Trend Radar Week 39/2026: AI searches more locally

Google tidies up video structured data

On September 24, Google updated Search Central documentation around structured data for video content. This is technical, but the signal is simple: search engines want to understand content more clearly, not only crawl it.

What does this mean for you? If you use videos, make sure they load quickly, have useful titles and are supported by text on the page. Do not just embed a YouTube video and hope. Explain what the video shows, use clear headings and keep the page fast.

Google tests AI support for local providers and ads

On September 18, Google announced Search updates around business profiles, local content and an AI-powered business agent for advertising. For local businesses, the direction matters: profiles, services, ads and website content are becoming more connected.

What does this mean for you? Keep your Google Business Profile in sync with your website. Opening hours, services, photos, reviews, phone number and website link should match. If AI systems answer more from these sources, inconsistencies become more visible.

German court decisions increase pressure around privacy compliance

In September, the German Federal Court of Justice dealt with when consumer organisations can act against privacy violations. The practical reading is clear: GDPR information duties are not only an authority issue; they can also become a legal risk in civil disputes.

What does this mean for you? Do not only check whether a privacy policy exists. Check whether it matches your real tools: contact form, hosting, analytics, maps, newsletter, booking system, embedded videos and application forms. Cookie banners must also match what is actually loaded.

AI has arrived in everyday German business

Bitkom reported in September that, for the first time, a majority of companies in Germany use AI. The topic is no longer only text generation; it is moving into marketing, support, office workflows and sales.

What does this mean for you? Use AI for low-risk preparation: website copy drafts, summaries, FAQ ideas, image concepts and internal checklists. Avoid unchecked legal advice, automatic publishing, sensitive customer data and admin-level automation without human approval.

German e-commerce remains under price pressure

The bevh reported in September on the strained situation in German online retail and the pressure from platforms, efficiency demands and automation. For small retailers, the lesson is sober: a shop alone is not a business model.

What does this mean for you? Before investing in a shop, check margins, shipping effort, returns and demand. For some local businesses, a product catalogue with enquiry options is better than a full checkout. If a shop makes sense, focus on product copy, speed, delivery information and legal pages.

In brief

• Google updated several Search documents in September. Clear structure and useful content remain the safest path for SMEs.
• The debate around AI crawlers and content use continues. Site owners should monitor bot traffic.
• Accessibility remains a permanent topic for shops and digital services after the BFSG start.