Google June 2025 Core Update: AI Search & Authority

Google’s June 2025 Core Update marks a major shift in how search works, with AI playing a bigger role in how content gets discovered. This research report breaks down what this update means for content visibility, building authority, and getting cited in AI-driven search systems. If you’re a marketing leader looking to stay ahead in a fast-changing digital world, understanding these updates can help keep your brand visible and trusted.

Data shows a clear trend toward AI-driven search, where old-school SEO tactics are losing ground to new priorities like content credibility, technical setup for AI indexing, and positioning as a go-to source for Large Language Models. This report offers marketing executives actionable insights to adjust their content approach now, helping their organizations not just adapt but excel in the search landscape after June 2025.

Introduction: What AI Search Means for Your Strategy

Google’s June 2025 Core Update changed the game for digital marketing by deeply integrating AI into the search experience. Unlike past updates focused on traditional search results, this one introduced new hurdles and possibilities for content creators with AI at the forefront.

It’s no longer just about ranking for keywords. Content now needs to work for both human readers and AI systems, proving itself as a reliable source worth citing. The focus has moved from chasing clicks to building trust and authority that AI models will recognize and recommend.

For marketing leaders, this update is both a challenge and a chance to stand out. Brands that align with these AI search requirements can become trusted leaders in their fields. Those stuck on outdated SEO methods, however, might get overlooked by the AI systems driving today’s search. Schedule a consultation to explore your AI content strategy and see how these changes affect your industry.

Breaking Down the Google June 2025 Core Update: Key Data Points

Core Features of the Update

The June 2025 Core Update ran from June 30 to July 17, 2025, lasting about 16 days and 18 hours. It was Google’s second big algorithmic change of the year. While Google called it a standard tweak to show more relevant content, the impact was far greater than their words suggested.

Ranking changes started showing up around July 2, 2025, roughly 48 hours after the announcement. As with most core updates, some websites saw sharp drops, others gained ground, and many noticed little difference. What stood out was the scale and length of the disruption.

Data analysts labeled this update as one of the most significant in recent years. Also, it brought ongoing ups and downs in rankings past the official end date of July 17, 2025. This prolonged uncertainty created a tough environment for content and SEO teams to navigate.

How We Gathered the Data

This report pulls from trusted industry sources, including SEO platform data, insights from search marketing experts, and Google’s own statements. The approach combines real-time analysis of search results, tracking of AI Overviews, and long-term studies of website performance across different sectors and content types.

How the Update Affects AI Search Optimization: Key Findings

AI Overviews and Zero-Click Searches on the Rise

One of the biggest shifts from the June 2025 Core Update was the sharp increase in AI Overviews in Google search results. AI Overviews hit 10.97% visibility on mobile and 15% on desktop during the update, showing Google’s push to embed AI directly into search.

This change impacts more than just visibility. Zero-click searches, where users get answers without leaving the results page, jumped from 56% to 69% since AI Overviews began a year ago. Content creators now need to focus less on driving traffic and more on building authority to be cited by AI.

Also, video content became more prominent in search results across desktop and mobile. This trend points to the need for a varied content strategy that includes formats beyond text to succeed in AI search.

Changes in How Content Authority Is Valued

The June 2025 update redefined what makes content authoritative. Informational websites took a hit, losing rankings as Google favored direct answers via AI Overviews. Broad, general content from magazine-style sites struggled under this new standard.

On the flip side, well-established news outlets often saw gains, while general publishers faced challenges. This suggests Google’s AI prioritizes specialized knowledge and editorial credibility over wide-ranging topics.

Interestingly, some websites hit by past penalties got a second chance. Sites affected by the September 2023 Helpful Content Update saw ranking boosts around July 8-9, 2025, after nearly two years of struggle. However, not all recovered equally, with some gaining ground and others falling further.

The update also shook up traditional measures of trust. Even major brands and longtime players felt the impact, showing that past success offers no guarantee. Instead, Google now values content that delivers clear user benefit and earns trust across platforms like search results, Discover, and AI Overviews.

Learn how AI Growth Agent can boost your content authority for AI search with targeted technical setup and content planning.

Actionable Steps for Marketing Leaders: Adjusting to AI Search

Five Key Areas for AI Search Success After June 2025

1. Build Content for AI Recognition: Structure and link your content to meet AI needs, not just human readers. Use advanced schema markup, LLM.txt files, and Model Context Protocol to ensure AI systems can easily understand and cite your work.

2. Focus on Quality at Scale: AI search rewards fresh, in-depth content published regularly. Aim for daily updates with well-researched material to stay relevant and maintain visibility.

