Adapting to Google's 2025 Core Update: A Guide for Digital Marketers

To adapt effectively to Google's 2025 Core Update, digital marketers should focus on creating authentic, expert-driven, and helpful content that aligns closely with user intent and search relevance. The June 2025 Core Update strongly penalizes thin, AI-generated, or generic content and rewards sites demonstrating real expertise and comprehensive information.

Key strategies include:

• Prioritise content quality and expertise: Ensure content is created or reviewed by real experts and provides genuine value to users rather than superficial or templated information.

• Align content with user intent: Segment keywords by intent (commercial, informational, navigational) and optimise accordingly. The update favours content that matches the searcher’s goal, especially commercial intent for transactional queries.

• Enhance product and service pages: For eCommerce, provide detailed product descriptions, authentic customer reviews, clear trust signals (return policies, security badges), and avoid thin or duplicated content.

• Maintain technical SEO health: Conduct regular audits of site speed, mobile usability, and on-page SEO elements to ensure smooth user experience and crawlability.

• Keep content fresh and relevant: Regularly update information to reflect current conditions, especially in dynamic sectors like tourism or seasonal industries.

• Monitor ranking fluctuations and recoveries: Some sites affected by previous updates (e.g., 2023 Helpful Content Update) may see partial recovery; continuous optimisation and adherence to Google’s quality guidelines are essential.

In summary, digital marketers should adopt a human-first SEO approach focused on expertise, helpfulness, and intent alignment, supported by strong technical foundations and ongoing content updates to thrive post-2025 Core Update.