April was a busy month in the digital marketing world…. The first Google core update of 2025 was completed at the end of March and there have been ongoing volatility spikes which have continued into April. Plus, there have been plenty of developments in terms of AI (including the introduction of image generation in ChatGPT – even for free users!).
Below are some of the digital marketing stories from the month so far to help you stay up-to-date.
The first core update of 2025 started rolling out on March 13th and was completed 14 days later, on March 27th. It was a pretty typical core update, with Google aiming to make search results more relevant and helpful to users. There was plenty of volatility, especially during the tail end of the update, and it impacted a diverse range of sites. As you can see from SEMrush’s volatility sensor below, there have been several high spikes in volatility even after the update completed, causing further shifts in keyword rankings.
Read about the initial early observations from this core update on Search Engine Journal.
Being aware of recent core updates and volatility spikes can help you better understand your site’s keywords rankings and explain unusual dips or decreases. You can use free tools, like SEMrush Sensor, to view the keyword volatility for the past 30 days.
Google has launched a new ‘AI Mode’ experimental feature in Google Search that appears to be trying to take on Perplexity AI and OpenAI’s ChatGPT Search. You can ask anything and receive an AI-powered response, and you can even ask follow-up questions. This new feature expands on what AI Overviews offer with more advanced thinking – essential for queries where deeper reasoning is required. It’s currently only available as an opt-in experiment in Labs to US users.
Read more about this new feature on Google Search Help.
Google is putting more and more of a focus on AI, and with the expansion of AI Overview and the new AI Mode, there could be a reduction in clicks in organic search results as more people get what they need from AI. It could also result in a change in the way people use search engines, with more a focus on long open ended questions designed to be answered by AI. This shift could be incorporated into future SEO strategies – optimising content for more of these long-tail keywords.
AI costs have dropped 280x in 18 months making AI more affordable and accessible to smaller businesses. The price of using GPT-3.5-level AI models has dropped from $20.00 to just $0.07 per million tokens, since late 2022. According to Stanford HAI’s AI Index Report, that’s a 280x reduction in less than two years. Now businesses of all sizes can access AI tools.
Learn more about this on Search Engine Journal.
Making AI more affordable means more businesses can assess it, offering an easy way to automate and streamline more marketing tasks. AI models can process huge volumes of data at once, helping analyse a whole website for competitive insights in a short space of time.
AI Overviews are now available in 9 new countries and 4 new languages:
Due to recent expansions, AI Overviews are now available in over 100 countries – a significant increase from when AI Overviews were first introduced in just a select handful of countries.
Learn more about this expansion on The Keyword.
It’s clear Google isn’t slowing down on the rollout of AI Overviews, and the search engine remains focused on new AI technologies. Content should be optimised for both search results and AI overviews, following SEO best practices. Often AI overviews appear for long-tail keywords, so these should feature strongly in your SEO strategy to ensure your site features in AI overviews as well as the SERPs.
OpenAI has announced that GPT-4o image creation will be available to all users, including those on free plans. The system is designed to maintain consistency across multiple edits and accurately render text within images. Users can naturally refine images through conversation whilst keeping a consistent style.
OpenAI’s announcement reads:
“GPT‑4o image generation excels at accurately rendering text, precisely following prompts, and leveraging 4o’s inherent knowledge base and chat context—including transforming uploaded images or using them as visual inspiration. These capabilities make it easier to create exactly the image you envision, helping you communicate more effectively through visuals and advancing image generation into a practical tool with precision and power.”
Although this new feature will make it much easier for more people to generate AI images, it’s important to understand Google’s stance on AI-generated images in terms of rankings. Back in July 2024, Google lifted the Beta status of the algorithmicMedia metadata specifications, meaning AI images can now be labelled as AI Generated. GPT-4o adds C2PA metadata automatically to maintain transparency, allowing images to be labelled by Google.
Learn more about GPT-4o image creation on the OpenAI website.
AI image creation can be a useful way to generate images and infographics quickly and cheaply. However, you should always ensure that you include C2PA metadata (added automatically by ChatGPT) so that the images created can be labelled as AI by Google. It’s also important to remember that AI images might deter some users, especially if they’re obviously AI-generated.
The infographic below was generated through ChatGPT.
New rules will be rolling out on April 8th and July 1st which affect pricing and listings. Here’s a quick summary of the new rules that came into force on April 8th:
Here are the rules which will be coming into force on July 1st:
Read more about these rule changes on Google Merchant Center Help.
You’ll need to ensure that your business is fully compliant with these new rules, otherwise this could lead to offer or account disapprovals.
Google has updated its guidelines for merchant listings – merchants must now specify which country their return policies apply to when using structured data. According to Google Search Console, returnPolicyCountry is now a required field in the MerchantReturnPolicy schema. In the updated documentation, the example given shows how to format return policy information (see screenshot below).
You’ll need to ensure your merchant listings comply with these new requirements and include the country your returns policy applies to in the MerchantReturnPolicy schema.
Each month, we recommend some of the best tools the team has used recently.
This free browser extension gives you easy access to a range of SEO metrics and can connect with other SEO tools, including SEMrush. You can access a page SEO Audit, keywords density report and Internal/External link analysis from the extension, while the tool’s SEO Overlay feature shows page specific data directly in the SERPs.
Learn more about SEOquake on their website.
Since October 2024, the AI assistance panel has let you chat directly with Gemini in Chrome DevTools. This is still an experimental feature, but it’s incredibly helpful for gaining a better understanding of a website’s codes and solving styling problems.
Learn more about this feature on Chrome for Developers.
Keeping an eye on upcoming global events and national holidays can help you create and publish relevant content when there is a spike in interest. Look out for the following key marketing dates in April:
Here at Wildcat Digital, we keep our finger on the pulse of SEO, PPC and the wider world of digital marketing. Our team have a passion for delivering outstanding SEO services, helping businesses punch above their weight online. Get in touch today to arrange a free consultation.
Catch up with the last few months’ news updates here:
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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