Google.com instead of google.pl and “Good SEO is good GEO” – SEO News – #1 – September 2025

Google has officially announced that all country-code top-level domains (ccTLDs) — such as google.pl, google.de, google.fr or google.co.uk — will be gradually redirected to the global domain google.com. This change, executed in stages over several months, ends the era of regional Google search addresses, although the ability to localize search results remains unchanged. This is already visible for the Polish top-level domain.

At WordCamp US (August 28) Danny Sullivan, Director at Google Search, addressed the new acronym GEO (Generative Engine Optimization) that has been discussed in the industry. He argued that it is just another label for Google search and that the core of SEO has not changed.

According to Sullivan, SEO was never just about the “blue links” in Google. It’s about understanding how people search for content and delivering answers in the appropriate form — whether through classic search, voice on a mobile device, or the new AI Overviews layer.

However, this mainly applies to Google Search. When it comes to searches within AI models such as ChatGPT, Perplexity, Claude, or Gemini, we already know that activities like AI Search Optimization (AISO) are based on different factors

During a Q&A, Angie Drake noted a drop in CTR for organic results since AI Overviews were introduced: impressions are up but clicks have fallen dramatically. Sullivan acknowledged the issue and said Google is working on it.

He also emphasized that Google will continue to provide direct answers to simple factual questions (e.g., “what time is the Super Bowl?”) because users expect quick facts. At the same time, he reiterated that exceptional, valuable content will be rewarded and that Google recognizes the challenges publishers face with new result formats.

Again, Sullivan stressed that good SEO equals creating unique, valuable content and delivering a positive user experience.

Google is intensifying development of AI Mode in Search, which aims to make Google more advanced and personalized. Logan Kilpatrick, Google’s Senior Product Manager, suggested the AI mode could soon play a larger role in how people search on Google.

The single word “soon” sparked debate, but Google later advised not to read too much into the statement, emphasizing that it was more of an announcement than a concrete change.

Robby Stein, Google’s Vice President, added that Google is currently focused on making AI Mode easy to access for those who want it, rather than forcing it as the default.

A lot is happening in the industry. On one hand, we have new requirements for Google Business Profiles and a cleanup of structured data types. On the other, there is a clearer push toward generative AI in search.

For SEO specialists and online business owners, the message is clear: stay up to date, test new solutions and adapt to rising user expectations. One thing remains constant — valuable content and a good user experience will always be rewarded.