This week’s SEO developments shed light on the real-world impact of Google’s June 2025 Core Update, now being called one of the most significant in recent years. Google also offered much-needed clarity on how traditional SEO still applies in the age of AI Overviews, while a new Pew Research study raised concern over how those same AI summaries are affecting user clicks. Meanwhile, Google continues to evolve search by rolling out a new AI-curated “Web Guide” feature and launching an official Trends API (in alpha) to give users deeper access to real-time search behavior.
Google’s June 2025 Core Update, which officially rolled out from June 30 to July 17, is now being recognized as one of the more significant updates in recent times. Multiple SEO data providers have observed substantial volatility across search results, with both recoveries and sharp drops recorded across different industries.
This update marks Google’s second core algorithm update for the year, following the March 2025 rollout. As with previous updates, its focus appeared to be on refining how Google evaluates quality and relevance, but the extent of movement this time has surprised many in the SEO space.
Widespread Volatility Confirmed by Data
According to data aggregated and shared in a report by Barry Schwartz on Search Engine Land, this core update triggered higher-than-normal volatility across a wide range of websites and niches. Data providers like Semrush, RankRanger, and Sistrix confirmed that rankings were significantly shaken—particularly during the second week of July, just before the update completed.
These shifts were not only limited to a few sectors. Industries ranging from health and finance to education and e-commerce were impacted, suggesting that this was a broad, systemic update.
Ranking Patterns and Observations
Some key trends noted across the SEO community and data sources:
Interestingly, ranking fluctuations were still observed even after Google marked the update as complete on July 17, reinforcing the idea that rollouts can continue to ripple through the index for days afterward.
What SEOs Should Do Now
As with any core update, Google recommends that site owners focus on creating high-quality content and improving site experience rather than trying to chase algorithm loopholes. For this specific update, some actionable takeaways include:
Final Thoughts
The June 2025 Core Update was not just another routine algorithm tweak—it was a substantial update with far-reaching implications. While some sites are celebrating recoveries, others are reeling from drops. As the dust settles, one thing is clear: the emphasis on helpful, user-focused content is stronger than ever.
At a recent Search Central Live event in Tokyo, Google reaffirmed a key message to the SEO community: you don’t need new or experimental methods to appear in AI Overviews. According to Gary Illyes, the systems powering AI-generated responses are rooted in the same algorithms used for traditional Google Search results.
The clarification came through insights shared by Kenichi Suzuki, who attended the event and posted the key takeaways on LinkedIn.
AI Overviews Still Follow Classic Ranking Systems
Illyes explained that appearing in AI Overviews doesn’t require any special formatting, tags, or opt-in signals. In fact, the content being pulled into AI Overviews is determined by Google’s regular crawling, indexing, and ranking systems—just like standard organic results.
“You need no special touch of so-called AI SEO… as long as you work on quality, relevancy, and decent SEO, you are on the path to victory.”
— As shared by Suzuki via LinkedIn
This reassurance supports what many SEOs have already observed: AI Overviews generally pull from authoritative, high-quality content already ranking well in Google Search.
Google Doesn’t Use LLMs.txt
There has been some buzz in the SEO space about LLMs.txt, a proposed file that allows webmasters to control access by large language models (LLMs). However, Gary Illyes was very clear: Google does not use LLMs.txt, nor does it plan to incorporate it into the ranking or AI Overview process.
This distinction is important for site owners worried about whether they need to start managing yet another layer of web protocols.
What SEOs Should Take Away
Final Thought
As AI continues to expand its role in search, it’s tempting to chase new formats or experimental techniques. But according to Google, the core principles of SEO still apply—whether it’s traditional listings or AI Overviews.
A new study by Pew Research Center shows that Google’s AI Overviews—automated summaries that appear above regular search results—are dramatically reducing user engagement with traditional links. This finding has serious implications for publishers and SEO professionals who rely on organic traffic.
Key Findings from the Study
What This Means for SEO and Publishers
The study confirms what many in the industry have suspected: AI Overviews are disrupting the traditional flow of web traffic. As users rely more on AI-generated summaries, fewer are engaging with the original sources—posing a challenge for those who’ve built visibility around search-based content.
How to Adapt Your SEO Strategy
1. Structure Content for Summaries
Make your content easy for AI to parse. Clear, fact-based sections increase the likelihood of being cited in overviews.
2. Embrace Answer Engine Optimization (AEO)
Focus on creating high-quality content that directly answers questions. Think of your content not just as a web page, but as a reliable answer.
3. Monitor Search Behavior
Watch for shifts in impressions and CTR in Search Console. Even if clicks drop, your visibility may still be strong.
4. Expand Beyond Google
Email, social media, and owned platforms can help you reduce dependence on search traffic while maintaining audience reach.
Final Takeaway
Pew Research’s findings make one thing clear: AI Overviews are changing the game. While fewer clicks may be frustrating, there’s still opportunity in being the trusted source behind the AI’s answers. The future of SEO will favor those who adapt early, diversify smartly, and stay focused on delivering real value.
Google has launched a new Search Labs experiment called Web Guide, which uses AI to group web search results into helpful categories rather than presenting a single long list of links. This feature is designed to make it easier for users to explore complex or open-ended queries by organizing content into themes like “how-to guides,” “troubleshooting tips,” and “personal stories.”
How Web Guide Works
Web Guide leverages an advanced AI model to run multiple related searches simultaneously, organizing the results into clear, labeled clusters. It is currently available only in the Web tab of Google Search and must be enabled through Search Labs. Users who opt in can toggle between the AI-organized view and traditional search results at any time.
Why This Matters
This new feature represents a shift toward a more guided and user-friendly search experience. Instead of requiring users to sift through dozens of individual pages, Web Guide helps surface different angles on a topic in one view. It may also provide visibility to helpful content that wouldn’t otherwise rank high in standard search listings.
What SEOs Should Know
Final Takeaway
Web Guide is part of Google’s broader move toward more intuitive and AI-assisted search experiences. While still experimental, it signals how Google may continue evolving beyond static search result pages—offering users smarter, topic-based exploration and opening new doors for content discoverability.
Google has released the first-ever official Trends API, now in alpha. This puts Google Trends data into developers’ hands like never before, allowing programmatic access to search interest trends spanning the past five years — a move that could change how marketers, analysts, and content creators leverage this valuable data.
What’s Included in the API
Why It Matters
For SEOs, marketers, journalists, and researchers, the Trends API brings better precision and scale to analysis:
The API launches as a limited alpha, accepting applications now. Google is inviting developers, researchers, and organizations prepared to test the tool and provide feedback throughout 2025.
What SEOs & Content Strategists Should Do
Final Takeaway
The Google Trends API alpha heralds a new era for data-driven SEO and content strategy — one where trend insights become more accurate, scalable, and programmable than ever before. If you’re tracking trends or planning content strategy based on search interest, this is a game-changer worth exploring.
As Google search continues to transform with AI, APIs, and deeper ranking signals, one thing remains clear: solid SEO fundamentals still matter—but staying informed is critical. Whether you’re tracking traffic drops, adapting to AI Overviews, or looking to leverage new tools like Web Guide and the Trends API, this week’s updates offer both insight and opportunity. Stay sharp, and we’ll be back next week with more.
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