If you’ve been paying attention to your Google Search Console (GSC) reports or SEO chatter lately, you’ll know something big has shifted. The 2025 Google Update is not just another minor tweak, it’s a fundamental shift in how visibility, rankings, and brand authority are measured online.
Impressions have dropped. Clicks remain steady and average positions appear stronger than before - a paradox that’s left many marketers puzzled. At the same time, spammy competitors are vanishing from search results, and AI-driven search experiences are rewriting the rules.
So, what exactly changed in the Google core update 2025 and why does it matter for your business? Let’s break it down.
Google Search Console Data Just Got “Cleaner”
Around early September 2025, SEO professionals noticed something odd in Google Search Console:
- Impressions dropped noticeably
- Clicks stayed about the same
- Average positions improved
At first glance, it seemed like an improvement until we realized Google had quietly redefined what counts as an impression.
The New Definition of an Impression
Google has always said an impression should only count when your result is actually seen on a search results page. For years, though, it didn’t fully work that way. Even results buried on page 10 often counted as impressions, artificially inflating numbers.
Now, impressions are only counted when the result comes into view. This means: Impressions went down because “invisible” listings are no longer counted. Average positions look better because you’re only measured when people can actually see you.
The takeaway: your metrics are now cleaner, more realistic, and far closer to how users actually experience your content.
Position 0: The AI Era of Search
Here’s where things get even more interesting. Many sites are now seeing rankings in Position 0 inside Search Console.
Traditionally, “Position 0” was for featured snippets. But with Google’s AI Overviews, Position 0 now likely means your site is being included in AI-generated answers.
The catch:
- These Position 0 rankings often show no impressions or clicks in GSC yet.
- That suggests AI Overview results aren’t fully tracked as impressions.
Still, this shift highlights a bigger trend: AI visibility matters. Just being included in AI results could become the new gold standard for SEO.
The August 2025 Spam Update
While GSC data was shifting, Google was also cracking down on spam. The August spam update rolled out on August 26, 2025, and was completed on September 22.
What It Targeted
This wasn’t about reshuffling rankings; it was about enforcement. Google improved its SpamBrain systems to detect:
- Keyword stuffing
- Manipulative link schemes
- Low-quality content farms
Observations
Independent analysis called this update “penalty-only.” In other words:
- Spammy sites lost visibility.
- Legitimate, compliant sites held steady.
- There weren’t major “winners,” just removals of rule-breakers.
What You Should Do
If you saw a ranking drop during this period:
- Audit your site for spammy practices.
- Review Google’s spam policies.
- Fix compliance issues and give the system time to re-evaluate.
This update was a reminder that sustainable SEO beats shortcuts. By focusing on genuine authority and relevance, you future-proof your visibility.
Backlinks: Quality Over Vanity
The 2025 updates also reignited one of SEO’s oldest debates: do backlinks still matter, and which ones actually move the needle? Over the years, SEOs have chased everything from high Domain Rating (DR) links to parasite SEO tactics on sites like Medium. But not all backlinks are equal.
The Four Approaches to Backlinks
1. Chasing High DR Sites
- Looks powerful on paper, but often irrelevant.
- Short-term gains; long-term risk when Google devalues them.
2. Ultra-Relevant Niche Sites
- Costly and harder to get, but deliver sustainable results.
- Anchor text and topical alignment make them resilient to updates.
3. Big Media/Authority Links (Forbes, NYT, etc.)
- Great for PR and credibility.
- Limited direct keyword impact.
Parasite SEO
- Leveraging authority sites to rank content you don’t own.
- Quick wins but no long-term equity, risky for brand growth.
The Winning Backlink Philosophy
Forget vanity metrics. Don’t chase DR or “as seen on” logos. Instead, focus on backlinks from pages already ranking for your keywords.
Why? Because those pages already carry authority, relevance, and proven trust signals. One well-placed link there can be worth more than 100 irrelevant high-DR links elsewhere.
The Perspective Update: A New Way of Ranking
In September 2025, Google launched the Perspective Update, arguably the most impactful change of the year.
What Changed
- Less weight on keywords and backlinks
- More weight on user intent
- Content quality and context as the core ranking signals
This wasn’t just another SEO algorithm update. It was a pivot toward making search results reflect what people really need.
Takeaways for Marketers
- Shift to intent-driven content: Move beyond keyword obsession and create content that directly solves user problems.
- Tell better stories: Authentic, context-rich content wins.
- Stay agile: Track user behavior, monitor search trends, and adapt quickly.
The Perspective Update aligns perfectly with E-E-A-T SEO (Experience, Expertise, Authoritativeness, Trustworthiness). If your site demonstrates real expertise and value, you’re in a strong position.
A Look Back: Why Core Updates Still Matter
Even with AI reshaping search, Google’s core updates continue to have a major impact. The March 2024 core update made Google’s priorities clear; websites filled with thin, AI-generated content, mass-produced articles, or manipulative backlinks saw significant declines in visibility. In contrast, sites offering original research, user-focused insights, and strong E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals performed better. The takeaway for 2025 is simple: long-term success comes from authenticity, authority, and genuinely helpful content.
The Rise of Brand Searches
One fascinating trend in 2025 is the rise of brand-related clicks. Here’s why:
- Users are researching products via AI Overviews, ChatGPT, and Perplexity.
- Those AI systems recommend companies.
- Users then go to Google and search directly for those brand names.
This proves AI visibility drives real-world brand discovery. If you’re visible in AI-driven search, you’re fueling branded search growth too.
Why This Matters for Your Business
Let’s recap:
- Search Console numbers are cleaner. Impressions are down, but performance hasn’t dropped.
- AI Overviews matter. Position 0 is the new battleground.
- Spam updates are cleaning house. Compliance is now a competitive edge.
- Backlinks need context. Relevance beats DR every time.
- The Perspective Update shifted the rules. Intent and helpfulness outweigh keywords.
- Brand discovery is rising. AI is fueling real-world interest.
The big takeaway? SEO is no longer just about rankings and impressions. It’s about visibility, authority, and trust across every channel of search.
If your strategy still relies on outdated tactics, now’s the time to rethink. Use this moment to create content that demonstrates E-E-A-T, build relevant backlinks, and align with the helpful content update philosophy.
Your SEO Recovery Guide for 2025
If you’ve been hit by recent changes, here’s a quick SEO recovery guide:
1. Audit Content Quality
- Remove thin, repetitive, or irrelevant pages.
- Add originality, research, and expert insights.
2. Check Compliance
- Review against Google’s spam policies.
- Fix manipulative link strategies or keyword stuffing.
3. Enhance E-E-A-T Signals
- Show author credentials.
- Add case studies, original data, and testimonials.
4. Optimize for AI Search
- Structure content to be “answer-friendly.”
- Focus on problem-solving, not keyword stuffing.
Invest in Brand Building
- Strengthen your brand presence.
- Leverage PR and social signals to drive branded searches.
Conclusion
The Google core update 2025 reminds us that SEO is never static. It evolves with user behavior, technology, and content quality standards.
This year’s shifts from cleaner data and AI Overviews to spam updates and the Perspective Update make one thing clear: shortcuts no longer work. Sustainable SEO comes from building trust, solving problems, and delivering real value.
At Seven Koncepts, we help businesses navigate these changes with strategies built for long-term growth. If you want to stay ahead of the curve and future-proof your visibility, now’s the time to act.
Book a Discovery Call with Seven Koncepts today. Let’s turn Google’s 2025 changes into your competitive edge .