Google rolled out its June 2025 core update yesterday, the second of the year, and the SEO community is, as usual, running around wondering what’s going to happen this time.
What Actually is a Google Core Update?
While Google tweaks its algorithm constantly, core updates are the big ones! These are the updates that can send ripples, or even shockwaves for some webmasters, through the search results. The June 2025 core update is no exception. According to Google Search Central, this update began rolling out on June 30th, 2025, at 07:34 PDT (that’s 14:34 here in the UK).
Core updates are quite broad, affecting how Google evaluates content quality, relevance, and usefulness. These core updates are designed to surface the best, most helpful content for searchers. If you’ve started to notice any turbulence in your rankings or traffic, then it’s early days and this could take around 3 weeks to roll out. So buckle up, it could be an interesting time.
Why Should You Care?
If your business relies particularly on organic traffic, then core updates really matter. A shift in Google’s algorithm can mean the difference between being found by your ideal client or dropping down to page two or lower!
So to set the record straight, if you’re still using outdated SEO tactics, like buying links or churning out thin, generic content, this update is yet another indication from Google that you should be upping your game.
Have You Been Hit?
The first step is not to keep calm. Check your data. Google Search Console is your best friend here. Look for sudden drops (or jumps) in impressions, clicks, and average position that coincide with the update’s rollout. Google Analytics (GA4) can also help you spot traffic changes.
If you see a significant dip that aligns with the update, it’s possible that you’ve been affected. But remember: correlation isn’t always causation. If you haven’t changed anything on your site and your competitors are suddenly surging ahead, the update could be the culprit.
What Should You Do Next?
Here’s the golden rule: Don’t make knee-jerk changes. Wait until the update has fully rolled out and the dust has settled. Then, take a calm, strategic approach:
1. Analyse the Situation
As I mentioned, dive in to Google Search Console (And see if anything’s happening over on Bing Webmaster Tools too).
- Identify which pages or keywords have lost ground.
- Compare your content to competitors who might now be outranking you – what are they doing better than you?
- Look for those tell-tale patterns: is it thin content, lack of expertise, or technical issues?
Once you’ve got your “to do” list of things, get your house in order…
2. Focus on Quality and People-First Content
I can’t stress enough these days about how AI-generated content to game the search engines is a massive issue. It’s cool to use AI as an assistant, but write for people not purely the search engines. Please. Content created to rank is what all of us SEOs do, but ultimately people read your blogs and articles, so have your true target audience in mind first and foremost.
- Update or consolidate any thin, outdated, or duplicate pages.
- Make sure that your content is genuinely helpful, comprehensive, and unique.
- I’ll say it again – Write for humans first, search engines second.
Think about it – using robots to create content for robots is a little bit silly, so always think about connecting with your fellow humans.
3. Boost E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
E-E-A-T is a critical core to Google’s Quality Raters’ Guidelines. Professional human beings actually check search results and then evaluate what they find on these E-E-A-T criteria. So bear this in mind when crafting content for your website:
- Add clear author bios and credentials.
- Cite reputable sources.
- Showcase testimonials, case studies, and original insights.
I could go into much more detail about these, any every other point on this article, but I’ll save those for another post.
4. Fix Technical and UX Issues
Now Google Search Console (GSC) is an excellent source of info for flagging potential technical issues with your website. But remember to use other tools too, such as Bing Webmaster Tools, Google Lighthouse, and even SEO tools like Ahrefs, SEMrush, or SE Ranking.
- Ensure your site is fast, secure, and mobile-friendly.
- Fix broken links, improve navigation, and streamline the user journey.
When you make your website technically proficient, you help search engines to crawl and index better. The UX issues helps your users.
5. Be Patient and Persistent
After 25 years in SEO, this final point is a real secret weapon – Take your time and go back and check the data, then do things again if you need to. Recovery from a core update issue isn’t an instant fix. Sometimes, improvements are only recognised in the next core update. So keep refining and publishing quality content.
Your SEO Health Checklist
So what else? Make sure you’re ticking all these boxes too…
- Reliable hosting, secure plugins, and up-to-date software.
- Professional, user-friendly design.
- Technical SEO in order (fast load times, mobile optimisation, no crawl errors).
- Content that’s original, helpful, and comprehensive.
- Regular reviews and updates for thin or outdated pages.
- A patient, long-term mindset.
Go through this list and, as always in SEO, go through the more mutable points regularly. It really pays dividends.
Final Thoughts (and a Friendly Nudge)
Google’s core updates aren’t “out to get you”, they’re designed to reward the best content and the best user experiences. If you’re following best practices, you’re already ahead of the curve. If you’re not quite sure where you stand, or you’ve seen a dip you can’t explain, now’s the time to review, refine, and reach out for expert help.
If you need a hand with Google Search Console, GA4, or a full SEO health check, I’m here to help. Get in touch and let’s make sure your site not only survives, but thrives, through every update Google throws our way.
Paul Mackenzie Ross
SEO Consultant & Digital Strategist
Call me on 01252 692 765 or leave a message via my contact form.