July 17, 2025
On June 30, 2025, Google began rolling out the June 2025 Core Update. The rollout continued over the following two weeks, officially completing on July 17, 2025. Unlike the Discover-specific updates of the future, this was a broad algorithmic adjustment designed to improve the overall quality of search results globally. This update rewards websites that prioritise human experience over AI-generated filler. While some industries saw massive volatility, the biggest news was a “second chance” for many sites that had been struggling for years. In this blog, we’re breaking down what changed, the surprising winners, and how you can refine your content strategy for the remainder of 2025.
Google updates in 2025
What’s really changing
According to Google, this update focused on refining how its core systems assess content quality and relevance. The key shifts included:
The "HCU" recovery
The most significant headline of the June 2025 update was the partial recovery of sites hit by the infamous September 2023 Helpful Content Update (HCU). For nearly two years, many small, independent blogs and niche sites had seen their traffic suppressed. This update signalled a major adjustment in Google’s "helpfulness" classifiers, allowing high-quality, human-led sites to finally start climbing back up the rankings.
Rise of AI overviews (AIO)
Along with this update, Google aggressively expanded AI Overviews (formerly SGE). In some sectors, AI-generated summaries jumped to 15% visibility, leading to an increase in "zero-click" searches. Google is now better at deciding when to show a quick AI answer versus when to send a user to a deep-dive article.
Enhanced experience signals
Google doubled down on the "E" (Experience) in E-E-A-T. The algorithm was updated to better distinguish between original insights based on real-world use and "rewritten" content that simply summarises what other websites already said. If your article includes unique photos and personal testing, you were likely a winner.
What to do when you get hit
If you saw your traffic drop during the July 4th holiday period or in the weeks following, do not panic. Core updates are a reassessment, not a penalty. If your numbers haven't bounced back, focus on these four pillars:
- Audit for "summarised" content: If your articles are just a "best of" summary of other top-ranking pages, you are at risk. Add original data, unique images, or a first-person perspective that an AI cannot replicate.
- Clean up technical debt: With the June update, Google tightened its Core Web Vitals expectations. Ensure your LCP (Largest Contentful Paint) is under 2.0 seconds and your INP (Interaction to Next Paint) is optimised for mobile users.
- Tighten your topical focus: avoid "content bloat". If you are a gardening site, writing about the latest tech gadgets will dilute your authority. Stick to your niche to prove to Google you are a true expert.
- Embrace "AI-proof" formatting: Use clear headings, bullet points, and data tables. This makes it easier for Google’s AI Overviews to crawl and cite your content, keeping your brand visible even if the user doesn't click through immediately.
Thinking beyond the quick fix
Recovery from a core update isn't about "gaming" the system; it’s about proving to Google that your site is a reliable authority in an AI-saturated landscape. While the steps above provide a roadmap, remember that search engines now prioritise demonstrated experience and genuine utility. Don't just fix what’s broken—focus on creating content that AI can’t replicate. Be patient, stay consistent with your quality audits, and watch your metrics; often, the full effect of these changes won't be visible until the next "refresh" or minor update.
Conclusion
The key takeaways from the June 2025 Core Update:
- The rollout is complete, having finished on July 17, 2025.
- Helpful content is being redefined as "experienced" content; first-hand knowledge is now a primary ranking factor.
- Small sites are seeing a comeback, particularly those that survived the 2023-2024 volatility and continued to publish high-quality work.
- AI is here to stay, and your goal is now to become the authoritative source that Google's AI wants to quote.
Intern Content Marketing
Marija is a 21-year-old content marketing intern in Zwolle, originally from Lithuania. She’s in her final year of a Creative Business bachelor’s at NHL Stenden University. She loves writing and creating content for social media, but she’s also curious about the bigger world of digital marketing and enjoys picking up new skills along the way. Maria’s international background makes her adaptable and open-minded, always ready to bring fresh ideas to every project. Outside of work, Maria loves animals. She’s more of a cat person, but she also likes dogs, so she feels right at home in our dog-friendly office :)
