Google’s latest updates have added new complexity to how visibility is earned in 2025. Here’s what’s changed, why it matters, and what to focus on as we head into BFCM.
Google’s August Spam Update is still rolling out worldwide. It targets low-quality tactics (think auto-generated pages, junky redirects, scraped listings) and is causing noticeable ranking swings across categories, which industry trackers have confirmed could take “a few more weeks to land”.
→ Why It Matters: Stores with thin product pages or templated blog filler may wobble; brands with useful pages, real reviews, and tidy site architecture can expect to stabilise once the dust settles.
AI Mode / AI Overviews continue to expand and evolve, with Google-watchers reporting availability in 180 countries, plus active tests to drive more clicks to websites, and additional features like product comparison checkboxes in AI Overviews. There’s even chatter about AI Mode becoming the default view.
→ Why It Matters: With shoppers increasingly meeting answers before links, Google exploring ways to send traffic back to websites is good news. Wise retailers will ensure they’re surfaced either way by investing in structured data (how AI tools ‘read’ content), and updating PDPs with clear specs, pricing, pros/cons and reviews.
The next month is about making small but impactful SEO tweaks that will move the needle for Black Friday.
It’s also about locking in larger projects that we can execute in plenty of time for Christmas and Boxing Day trade, setting you up for a stress-free summer.
Good SEO is earned, not guessed. Our SEO experts can help with clear content strategies and strong technical foundations that turn algorithm shifts into a springboard for success.