Google Core Updates in 2025

Google has made several major changes in 2025 affecting how sites rank and report in Search. Notably, Google rolled out two core algorithm updates (March and June 2025), introduced new AI-driven search features, and updated its Search Console and webmaster guidelines.

Here’s a look at these changes and their potential impact:.

Core Algorithm Updates

March 2025 Core Update (Mar 13–27)

Google’s first core algorithm refresh of 2025, described as a “typical” broad ranking change to improve result relevance. This update followed the Dec 2024 core update and took about 14 days to roll out.

June 2025 Core Update (Jun 30–Jul 17)

The second core update of 2025 with a rollout of over 16 days, according to Search Engine Land. Google said this “regular update” is “designed to better surface relevant, satisfying content” for searchers.

Impact & Advice

Core updates often trigger ranking volatility. Google’s advice remains unchanged: there are no quick-fix actions if your rankings drop. Google explicitly noted that sites hit by the update should evaluate content relevance and usefulness, not search-engine tricks. Use Google Search Console to track performance changes (impressions, clicks, rankings) for your key pages and keywords.

Ranking Signals & SERP Features

AI Overviews (Answer Boxes)

According to Search Engine Land, Google’s AI-generated answer panels (“AI Overviews”) appeared far more often in Search during the March 2025 core update. For example, BrightEdge data shows AI Overviews grew 528% for entertainment queries and more than 38o% for restaurants and travel queries (Mar 13–27). Content creators in those verticals should check if AI Overviews now appear for their target queries – even if keyword rankings are stable, traffic may drop if Google answers users with AI summaries.

SEO experts recommend three key strategies: Creating content that supports decision-making, refresh existing content to align with seasonal and trending interests, and optimize for entities (people/places) in your niche.

AI Mode (Search Labs)

At Google I/O 2025, Google announced a new “AI Mode” in Search (US only, in Labs), powered by Gemini 2.5. This tab in the search app lets users ask multi-turn questions with more advanced reasoning and multimodal inputs. Behind the scenes, Google “breaks down your question into subtopics and issues multiple queries” to fetch deep answers. While still in beta, AI Mode signals Google is moving toward more AI-centric search experiences. Site owners should be aware that, over time, some query intents may be answered directly by AI features rather than traditional results.

Page Experience (Core Web Vitals)

Google continues to emphasize user experience. In mid-2025, Google removed the standalone “Page Experience” report from Search Console. However, Core Web Vitals (loading speed, interactivity, visual stability) and mobile usability remain active ranking signals. Websites should still optimize LCP, FID/INP, CLS, HTTPS, and mobile-friendliness, as these metrics contribute to search ranking and help Google’s algorithms determine page quality.

Content Quality

Google’s quality guidelines remain paramount. There were no new “helpful content” or E‑E‑A‑T algorithm updates in 2025, but Google reiterated that expertise, authoritativeness and trustworthiness of content are key. Google’s official guidance urges creators to write helpful, reliable, people-first content rather than SEO-first content. Sites that provide unique insights, clear authorship, and accurate information are favored. As Danny Sullivan (Google’s Search Liaison) noted, updates are aimed at surfacing a greater variety of high-quality content, so covering niche expertise can help.

Google Search Console Updates

Search Console Insights (June 30, 2025)

Google launched an integrated Search Console Insights report, now built into the main GSC. The new Insights dashboard gives digital marketers a quick overview of site performance without deep analysis. For example, it shows total clicks and impressions over time, and highlights your “Top content” – listing pages that are trending up or down, along with their click counts. It also shows the top search queries driving traffic, flagging queries that are rising or falling.

Insights & Implications for Site Owners

Actionable Takeaways

For site owners and marketers, the common theme is user-focused content and diligent monitoring. Continue following Google’s public advice – write for real audiences, not search engines. Use the updated Google tools to monitor performance.

“In 2025, staying visible in search isn’t just about ranking higher — it’s about aligning with how Google understands user intent. With AI reshaping the SERP, the brands that win are those who invest in content that informs, engages, and adapts in real time," said Jim Gentry, Digital Marketing Specialist with BlueTone Media.

Monitoring & Data

Given the core updates and new features, it’s critical to watch your analytics. Compare Google Search Console data (post-update) to historical baselines to spot gains or losses. Pay attention if AI Overviews or AI Mode start appearing for your queries – this may change your click-through rates even if rankings hold.

What Does That Mean? (For Non-SEO Folks)

If you're not deep in the SEO world, here’s a plain-language breakdown of what all this means for you and your website:

• Core Updates = Google's Big Cleanup
  Think of Google’s core updates like tune-ups for its search engine. These updates are designed to show better, more relevant content to people using Google. If your site drops in rankings, it doesn’t mean you did something wrong — it means Google thinks there’s content out there that's more helpful.

• AI Overviews = Quick Answers from Google (Not Your Site)
  Google is now answering many questions directly using AI. These summaries often appear at the top of search results. Even if your site is ranking high, people might not click if Google is already giving them the answer. That’s why you might see less traffic even if your SEO looks strong.

• AI Mode = Smarter Searches, Fewer Clicks
  In AI Mode (currently in testing), users can ask Google complex or follow-up questions — almost like chatting with an assistant. This means fewer traditional search results and more answers from AI directly. It could reduce how often users visit your site unless your content is truly unique and helpful.

• Page Experience = Website Speed, Mobile Friendliness, and Ease of Use Still Matter
  Even if content is great, a slow or clunky website can hurt your visibility in Google. Make sure your site loads quickly, works well on phones, and doesn’t have pop-ups or weird layout shifts.

• Content Quality = Be Helpful, Not Just Optimized
  Google is doubling down on rewarding websites that create honest, useful content written for people, not for search engines. If your content is packed with buzzwords but doesn’t answer real questions, Google might push it down the results.

• Search Console = Your SEO Dashboard
  Google Search Console is like a free report card for your website. It shows what’s working (and what’s not) in terms of visibility and clicks. The new Insights feature makes it easier to see how your top pages and keywords are performing without needing a full-time SEO analyst.

Final Thoughts: Navigating SEO in the AI Era

Google’s 2025 updates make one thing clear: the search landscape is evolving fast, and successful SEO now requires more than keyword strategies or backlinks — it demands a deep focus on user intent, content quality, and adaptability to AI-driven experiences.

As AI Overviews and new features like AI Mode reshape how users interact with search, businesses and content creators must shift their strategies accordingly. That means regularly refreshing your content, monitoring how AI features affect visibility, and using tools like Google Search Console Insights to guide smart decisions.

There’s no shortcut to the top of search results anymore — but there is a clear path: publish authoritative, people-first content that genuinely helps your audience, stays technically optimized, and evolves with Google’s updates.