My takeaways from the Google Search Central Live MX 2025

Last Thursday, September 25th of the current year (i.e., 2025), I had the opportunity to attend an event that is important for every SEO: the Google Search Central Live MX.

This attendance was made possible thanks to the support of Redial BPO and, of course, the incredible executive and leadership team, consisting of Jason Heil, CEO, Elder Gonzalez, VP of Client Services, and Emmanuel Ángeles, Marketing Manager, whom I am certainly grateful to for their help in attending the aforementioned event.

What is Google Search Central Live MX?

The Google Search Central Live MX is an in-person event organized by the Google Search team. On this occasion, it was held in Mexico City, hence the “MX” designation, which implies that the event takes place in different locations around the globe (the next one is in Budapest; check the event calendar here).

Who is Google Search Central Live dedicated to and what does the event offer?

Google’s search event is designed for people whose typical work involves the organic positioning of websites, as well as their design, development, and implementation.

Thus, the main interested parties in attending this event are typically website owners, SEO professionals, web developers, and digital marketing specialists.

Furthermore, the event offers the opportunity to interact directly with members of the Google Search team, such as engineers, Search Advocates, etc., who not only share the latest news regarding Google’s search-related products and services but also share tips and strategies that can help increase website visibility.

Additionally, networking is facilitated between the local SEO community and the Google team.

Topics and Speakers

At the event, we had the opportunity to listen to various experts from the Google team, so I will list their names, presentation titles, and a brief summary:

Paul Haahr: How do we measure the health of the web?

Paul Haahr is an engineer who has been at Google almost since the company’s inception, and under his leadership, the first steps were taken to make Google the “efficient” and recognized search engine it is today.

Paul emphasized that, to have a healthy web, it was essential to consider various perspectives, the most important being those of users and website publishers—that is, those who publish and maintain websites to capture traffic (users).

From the user perspective, Paul mentioned that what was important to them was obtaining the expected results from sites with a focus on user experience (UX).

The publisher perspective holds that the important thing is to attract a stable amount of traffic which, in turn, helps to monetize those sites.

What would be examples of this type of “publisher”? Undoubtedly, news sites, information on specific topics (such as tourism, cooking, technology, etc.), or affiliate sites, which feature product reviews whose purchases generate a benefit for the site in question.

Of course, not all “publishers” monetize their websites with ads. There are many others, such as private companies, that publish their products and/or services and require a good organic visibility strategy to attract not only a considerable amount of traffic to their websites, but the right traffic.

Paul Haahr’s Tips for improving web visibility in Google Search:

Paul shared a series of guidelines that website owners should keep in mind to improve their visibility and attract an adequate audience:

1. Am I getting good traffic (in terms of quantity and quality)?
2. The users who come to my website: Are they exploring it, navigating between its pages?
3. Once they leave, do they return?
4. Do they search for my site by name? Or do they arrive accidentally when searching for something different?
5. Am I facilitating the creation and growth of an audience?
6. Are my visitors having a good experience?

Martin Splitt: How Google Search works

Martin Splitt is a Google Search Advocate and, it seems to me, one of the most recognizable (and recognized) members of the Search team.

His participation was related, as the title suggests, to how Google search works, from the moment content is published, through crawling by Google Bot, analysis, indexing, and ranking/result display.

He also spoke to us about a very important topic that, I believe, many SEO professionals overlook: Crawl Budget.

This Crawl Budget is divided into Demand and Rate. The first refers, as its name indicates, to the demand that certain websites have given their authority and reputation.

Thus, the site of, for example, La Jornada, which is a well-known newspaper here in Mexico, will have a much higher demand than my website. The reason? La Jornada is updated much more frequently, with unique and quality content, and is consulted by a large number of users, thanks to its reputation.

In contrast, my site has a few thousand users per month, and although I like to think my content is quality, the update frequency is much less frequent (every 15 days, on average).

This means that the crawl demand for La Jornada will be much higher than for my personal website.

The second term, Rate, refers to the number of simultaneous crawls that Google Bot can perform on a site, and is determined according to the aspects already mentioned, such as authority, reputation, size, update frequency, etc.

Martin Splitt’s Tips for managing Crawl Budget:

1. Correctly manage (or as well as possible) the website structure, internal linking, and navigability.
2. Avoid redundant (duplicate) and low-quality content.
3. Restrict unnecessary URLs or URL parameters using robots.txt.

