Nội dung
- Google launches Ask Ad Manager: the first AI agent for publishers
- Performance Max: how to target truly new customers
- SEO in the AI era: build your own or buy an off-the-shelf tool?
- ChatGPT is “secretly” searching the web: what does this say about AI visibility?
- AI performance reports in Search Console are expanding to more users
- Not every channel behaves the same: when do you need reach, and when do you need commitment?
- Amazon brings Alexa+ into the agentic advertising game
- Reading a search leader job call: what are companies really looking for in a leader?
- A perspective for the Vietnamese market
- References
This week, the SEO and search marketing landscape continues to shift rapidly in three directions: AI is becoming more deeply involved in the search journey, measurement is becoming more granular, and the role of search/SEO teams is becoming more strategic. For Vietnamese marketers, this is not just a story of “algorithm changes,” but a question of how to allocate resources, read data correctly, and maintain a competitive edge in an environment where traditional search and AI are increasingly blending together.
Google launches Ask Ad Manager: the first AI agent for publishers
According to Search Engine Journal, Google has introduced Ask Ad Manager, considered the company’s first AI agent for publishers. The notable point is that this tool aims to help users interact with the ad system more naturally, rather than having to manually navigate multiple layers of interfaces and reports.
In practical terms, this move shows Google pushing AI from a support role into an “execution” role in advertising and publishing operations. For media teams, publishers, and even SEO groups working closely with monetization, this trend signals a new phase: optimization is no longer just about content or traffic, but also about how AI intervenes in inventory management, performance, and operational decisions. Source: Search Engine Journal.
Performance Max: how to target truly new customers
Search Engine Land warns of a familiar “trap” for DTC brands: the dashboard may look great, but actual profit may not match if the campaign is simply redistributing users who have already been touched by other channels, especially Meta. The article emphasizes that the number of “new customers” is not always new customers in the true growth sense.
The message here is especially important for marketers running integrated SEO and paid media: effective growth must be measured by incrementality, not just by recorded conversions. If a large share of orders comes from people who already intended to buy, or who were influenced across multiple platforms, the report may look good, but profit margins can be eroded. Source: Search Engine Land.
SEO in the AI era: build your own or buy an off-the-shelf tool?
Search Engine Land argues that AI is making SEO teams more ambitious about automation, because many tasks that once required technical support can now be done with Claude, ChatGPT, or custom workflows. However, this accessibility also leads to a harder decision: should you build an internal tool or buy an existing solution?
The key issue is no longer the upfront cost, but security, maintenance, data access, fit with workflows, and the ability to sustain it over months or years. For Vietnamese businesses, this is a very practical reminder: an impressive AI demo is not necessarily a durable SEO system. Source: Search Engine Land.
ChatGPT is “secretly” searching the web: what does this say about AI visibility?
Search Engine Journal describes a mechanism that is becoming increasingly common: when users ask ChatGPT or Gemini, the model may run background web queries to collect pages that rank well and then synthesize answers from them. In other words, the pages seen and cited in AI search are not necessarily the ones with the strongest traditional keywords, but the ones appearing in the background query set the AI actually uses.
The article introduces QueryFan as a way to see exactly which queries the model triggers for each persona. For SEO, this is a clear signal that the mindset of “just building a keyword list” is no longer enough. It is necessary to expand into understanding query behavior in AI environments, because that is where visibility begins. Source: Search Engine Journal.
AI performance reports in Search Console are expanding to more users
According to Search Engine Land, AI performance reports in Google Search Console are being rolled out to more users. This is an important development because it gives SEOs more data to observe how content appears across AI-related search surfaces.
In SEO, data is always the foundation for decision-making. As Google expands access to these reports, marketing teams will have less to guess and more evidence to assess which content has an advantage in the new search environment. This is especially useful for brands investing in in-depth content, helpful content, and topic clustering. Source: Search Engine Land.
Not every channel behaves the same: when do you need reach, and when do you need commitment?
Search Engine Land analyzes how many budget strategies assume every channel responds the same way: the more you spend, the more marginal efficiency declines. But in reality, not every channel works like that. Some channels have a less efficient “ramp-up” period before they begin generating growth momentum.
This matters because it directly affects how you test and scale. If marketers apply the “test small, scale if it wins” mindset too mechanically, they may miss channels that need more patience to deliver results. The lesson for both SEO and paid media is to read each channel’s response curve correctly instead of applying the same formula to everything. Source: Search Engine Land.
Amazon brings Alexa+ into the agentic advertising game
Search Engine Land reports that Amazon has launched Alexa+ Agentic Ads, showing that the AI advertising race is expanding into voice assistants and conversational shopping. This is a sign that “search” is no longer limited to traditional results pages, but is spreading into new interaction contexts where users ask questions, receive suggestions, and act within a single conversation.
For marketers, this is a development worth watching because it suggests future advertising may become more tightly tied to user context, intent, and action. SEO will also be affected in the long term as conversational platforms become product discovery touchpoints. Source: Search Engine Land.
Reading a search leader job call: what are companies really looking for in a leader?
In an open letter to those hiring a search leader, Search Engine Land emphasizes that the role of search leadership today cannot stop at managing a single channel. The person hired needs to understand growth strategy, data, cross-functional collaboration, and how search connects with multiple touchpoints in the customer journey.
This is a notable signal for companies restructuring their SEO/SEM teams. As AI, content, data, and media increasingly converge, a search leader needs both commercial thinking and the ability to operate systems. In short, this is no longer just a “good SEO” role, but a position that leads growth through search. Source: Search Engine Land.
A perspective for the Vietnamese market
From a Vietnamese perspective, these 8 updates point to one common trend: SEO is no longer just a game of keyword rankings. Businesses need to prepare for an environment where AI reads, cites, and synthesizes information; where data in advertising platforms must be checked for incrementality; and where automation tools only create real value when tied to sustainable processes.
For Vietnamese brands, the priorities in the near term should be: build deep, clearly structured content; monitor visibility signals in AI search; evaluate channel performance using both revenue and profit margin; and invest in internal capabilities to know when to build and when to buy. This is the most practical way to avoid being swept up in the AI wave while still maintaining a long-term advantage in search.
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This article focuses on the latest SEO news with a perspective for the Vietnamese market.
References
- Google Launches Ask Ad Manager, Its First AI Agent For Publishers
- How to make Performance Max focus on net new customers
- How to approach build-versus-buy decisions for SEO
- ChatGPT Is Secretly Googling Things: This Tool Shows You Exactly What
- Google Search Console AI performance reports rolling out to more users
- Why some channels reward breadth and others require commitment
- Amazon launches Alexa+ Agentic Ads
- An open letter to everyone hiring a search leader
