{"id":3201,"date":"2025-04-13T08:00:00","date_gmt":"2025-04-13T06:00:00","guid":{"rendered":"https:\/\/clarasoteras.com\/recap-of-google-search-central-live-madrid-2025-seo-community-hype-the-scoop-on-google-discover-and-of-course-plenty-of-ai\/"},"modified":"2025-04-14T18:03:28","modified_gmt":"2025-04-14T16:03:28","slug":"recap-of-google-search-central-live-madrid-2025-seo-community-hype-the-scoop-on-google-discover-and-of-course-plenty-of-ai","status":"publish","type":"post","link":"https:\/\/clarasoteras.com\/en\/blog\/recap-google-search-central-live-madrid-2025-google-discover-desktop-ai-overviews\/","title":{"rendered":"Recap of Google Search Central Live Madrid 2025: SEO community hype, the scoop on Google Discover and (of course) plenty of AI"},"content":{"rendered":"\n<p><strong>Google events always generate major buzz within the SEO community<\/strong>, and it&#8217;s no surprise that the organizers received ten times more requests than the venue could hold for the <strong><a href=\"https:\/\/developers.google.com\/search\/blog\/2025\/03\/search-central-live-madrid?hl=es\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">very first Google Search Central Live held in Spain\u2014specifically in Madrid.<\/a><\/strong> In fact, SEO professionals and search marketing experts working in the country were (understandably) in a frenzy when we saw the tweet, scrambling to register as quickly as possible to secure one of the coveted seats at the Google for Startups Campus auditorium on Manzanares Street in Madrid.<\/p>\n\n<blockquote class=\"twitter-tweet\"><p lang=\"es\" dir=\"ltr\">\u00a1Qu\u00e9 Gran Noticia! El Google Search Central Live llega a Madrid \ud83e\udd29\ud83c\uddea\ud83c\uddf8 Acabo de solicitar registro \ud83d\ude4c Reg\u00edstrate tu tambi\u00e9n \ud83d\udc47 <a href=\"https:\/\/t.co\/qcet37ztcA\">https:\/\/t.co\/qcet37ztcA<\/a> Muchas gracias \ud83d\ude4f <a href=\"https:\/\/twitter.com\/googlesearchc?ref_src=twsrc%5Etfw\">@googlesearchc<\/a> <a href=\"https:\/\/t.co\/l9xHDk3OyV\">pic.twitter.com\/l9xHDk3OyV<\/a><\/p>\u2014 Aleyda Solis \ud83d\udd4a\ufe0f (@aleyda) <a href=\"https:\/\/twitter.com\/aleyda\/status\/1897325891715523016?ref_src=twsrc%5Etfw\">March 5, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<blockquote class=\"twitter-tweet\"><p lang=\"es\" dir=\"ltr\">Google anuncia un Search Central Live este pr\u00f3ximo 9 de abril en Madrid.<br\/><br\/>En \u00e9l se tratar\u00e1n:<br\/><br\/>1\ufe0f\u20e3 SEO: cu\u00e1les son las mejores pr\u00e1cticas para ser exitoso y triunfar en la B\u00fasqueda de Google<br\/><br\/>2\ufe0f\u20e3 Search Console y Google Trends: c\u00f3mo utilizar datos de la B\u00fasqueda para mejorar\u2026 <a href=\"https:\/\/t.co\/wZjURAcG5b\">pic.twitter.com\/wZjURAcG5b<\/a><\/p>\u2014 Carlos Ortega (@carlos_darko) <a href=\"https:\/\/twitter.com\/carlos_darko\/status\/1897294560440508711?ref_src=twsrc%5Etfw\">March 5, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<blockquote class=\"twitter-tweet\"><p lang=\"es\" dir=\"ltr\">La semana que viene asistir\u00e9 al Google Search Central Live Madrid 2025. Si ten\u00e9is alguna pregunta para Google, dej\u00e1dmela por aqu\u00ed y la trasladar\u00e9 en el evento. A ver si con un poco de suerte nos la responden \ud83d\ude05 <a href=\"https:\/\/t.co\/ZtFDcwnVvu\">pic.twitter.com\/ZtFDcwnVvu<\/a><\/p>\u2014 Natzir (@natzir9) <a href=\"https:\/\/twitter.com\/natzir9\/status\/1907417127218208808?ref_src=twsrc%5Etfw\">April 2, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<p>As you can see, <strong>the hype was already there.<\/strong> What would people be talking about? What new developments would be presented? What international speakers would attend? And most importantly, who would be chosen to attend this first Spanish gathering? As the days went by, <strong>we could see that the event agenda hinted we\u2019d get some updates on topics and issues related to publishers, content, and news<\/strong>, and of course, on AI. Because yes, with <strong><a href=\"https:\/\/blog.google\/intl\/es-es\/productos\/la-vista-creada-con-ia-en-la-busqueda-llega-a-europa\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AI Overviews fully rolled out<\/a> just two weeks earlier in Spain and other European countries<\/strong>, it was expected to be one of the central topics of the day.