Alejandra Brambila: What’s new in Search?

Alejandra Brambila is the News Partner Manager for Google Mexico and was responsible for giving us a summary of all the products and services that have been recently launched or are about to be. I leave them below.

AI Tools:

Artificial Intelligence tools to get better answers to various questions directly and without needing to click on the iconic blue links.

• AI Overviews
• AI Mode

Multimodality:

Aims to reduce user friction when conducting searches:

• Circle to Search.
• Search Live from Google Lens.

Personalization:

Selecting and customizing the sources from which we obtain information:

• Preferred sources (for Google News).
• Creator Profiles (for Google Discover).

New interfaces:

• Web Guide.

Daniel Waisberg: Google Trends tips and tricks

Daniel Waisberg is, along with Martin, a Google Search Advocate. He focused on discussing various details of Google Trends, one of the tools that, in my opinion, is underutilized.

He began by distinguishing between two key terms in the tool:

• Search Term: Refers to an exact term or, as an SEO would better understand it, a given keyword. For example: “Torta de jamón” (Ham sandwich).
• Topic: Does not focus on the keyword, but on a particular subject. It also ignores misspelled words. For example: If you type “politka mejico”, the system will understand that the topic searched for is “política México” (Mexican politics). If you wanted to search for the specific keyword, you would have to do so by selecting “Search Term”.

Daniel commented that the Trending Now section and the Search Volume are of special relevance to SEOs, as this data is particularly interesting and useful for conducting, say, Keyword Research.

Some other tips that Daniel shared were:

• Identify terms and topics that are relevant to our target audience and find which of them have a high or rising search volume.
• What is the best time to publish content?
  • Daniel suggests prioritizing the topics we will focus on, using seasonal trends related to our site, as well as important events throughout the year. For example, “El Buen Fin” (Black Friday equivalent) for e-commerce.
• What is our audience interested in right now?
  • Finally, Daniel recommends understanding what is currently trending in topics related to our audience, in order to be ready to publish information on those topics.

Keila Guimaraes: Storytelling with Google Trends

Keila Guimaraes is Search Trends Lead, and she spoke about how to generate narratives using Google Trends.

The main tips for achieving this objective are:

• Use the timeline to appreciate the big picture: Zoom in and out, and take advantage of the 20 years of data that Google makes available to us.
• Use geographic comparisons to find relevant topics and discover local culture. Keila used “mole” as an example and how its variations are consumed according to the region.
• Discover the questions people need answers to with keywords such as “what,” “how,” “why” (using their Spanish equivalents cual, como, porque).
• Use advanced filters to compare different geographies and add context to the data.

Itai Raz: Unlock your website’s potential with Search Console

It was the turn of Itai Raz, Software Engineer Manager, who gave us a comprehensive, though quite summarized, explanation of Search Console and its various functions.

It would be redundant to include the notes from his talk here. Instead, I refer you to the Search Console documentation.

Daniel Waisberg: Understanding Search data and making it useful

Finally, it was (again) Daniel Waisberg’s turn, who in this presentation spoke to us about how to understand and make Search data useful, especially the data digested by Search Console.

In very general terms, he spoke about the three fundamental steps to achieve these objectives: 1. Search Data, 2. Comparing Tools, and 3. Monitoring Search Performance.

To visualize this, he showed us a very good chart that clearly displays our site’s URLs, arranging them in quadrants according to their ranking position and CTR (Click-Through Rate). He kindly shared a tutorial, which I, in turn, share with you, so you can implement it in your own projects: Bubble chart analysis for Search Console.

Final Thoughts

Without a doubt, the Google Search Central Live MX 2025 was an immensely enriching event, bringing together various personalities from the Google Search team.

While it’s true that much of the information shared is known and publicly available, it’s also true that emphasis was placed on tools that aren’t exactly mainstream in everyday use, as is the case with Google Trends.

It was also very useful to get a refresher on the use of Search Console, and undoubtedly one of the most practical elements was the bubble chart shared by Daniel, which I will be implementing very soon to more accurately visualize my URLs with good position and CTR.

In addition to the talks and the knowledge gained, I must mention that the Google team pampered us with breakfast, lunch, and dinner, not to mention the gift we received upon leaving the event: a watch / Bluetooth speaker / wireless charging base. It was definitely a simple but extremely useful gift for SEOs who, like me, spend hours at their desks.

FAQ: Google Search Central Live MX 2025