Google Clarifies Stance on LLMs.txt Files
On January 20, 2026, Google’s John Mueller clarified that the presence of LLMs.txt files on some Google properties does not signal endorsement for use in Google Search indexing. This comment, made in response to discussions on Bluesky, aims to quash speculation about the file’s utility for webmasters.
AI Mode Features Emerge
Google’s AI Mode is rolling out experimental features aimed at refining user experience. New functionalities include query fan-out prompts designed to narrow down shopping searches and lighter font colors for product pricing. More notably, the AI Overviews now incorporate strikethrough text to indicate corrections, reflecting ongoing adjustments in the AI-driven search interface.
Shift Toward Microsoft Advertising
A recent LinkedIn poll by Microsoft Advertising’s Navah Hopkins revealed that 36% of over 200 surveyed advertisers plan to incorporate Microsoft Advertising into their 2026 marketing strategies. This shift indicates a growing trend away from Google’s ad dominance, likely influenced by competitive pricing and audience overlap with AI platforms like ChatGPT and Gemini.
Broader Trends in AI and Search
The developments from January 20, 2026, align with broader industry trends, notably the increasing reliance on AI to ground search results. This includes significant overlaps between users of ChatGPT and Gemini, as well as advancements in browser features like Firefox’s new link handling. These shifts demand that SEO professionals and content marketers rethink their strategies to remain competitive.
Predictions for the Next 6-12 Months
As AI integration deepens in search practices, expect more advertisers to diversify their platforms, potentially leading to increased spending on Microsoft Advertising. This shift will force Google to adjust its pricing and features to retain its market share. Watch for further developments in AI standards and tools that will shape the next generation of SEO and content marketing strategies.