<\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large is-style-default\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1002\" height=\"1024\" data-id=\"3169\" src=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/agenda-googlle-search-central-live-madrid-2025-1002x1024.jpg\" alt=\"\" class=\"wp-image-3169\" srcset=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/agenda-googlle-search-central-live-madrid-2025-1002x1024.jpg 1002w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/agenda-googlle-search-central-live-madrid-2025-293x300.jpg 293w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/agenda-googlle-search-central-live-madrid-2025-768x785.jpg 768w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/agenda-googlle-search-central-live-madrid-2025.jpg 1166w\" sizes=\"(max-width: 1002px) 100vw, 1002px\" \/><\/figure>\n<\/figure>\n\n<h2 class=\"wp-block-heading\">&#8220;Anticipate the future, don\u2019t look in the rearview mirror&#8221;<\/h2>\n\n<p>The event kicked off with a clear statement of intent from the Google team and a brief, yet insightful and thought-provoking talk by <strong>Lino Cattaruzzi<\/strong> (Managing Director Iberia, VP Google), aimed at understanding how search will evolve, how Google sees it, and what their goals are for the coming years. Cattaruzzi emphasized that the company (and its search engine, algorithm, and all its products) is focused on the user and how their behavior is changing when it comes to searching or interacting with platforms. <strong>&#8220;What worked for them in the past won\u2019t work in the future. Think about how users are changing. Anticipate the future, don\u2019t look in the rearview mirror.&#8221;<\/strong> Cattaruzzi added that <strong>they are constantly learning how users engage with and behave around AI Overviews in order to give them what they want: &#8220;The focus is on the user.&#8221;<\/strong> That much was clear.<\/p>\n\n<p>They also reinforced their commitment to <strong>cybersecurity<\/strong>, mentioning the center that <a href=\"https:\/\/blog.google\/intl\/es-es\/productos\/tecnologia\/centro-de-ciberseguridad-en-malaga\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google opened in M\u00e1laga a year and a half ago<\/a> and the projected +8% increase in Spain\u2019s GDP over the next ten years, which they aim to achieve through planned investments in actions related to the development and application of artificial intelligence.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"669\" src=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/lino-cattaruzzi-1024x669.jpg\" alt=\"\" class=\"wp-image-3174\" srcset=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/lino-cattaruzzi-1024x669.jpg 1024w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/lino-cattaruzzi-300x196.jpg 300w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/lino-cattaruzzi-768x502.jpg 768w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/lino-cattaruzzi-1536x1004.jpg 1536w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/lino-cattaruzzi-2048x1338.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Lino Cattaruzzi, explaining Google\u2019s commitment to AI and cybersecurity in the coming years, at Google Search Central Live in Madrid 2025. Photo: Clara Soteras.&#13;\n<\/figcaption><\/figure>\n\n<p>Later on, there were other talks, including one by Nikola Todorovic, Engineering Director at Google, who showed attendees one of Google\u2019s most well-known videos about how the search ecosystem has evolved from its beginnings in 1997 to the present day. He also covered the development and integration of the various SERP modules we know today, as well as product advancements related to the algorithm that the company has continuously worked on to deliver more information to users without them leaving the interface: the Knowledge Panel, Featured Snippets, Rich Snippets, and even ads. <strong>Todorovic emphasized: &#8220;Search has evolved to meet information needs while continuously providing value to the web.