Google's June 2025 Core Update: What your SMB clients need to know and how you can help

Google pushes out a few core updates every year. But we're not talking small updates that only affect certain businesses - these are broad changes to the algorithm.

And this latest update is a biggie!



We could go through the nitty gritty of what the industry professionals have noticed. But what you really want to know is "how does this affect me as a digital marketing provider?" – so let's dive in.

What your clients might be experiencing

As we mentioned, this update has a global impact across all languages and industries.

Unlike previous updates that targeted specific issues like spam or product reviews, this core update made broad changes to Google's ranking systems across the board. No industry was safe from potential ranking shifts.



Based on early data and industry reports, here's what SMBs might be seeing:

The good news:

• Some sites saw partial recovery from previous algorithm penalties
• Businesses with strong content strategies experienced improved visibility
• Local businesses with optimised Google Business Profiles maintained stable rankings

The bad news for businesses, but an opportunity for you

• 20% traffic drops reported across various authority sites
• Significant conversion rate decreases even when traffic remained stable
• Local map pack listings shuffling repeatedly during peak business hours
• Mobile search results shows higher volatility than desktop

What this means for your SMB clients

1. Content quality is non-negotiable

Google's emphasis on "helpful, reliable, people-first content" is now a ranking requirement. Your clients' blog posts that sound like AI and are stuffed with keywords won't make the cut.

2. Local SEO became more competitive

The update caused significant shuffling in local search results, with businesses appearing and disappearing from the Google 3-pack seemingly at random. Local businesses without fully optimised Google Business Profiles are losing visibility to competitors who invested in local SEO.

3. User experience signals matter more

Sites with poor Core Web Vitals, confusing navigation, or slow loading times were hit harder than those with smooth user experiences.

How to help your clients navigate this update

Immediate actions

Audit their current online presence

Before panicking them or making instant changes, run a comprehensive audit and look for performance signals like:

• Organic traffic patterns
• Keyword ranking changes
• Google Search Console impressions and click-through rates
• Conversion rate fluctuations

Local SEO emergency check

For local businesses, verify their Google Business Profile immediately:

• All fields completed and accurate
• Primary category matches core service
• Recent posts and photos uploaded
• Customer reviews being actively managed

Strategic improvements

Content quality assessment Review your clients' content through Google's lens:

• Does it answer user questions completely?
• Is it written for humans, not search engines?
• Does it provide unique value compared to competitors?
• Are there clear calls-to-action that serve users?

Technical foundation strengthening Focus on the fundamentals that support good rankings:

• Core Web Vitals optimisation
• Mobile-first design improvements
• Site architecture that makes sense to users
• Schema markup for better search understanding

Prospect outreach opportunities

Businesses that got hit hard are actively looking for solutions right now.

Let's be real – for most SMBs they know they need to take Google ranking seriously, but finding the time and lacking expertise makes it almost impossible, or a waste of time when they try.

Rather than hitting them with the generic "SEO is important because…" emails, take inspiration from this blog to highlight that Google's recent updates are making it an all-or-nothing situation. And the ones who pick all (aka you) are the ones who will be on page 1.



Email campaign example:

"Hi [Name], I noticed [Company] may have been impacted by Google's recent algorithm update. We're seeing a pattern with local businesses in [industry] – would you be interested in a quick audit to see how your site was affected?"

You can then use auditing tools like Insites to provide them with a free, tangible audit that highlights their areas of weakness.

Preparing for future updates

The June 2025 Core Update isn't just another algorithm change – it's a clear signal that Google is raising the bar for what counts as helpful content. Your SMB clients need expert guidance to meet these new standards now more than ever.

The solution providers that treat this as an opportunity to demonstrate value and expand services will come out ahead.



But manually running audits for every prospect and client takes time you probably don't have. That's where having the right tools makes all the difference. Insites can help you quickly audit prospects, demonstrate clear value, and close more deals with comprehensive SEO audits that take minutes, not hours.

Book a demo and discover how top agencies are using automated auditing to scale their prospecting and win more clients in the post-update landscape.