SEO Developments & Google Updates Since 28 May 2025
📊 Essential insights into SEO updates, trends, and AI impact
⚡ The SEO News You Can’t Afford to Miss This Week
It’s only been a week since our last roundup, but the SEO landscape doesn’t sleep. From major shifts in how Google delivers results to emerging optimisation strategies for AI tools, the past few days have delivered seismic changes. Here’s everything you need to know.
🔮 1. AI Mode Rolls Out Across the US
Google’s AI Mode is now live for all U.S. users. This new interface integrates AI Overviews—summarised, conversational answers at the top of search results. Traditional blue links are being pushed down, while sources cited in the AI Overview are collapsed into a single reference in Search Console.
- 📉 Click-through rates are dropping for many publishers.
- 🔍 Search Console now groups all citations into one position, complicating performance tracking.
📈 2. GEO & AEO: The Rise of AI-Focused SEO Strategies
SEO isn’t just about ranking on Google anymore. The rise of ChatGPT, Claude, Perplexity, and similar platforms has birthed two new disciplines:
- GEO (Generative Engine Optimisation): Crafting content to be picked up by AI-generated summaries.
- AEO (Answer Engine Optimisation): Structuring content to answer common queries directly and clearly.
💡 3. User Engagement Metrics Take Priority
Google’s ranking systems are now leaning more heavily on how users engage with your content. Key signals include:
- ⏱️ Dwell time
- 👍 Content usefulness
- 📣 User feedback signals (e.g. on-page interaction)
🛠️ 4. Technical SEO Updates
Google-Extended AI Crawler
The AI crawler now renders JavaScript—previously a blind spot for many bots. This improves indexing of modern, dynamic content.
🗂️ Crawl Budget & Site Architecture
Google confirmed it prioritises efficient databases over site size. Sites with better internal linking and minimal duplication perform better—even if they’re smaller.
📉 Search Console Reporting Gaps
Several SEOs are reporting that Search Console is failing to capture up to 50% of search queries. This under-reporting makes performance analysis harder than ever.
🧠 5. Visual Search Expansion: Google Lens + YouTube Shorts
Google Lens is now integrated with YouTube Shorts. Users can tap into video content to search contextually, opening new ground for visual SEO strategies. It’s now more important than ever to:
- 📽️ Optimise video metadata
- 🔠 Add clear, concise captions
- 🎯 Consider search intent when titling videos
🧭 What It All Means for SEOs
These updates signal a clear direction: SEO is evolving from a keyword-first strategy to an experience-led, intent-driven discipline. Success in 2025 means:
- 🧱 Building authority with trustworthy, well-structured content
- 📊 Monitoring engagement over rankings
- 🤖 Optimising not just for Google, but for AI summarisation tools
- 🔧 Embracing technical fixes that improve site performance and structure
✅ Conclusion
From AI Overviews and GEO to crawling changes and reporting issues, the SEO industry is being reshaped at a rapid pace. By staying on top of these developments and adapting your strategies accordingly, you can continue to thrive in this complex and fast-moving environment.
We’ll be back soon with another roundup. Until then, keep testing, tweaking, and learning.
📝 Recap and Clarify: Post-Specific FAQs
What triggered the major SEO changes in June 2025?
The changes followed a turbulent May 2025 Core Update, which was compounded by volatility from Google’s increased reliance on AI and real-time indexing systems.
Is Google still rolling out core updates in June 2025?
No major confirmed updates have been announced since 28 May, but ranking turbulence continues, likely due to hidden refinements and ongoing AI integration.
Why are so many websites seeing traffic drops?
Many sites are being impacted by stricter quality standards, overreliance on AI-generated content, weak internal structures, or a lack of real authority signals.
What’s changed in how Google evaluates content?
Google is prioritising real expertise, originality, and helpfulness—moving away from content that’s clearly made for search engines or lacks human input.
Are AI-generated pages being penalised?
Not directly, but pages created purely by AI with no added human value, insight, or originality are underperforming—or being excluded from results entirely.
How are affiliate sites affected by recent changes?
Affiliate sites using generic content or hiding monetisation tactics are struggling. Google now requires full transparency, EEAT signals, and genuine user value.
What’s the current SEO sentiment in the industry?
Uncertainty and frustration are widespread, with many SEOs reporting unstable rankings, reduced traffic, and shifting success metrics. Strategy and patience are key.
Is AI search (SGE) affecting rankings now?
Yes, Search Generative Experience (SGE) snippets are appearing more frequently, impacting traditional CTR. Optimising for AI visibility is increasingly important.
What should I focus on post-May 2025 update?
Focus on user-first content, technical cleanliness, internal linking, and building niche authority. Avoid shortcuts and stay aligned with Google’s helpful content standards.
Will SEO stabilise again soon?
Possibly, but the landscape is evolving rapidly. Brands that adapt to AI-driven changes, prioritise genuine expertise, and improve UX are most likely to succeed long term.