&#8221;<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">He\u2019s the rock star: John Mueller takes over the stage with some food-related controversy<\/h2>\n\n<p>He\u2019s always one of the most anticipated figures at any Google event, and this time we were lucky to have him as one of the speakers in Spain. <strong>John Mueller is Mick Jagger \u2014 the rock star of the company.<\/strong> You only had to see how everyone lined up to take a photo with him during the coffee break. His talk was titled &#8220;Search news, core updates, and AI.&#8221; A moment of peak anticipation in the room. Mueller, Google\u2019s Search Relations Team Lead, shared some figures to provide context on the massive number of changes the algorithm undergoes each year. <strong>He mentioned over 16,800 live experiments and more than 719,000 search quality tests, leading to over 4,700 actual changes implemented in a single year<\/strong> (data from 2023, though he noted the numbers were similar in 2024).<\/p>\n\n<p>As the Google team always does at these events, they spotlight local cuisine and try to connect with the audience through this great culinary metaphor. This time, Mueller chose paella to explain the different core updates, but\u2026 none of them really convinced the audience (just like the core updates themselves). The controversy was on \u2014 especially with Valencians in the crowd ;). After all, we all know paella isn\u2019t experienced or understood the same way throughout Spain, and speaking with people from Madrid at the event, it\u2019s fair to say it\u2019s not exactly the city\u2019s most traditional dish either. Since I\u2019m not in the mood to spark a debate about paella, next time let\u2019s ask him to bring some good Swiss cheese straight from Google\u2019s headquarters in Zurich \u2014 in exchange for a bit of top-quality acorn-fed Iberian ham.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-1-1024x768.jpg\" alt=\"\" class=\"wp-image-3180\" srcset=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-1-1024x768.jpg 1024w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-1-300x225.jpg 300w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-1-768x576.jpg 768w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-1-1536x1152.jpg 1536w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-1-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">John Mueller showcasing the variety of paella types found in Spain to explain the different core updates from the past year. Photo: Clara Soteras.<\/figcaption><\/figure>\n\n<p><strong>Mueller once again presented the Search Quality Rater Guidelines<\/strong> and emphasized the importance of meeting users\u2019 needs through best practices, highlighting the much-discussed <strong>E-E-A-T<\/strong> as a key factor in evaluating page quality. <strong>He pointed out that &#8220;sites whose main content is automatically generated or AI-generated will rank worse&#8221;<\/strong>, something that was recently added to the document.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-2-1024x768.jpg\" alt=\"\" class=\"wp-image-3183\" srcset=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-2-1024x768.jpg 1024w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-2-300x225.jpg 300w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-2-768x576.jpg 768w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-2-1536x1152.jpg 1536w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/john-mueller-2-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">John Mueller, Search Relations Team Lead at Google, presenting the Search Quality Rater Guidelines. Photo: Clara Soteras.&#13;\n<\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\">What is reputation abuse and what isn\u2019t and how to fix a manual penalty from Google?<\/h2>\n\n<p>John Mueller also took time to explain what Google considers <strong>reputation abuse (Site Reputation Abuse) in light of the recent manual penalties<\/strong> that have affected some content creators and major media outlets across different countries. The <em>rock star<\/em> clarified that this type of content is typically created by third parties and is designed to <strong>&#8220;take advantage of the ranking signals associated with the host site.