The Google algorithm update, known as the July 2025 Core Update, has officially concluded. Over a period of more than two weeks, this update triggered intense shifts in the ranking of websites. While it’s still early to determine the full scope of this Core Update, based on the insights of some renowned SEO experts, we provide a useful analysis for marketers.

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What is a Google Core Update and why is it relevant for SEO and marketing?

A Core Update is a substantial update to Google’s core algorithm, typically rolled out four times a year. According to Google, its purpose is to enhance the search engine’s ability to present relevant and satisfying content to users, regardless of the site type. These adjustments do not target specific websites but rather recalibrate the global ranking of all pages based on multiple signals.

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For the digital marketing and SEO sector, these updates are crucial because they can completely redefine a brand’s visibility in search results. Every Core Update presents a new opportunity or challenge depending on how each site has evolved in terms of content quality, user experience, site architecture, and compliance with Google’s guidelines.

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When did the Google July 2025 Core Update start and finish?

The July 2025 core update began on June 30, 2025, at 10:37 a.m. ET and concluded on July 17, 2025, at 4:18 a.m. ET, completing in a span of 16 days and 18 hours. This was despite Google anticipating the rollout could extend up to three weeks.

The impact was soon noticeable: ranking volatility was detected around July 2 and intensified between July 11 and 14, according to experts such as Barry Schwartz, CEO of RustyBrick, and SEO analyst Glenn Gabe. Both agreed it was a “massive” update, and even after its conclusion, the algorithm might still show minor fluctuations.

Which sites recovered and which ones fell with the Google July 2025 Core Update?

One of the most notable phenomena after the implementation of the Google July 2025 Core Update was the partial recovery of some sites that had been heavily hit by the September 2023 Helpful Content Update (HCU). This recovery became noticeable between July 6 and 9, right in the middle of the core update’s rollout.

However, not all sites shared the same luck. According to Barry Schwartz, “many sites did not experience recoveries, and some even suffered further drops.” This situation shows that while certain content improvements can be rewarded in future updates, the recovery process is neither automatic nor guarantees immediate results.

In contrast, the sites that managed to improve their position reported increases in traffic and rankings, even securing spots in prominent Google features such as the Top Stories carousel and AI Overviews, which are becoming increasingly important in the search experience.

It is also worth noting that although Google officially declared the rollout completed on July 17, several analysts warn that the algorithm may not be fully stabilized yet, as some SEO monitoring tools still detect high volatility in rankings—a classic sign of “post-update residue.”

What strategies should websites follow after the Google July 2025 Core Update?

Post-update diagnostics

For SEO and marketing professionals, the first step after a Core Update is to thoroughly analyze traffic and rankings. It is recommended to:

• Compare metrics before and after June 30, 2025, especially regarding the average position of key keywords.
• Analyze changes in user behavior on the site: time on page, bounce rate, interactions.
• Identify which specific pages gained or lost visibility to better understand what kind of content Google is prioritizing.

Focus on useful and trustworthy content

Google reiterates the same advice it has shared during previous updates: create useful, reliable, and people-centered content. As the company itself stated:

“There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people. For those that might not be ranking as well, we strongly encourage reading our creating helpful, reliable, people-first content help page.”

Gradual recoveries

A key aspect revealed by this update is that full recovery can take months, since Google’s systems require time to validate a site’s long-term quality. While minor improvements may be noticeable between updates, the most significant changes typically come with each new core update.

Will there be more Google algorithm updates in 2025?

Although Google announced in December 2024 that core updates would become more frequent to enable faster recoveries, so far, only two updates have been deployed in 2025: one in March and the June-July update. However, there is an expectation that at least one more will occur before the year ends.

In Google’s words:

“This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites.”

Therefore, it is essential for brands and SEO and marketing professionals to stay alert. Best practices remain unchanged: optimize content quality, improve user experience, and pay close attention to Google’s quality guidelines.

What impact did the July 2025 Core Update have on Google Discover and other search features?

Google’s core updates not only affect traditional search rankings but also products like Google Discover, which curates news and articles based on user interests. In fact, Google has confirmed that its Core Updates impact Discover, featured snippets, and other content visibility features.

This is critical for digital marketing strategies, as appearing in Discover or featured snippets can result in a substantial increase in organic traffic, especially on mobile devices.