If your website traffic has felt unpredictable this month, you’re not alone.
Google’s latest core update finished rolling out mid-July, and it’s shaking up rankings across industries. This isn’t just another minor tweak, it reflects major changes in how Google evaluates content and delivers search results.
Here’s a plain-language breakdown of what changed, what we’re seeing in the data, and what you should do next.
Traffic Got Re-Evaluated
Google’s June 2025 core update changed how it understands what’s relevant and useful
The July 2025 core update wrapped on July 17 after more than two weeks of volatility. It introduced smarter AI systems that better interpret what content actually satisfies a search, not just which pages use the right keywords.
Some businesses saw their rankings spike. Others dropped off the map overnight. This update prioritized depth, context, and originality, and it’s the most AI-driven one we’ve seen to date.
Search Got Smarter
AI-powered results are reshaping how users interact with search
Google also expanded its “AI Mode” with Gemini 2.5 Pro. This upgrade allows the search engine to answer more complex queries directly, even making phone calls or summarizing information in real time.
For users, it’s a better experience. But for businesses, it means fewer clicks. If a user’s question is answered in a quick AI-generated blurb, they may never reach your website, even if your content contributed to that answer.
Impressions Up, Clicks Down
Search Console data is showing the new reality
You may have noticed a familiar trend in your Search Console:
- More impressions
- Lower click-through rate
- Unstable keyword rankings
That’s because Google is reshuffling how it evaluates relevance, and surfacing more pages in results without necessarily sending users to them. Your content might still be visible, but not receiving as many visits unless it really stands out.
Keywords Are Shifting
Relevance and intent matter more than repetition
The update didn’t just tweak rankings, it redefined how Google matches queries to content. Keyword rankings are fluctuating, especially for sites relying on exact-match tactics. Google now looks at the broader context: what the page actually means, not just the words it includes.
That means pages with thoughtful, in-depth, user-first content are seeing gains, while shallow or outdated pages may be losing ground.
Your Next Best Steps
Actionable tips to adapt and stay visible
You don’t need to overhaul your site, but you do need to stay proactive. Here’s where to start:
Audit your top pages. Make sure they’re still relevant, well-organized, and clearly answering the user’s question.
Update outdated content. Google loves freshness. Revisit old blog posts or service pages and bring them up to date.
Track keyword changes. Use a tool like Ahrefs, SEMrush, or even Search Console to monitor movement and discover new opportunities.
Use headings, lists, and structured data. These make your content more digestible for AI, and more likely to appear in featured snippets.
Think about zero-click optimization. Make your content helpful even if it’s only seen in an AI preview or quick answer box.
Serve the Reader First
Helpful content is still the best SEO strategy
This update may feel like a curveball, but the playbook hasn’t changed as much as it seems. Google is still rewarding content that helps users solve problems, find answers, and make informed decisions.
If your content does that better than the competition, it will survive this update, and probably thrive in the next one.
Need help digging into your Search Console data, auditing your site, or rethinking your keyword strategy? We’re here to help.
Final Thought
Keep creating. Keep adapting.
Google’s latest update is a reminder that search is always evolving, so should your strategy. But instead of chasing algorithms, focus on what never goes out of style: clear, helpful, well-organized content that genuinely serves your audience.
If you keep showing up with value, the rankings will follow.