&#8221;<\/strong> He emphasized that <strong>freelance content isn&#8217;t automatically considered reputation abuse<\/strong> and that <strong>&#8220;manual actions are based on the behavior of the site itself, not on who created the content.&#8221;<\/strong><\/p>\n\n<p>At this point, John Mueller explained how to fix a manual penalty received in Google Search Console for any website. He said the recommended approach is to <strong>block (noindex) or remove the content, or host it on a different domain (using nofollow links, without redirecting, and without moving the content to a subdomain).<\/strong> After that, you can submit a reconsideration request. That said, let me point out an important detail: not all manual penalties are the same. In fact, <strong>when a penalty is issued for &#8220;misleading content&#8221;<\/strong>, the notification and alert message in Google Search Console <strong>clearly specify that you should not delete the content, but rather fix it.<\/strong><\/p>\n\n<p>Finally, <strong>Mueller also explained how to block AI Overviews using the robots.txt directive, though it\u2019s worth noting that this won\u2019t stop them from appearing altogether.<\/strong> It simply prevents your site from showing up in that feature \u2014 meaning a competitor might show up instead, so keep that in mind. On the other hand, he also clarified that there\u2019s no need to apply any specific optimization in order to appear there. For now, <strong>some data related to AI Overviews will be visible in Search Console, but grouped together as a single element.<\/strong> We won\u2019t have access to individual link data, positions, impressions, or clicks broken down separately.<\/p>\n\n<blockquote class=\"twitter-tweet\"><p lang=\"es\" dir=\"ltr\">C\u00f3mo manejar los snippets de AI Overviews y c\u00f3mo enfocar el \u201cnuevo SEO\u201d respecto a estos fragmentos de IA <a href=\"https:\/\/twitter.com\/hashtag\/sclmadrid?src=hash&#038;ref_src=twsrc%5Etfw\">#sclmadrid<\/a> <a href=\"https:\/\/t.co\/8XppH7zaaU\">pic.twitter.com\/8XppH7zaaU<\/a><\/p>\u2014 MJ Cach\u00f3n (@mjcachon) <a href=\"https:\/\/twitter.com\/mjcachon\/status\/1909892571616190613?ref_src=twsrc%5Etfw\">April 9, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<h2 class=\"wp-block-heading\">The big announcement for SEO for News: Google Discover is coming to desktop<\/h2>\n\n<p>After several talks, the big announcement for media SEOs arrived. Eric Barbera, News Product Planning and Go-to-Market at Google, progressed through his presentation titled &#8220;News on Search&#8221; \u2014 until he showed a screenshot that he didn\u2019t directly mention in his speech. But yes, <strong>all of us in the audience were looking at a screenshot of Google Discover on desktop,<\/strong> under the title &#8220;expanding surfaces.&#8221; <strong>Barbera was announcing the expansion of Google Discover to desktop,<\/strong> a test we had seen a long time ago from a user in India, but that was never officially launched. This could represent a major shift for media outlets and content creators, considering that <strong>Discover is currently the channel driving the most traffic to news sites<\/strong> \u2014 more than Search, direct traffic, or social media, obviously.<\/p>\n\n<p>Whenever I mention that over 50% or even 60% of a news site\u2019s total traffic comes from Discover to SEOs who don\u2019t usually work with media, they\u2019re shocked \u2014 but yes, this is where we are now. <strong>And this announcement could mark a major shift, one we\u2019ll need to watch closely to see when and how it will align with AI Overviews.<\/strong> It\u2019s true that 90% of media traffic currently comes from <em>mobile<\/em>, but <strong>we\u2019ll have to see how this affects the balance, as well as how optimization strategies will need to change<\/strong> for desktop \u2014 since long headlines that hide entities with ellipses or oversized images may not work the same way if the layout differs on desktop. <strong>We might end up needing to optimize Discover for two different versions.