By Google’s Core Update Is Shaking Things Up Again
If your rankings dropped—or suddenly bounced back—you’re not alone.
Google’s June/July 2025 Core Update officially wrapped up on July 17. It ran for over two weeks and caused major volatility, with some websites still seeing shifts days after the rollout ended.
Sites that had suffered during the Helpful Content Update (HCU) are now experiencing partial recoveries. But Google isn’t confirming who’s winning or why. It’s clear, though: thin content, outdated info, and poor structure are still on the chopping block.
AI Is Changing SEO Fast
Search is no longer about just ranking. Now, it’s about being referenced by AI.
With Google’s AI Overviews and zero-click results dominating SERPs, only about 8% of users actually click through to websites. That means your content needs to appear inside the answer, not just in the blue links.
Even Wix has launched an AI Visibility Dashboard—a tool that tracks how often your content is cited by AI tools like ChatGPT, Gemini, or Perplexity.
SEO is becoming AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization). It’s about structured answers, not just keywords.
What’s Working in SEO Right Now
Based on the latest updates, here’s what’s driving results in 2025:
1. E-E-A-T Still Matters (More Than Ever)
- Real-world experience is a must—especially in YMYL niches.
- Add author bios, link to credentials, and show expertise with clear citations.
2. AEO + Structured Content = More Visibility
- Use FAQ blocks, schema markup, and question-based subheadings.
- Answer “how,” “what,” “why” questions in under 90 words.
3. Speed + Performance = Better Rankings
- Google now uses INP (Interaction to Next Paint) as part of Core Web Vitals.
- Aim for <200 ms input latency and <2.5s TTFB (Time to First Byte).
4. Push Indexing with IndexNow:
- Bing and Yandex already use this.
- Google is testing it, and early adopters are getting faster visibility.
🛠️ Tools & Strategies to Use
| Tool | Why It Matters |
| Wix AI Visibility | Track citations by AI tools |
| IndexNow Plugin | Push new content to search engines |
| Surfer SEO / Frase | Optimize for AEO formatting |
| ChatGPT / Gemini | Test how your content is referenced in AI search |
Pro Tip: Think Like a Search Engine, Not a Writer
Forget writing for Google. Write with Google. That means:
- Structuring answers the way LLMs would reference them.
- Using natural, conversational language.
- Updating content monthly, not yearly.
Final Thoughts
SEO isn’t dying—it’s evolving. And the brands that adapt to AI-first search, optimize for real users, and prove expertise will win.
If you haven’t already, run a full audit after the core update. Focus on content quality, AEO structure, and user experience. SEO in 2025 is no longer about rankings alone—it’s about being the trusted answer.
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