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Nº 01

This is what arrives in your inbox.

An actual issue, exactly as it shipped on Wednesday 21 May.

SEO/for/revenue.

EDITION Nº 411 · WED 21 MAY 2026
From Priya, editor-in-chief

Good morning. Google's May core update is out, and the early data is uglier than usual.

Two-thirds of the publishers we tracked overnight are down 8% or more. That's not unusual for a core update; what is unusual is how cleanly it sorts by content category. Bonus chart at the bottom.
01
INDUSTRY NEWS
Editorial sites took the brunt again — the SISTRIX data on 4,200 domains.
02
AI SEARCH
AI Overviews now serving on 38% of informational queries. The countermove.
03
CASE STUDY
How a Singapore B2B 3×'d sourced pipeline in 9 months — the playbook.
04
LOCAL · SEA
Shopee's new product-feed schema is live. Three breaking changes.
05
OPINION
Why your "branded queries" line is lying to you. (Yes, yours too.)
— That's it for today. Reply with any feedback; I read everything. — Priya
Nº 02

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Nº 03

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