<\/strong> Looks like we\u2019re in for an interesting ride.<\/p>\n\n<blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">Google Discover will be available for desktop!\ud83e\udd29<br\/><br\/>The Google team is working to expand Discover on more surfaces. They just showed it in <a href=\"https:\/\/twitter.com\/hashtag\/sclmadrid?src=hash&#038;ref_src=twsrc%5Etfw\">#sclmadrid<\/a>, a great new feature for News and that will change the real-time and content strategy of publishers.<br\/><br\/>Let&#8217;s remember that, right\u2026 <a href=\"https:\/\/t.co\/gw7SSwZ8ES\">pic.twitter.com\/gw7SSwZ8ES<\/a><\/p>\u2014 Clara Soteras (@ClaraSoteras) <a href=\"https:\/\/twitter.com\/ClaraSoteras\/status\/1909913684362645905?ref_src=twsrc%5Etfw\">April 9, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<p>Following this announcement \u2014 which was picked up by many media SEOs internationally, including <strong><a href=\"https:\/\/www.linkedin.com\/in\/lily-ray-44755615\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Lily Ray<\/a><\/strong> and <strong><a href=\"https:\/\/www.linkedin.com\/in\/johnshehata\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">John Shehata<\/a><\/strong> \u2014 the news quickly went viral. In fact, <strong>John Shehata, CEO and founder of <a href=\"https:\/\/www.newzdash.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">NewzDash<\/a> and GDdash<\/strong>, a platform for analytics and tools to monitor Discover performance, shared updated data from Q1 2025. He compared traffic from Google Search and Google Discover across more than 400 media outlets, revealing that <strong>Discover has a click-through rate four times higher than Search, despite having only half the number of impressions.<\/strong> It became the most talked-about reveal during the post-event <em>networking<\/em> session, especially among the many audience and SEO professionals who works on news and for publishers in attendance.<\/p>\n\n<blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">Holy moly\u2026 <a href=\"https:\/\/t.co\/K8G7CitIUO\">https:\/\/t.co\/K8G7CitIUO<\/a><\/p>\u2014 Lily Ray \ud83d\ude0f (@lilyraynyc) <a href=\"https:\/\/twitter.com\/lilyraynyc\/status\/1909917818142736484?ref_src=twsrc%5Etfw\">April 9, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<iframe src=\"https:\/\/www.linkedin.com\/embed\/feed\/update\/urn:li:share:7316542655948029953?collapsed=1\" height=\"1000\" width=\"504\" frameborder=\"0\" allowfullscreen=\"\" title=\"Publicaci\u00f3n integrada\"><\/iframe>\r\n\n<p>Before making the big announcement, Eric Barbera also showcased the different ways news and articles can rank across various modules, such as Top Stories, local news, or videos. He also highlighted the importance of having strong structured data, as well as the seven ranking factors for news content \u2014 useful to keep in mind, though nothing particularly new or that hadn\u2019t been explained before. These factors are: relevance, location, prominence, authority, freshness, usability, and interests.&#13;\n<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"774\" src=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/eric-barbera-1024x774.jpg\" alt=\"\" class=\"wp-image-3189\" srcset=\"https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/eric-barbera-1024x774.jpg 1024w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/eric-barbera-300x227.jpg 300w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/eric-barbera-768x581.jpg 768w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/eric-barbera-1536x1162.jpg 1536w, https:\/\/clarasoteras.com\/wp-content\/uploads\/2025\/04\/eric-barbera-2048x1549.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Eric Barbera, News Product Planning and Go-to-Market at Google, explaining the seven ranking factors for news content on Google. Photo: Clara Soteras.