Google's core update has started rolling out

Google made another change to the core algorithm on June 30, as it does several times a year these days. This is the second rollout in 2025 and could shake up the ranking results a bit again. In this blog post, we'll go through the rollout and explain what you can take into account for your website.

Ranking will be unpredictable in the near future

The changeover will take a total of three weeks to complete. The current status of the changeover is published at the following link:

https://status.search.google.com/incidents/riq1AuqETW46NfBCe5NT

In the initial phase of the changeover, you will notice that your search results may fluctuate considerably.

What should be taken into account?

At this stage, it is difficult to say what to look out for in your website's search results. The recent core updates in particular have pushed sites like Reddit up in many results, and Google's AI overview is appearing in more and more search results.

Google points out and has been insisting for some time that content on a website should not be written with the intention of ranking in the search engine, but for the visitor and the reading experience. Natural content with a unique point of view and (in-depth) expertise has therefore always been important and will take an even greater place on the priority list with every update.

Especially in this day and age, where a year's worth of content can be generated by AI in a matter of minutes, it's important to ensure that your content isn't simply repetitive. Or rely solely on AI. So invest the necessary time and effort into your content so that it not only matches the search term, but also offers more information from your own experience. And back this up with sources and your expertise in this area.

Developments in the world of search engines

Google is no longer the only player in the market either, with AI such as ChatGPT, Microsoft Copilot, Perplexity AI and Google's own Gemini on the rise and becoming more common. It's easier than ever to get an overview of multiple websites and resources, for example. The classic route a user has taken for years, such as searching for a term, visiting a hosting website and then converting, is being shaken up considerably.

People are using many more different channels outside of Google to find products and services, such as social media and video content on YouTube or Tiktok. And the combination of AI research for services or products sometimes makes it difficult to determine where the customer is now coming from and found you first.

Surveys and direct customer research will therefore be a good source to find out where your customers first became aware of you. And of course, analyzing Google Analytics and social media statistics is essential in this context.

As with any Google Core update, many website owners will be looking forward to the upcoming changes. Relying solely on traffic from Google's organic search results is often advisable to further spread the word that even if your search results plummet, you still have alternative sources to rely on.

How do you deal with Google Core Updates? Do you check your Google Analytics every 5 minutes? Or do you take it easy and wait to see how it develops? Let us know via social media!