On May 7, 2026, Google removed FAQ Rich Results from all search results - including Google.pl. For Polish websites, with Google controlling over 95% of the search market, the change took effect immediately and without the buffer that alternative search engines provide in other markets. Polish sites that relied on FAQ snippet expansion for CTR on Google.pl saw those snippets disappear within hours of the announcement.
On 15 May 2026, Google published its official guide to optimising for AI search on the Search Central Blog - and for the Polish market, where Google commands over 95% of all search traffic, the implications are direct: AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are not separate disciplines. They are an extension of traditional SEO. Polish websites already investing in quality content and E-E-A-T signals are on the right path.
On 20 May 2026, Google held its annual Google Marketing Live conference and announced four new AI-powered advertising formats. For the Polish market - where Google commands over 95% of all search traffic - the implications are direct: changes to Google's search result structure affect virtually every website operating in Poland.
At Google I/O 2026 (May 19-20), Google announced Information Agents - a fundamentally new search capability. These are AI agents that run continuously, monitoring websites, tracking changes, and notifying users about relevant new content without a repeated query.
Starting June 1, 2026, Google Ads is changing its data retention policy. Historical campaign data beyond the new retention window will become inaccessible through the standard interface - no warnings, and no recovery after the deadline.