&#13;\n<\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\">Analytics and Search Console: Search Console API now available with data from the past 24 hours&#13;\n<\/h2>\n\n<p>This was another major announcement of the day. Moshe Samet, Search Console Product Lead, introduced it in a brief talk that served to announce that, as of that moment, the Search Console API could now be used to access data from the past 24 hours. This is especially valuable for those working in <em>real-time<\/em>, allowing them to track same-day changes, optimize on the fly, or monitor projects that require immediate checks \u2014 without having to wait for Google to re-crawl the site and update the data in the platform.<\/p>\n\n<p>Finally, <strong>Daniel Waisberg, Search Advocate at Google<\/strong> \u2014 another regular at company events and a favorite for fan photos \u2014 gave a talk explaining <strong>the differences in data across various Google products like Google Trends, Google Analytics, and Google Search Console<\/strong>, a topic also highlighted by MJ Cach\u00f3n with a great question that many people often wonder about.<\/p>\n\n<blockquote class=\"twitter-tweet\"><p lang=\"es\" dir=\"ltr\">\u00bfPor qu\u00e9 no coinciden los datos de GA y los de GSC?<br\/><br\/>&#8211; implementaciones incorrectas<br\/>&#8211; cookies<br\/>&#8211; modelos de atribuci\u00f3n <br\/>&#8211; tr\u00e1fico de bots<br\/>&#8211; p\u00e1ginas no HTML <br\/>\u2026<a href=\"https:\/\/twitter.com\/hashtag\/sclmadrid?src=hash&#038;ref_src=twsrc%5Etfw\">#sclmadrid<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/seo?src=hash&#038;ref_src=twsrc%5Etfw\">#seo<\/a> <a href=\"https:\/\/t.co\/HHJ24gBo7K\">pic.twitter.com\/HHJ24gBo7K<\/a><\/p>\u2014 MJ Cach\u00f3n (@mjcachon) <a href=\"https:\/\/twitter.com\/mjcachon\/status\/1909915405235126709?ref_src=twsrc%5Etfw\">April 9, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<p><strong>The event wrapped up with an open Q&amp;A session that was anything but brief,<\/strong> which was much appreciated. Attendees had the chance to ask live questions to the speakers after three pre-selected questions chosen by the Google team. It\u2019s true that not all the answers fully satisfied the audience, which had <strong>many questions related to the future of AI Overviews, their impact on search, and the possibilities for tracking<\/strong> and monitoring them in order to continue working on and understanding SEO. Still, the final takeaway was clear \u2014 and it\u2019s the same one they always emphasize: <strong>&#8220;Create content for users, not for search engines.&#8221;<\/strong><\/p>\n\n<p>This first meetup with Google in Madrid not only gave us plenty to talk about, but also offered the MujeresEnSEO community the chance to come together again and be present at an SEO event. As you can see in the photo, our numbers keep growing (and this is just those of us who were there).&#13;\n<\/p>\n\n<blockquote class=\"twitter-tweet\"><p lang=\"es\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/hashtag\/MujeresEnSEO?src=hash&#038;ref_src=twsrc%5Etfw\">#MujeresEnSEO<\/a> siempre presentes. <a href=\"https:\/\/twitter.com\/hashtag\/searchcentrallivemadrid?src=hash&#038;ref_src=twsrc%5Etfw\">#searchcentrallivemadrid<\/a> <a href=\"https:\/\/t.co\/l5C3CU0x2W\">pic.twitter.com\/l5C3CU0x2W<\/a><\/p>\u2014 MJ Cach\u00f3n (@mjcachon) <a href=\"https:\/\/twitter.com\/mjcachon\/status\/1909879370044277198?ref_src=twsrc%5Etfw\">April 9, 2025<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\r\n\n<p><strong>I hope you enjoyed this event recap, especially for those of you who couldn\u2019t be there in person,<\/strong> and <strong>if you\u2019d like to dive deeper<\/strong> and explore more technical details, as well as see more images of everything that was shared, <strong>I invite you to check out this livestream by <a href=\"https:\/\/www.mjcachon.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">MJ Cach\u00f3n<\/a>, SEO consultant and director of Laika,<\/strong> which I had the pleasure of joining the following day. She shares more screenshots and we talk openly about the entire session. Thanks so much for reading this far, and <a href=\"mailto:hola@clarasoteras.com\">I\u2019d love to hear your feedback<\/a> if you\u2019re up for it and feel like sharing this article! I\u2019d be happy to keep the conversation going on social networks. See you next time!