Google’s 2025 Core Update: What It Means for You?

If you’ve noticed your rankings moving up and down over the past couple of months, you can thank Google’s latest Core Update.

Running from June 30 to July 17, the June - July 2025 update was one of the most disruptive in years, and the effects carried on well into August.

The main reason? 

Google gave its Knowledge Graph—a massive database that connects people, places, brands, events and more, a serious clean-up. More than 3 billion entities were deleted, trimming over 6% of the Graph. A follow-up sweep in August focused heavily on brand and organisation entries.

The aim was simple, clarity

Google has been working to cut down ambiguity in its database so its AI search systems can deliver more accurate, reliable answers. One big shift was an increase in “uni-typed” entities, data clearly classified into just one category rather than several. This means less confusion for Google and more consistent results for users.

So, what does this mean for businesses?

1. Brand trust signals are now critical

Your Google Business Profile should be up-to-date, your name, address, and phone number (NAP) must be consistent across all platforms, and reviews on Google Maps or trusted sites like TripAdvisor carry more weight than ever.

2. Content has to rise above the noise

Following the N.E.E.A.T.T. framework—Notability, Experience, Expertise, Authoritativeness, Trustworthiness, and Transparency—will help you create content that not only ranks but resonates. Notability in particular helps you stand out from the thousands of pages targeting the same keywords.

In short

This Core Update is all about clarity and trust. If your rankings have dropped and aren’t recovering, now’s the time to review your SEO strategy.

Need help? Get in touch for a digital audit and let’s grow your organic presence.