant, cautioned against overreacting while the update settles:
A sudden decline does not automatically mean your content is “bad.” The right response is to identify which page types, queries and directories were affected, then look for a consistent pattern. SEO recovery starts with diagnosis, not panic.
Read our full coverage: Google Begins Rolling Out The June 2026 Spam Update
Mueller Clarifies What Counts As An AI Impression
Search Advocate John Mueller clarified how Google measures impressions in the updated generative AI report within Search Console.
Key facts: Mueller explained to Nicola Agius, Director of SEO and Discover at Reach PLC, that impressions indicate when links to your pages appear in AI Overviews or AI Mode. However, links that are hidden behind an expansion are only counted when a user opens them. The report currently doesn’t provide click data.
Why This Matters
AI impressions count as how many times links appear, not how often your content shaped an answer. If something is hidden behind a click-to-expand, it might be undercounted until it’s clicked on, so a low number doesn’t mean your content is missing.
Read our full coverage: Google’s Mueller Explains How AI Search Impressions Get Counted
AWR Data Shows Desktop CTR Gains As Mobile Slips
Advanced Web Ranking’s latest benchmark data indicates that desktop click-through rates are increasing, while mobile click-through declined at the top position.
Key facts: Advanced Web Ranking, a rank-tracking company, published Q1 2026 click-through benchmark data showing desktop and mobile moving in opposite directions. Mobile’s top position dropped about 2.2 percentage points, while desktop gains showed up mostly below the third position.
Why This Matters
Focus on the device split here. Desktop gains alone don’t offset months of mobile softness, so this indicates a one-quarter divergence rather than a full reversal. Review your own desktop and mobile click-through rates separately before…
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