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This issue of the newsletter is sponsored by Olga Zarr's AI SEO Expert course whose presale just started and will end soon. ❌
AI SEO Expert = You
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I missed writing to you, and I’m glad to be back in your inbox.
The last month and a half pulled me away—part health challenges, part deep dives into AI, SEO, and recording new lessons for SEO Audit Mastery and AI SEO Expert.
Now I’m back with a fresh digest of the most important AI + SEO news from the past month—so you can catch up in minutes instead of hours.
And one more thing: the presale for my upcoming AI SEO Expert course is ending soon. If you want in at the lowest price, now’s the time to grab your spot.
Happy reading!
Olga Zarr
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🚀 AI SEO Expert Presale — Ends This Week
The AI SEO Expert course is finally here—the only program built for SEO in the age of AI. Inside, I’ll show you exactly how to optimize for Google AI Overviews, ChatGPT, Perplexity, Claude, and more. You’ll learn the theory of AI-driven search and the hands-on tactics to future-proof your SEO strategies.
The presale starts today (October 1st) and ends this week. For a limited time, you can lock in lifetime access for just $699 (70% off). That includes all modules, future updates, and entry into my private SEO Spy Zone community where I share real-time tactics and answer your questions.
This is your one chance to get the full system—50+ lessons, templates, labs, and a client-ready capstone project—at the lowest price it will ever be. After this week, the presale closes for good.
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September SEO & AI News Digest
A ton of news and I tried to pick the most important ones.
Google’s August 2025 Spam Update fully completes (27-day rollout).
Barry Schwartz from Search Engine Land reports the update started Aug 26 and finished Sept 22; impact was “hard and fast,” with volatility around Sept 9. The article explains this was a broad spam update with no new quirks called out. Search Engine Land
&num=100 removal crushes GSC metrics for most sites.
Danny Goodwin reports 87.7% of sites saw impression declines; 77.6% lost unique ranking terms in GSC after Google removed num=100. The article explains data may now be truer (less scraper inflation). Search Engine Land
Google removes 6 rich result types from Search Console & Rich Results Test.
Google confirms support is gone for Course Info, Claim Review, Estimated Salary, Learning Video, Special Announcement, Vehicle Listing. The post explains reporting stops now; API fields null by Oct 1 and API removal in Dec 2025. Google for Developers
Google introduces AI Mode visual exploration + conversational shopping.
Robby Stein & Lilian Rincon on The Keyword say you can ask visually, refine conversationally, and shop via Shopping Graph with hourly-refreshed listings. The article explains a “visual search fan-out” under the hood. blog.google
OpenAI adds in-chat shopping (Etsy now, Shopify next).
AP reports ChatGPT users can purchase via Stripe “Instant Checkout”; ranking for merchants factors in availability/price/quality. The piece explains OpenAI will not favor specific sellers. AP News
Google publishes AI Mode/Discover/Shopping product notes (September).
Google details Discover updates to help users follow creators/publishers, making it a stronger “jumping-off” point to the open web. blog.google
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Exclusive FREEBE for Newsletter Subscribers (SE Ranking)
Get 1 month of SE Ranking free—full access to its insanely powerful SEO toolset.
It’s stacked, it’s easy to use, and yes… you’ll be seriously impressed.
It’s stacked, it’s easy to use, and yes… you’ll be seriously impressed.
That's all I have for you today!
See you in the next episode!
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New Videos for You
Here are new videos for you (more coming soon).
SEO Rank Tracking Masterclass for SEO Pros (With Olga Zarr)
In this video, I break down my full approach to rank tracking in 2025 and show you why traditional rank tracking tools are outdated. I walk you step-by-step through SE Ranking, the rank tracker I use every day, and explain how I use it not just for keyword positions but for SERP intelligence, competitor analysis, and AI Overview tracking.
 The Essential AI & SEO Guide for SEOs Who Want to Survive (with Lee Witcher)
Is AI really coming for your SEO job? In this unfiltered conversation, I talk with SEO testing and automation expert Lee Witcher to tackle the biggest questions and fears in our industry right now.
SEO Competitor Analysis Explained (With Real Examples) + FREE Tool Access
In this video, I show you my exact workflow for SEO competitive analysis using SE Ranking. This is the same process I use when I onboard a new client or start a consultation—before I even run a full SEO audit.
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More SEO and AI Tips & News
Google’s documentation “What’s New” recaps September changes. Official docs summarize the deprecations and timeline for structured-data reporting removal. Google for Developers
Antitrust: DOJ and EU escalation around Google ad tech.
DOJ press page confirms “significant remedies” posture; Reuters outlines trial push for AdX divestiture while Google proposes policy fixes. Google’s blog pushes back on DMA impacts and on Sept 2 search remedies. Department of Justice
SEO Impact: New defaults and SERP compositions in the EU are likely.
Question: How will you adapt EU funnels if vertical units shrink or reroute?
Rumor mill: Reuters says EU fine under new law may hit Google.
Sources brief on potential DMA fine; timing aligns with broader enforcement arc. Reuters
SEO Impact: Expect iterative UI changes in EU SERPs.
Question: Which EU markets need separate tracking/UX tests?
Community: sudden Sept 12 GSC impression drops reported.
Multiple posts attribute it to measurement changes vs. traffic loss, echoing the num=100 story. marketing.trialguides.com
Brodie Clark: deep dive on num=100 and “great decoupling.”
Brodie’s analysis questions long-held assumptions about impressions vs. rank. The post explains why metrics decoupled and how to interpret the new normal. Brodie Clark Consulting
SEO Impact: Reset KPIs for visibility quality, not raw query counts. Question: What’s your post-num=100 KPI set?
Google’s “Simplifying search results” page updates with Sept 8 note.
The doc reiterates which appearances are gone from tools/tests. Google for Developers
SEO Impact: Training materials for your team likely out of date. Question: Who owns updating SOPs and playbooks?
Search Engine Land: Google vs ChatGPT daily volumes (Rand Fishkin data).
SEL reports Google ~14B searches/day vs ChatGPT ~66M “search-like” prompts — Google still 210× larger. Search Engine Land
SEO Impact: SEO remains primary; AI discovery is additive.
Question: Where does AI assist or replace your funnel, realistically?
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That's all I have for you today!
See you in the next episode!
Best,
P.S. Do you want me to share a specific article or resource in the newsletter? Interested in sponsoring this newsletter? Let me know by replying to this e-mail!
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Olga Zarr
Newsletter Creator
I’m Olga Zarr — an SEO consultant, trainer, and total search nerd. Over the years, I’ve helped hundreds of people (and plenty of businesses) untangle their SEO headaches, grow their traffic, and actually enjoy the process.
I offer SEO consultations where we can dig into your site, your strategy, and your biggest search challenges — and leave you with a clear action plan.
I’ve been featured in top industry publications, spoken at SEO conferences, and hold multiple SEO certifications — so you’re in good hands.
I’m also the creator of the AI & SEO Path, a program designed to help you master both traditional SEO and the new AI-powered search landscape.
📅 Want my eyes on your SEO? Book a consultation with me here and let’s make your search results shine.
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