Over the last twelve months, Google has continued to reshape the digital landscape with updates to its search algorithms, advertising platforms, and analytics tools. Here at O’Brien Media, we’ve been closely monitoring these changes to ensure we keep delivering the best possible results for our clients.
Below, we’ve pulled together our key observations and advice from our discussions about Google over the past year.
1. The Rise of Google Analytics 4 (GA4)
One of the biggest talking points for us this year has been the move to Google Analytics 4 (GA4). We’ve highlighted how GA4 comes packed with:
- Enhanced event tracking: More in-depth tracking of user interactions to help businesses better understand how visitors engage with their website.
- Predictive insights: Machine learning models that can forecast user behavior, like future purchase probability or churn likelihood.
- Cross-platform measurement: A consolidated view of user journeys across websites, apps, and other digital touchpoints.
We emphasized that businesses should start using GA4 sooner rather than later so they can build accurate historical data. This transition also prompted us to offer more tailored website analytics and support for our clients—helping them navigate the new interface, set up event-based tracking, and make data-driven decisions.
For more information on getting started, check out our blog post:
2. Google’s Algorithm Updates and SEO Impact
Staying on top of Google’s search algorithm updates has always been a priority for us at O’Brien Media. Over the last year, we discussed:
- Core Updates: Google continued rolling out broad core updates that refine how websites are evaluated based on content quality, relevance, and user experience.
- Helpful Content Updates: A particular focus has been on rewarding genuinely useful and original content. We advised clients to audit their websites, remove duplicate or thin content, and ensure every page meets a clear user need.
- Mobile-First Indexing: Though not brand-new, Google’s ongoing push toward mobile-first indexing was a recurring theme in our blog. We reminded everyone that a site’s mobile version is often the primary version Google indexes—underscoring the importance of responsive design and fast mobile load times.
Through these discussions, we reinforced our core SEO services mantra: content quality, technical excellence, and user experience should always come first.
Dive deeper into these topics on our blog:
3. The Evolution of Google Ads
Another area where we’ve seen major developments is Google Ads. Over the last twelve months, our blog posts and discussions have highlighted:
- Automation and Smart Bidding: Google continued to roll out and refine automated bidding strategies, leveraging machine learning to optimize campaigns in real time.
- Responsive Search Ads (RSAs): We recommended adopting RSAs as standard, since Google now favors this format over expanded text ads for better reach and performance.
- Performance Max Campaigns: A relatively new offering that we covered extensively. Performance Max uses automation to find new audiences across all of Google’s channels (Search, Display, YouTube, and more) from a single campaign setup.
Our message to clients: embrace automation to save time and tap into Google’s AI-driven insights—while still keeping a careful eye on campaign performance to ensure budgets are spent effectively. If you’re interested in fine-tuning or automating your ad campaigns, our Google Ads Management service is here to help.
For a closer look at Performance Max and other trends, check out:
4. Local Search and Google Business Profiles
Local businesses continue to rely on Google Business Profiles (formerly Google My Business) to boost local visibility. We’ve reiterated the importance of:
- Up-to-date listings: Ensuring contact information, hours, and product/service details are accurate.
- Reviews and engagement: Responding promptly to customer reviews, both positive and negative, to foster trust and improve local rankings.
- Regular updates: Taking advantage of Google Posts and special offers to keep profiles fresh and relevant.
We regularly remind our local clients that maintaining an optimized Google Business Profile can drive significant foot traffic and online conversions. Our local SEO services include ensuring your business listing is set up for success.
Learn more about optimizing for local search:
5. Embracing Google’s AI-Driven Future
Finally, there’s no escaping the fact that AI is at the heart of Google’s future. Whether in search, advertising, or analytics, the tech giant continues to incorporate more automation and machine learning into its products. Throughout the year, we’ve shared our thoughts on:
- Chatbots and Conversational Search: Google’s ongoing experiments with AI-driven chat experiences and the potential for more intuitive, context-rich search results.
- Smarter Keyword Insights: Machine learning tools that predict search trends and suggest content ideas for businesses to stay ahead of customer demand.
- User Privacy and Data Management: The balancing act between robust data-driven insights and user privacy—an area we’ve been watching closely to keep our clients informed and compliant.
Our position? While AI-driven tools open up new possibilities, success still comes down to strategic thinking, creativity, and genuine human connection.
For our perspective on AI and digital marketing:
Looking Ahead
The past year has underscored Google’s massive impact on digital marketing, analytics, and customer engagement. At O’Brien Media, our main focus remains helping businesses adapt and thrive in this ever-changing environment. As Google continues to evolve—embracing AI, refining ad platforms, and adjusting search algorithms—we’ll be here to decode the technical shifts and turn them into actionable strategies for our clients.
We look forward to another year of guiding you through the best practices and new innovations that Google brings. If you need help navigating these updates or want to talk about your digital goals, get in touch with us at O’Brien Media—we’re always ready to support your success online.
Ready to stay ahead of Google’s changes? Contact O’Brien Media today to learn how our team can help you leverage Google’s latest tools and updates to drive growth for your business.