On June 30, 2025, Google launched a core algorithm update, marking the second major update of the year. This update focuses on enhancing the ability of search engines to identify helpful, high-quality content and is expected to take approximately three weeks to complete. Here is what you should know about this upgrade:
What Is the Impact of the Updates?
After the update was implemented, SEO tracking tools such as Semrush, Mozcast, Sistrix, and others detected fluctuations in rankings that began on July 2. The changes occurred in waves, with the first occurring around July 2-3 and another around July 9-10, which affected new domains. This suggests that businesses may expect gradual changes rather than immediate results in search engine rankings.
Certain websites that were impacted by a past Helpful Content Update are now regaining some visibility. The areas that they may see better rankings include featured snippets, People Also Ask (PAA) boxes, and AI overviews. Reddit users are also experiencing a mixed performance with the update, with comments such as “huge increase,” “mostly stable,” and “slight increase.”
What Is Influenced by the Update?
The June updates may impact various business websites and content types. Sites that publish articles, guides, FAQs, and advice may see a shift in rankings. This is due to Google adjusting its evaluation of content quality, including AI-generated content. To achieve real impact, AI content must be shaped by a human touch that brings authenticity and relevance. For business owners who post regular blog posts and other types of content, they may see more traffic fluctuations depending on the quality and originality of their subject matter.
Google favors content that is in-depth, has a clear purpose, and aligns with user intent. It also looks at E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness). Sites will also need to prioritize content that promotes an easy mobile user experience (UX) by evaluating page load speeds, design clarity, and more.
What Are the Core System Updates?
Here are the main algorithmic changes involved in the June update:
- Content Quality: Google will put more weight on quality content that follows the E-E-A-T framework.
- AI Content: Google will be better at identifying unnecessary filler content versus valuable, relevant content.
- Mobile-Friendly Content: Technical factors like Core Web Vitals, mobile usability, and ad intrusiveness will play a larger role in page rankings.
- Feature Distribution Shifts: There may be changes in how often your content will appear in Featured Snippets, AI overviews, People Also Ask (PAA) boxes, and the Google Discover feed.
- Map Rankings: Local businesses may see changes in how they appear on Google Maps depending on their content quality.
What Are the Immediate SEO Steps To Take?
Due to this update, several changes are available for businesses to implement. Tracking your current performance will help you evaluate how the update impacts your online presence. UpFire SEO can help you monitor keyword rankings, evaluate traffic fluctuations, and assess impressions in the Google Search Console. Before making any significant updates to your site, we recommend waiting until the full update is completed and you have time to evaluate your gains or losses. Minor changes that you can make include removing or updating outdated pages, adding expert insights, and following Google’s Content Quality Questions framework.
Other steps you can take include optimizing mobile responsiveness by reviewing the Core Web Vitals, reducing cluttered ads, and streamlining your layout. Refining your internal linking strategy and building quality backlinks will help establish authority in your niche. Implement structured data like FAQs, reviews, and local business details to capture SERP features. To keep users engaged, you can also diversify your content with videos and interactive tools that encourage longer on-site visits.
Get Help With Your SEO Content Today
Due to the algorithm updates that were completed in mid-July, you should now analyze the changes in your performance. If you have stagnant or dropped metrics, make the necessary changes to your content. You can also benchmark your performance against competitors to identify topic gaps or areas that are working well. UpFire SEO delivers tailored strategies designed to increase your website traffic and improve rankings in line with the latest Google update. Contact us today to learn more.
Share this article
Jordan
