SEO Pulse: The 10 Biggest Updates You Can’t Afford to Miss (July 1, 2025)
Hey there, SEO friends! Callan here with your weekly dose of must-know search industry news. If you’ve been feeling some SERP turbulence lately, you’re not alone—this week brought game-changing updates from Google, surprising AI developments, and some curveballs that’ll make you rethink your strategy.
Let’s cut through the noise and focus on what actually matters. Buckle up!
1. Google’s June 2025 Core Update: The Aftermath
What Happened?
Google’s June core update (the second of 2025) wrapped up last week, and the dust is still settling. Unlike targeted spam updates, this one tweaked Google’s entire ranking system—meaning volatility hit across industries, not just spammy sites. Early reports suggest it hit low-quality AI-generated content hardest while rewarding depth and EEAT signals.
Why It Matters
If your traffic dipped, don’t panic—core updates take weeks to stabilize. Google’s advice? “Write helpful content for people, not algorithms.” But here’s the nuance: this update seems to favor real-world expertise more than ever. A generic “10 Best Coffee Makers” post might struggle unless it’s backed by hands-on testing or expert input. Time to audit your content for substance, not just word count.
2. AI Mode Clicks Finally Hit Search Console—But There’s a Catch
What Happened?
Google quietly rolled out AI Mode performance tracking in Search Console. Great news, right? Well… the data’s merged with organic results. If your page appears in an AI Overview, it’ll show as a “position #1” click—even if it was buried on page 2 before.
Why It Matters
This makes it tricky to measure AI’s true impact. Pro tip: Annotate your analytics now to compare pre- and post-AI Mode traffic. Also, since AI Overviews favor structured snippets, double down on FAQ and How-To schemas—they’re your ticket into those coveted AI answers.
🔗 Google’s AI Mode Documentation
3. Zero-Click Searches Hit 12.4% (And How to Fight Back)
What Happened?
AI Overviews now appear in 12.4% of searches, per fresh data. Worse? They’re cannibalizing clicks, especially for informational queries like “how to fix a leaky faucet.”
Why It Matters
But here’s the silver lining: AI Overviews still cite sources—often from pages ranking outside the top 10. To snag those citations:
- Answer questions directly (bullet points > paragraphs)
- Use authoritative sources (studies, expert quotes)
- Optimize for “query fan-out” (AI loves subtopics!)
4. Google Business Profile Goes Social (RIP, Static Listings)
What Happened?
Google’s testing social-first GBP features, like pinning promotions above posts and adding Q&A interactions. Local packs are morphing into mini social feeds.
Why It Matters
Gone are the days of “set-and-forget” listings. To stay competitive:
- Post weekly updates (deals, events)
- Engage with Q&As (speed matters!)
- Blend keywords into conversational posts (e.g., “Ask us about best HVAC repair in Chicago!”)
5. ChatGPT’s Search Update: Longer Answers, More Errors
What Happened?
OpenAI supercharged ChatGPT’s search with multisearch queries (it now runs parallel searches for complex questions) and image-based searches. But users report wonky “chain of thought” detours in responses.
Why It Matters
ChatGPT’s still a traffic wildcard. If it cites your site, expect referral spikes—but its accuracy issues mean brands should monitor mentions. Pro tip: Optimize for visual queries (alt text, infographics) to tap into its new image search.
6. Google Kills 7 Structured Data Types (Including Salary Data)
What Happened?
Google sunsetted low-use schemas like EstimatedSalary and LearningVideo. But they added LoyaltyProgram support—a hint that transactional markup still gets love.
Why It Matters
Don’t waste time on dead schemas. Focus on:
- Product (pricing, reviews)
- FAQ (AI Overview bait)
- Events (local SEO gold)
🔗 Google’s Structured Data Updates
7. Click-Through Rate (CTR) Confirmed as a Ranking Factor
What Happened?
In leaked DOJ testimony, Google’s VP of Search admitted CTR and dwell time influence rankings—despite years of denial.
Why It Matters
This isn’t about gaming clicks. It’s about:
- Writing irresistible meta titles (emoji? Yes!)
- Improving page speed (slow load = high bounce)
- Testing SERP features (FAQs get more clicks)
8. Gary Illyes Warns: “AI Bots Will Crash Your Site”
What Happened?
Google’s Gary Illyes predicts a tsunami of AI crawlers, urging sites to:
- Upgrade hosting
- Optimize
robots.txt - Cache everything
Why It Matters
If ChatGPT, Perplexity, and 50 new bots crawl you daily, server costs could skyrocket. Audit your logs now to block junk bots.
🔗 Search Off the Record Podcast
9. Bing Pushes IndexNow for Instant Indexing
What Happened?
Microsoft’s IndexNow (ping search engines post-update) now powers Bing Shopping and AI search. Google’s still on the fence.
Why It Matters
If you sell products, IndexNow = faster visibility. But since Google’s not onboard, dual-submit sitemaps for now.
10. The Rise of “Answer Engine Optimization” (AEO)
What Happened?
With AI scraping answers (not just links), AEO is the new SEO. Think:
- Concise, cited answers
- Multimodal content (text + visuals)
- Conversational headers (“Can you…?”)
Why It Matters
Ranking #1 still matters—but being cited in AI answers matters more.
Your Action Plan
- Audit content for EEAT gaps (add expert bios, citations)
- Track AI Mode clicks (annotate GA4)
- Optimize for AEO (FAQ schema, bulleted answers)
- Prep for bot traffic (check server capacity)
Final Thought: SEO’s not dying—it’s evolving. The winners will adapt with AI, not against it.
Got questions? Drop them below! Let’s navigate this wild search landscape together. 🚀
— Callan
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