3. Go Beyond Basic SEO: Standard meta tags and sitemaps won’t cut it. Use specific schema and AI indexing methods to make sure your content is accessible to AI search tools.

4. Mix Up Content Types: Text is still key, but video content is gaining ground in search results. Include varied formats that AI can pull into different search displays.

5. Stay Ready to Adapt: Experts expect another core update in fall 2025, given Google’s faster update cycle. Build flexible, data-backed content plans to keep up with frequent changes.

Shifting from Traditional SEO to AI Search Focus

The June 2025 update highlights a clear divide between old SEO tactics and new AI search needs. Marketing leaders must grasp these differences to create effective content plans for today’s search world.

This change means rethinking how content is made. Instead of occasional posts tied to campaigns, brands need steady streams of authority-driven content to compete for AI recognition.

Schedule a demo to see how AI Growth Agent strengthens your content for AI search with our autonomous, agent-driven platform.

What’s Next for AI Search in 2025 and Beyond

Looking Ahead for Marketing Leaders

1. Faster Updates Coming: The June 2025 update signals more frequent, impactful changes ahead. Plan for ongoing core updates as AI tech evolves, redefining what counts as valuable content. Your strategy needs to stay flexible and data-focused.

2. Deeper Personalization: AI search will likely get even more tailored to individual needs. Content must address specific, complex questions with relevance and expertise to stand out.

3. Unique Content as a Must: Generic or recycled material will fade from AI view. Brands need distinct stories and deep knowledge in their niche to earn citations.

4. Becoming the Trusted Source: As AI pulls from many places, the most reliable and current content will dominate answers in AI Overviews. Establishing yourself as the top reference is vital for visibility.

5. Tech Setup as an Edge: Brands with strong content systems, detailed schema, and AI-ready SEO will lead in search. Scaling publication while keeping technical quality high will set you apart.

Common Questions About the Google June 2025 Core Update

How did the June 2025 Core Update stand out from earlier ones?

This update brought extreme and lasting ranking fluctuations, continuing past its official end on July 17, 2025. Unlike past updates with steadier patterns, it caused repeated ranking shifts, creating high uncertainty. The scale of impact was larger than most recent updates, hitting even major brands and long-standing sites regardless of their track record.

What was the impact on AI Overviews in Google Search?

AI Overviews saw a big jump in visibility, reaching 15% on desktop and 10.97% on mobile during the update. Google’s focus on direct AI answers also pushed zero-click searches from 56% to 69% since AI Overviews started. This shift means content creators must prioritize authority over traffic to adapt to search changes.

Did any sites recover from earlier penalties during this update?

Yes, some websites hurt by the September 2023 Helpful Content Update saw ranking gains for the first time in nearly two years, mostly around July 8-9, 2025. Recovery varied widely, though. While certain sites bounced back fully, others fell further, showing improvement wasn’t guaranteed.

What does this update show about Google’s view on content authority?

The update moved away from old markers like domain age or past rankings. Google now focuses on content that brings real value to users and builds trust across platforms like AI Overviews. Even big brands weren’t immune, proving that consistent expertise and user benefit are the new standards for authority.

How can marketing leaders gear up for future updates like this?

Expect more frequent core updates, with at least one likely in fall 2025. Focus on building authority with regular, high-value content instead of outdated SEO tricks. Invest in tech setup for AI optimization, like detailed schema, and stay nimble to adjust to algorithm shifts. Move away from one-off campaigns to steady, expert content output daily.

Conclusion: Leading in AI Search After June 2025

The Google June 2025 Core Update confirms that AI is central to the future of search. Data points to a growing reliance on AI-driven systems, where classic SEO metrics matter less than authority, AI-ready technical setup, and being a key source for Large Language Models.

For marketing leaders, this shift brings urgency and opportunity. Brands that embrace AI search needs can position themselves as go-to authorities in their fields, earning AI citations that drive modern discovery. Those clinging to old methods, however, may disappear from the AI systems deciding visibility.

Data from this update shows that simply responding to changes isn’t enough. Success demands ongoing adaptation with scalable content plans, strong technical setups, and deep expertise to maintain an edge in AI search.

Moving from traditional SEO to AI search optimization isn’t a small tweak. It’s a complete rethink of content creation, technical approach, and authority building. Leaders who act on this shift now will secure their brands as trusted voices in AI-driven search.

AI has countless questions, and AI Growth Agent helps your brand deliver the best answers. If you’re a strong brand ready to lead your category in AI search, now is the time to act. Our agent-powered platform simplifies content creation, helping you build the high-quality, credible material needed for AI recognition. Schedule a demo to shape your AI search strategy today and see how our tools can support your edge in the post-June 2025 search world.