If you manage a website, run a blog, or work in digital marketing, Google's Core Updates are probably on your radar. These broad changes to the search algorithm can significantly affect how websites rank in search results—and the rules are always evolving. So what’s new with Google Search core updates in early 2025? Let’s break it down.
Google’s core updates are significant changes made to its search algorithms and systems. Unlike smaller updates that focus on specific features (like product reviews or spam filtering), core updates are broad and impact the entire search index. These updates aim to improve the quality and relevance of search results overall.
In short, if your traffic suddenly drops or jumps after a core update, it’s not about penalties—it’s about how your content aligns with Google’s updated idea of what “high quality” means.
Here’s what’s trending in the most recent Google Search core updates:
The shift started with the Helpful Content Update and has only intensified. Google now prioritizes content created for users, not for algorithms. Pages stuffed with keywords or filled with generic information tend to drop, while expert-written, people-first content sees gains.
Tip: Think about the actual needs of your audience. Are you answering their questions thoroughly? Are you offering a unique perspective or experience?
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) continues to be a major factor. But in recent updates, Experience has become even more important. Google is rewarding content where it's clear the author has real-world experience with the topic—especially in areas like product reviews, health, and finance.
Tip: Show who’s behind the content. Add author bios, credentials, personal anecdotes, or professional insights.
Recent core updates have gotten stricter with spam policies, particularly around AI-generated or auto-translated content with little value. Google is also targeting manipulative link-building schemes and thin affiliate pages.
Tip: Make sure your backlinks are natural and earned, and avoid low-quality shortcuts.
Google’s updates are looking more at the overall quality of a site—not just individual pages. A few low-quality or outdated sections can bring down the performance of an entire domain.
Tip: Audit your site regularly. Remove or improve old, irrelevant, or underperforming content.
If your site saw a major dip (or boost) in traffic around the time of a core update, it may be connected. Core updates typically roll out over 1–2 weeks, so traffic patterns may shift gradually.
Tools to use:
Google doesn’t offer a quick fix, but here are some smart recovery steps:
Google’s core updates are all about refining how it understands quality and relevance. The good news? If you’re creating content that genuinely helps people, showcases expertise, and is backed by a trustworthy brand or person, you’re on the right track.
The best long-term strategy is simple but powerful: put your audience first, not the algorithm.
It’s time for YOUR small business to stay ahead of Google’s core algorithm updates and the competition with the help of award-winning digital marketing agency, Fable Heart Media. To learn more about how we help small-to-medium sized businesses across the southeastern U.S., book your complimentary consultation with our dedicated team of Google certified professionals. We can’t wait to get started on helping your business grow on not only the search engine results page, but with your key audience as well.
Additionally, stop by our blog page for additional Google ranking and Google ad advice courtesy of our in-house esports.