Scott Walldren is the Head of SEO at Acadia
Google just rolled out its June 2025 core update, and SEOs are diving into traffic drops and ranking shifts like it’s 2019. Charts are being analyzed, winners and losers identified, and Reddit threads are heating up.
But here's the uncomfortable question: Does it matter anymore?
Google's spending resources fine-tuning traditional search rankings while simultaneously nudging users toward AI Overviews that bypass websites entirely.
They're optimizing a system they're actively replacing.
It's like Microsoft perfecting Internet Explorer while secretly building Edge.
The Real Shift
The meaningful change isn't which sites rank 3rd vs 7th for "best accounting software." It's that AI Overviews now answer that question without sending any traffic to accounting software sites.
Google's core updates used to redistribute traffic between winners and losers. Now they might be redistributing smaller slices of a shrinking pie.
So… Why Should You Still Care?
Because the fundamentals haven’t changed.
AI Overviews cite the same authoritative sources that rank well in traditional search. The site's winning core updates are the same ones getting cited in AI responses.
Google's not replacing their ranking system - they're building on top of it.
The fundamentals that make you rank well (authority, relevance, user satisfaction) are the same ones that make AI systems trust your content.
Different Game. Same Fundamentals
Yes, traditional rankings mean direct traffic.
But citations in AI Overviews deliver indirect influence, brand authority, and trust signals that compound over time.
It’s not either/or. It’s both/and.
Core updates still matter—just not in the way they used to. The delivery mechanism is evolving, but the fundamentals of great content, trustworthy signals, and user value are still the game.
What’s Next?
Google core updates often bring significant volatility to search rankings. Ideally, your site or your clients’ will come out ahead, with improved visibility, traffic, and conversions.
But for many, these updates also mean ranking fluctuations or even losses. We hope this latest update works in your favor.
If your site has been impacted or if you’re looking for a trusted partner to improve your technical SEO, content quality, or user experience, let’s talk.