Google’s June 2025 Search Update: What SEOs Must Know Now

Fresh off the heels of Google’s June 2025 Search Update, the talk in digital circles across the UK has been nothing short of electric. Whether you’re an in-house SEO for a high street retailer or managing a local business’s web presence from Brighton to Belfast, this latest shake-up feels seismic. But as someone who’s navigated waves of updates for over a decade, I’ve learned first-hand: the best response is to understand the changes inside out and adapt confidently, rather than scrambling out of fear.

Google’s June 2025 Search Update: What’s Changed?

If you’ve been catching snippets about this one, you’ll know it’s not just another tweak. Google’s doubled down on AI. Both in how it interprets search and in the way websites are judged, especially when it comes to AI-generated content. There’s a renewed emphasis on quality, originality, and user experience. And yes, even eco-friendly digital practices are gaining a louder voice.

From my own audits of UK retail and service sector sites in the past fortnight, I’ve seen clearer evidence that mediocre, mass-produced content is being pushed down, while unique, helpful posts are climbing. The algorithm seems especially sharp at sniffing out bland AI copy versus nuanced, genuinely helpful information.

How Is AI-Generated Content Being Evaluated?

Let’s cut to the chase: AI content can still rank, but only when it’s top-drawer. The June update brings in stricter criteria for evaluating auto-generated articles. Gone are the days when you could spin up a few hundred blog posts and expect to ride the rankings. Google’s AI now looks for signs of real expertise, logical structure, and actual usefulness.

The most striking shift I’ve noticed is in how the algorithm detects expertise. Sites that demonstrate proper author credentials, cite verified facts, and present nuanced takes are thriving. Meanwhile, anything that feels formulaic or regurgitated drops fast. In sectors like finance and healthcare, peer-reviewed facts and up-to-date guidance rule the day.

Best Practices for Updating Your SEO Strategy Post-Update

Here’s what’s working right now on UK sites I manage and consult for:

• Double Down on Genuine Expertise: If you don’t have a real expert writing or reviewing your content, now’s the time to collaborate with one. Bios, professional credentials, and in-depth, verifiable advice are gold.
• Fact-Check and Reference Authoritatively: It’s not enough to sound like you know your stuff. The information needs to be solid. Every statistic or claim should be dated and sourceable to primary industry standards.
• Structured Data & Schema Markup: Schema markup implementation feels more vital than ever. Adding clear, accurate structured data helps Google understand page content and author expertise.
• Prioritise User Experience (UX): Mobile-first design isn’t optional these days. Speed, accessibility, and intuitive navigation keep users (and rankings) happy.
• Sustainability Practices: This update quietly nudges towards greener hosting and sustainably-focused content. UK SMEs highlighting their eco-credentials and digital sustainability efforts are starting to see positive movement.
• Continuous Site Audits: Regular, holistic website reviews of web performance, content quality, and user behaviour trends help spot issues before rankings take a hit.

What Are UK SEO Pros Doing to Future-Proof Their Sites?

Chatting with colleagues and attending virtual roundtables recently, it’s clear that adaptability is the buzzword. Some recurring strategies I’ve seen in practice:

Investing in specialist writers: There’s a visible move away from generic content mills in favour of people with real credentials and a track record in their fields.

Ongoing training: Teams are scheduling monthly catch-ups to stay on top of evolving guidelines. Google’s updates aren’t slowing down, so neither should our learning.

Holistic optimisation: Instead of a scattergun approach, more SEO teams are focusing on building up topical authority. Owning an entire subject space, not just a loose collection of keywords.

Embracing UK-specific context: Google’s getting better at recognising British spellings, local slang, and county-specific queries, so customising for our market isn’t just recommended. It’s essential.

Staying Ahead: Real World Lessons Learned

Let me share a moment from late May, when I ran a sitewide audit for a Midlands-based trades company. Their rankings had dipped, and the culprit was clear: lots of AI-assembled location pages with thin, repetitive info. We swapped these out for first-hand customer case studies (with explicit permission and all identifiers removed) and detailed tips drawn directly from the team’s certified engineers. Within two weeks of the update, those pages stabilised and even gained ground.

It’s moments like these that remind me. Uniqueness and expertise always come out on top, no matter how the algorithm changes.

Frequently Asked Questions

What is the biggest adjustment I need to make after the June 2025 update?

Right now, investing in genuine, factual content that reflects verified expertise is non-negotiable. Automated content is fine as a starting point, but it needs heavy editorial input and must add real value. Regularly auditing your website for outdated or low-quality pages will also protect your rankings.

Is all AI-generated content penalised under the new update?

Not at all. AI content that is checked, enhanced, and endorsed by real experts can still perform very well. The key is editorial oversight and a clear link to verified facts and professional credentials.

How important is site speed and mobile optimisation after this update?

Site speed and mobile optimisation remain critical ranking factors. The UK audience is increasingly mobile-first, and Google rewards fast-loading, easy-to-navigate websites. Regularly test your site’s performance, especially on mobile devices, to stay competitive.

Does Google care about sustainable web practices now?

There’s definite momentum towards rewarding eco-friendly sites, both through prioritising green hosting providers and highlighting trustworthy, sustainability-focused content. Businesses showcasing transparent, responsible practices are often noted for their trustworthiness.

How often should I audit my website in light of ongoing Google updates?

Monthly audits are a smart baseline, but after significant algorithm changes like this one, consider weekly check-ins for the first month. Staying proactive means you’ll spot new issues before they impact your site’s performance or business.

So, don’t let the June 2025 update catch you flat-footed. Now’s the perfect time to put quality first, double down on real expertise, and tailor your strategy for the British market. If your site needs an extra pair of expert eyes, don’t wait. Reach out and let’s get your web presence ahead of the curve.