<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\r\n<div class=\"wp-block-embed__wrapper\">https:\/\/www.youtube.com\/watch?v=Y-NeZOz65Hc<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Google events always generate major buzz within the SEO community, and it&#8217;s no surprise that the organizers received ten times more requests than the venue could hold for the very first Google Search Central Live held in Spain\u2014specifically in Madrid. In fact, SEO professionals and search marketing experts working in the country were (understandably) in [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125,147],"tags":[68,69,148,67],"class_list":["post-3201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-en","category-google-discover-en","tag-ai-overviews-en","tag-google-en","tag-google-discover-en","tag-ia-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Recap of Google Search Central Live Madrid 2025 | Clara Soteras<\/title>\n<meta name=\"description\" content=\"All the highlights from Google Search Central Live Madrid 2025: SEO community hype, the scoop on Google Discover and (of course) plenty of AI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/clarasoteras.com\/en\/blog\/recap-google-search-central-live-madrid-2025-google-discover-desktop-ai-overviews\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Search Central Live Madrid 2025: SEO community hype, the scoop on Google Discover and (of course) plenty of AI.\" \/>\n<meta property=\"og:description\" content=\"All the highlights from Google Search Central Live Madrid 2025: SEO community hype, the scoop on Google Discover and (of course) plenty of AI.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/clarasoteras.com\/en\/blog\/recap-google-search-central-live-madrid-2025-google-discover-desktop-ai-overviews\/\" \/>\n<meta property=\"og:site_name\" content=\"Clara Soteras\" \/>\n<meta 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Soteras es Consultora SEO y Estrategia Digital para distintos medios de comunicaci\u00f3n y empresas, incorporando la visi\u00f3n de producto a cualquier proyecto o negocio. Actualmente es Jefa de Innovaci\u00f3n y Estrategia Digital en AMIC, una asociaci\u00f3n de medios de informaci\u00f3n y comunicaci\u00f3n de proximidad con m\u00e1s de 600 asociados. Tambi\u00e9n es profesora asociada en la Universidad Aut\u00f3noma de Barcelona y profesora de SEO en medios en otras escuelas de negocio como Webpositer o KSchool y forma parte del panel de juces en distintos premios de b\u00fasqueda como los Global, European o los UK Search Awards y en premios de periodismo de organizaciones internacionales como Online News Association, WAN-IFRA y LION Publishers. Acaba de publicar el libro \u201cManual de instrucciones SEO para medios\u201d, editado por la newsletter Tendenci@s, disponible en formato impreso y digital. Y tambi\u00e9n una edici\u00f3n en ingl\u00e9s titulada \u201cSEO Playbook for News Publishers\u201d, un libro enfocado a la audiencia global. Es un libro que recoge todas las claves para trabajar el posicionamiento de contenidos en medios, tanto a nivel editorial como t\u00e9cnico, pensado para periodistas, editores y roles estrat\u00e9gicos de las redacciones.","sameAs":["https:\/\/clarasoteras.com","https:\/\/www.instagram.com\/clara_soteras\/","https:\/\/www.linkedin.com\/in\/clara-soteras-acosta\/","https:\/\/x.com\/ClaraSoteras","https:\/\/ca.wikipedia.org\/wiki\/Clara_Soteras_i_Acosta"]}]}},"_links":{"self":[{"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/posts\/3201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/comments?post=3201"}],"version-history":[{"count":2,"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/posts\/3201\/revisions"}],"predecessor-version":[{"id":3208,"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/posts\/3201\/revisions\/3208"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/media\/3198"}],"wp:attachment":[{"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/media?parent=3201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/categories?post=3201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/clarasoteras.com\/en\/wp-json\/wp\/v2\/tags?post=3201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}