Google completes its summer core update. It is time to review how you have been affected.

It had been promised that it would take three weeks to complete and those expectations have been met: Google has finished rolling out its summer core update, which was launched this past June 30th. In this way, and unless the popular search engine surprises us with a new update before autumn (let us hope it will not be right before Black Friday, as happened last year), eCommerce sites, blogs, and online media can already begin to assess the impact… and celebrate increases in visibility.

According to some of the leading SEO tools, such as the Semrush Sensor, this has been one of the most significant updates in recent times, starting gently but soon followed by considerable volatility, which has remained at very high levels throughout the week. In this chart, you can observe the levels of volatility associated with Google search results, reflecting the intense changes that have occurred:

If we look at the data that the consultancy MJCachon keeps collecting update after update, in the field of eCommerce this update has been very positive for websites such as Aliexpress (+9.15% in visibility), Bodeboca (+12.45%), FNAC (+2.98%), Lastminute (+58.86%), Midisfraz (+55.9%), PlanetaHuerto (+24.76%), or Shopifresh (+16.4%), to name just a few of the main cases by verticals.

On the less favorable side of the balance are names this time such as Ebay (-15.66%), Expedia (-20.45%), or Powerplanetonline (-26.65%).

The core update has finished: what now?

Once a Google core update has passed, it is normal to feel some uncertainty, especially if you observe changes in your website’s performance. However, it must be understood that Google does not provide a manual for “recovering” rankings after these updates.

What should you do, then?

Google’s main recommendation remains the same: focus on delivering content that is useful, relevant, and of high quality for your users. If your website meets these criteria, you will be moving in the right direction.

First steps after the update

• Analyze your rankings: Review how your positions for your most important keywords have changed and, above all, how this has impacted your main sources of traffic. Use tools such as Google Search Console to obtain a clear view of your current situation.
• Cross your fingers: While this may seem like a jest, there is an element of patience involved. At times, the effects of an update may take a while to stabilize, and Google may implement further adjustments afterwards.

Google’s approach for the remainder of 2025

Google continues to state that it is committed to enhancing the search experience and highlighting valuable content from a broad range of creators. This means we are likely to see further improvements during the year. Let us recall that in 2024, there were as many as four of these core updates, including one at Christmas, so be prepared for more impactful changes to come.

As a general philosophy: despite the great impact that the appearance of AI Overviews is having on search results, the key lies in quality and utility for the user. If you focus on this, you will be well positioned to adapt to changes and, ultimately, benefit from them.

Image: ChatGPT