Nội dung
- A content formula that once worked may now be backfiring
- Many reports are losing index coverage, but Google says it sees nothing unusual
- Google Ads automatically turns on conversion-based customer lists
- Google Ads brings back the Target CPA and Target ROAS names
- A client experience led Laura Abreu to leave Google Ads
- OpenAI opens the ChatGPT Ads Manager beta to advertisers in the UK
- Bing tests showing color options in product results
- Google Ads continues automatically turning on conversion-based customer lists for advertisers
- What this means for the Vietnamese market
- References
The SEO and search advertising market is entering a period of faster-than-usual change: from how content is built and index volatility is handled to Google, Bing, and OpenAI continuing to test new products. For Vietnamese marketers, this is not just tech news, but a signal that SEO, paid search, and first-party data management will need to be more flexible in the second half of the year.
Below are the 8 latest notable updates, compiled into a single briefing so you can follow and apply them more easily.
A content formula that once worked may now be backfiring
Search Engine Journal says a content framework once considered “stable” in 2019 may no longer fit the current landscape. The article emphasizes that data on user behavior and how platforms distribute content has changed significantly, especially on LinkedIn, where posting frequency and engagement are showing a clear advantage for writers who know how to adapt.
The main message is not to abandon frameworks entirely, but to avoid being too rigid. Content that works today needs to be revalidated with real data rather than relying on an old formula simply because it used to perform well. Source: Search Engine Journal.
Many reports are losing index coverage, but Google says it sees nothing unusual
Over the past two months, many website owners and SEO experts have reported pages being removed from Google’s index without a clear reason. Some pages have fallen into “excluded” or “crawled, currently not indexed” status, but no manual action or crawl errors have been recorded.
The notable point is that Google says it has not seen anything unusual in the data. Search Engine Journal also cites independent analysis from Glenn Gabe, showing that in some cases the issue is actually ranking drops, canonical selection, or reporting noise rather than true deindexing. In SEO, misreading the data can turn a temporary issue into a long-term loss. Source: Search Engine Journal.
Google Ads automatically turns on conversion-based customer lists
According to Search Engine Land and Search Engine Roundtable, Google is automatically enabling conversion-based customer lists for ad accounts that meet the conditions: they have used Enhanced Conversions and Customer Match but have not turned on this feature. Data processing will begin on the timeline Google announced, and users can still turn it off in account settings before the deadline if they do not want to continue.
In essence, this is a move to strengthen the use of first-party data to optimize ad performance. It benefits advertisers who have already built a solid measurement foundation, but it also raises the bar for data consent transparency and customer list governance. Source: Search Engine Land; Search Engine Roundtable.
Google Ads brings back the Target CPA and Target ROAS names
Search Engine Land reports that Google Ads is restoring the Target CPA and Target ROAS naming. This is a label change, but it should not be taken lightly, because the way Google names bidding strategies often reflects how it wants users to understand and operate the product.
For performance marketing teams, the return to the old terminology may help reduce confusion in internal discussions or when working with clients. However, the actual mechanics of the strategy still need to be checked on a per-account basis rather than judged by the display name alone. Source: Search Engine Land.
A client experience led Laura Abreu to leave Google Ads
In a story published by Search Engine Land, Laura Abreu shared a client experience that led her to decide to leave Google Ads. Although the piece leans toward a personal perspective, it revisits a familiar reality in the industry: pressure from short-term expectations, one-sided measurement, and the line between media performance and the consulting relationship.
This is a reminder for agencies and in-house teams that expertise alone is not enough; how you advise, explain results, and manage expectations is also part of marketing effectiveness. Source: Search Engine Land.
OpenAI opens the ChatGPT Ads Manager beta to advertisers in the UK
Search Engine Land says OpenAI has opened the ChatGPT Ads Manager beta to advertisers in the United Kingdom. This is a sign that the advertising ecosystem tied to conversational AI is taking another step forward, moving from experimentation to a more controlled rollout by market.
Although the current scope is still limited, this move shows that AI is not only affecting how content is created but is also moving into the advertising operations layer. For marketers, it is important to closely monitor how the platform positions AI’s role in campaign optimization, targeting, and delivery. Source: Search Engine Land.
Bing tests showing color options in product results
Search Engine Roundtable reports that Microsoft Bing is testing the display of color options in product results. This is a small interface change, but one with major implications for e-commerce, as it could help users filter and make decisions faster directly on the results page.
For e-commerce SEO, tests like this often signal that competition is increasingly about product display experience, not just rankings. Images, product attributes, and how data is marked up can become key factors in boosting CTR and conversions. Source: Search Engine Roundtable.
Google Ads continues automatically turning on conversion-based customer lists for advertisers
Another Search Engine Roundtable article adds that Google is rolling out automatic activation of conversion-based customer lists for eligible ad accounts starting in mid-June 2026, with data processing beginning in mid-August 2026. Advertisers are advised to check emails from Google and review settings if they do not want this feature enabled.
This news reinforces a broader trend: Google is increasingly prioritizing customer-data-based solutions to optimize performance. That means businesses need to prepare more carefully around consent, CRM, measurement, and data structure before relying more deeply on automation. Source: Search Engine Roundtable.
What this means for the Vietnamese market
For businesses and agencies in Vietnam, this set of updates makes three things clear. First, SEO is no longer a game of fixed content formulas; content must be updated continuously based on user behavior and platform signals. Second, index and ranking data need to be read carefully, avoiding overreaction to technical reports that may not actually reflect true deindexing.
Third, search advertising is shifting strongly toward a first-party data and AI-based ecosystem. If a business has not standardized CRM, tracking, and data consent, it can easily become passive when platforms automatically turn on new features. On the other hand, brands that prepare well early will have a clear advantage in both performance and cost control.
In short, Vietnamese marketers should see this as the time to review three foundational layers: content, data, and measurement. Those who do well across these three layers will adapt faster to changes from Google, Bing, and emerging AI platforms.
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This article focuses on the latest SEO news with a perspective for the Vietnamese market.
References
- The Content Framework That Worked In 2019 Is Now Working Against You
- Deindexing Reports Keep Coming, Google Sees Nothing Unusual
- Google Ads automatically enrols advertisers in conversion-based customer lists
- Google Ads brings back Target CPA and Target ROAS naming
- Laura Abreu talks about a client experience that made her quit Google Ads
- OpenAI opens ChatGPT Ads Manager beta to UK advertisers
- Bing Tests Color Options In Product Results
- Google Ads Turning On Conversion-Based Customer Lists For Advertisers
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