Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
Google has finished rolling out its second major algorithm update of the year, the June 2025 core update. It began on June 30 and officially wrapped up on July 17, taking just over 16 days to complete.
What is a core update, and why is it important?
Google’s core updates are broad changes to the way it ranks websites in search results. These updates happen a few times a year and are designed to improve the relevance and quality of the content that appears when someone uses Google Search. Rather than fixing a specific issue, a core update looks at the bigger picture to make sure the most useful and helpful content is being shown.
For marketers, this matters because a core update can significantly affect how visible your website is in Google’s search results. Some sites may see a boost in traffic, others might drop, and many will stay the same. The changes are not personal and do not target specific websites, but they reflect Google’s ongoing effort to surface better content for its users.
What happened in the June 2025 update?
The update began at the end of June, with noticeable effects showing up around July 2. During the following two weeks, websites across many industries saw their search rankings shift. Some saw large improvements in visibility, while others experienced drops. Some sites that had been negatively impacted by earlier updates, such as the September 2023 helpful content update, showed signs of recovery.
There was a spike in volatility between July 11 and July 14, when many websites reported sudden changes in rankings. As with most core updates, the impact varied depending on the quality, relevance, and usefulness of a site’s content.
What to do if your website was affected
If your site’s rankings or traffic dropped after this update, it does not necessarily mean something is wrong. Google has stated that a decline is not a penalty. These updates simply reassess content across the web to decide what deserves to rank highest.
Instead of reacting with quick fixes, the best response is to review your content. Ask yourself whether it is original, helpful, and created with people in mind. Make sure your pages answer user questions clearly, show your expertise, and offer real value.
There is no guaranteed way to recover immediately. However, by focusing on creating helpful, high-quality content, your website may improve gradually or during future updates. Google continues to recommend its guide on producing helpful, reliable, people-first content.
Why marketers should care
Core updates directly affect how your site appears in Google Search, which can have a major impact on traffic, leads, and sales. Staying up to date with these changes helps you stay ahead in SEO and avoid sudden losses in visibility.
Even if your site was not affected this time, it is a good reminder to review your content and user experience regularly. That includes making sure your site is fast, mobile-friendly, trustworthy, and built to help users genuinely.
Long-term SEO success comes from consistency. Keep your audience in mind, continue improving your content, and you will be better prepared for whatever Google changes next.
