Squarespace’s SEO Completion Panel + AI SEO Checklist: What You Need to Know

In the quickly evolving world of AI and Large Language Models (LLMs), staying updated with the latest SEO tools is smart—this is part of my daily task list, after all. But, how do you navigate when a software update seems more misleading than helpful?

Recently, Squarespace introduced new features in their backend aimed at SEO. While some updates seem beneficial, others might lead users astray. Let’s dissect these changes, focusing primarily on their implications for your SEO strategy.

Understanding the New Squarespace SEO Panel

In late June or early July 2025, Squarespace rolled out changes to their SEO panel. You'll notice a new addition: the SEO completion score.

This update may appear at first glance to offer profound insights into your site's SEO health—yet, it ONLY checks for the presence of information rather than its quality. Essentially, the completion score merely reflects whether fields such as the SEO title and description for pages are filled (literally words and letters—you could type 123 in each field and get 100 percent). While it’s helpful to confirm all your fields have entries, it does nothing to analyze the density or effectiveness of your keywords. This is a crucial distinction because a filled field does not equate to effective search engine optimization—especially on Squarespace, which needs a more thoughtful approach due to platform nuances, which I cover in my course Squarespace SEO Hacks.

An example of the new Sqaurespace SEO Completion Score Panel.

As a user, it's important to recognize that these changes aim to ensure completeness rather than strategic optimization. Confirming the presence of text in image descriptions or page fields is useful, yet it hardly scratches the surface of effective SEO practice.

The Misleading Nature of Squarespace’s AI Visibility Prompts

One of the more controversial updates to the SEO panel is the prompt to "add an FAQ to boost visibility in AI-generated search results."

While FAQs can significantly enhance your SEO (and, yes, this is something I teach because it works well for experts of all types) and serve as an effective marketing funnel, the current circumstances surrounding AI searches make this recommendation extremely problematic.

The checklist provided by Squarespace. If you click the last item, it will prompt you to add an FAQ to your homepage.

The premise that targeting AI searches and overviews will boost your site visibility is misleading.

Although Squarespace suggests this strategy, real-world data contradicts its effectiveness. Currently, AI-generated search overviews are reducing click-through rates by 20% to 64%. While the notion of capitalizing on AI seems forward-thinking, its current impact yields less site traffic—a fundamental concern for marketers and businesses relying on web hits.

Moreover, chatbots and AI search represent just 3% of overall search traffic, a negligible fraction, while Google searches increase by 20 percent over the last year. Thus, focusing on capturing this small segment might not yield the returns one hopes for, making this advice from Squarespace surprisingly inconsequential. At this time, I’d rather you focus on foundational SEO strategies instead of chasing visibility that won’t impact your business’ bottom line.

Navigating the Squarespace SEO Maze

It’s crucial to approach these updates from Squarespace with a critical eye.

While Squarespace aims to innovate, some aspects of these changes veer more towards checklist completions than strategic SEO planning. It seems that they’ve shoehorned these features in so they appear to be an AI-forward company and that they are matching tools like WordPress’ Yoast beat for beat. But that’s not the case at all in terms of these updates.

It’s essential to focus on the actionable data that matters: ensuring your images have appropriate descriptions and your pages are fully fleshed out with text where necessary.

Effective SEO that brings leads into your inbox regularly and consistently is not about ticking boxes but about building a coherent strategy that aligns with your marketing goals. Embrace the technical checks provided by the new panel, but don't lose sight of the bigger picture.

Conclusion: Smart SEO Strategy Over Basic Tactics

Squarespace's new updates, while potentially useful, may not always align with your strategic goals. The SEO completion score can help ensure no field is left unattended, but it shouldn't distract from crafting a robust, keyword- and content-driven strategy.

Evaluate these updates within the context of the broader search landscape, which remains dominated by Google—holding over 92% of search traffic. Remember, the core of effective SEO remains strategic, involving thoughtful keyword use and content creation, beyond the quick wins promised by new tech innovations.

In the end, the lesson is clear: while updates come and go, a solid SEO strategy remains your best tool in navigating these changes. Focus on value-driven content and informed tactics—a strategy that assures continued relevance in even the most dynamic of environments.