# John Mueller

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Weekly Briefing - September 22, 2026: Verify the Signal Before You Act

This week, Google and OpenAI added new reporting, profile, benchmark, and conversational-ad features. The practical response is verification: compare AI-search rankings with traffic, peer spending with profit, and sponsored-agent answers with approved claims. The Expert Panel Review adds limits fr…

Google Warns: Cache Busting Sitemaps Is a Bad Idea

Forcing daily crawls with cache busting? Google says it's a bad idea—here's why it could hurt your rankings. Executive Summary: Google's John Mueller warns that cache busting sitemaps with URL parameters can harm SEO by signaling unstable canonical URLs. …

The Secret of the Stone House: Ghost Stories

Send us Fan Mail On the edge of the prairie, where the wind could strip paint from a fence post and the sun baked the grass to brittle straw, a limestone mansion rose in defiance. Its walls, quarried by hand and mortared with ambition, promised permanence in a land that devoured dreams. Inside, Joh…

Google's September 2026 Spam Update Is Here (And It Came With a Secret AI Spam Detector)

E1180: Google's September 2026 spam update is rolling out, and this one looks very different from the last few. The update started September 24 and is registering a 9.4/10 on Semrush's volatility tracker. Google Search Advocate John Mueller also confirmed that this spam update is expected to take …

Weekly Briefing - September 29, 2026: More Data, Better Questions

This week, Google added a global spam update and multimodal Search Console reporting, while ad platforms expanded matching inputs, reporting controls, market reach, and enterprise plans. The practical response is to document reporting breaks, review data handling, and test each change against quali…

Do sitemaps still matter?

Sitemaps have been a core element of web development and search engine optimization for two decades, yet Search Console warnings like "Couldn't fetch" continue to generate concern among site owners. Are XML sitemaps still necessary with modern search crawlers, or can search engines and AI bots figu…

Do sitemaps still matter?

Sitemaps have been a core element of web development and search engine optimization for two decades, yet Search Console warnings like "Couldn't fetch" continue to generate concern among site owners. Are XML sitemaps still necessary with modern search crawlers, or can search engines and AI bots figu…

Barry Schwartz: Google's War on AI Scrapers Is Breaking SEO Tools

E1190: Google is making it harder to scrape its search results, and SEO tools are getting caught in the middle. Barry Schwartz, founder of Search Engine Roundtable and one of the longest-running reporters in the search industry, joins me to break down what Google is doing, why rank-tracking data h…