Google tests replacing the local map pack with AIOs, new rater guidelines target fake EEAT, and how AIOs behave across U.S. states [research]

Before we dive into this week’s top news, take a moment to check out our latest research comparing AI Overviews across different U.S. states. Do snippets change based on local user behavior? The answer might surprise you 😎

Search 

• New data shows Google keeps users on its site longer

A 13-month study by Momentic reveals that users now click around 10 times within Google before exiting to another website. This behavior suggests users are spending more time within the platform—refining searches, clicking on various links, and exploring multiple results.

While Google still drives the most traffic overall, it’s not as effective at pushing users off-platform. In contrast, ChatGPT users are more than twice as likely to click through to external sites during a single session. This growing trend may reshape how websites gain visibility.

• Google clarifies limitations of time-based search operators

Google’s Search Liaison recently confirmed that the before: and after: operators are still in beta. These filters only work with specific date formats—either YYYY or YYYY-MM-DD.

Example queries:

• avengers endgame before:2019

• avengers endgame after:2019-04-01

For an easier approach, users can navigate to Tools > Any Time > Custom Range within Google Search. This provides a more user-friendly method of filtering results by date, without relying on precise query formatting.

Documentation

• Google tightens rater guidelines to target fake EEAT signals

Google’s updated Search Quality Rater Guidelines now offer clearer instructions for identifying deceptive EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) content signals. The new guidance calls out content that falsely boosts credibility through:

• Fake physical presence (e.g., claiming to have a storefront using fabricated photos or addresses)

• AI-generated or fictitious author bios designed to appear human

• Misrepresented credentials or false claims of subject matter expertise

The update also covers misleading design tactics—such as deceptive buttons or clickbait titles that don’t match the page content.

Tech SEO

• Google’s AI crawler can now render JavaScript like Googlebot

Google has confirmed that its AI crawler—Google-Extended—can now render JavaScript using the same Web Rendering Service as Googlebot.

This means AI systems can now access and interpret content generated or modified by JavaScript, giving them similar visibility into modern, dynamic websites.

For SEOs and developers, this underscores the growing need to ensure JS-rendered content is crawlable and meaningful.

SERP features 

Google is testing AI Overviews in more places across search

• AI in “site:” search commands

Some users have reported AI Overviews appearing for site: search queries. In at least one case, an overview incorrectly claimed a site lacked content on a topic—despite clear evidence to the contrary.

• Replacing the local map pack

Google is also testing AI-generated overviews in place of the traditional local map pack for “near me” queries. Instead of showing a map and business listings, users are seeing summarized local information in the AI Overview format.

Local SEO

• (test) “Read reviews” button and appointment tags appear in local listings

Some users are spotting new interface elements in Google’s local search results, including a “Read reviews” button and appointment-related tags such as “Appointment Suggested” or “Appointment Required.” These additions streamline access to reviews and set clearer expectations around services.

• Google Business Profiles now notify users of rejected edits

Business owners are now receiving email alerts when Google rejects edits to their Business Profiles. These emails include:

• A list of rejected changes

• The specific policy violations

• Links to guidelines and appeal options