🐹 Hamsterdam Part 100: Weekly SEO & AI News Recap (5/24 to 5/30, 2025)
By Ethan Lazuk
Last updated:
A weekly look-back at SEO & AI news, tips, and other content shared on social media & beyond.
Opening notes, thoughts, and musings:
- Welcome to another new week of Hamsterdam! 🐹
- I appreciate you being here, and look forward to sharing the week’s news! 🙌
- This is our 100th publication. Let’s make it count! 👌
If you’re in a rush, hop down to the news portion. 📰
Or continue reading for two vocabulary lessons plus an introduction.
And we’re off …
🧑💻 Marketing word of the week: “Impression”
An impression literally is how you’re perceived, but in digital marketing, it refers to how many times a webpage or listing is shown to users in search results, even if they don’t click on it.
In tools like Google Search Console and Bing Webmaster Tools, impressions tell you how often your site appears for relevant queries on platforms like Google and Bing.
While clicks were once the main focus, impressions have become increasingly important—especially with the rise of AI-generated search results (like Google’s AI Overviews and now AI Mode), which often answer questions directly without sending users to websites. As a result, even if fewer people are clicking, a high number of impressions still shows that your content is visible and relevant.
Tracking impressions helps marketers understand search visibility trends and optimize content for discoverability, not just clicks.
🤖 AI word of the week: “Intelligent agent”
An intelligent agent is a computer program that can sense its environment, make decisions, and take actions to achieve specific goals, often using AI to improve over time.
In the context of search, intelligent agents could replace traditional keyword-based queries by actively gathering, filtering, and summarizing information based on a user’s needs and preferences.
One example of this shift is Google’s Project Mariner, which explores agent-style search experiences where users interact with AI more like a conversation than a search box. Instead of typing “best hiking boots,” a future agent might already know your location, past purchases, and preferred brands and deliver tailored recommendations without needing you to click through pages of results.
As AI search tools evolve, people may rely on intelligent agents to research, compare, and even take actions for them, making search more personal, efficient, and hands-off.
😄 Introduction to week 100: “We made it”
I started Hamsterdam 100 (or so) weeks ago as a way to keep myself refreshed on the week’s SEO news.
I was finding so much great stuff on (then) Twitter — this was back when SEO Twitter was quite robust — but I realized it was hard to reference it later.
Hamsterdam was a way to preserve the week’s news for later reference.
Hamsterdam has been through a few evolutions since the beginning, and given my role as an SEO director today, I don’t have as much time to devote to it as I did when I was freelance. That said, I hope you continue to find value in the collection of different voices and perspectives offered each week.
Cheers to our 100th publication and looking forward to many more!
Thank you for supporting Hamsterdam and the cause of SEO & AI learning. 🙏
Enjoy the vibes:
Missed last week? Don’t worry, I got you! Read Part 99 to catch up.
🌟 Other great sources of weekly SEO news:
- The SEO Weekly – Garret Sussman, iPullRank
- SEOFOMO – Aleyda Solis
- Weekly Video Recaps – Barry Schwartz, SER
- Weekly SEO News YouTube channel – Olga Zarr, Seosly
- Niche Surfer – Yoyao Hsueh
Time for our weekly review of SEO social posts, articles, & more …
Now, let’s step inside the white flags of Hamsterdam …
⏩ Jump to a section:
- News, Google updates, & SERP tests
- SEO tips & tidbits
- Fundamentals & resources
- Articles, videos & case studies
- Local SEO
- Technical SEO
- Content marketing
- Local SEO
- Data analysis & reporting
- AI, LLMS, & machine learning
- Miscellaneous & general posts
- Older stuff that’s good!
Or keep scrolling to see it all. ⏬
📰 SEO news, Google updates, SERP tests & notable posts
Notable updates or news related to Google Search or related SEO topics.
🍟 SEO tips & tidbits
Actionable tips, cool tidbits, and other snackable findings and observations that can be teaching moments.
Essential information, concepts, or resources to learn about SEO or AI.
Longer-form content pieces shared on social, in newsletters, and elsewhere.
🧑💻 Technical SEO
Everything from basics to advanced moves (and also tools).
✍️ Content marketing
From what is helpful content to user journeys and beyond.
📍 Local SEO
From Google Business Profiles to reviews and more!
📊 Data analysis & reporting
Showing that what you’re doing is helping.
🤖 AI, machine learning, & LLMs
News related to models, papers, and companies.
🤔 General marketing & miscellaneous
This is for great content that isn’t necessarily SEO or marketing-specific. PPC, PR, dev, design, and social friends, check it out!
💎 Older stuff that’s good!
Not everything I find worth sharing is new as of this week, so these are gems I came across published in the past.
Great job making it to the end. You rock! 🪨
Let’s connect!
Hit me up anytime via text or call at 813-557-9745 or on social or email:
Cheers! ✌️
Leave a Reply