Google has rolled out some of its most significant changes in years, reshaping how search works and how websites win traffic. In 2025, we’ve seen two major core updates, the worldwide launch of AI Overviews, and the final switch to mobile-first indexing.
Each of these shifts has influenced rankings across industries, from publishers and e-commerce brands to niche sites and local businesses.
Rankings haven’t just moved … the way Google evaluates content, authority, and user satisfaction has evolved. Sites that relied on shortcuts or borrowed authority are finding it harder to compete, while those offering first-hand expertise and strong user experiences are gaining ground.
Let me walk you through the updates that mattered most in 2025, explain their real-world impact, and share practical steps you can take to strengthen your SEO strategy for what’s coming next.
March 2025 core update: Google targets parasite SEO and low-value content
The first big shake-up came with the March 2025 core update (rolled out March 13–27). This wasn’t just another broad update — it was a clear signal from Google about where search is heading.
What changed:
- Google introduced enhanced content evaluation systems to better detect original, user-first material.
- The helpful content system was merged into the core algorithm, meaning it now influences rankings in every update.
- The crackdown on parasite SEO became official. This is when large authority websites host low-quality, third-party content unrelated to their niche, purely to capture traffic.
Impact in the wild:
Many “parasite” articles that lived on trusted domains (think coupon codes, payday loans, or product reviews on sites that usually don’t cover these topics) saw sharp declines. Meanwhile, sites producing in-depth, niche-relevant content benefited.
What to do about it:
- If you rely on guest posting or content partnerships, make sure they’re contextually relevant to the host site.
- Strengthen topical authority on your own domain rather than trying to “borrow” it elsewhere.
- Audit thin content. Anything that feels like filler, or exists just to chase keywords, could put your site at risk.
Google is no longer tolerating shortcuts – quality and context are now mandatory.
AI Overviews expansion: How generative answers are reshaping search
In 2025, Google’s AI Overviews (previously called SGE) expanded globally, reaching over 100 countries, including Europe in March. These AI-driven summaries now appear on a wide range of queries, often above organic results.
What’s new in 2025:
- Multimedia integration: YouTube Shorts can now appear inside AI Overviews, keeping users engaged directly on Google.
- Query expansion tabs: Google suggests related questions above the AI summary, encouraging deeper exploration.
- More languages and markets: AI Overviews are no longer just a US test — they’re shaping search behaviour worldwide.
The impact:
Independent studies show AI Overviews can reduce organic click-through rates by up to 30% on affected queries. Short-answer content, FAQs, and featured snippet-style posts are the hardest hit.
But here’s the nuance: Google reports a 10% increase in total searches where AI Overviews appear, meaning users are asking more follow-ups. This creates opportunities for sites that provide depth and unique value.
How to adapt:
- Create content that goes beyond surface answers. If your post can be summarised in two sentences, Google’s AI will probably do it instead of sending traffic your way.
- Lean into first-hand insights (more on this in the E-E-A-T section) that AI can’t replicate.
- Use structured data (like FAQ schema and HowTo schema) to improve chances of being referenced inside AI Overviews.
The playbook is shifting: instead of chasing quick answers, focus on content that adds layers of value.
June 2025 core update: Rewarding relevance, not just authority
The June 2025 core update (June 30–July 17) reinforced Google’s direction while creating significant volatility across industries.
Key changes:
- Rankings shifted heavily in health, finance, and e-commerce sectors.
- Some sites hit hard by the 2023 helpful content update saw partial recoveries, though not consistently.
- Arts and entertainment sites were hit hardest, while real estate stayed relatively stable.
What this means:
Google isn’t only looking at authority — it’s prioritising user satisfaction and relevance. A big site with authority but thin answers can still lose to a smaller site that provides depth, clarity, and trust signals.
Your action plan:
- Analyse SERP competitors, not just by domain strength but by content satisfaction (Does their page actually solve the query better than yours?).
- For YMYL topics, ensure compliance with Google’s rising E-E-A-T standards. Include expert authorship, references, and transparency.
- Monitor volatility carefully. If your rankings improved in June, don’t assume they’re permanent — keep optimising for quality and intent.
The update highlights a long-term truth: Google wants the “best” content, not necessarily the biggest site.
Mobile-first indexing: Now the only standard
As of 2025, Google has fully completed the transition to mobile-first indexing. All sites are now crawled and evaluated based on their mobile version.
Why this matters:
- Over 59% of global traffic now comes from mobile devices.
- Any content or functionality missing on mobile is effectively invisible to Google.
- Core Web Vitals (page speed, responsiveness, stability) are judged by mobile performance.
Common pitfalls I’m seeing:
- Desktop menus or features that don’t appear on mobile.
- Mobile versions that strip out structured data.
- Pages that technically “work” on mobile but load painfully slowly.
Your next steps:
- Run a mobile usability audit in Google Search Console.
- Compare your mobile and desktop versions for parity in content, schema, and internal linking.
- Optimise for touch experience — think clickable buttons, legible text, and minimal intrusive pop-ups.
If your mobile site isn’t seamless, rankings will suffer, no matter how strong your desktop setup is.
E-E-A-T in 2025: Experience is the differentiator
Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) continues to grow in importance, but the “Experience” element is what truly stands out this year.
What’s different in 2025:
- Google is rewarding content that shows first-hand experience. This could be case studies, data from your own projects, or personal testing.
- YMYL niches (health, finance, legal, safety) now face stricter scrutiny. Credentials, sourcing, and institutional backing are non-negotiable.
- Content that looks AI-generated without human oversight is being flagged and demoted.
What works now:
- Adding author bios with verifiable expertise.
- Including real-world examples — screenshots, process breakdowns, or lessons learned from your own work.
- Using transparent citations. Linking out to credible sources strengthens trust signals.
In short: don’t just tell, show. If you can prove you’ve actually done or experienced something, Google will see your content as more valuable than a generic overview.
How to future-proof your SEO in 2025?
Looking at these updates together, a clear theme emerges: Google is pushing harder than ever toward authentic, user-focused content.
Here are my three biggest takeaways for SEO this year:
- Stop chasing loopholes. Parasite SEO, thin AI content, and quick-win tactics are being closed off.
- Invest in depth and proof. Content with first-hand experience, real expertise, and unique insights will win long term.
- Mobile-first isn’t optional. Your mobile site is now your website in Google’s eyes.
If you adapt with these principles in mind, you won’t just survive updates … you’ll be positioned to grow, even as the search landscape changes.