If your website metrics have been bouncing around lately, you’re not imagining it.
We’re now two weeks into Google’s latest core algorithm update, which kicked off on 30th June. It’s expected to run through most of July – so we’re right in the middle of it.
For many of our clients, Google is a major driver of leads and sales. That’s exactly why these updates matter: even small shifts in rankings can have a knock-on effect on your enquiries and revenue.
So, if you’re tempted to overhaul your site right now because your rankings slipped this week, hold that thought. Here’s what’s going on, why it’s happening, and what you should (and definitely shouldn’t) do next.
What are Google Core Updates?
Several times a year, Google rolls out broad updates to its search algorithms. These are called core updates, and they’re designed to help Google keep surfacing the most relevant, high-quality content for what people are searching for today.
It’s not a penalty. It’s more like Google reassessing which sites best deserve the top spots based on what people are searching for today.
Your content might not have changed, but the way Google assesses it certainly has.
How are Core Updates different?
You might’ve heard of spam or product review updates. Those are narrower and target specific types of content. A core update is much broader. It can impact any site, in any industry, regardless of how well-optimised you are.
Most core updates take about two weeks. This one? Google estimates it could stretch to three weeks, which means we’re likely to see more volatility before it’s done.
What’s happening with the June 2025 Core Update?
Here’s what we know so far:
- Launched: 30 June 2025
- Expected to finish: Around the third or even fourth week of July
- Scope: Global, across all languages and industries
- Purpose: Google says it’s a “regular update designed to better surface relevant, satisfying content.”
We started seeing the first notable ranking shifts around 2nd July, with more fluctuations cropping up since. Historically, some of the biggest movements in core updates show up in this exact period – the middle to end of the rollout.
Why this matters for your business
If you depend on Google search to drive new business (like most of our clients do), even small ranking changes can mean more – or fewer – people finding your site.
We’re already seeing some businesses drop slightly for key terms, while others are gaining ground. That doesn’t automatically mean there’s a problem with your site. More often, it means Google’s reevaluating how your pages compare to others right now.
Should you start making changes? Not yet
We get it – watching your rankings drop isn’t easy. But making knee-jerk fixes while Google’s update is still rolling out can backfire.
Google’s official advice is actually quite simple:
- Don’t rush to change your site during the rollout
- Wait for the update to complete and stabilise before deciding what needs adjusting
That way, you’re not trying to fix problems that might simply level out once Google’s finished reshuffling.
Here’s what we recommend while this core update Google is still in progress:
1. Keep an eye on the data
Monitor your key rankings, organic traffic and conversions. Look for trends, not daily swings.
2. Watch your competitors
See who’s moving up or down. It could reveal where Google thinks the strongest content is right now.
3. Keep a record
Log any major changes. It’ll make it easier to assess what happened once things settle.
4. Stay focused on your audience
Google’s repeated advice boils down to this: keep publishing helpful, trustworthy content. This is exactly what Google’s core updates aim to reward.
How we handle core updates at TH3
We track rankings, traffic and competitor visibility for all our clients, especially during core updates. If we see significant changes, we dig into why – but we also know the importance of not overreacting before the update’s complete.
Once things settle, we look at whether there are opportunities to strengthen your content, improve your site experience or target new areas where competitors might have lost ground.
And above all, we avoid reactionary fixes that could do more harm than good in the long term.
FAQs
Will my rankings bounce back after this?
They might. Some sites see a rebound once the rollout finishes, or in the next core update. It depends on how your content stacks up against what Google values right now.
Why did we drop while a competitor improved?
Because these updates reassess the whole landscape. Sometimes it’s about what others have done better, not what you’ve done wrong.
Do I need to worry about every core update?
Not always. Many sites see minimal change. Big shifts can be a sign it’s time to revisit your content strategy.