Google’s June 2025 Core Update has officially rolled out, marking the second major search algorithm change this year. The update began on June 20 and fully completed by July 2, bringing significant volatility across Google Search. As with all broad core updates, Google’s goal is to reward high-quality, relevant content and demote pages that fall short of user expectations.
For B2B companies, these updates are not just technical shifts—they often trigger changes in visibility, rankings, and conversion behavior across long-lead funnels. In this post, we break down what B2B marketers should know about the June 2025 update, early trends, and how to stay competitive.
What Happened?
After months of relative calm following the March 2025 Core Update, Google’s June rollout brought fresh ranking volatility over a 10-day period. According to tracking from sources like Search Engine Roundtable and Search Engine Land, some websites that were negatively impacted in March saw partial recoveries, while others experienced new ranking drops.
The update again emphasized Google’s push toward surfacing content that is helpful, satisfying, and trustworthy—aligned with its E-E-A-T framework (Experience, Expertise, Authority, Trustworthiness).
Key Observations:
- Rollout period: June 20 to July 2.
- Ranking volatility spiked over the weekend of June 29–30.
- Some sites recovered from March losses; others lost visibility despite previous gains.
- Publishers saw continued fluctuation in Google Discover traffic.
How This Affects B2B Companies
B2B marketers often operate in competitive verticals where buyer journeys are complex and content is critical across multiple touchpoints. While B2C rankings may be driven by short-term trends, B2B SEO success hinges on consistently delivering expert-driven, evergreen, and user-centric content.
This update reinforces several ongoing trends we’ve seen in B2B SEO:
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Google Is Refining “Helpful Content” Signals
Pages created with SEO-first intent, rather than user-first intent, continue to lose ground. For B2B brands, this means thinner product or feature pages, overly generic blogs, and AI-generated fluff are at greater risk.
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Recoveries Tied to Content Improvements
Several brands who refreshed old content, fixed thin pages, and improved topical relevance saw gains—especially on blog and resource pages tied to thought leadership.
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Discover Traffic Remains Unstable
Publishers relying on Google Discover continue to see volatility. While not a major traffic driver for most B2B sites, it’s a signal that content freshness and engagement metrics are being weighted differently post-update.
What B2B Marketers Should Do Next
Audit Underperforming Pages
If rankings dropped, look at which pages were hit. Is the content thin, outdated, or lacking clear value? Prioritize updates to strategic pages such as white papers, solution overviews, and case studies.
Double Down on E-E-A-T
Make sure your authorship, citations, and credentials are visible—especially for technical or advisory content. Include expert bylines, update bios, and reinforce trust signals on key conversion pages.
Refresh High-Intent Content
Review pages targeting high-intent queries (e.g., platform comparisons, buyer guides). These are often early indicators of algorithm sensitivity and a chance to differentiate through clarity and depth.
Reassess Your Blog Strategy
Blog posts that recap events, share research, or provide original insights tend to perform better than generic SEO content. Focus on unique POVs that align with your ICP’s challenges.
Monitor Traffic by Segment
Segment traffic trends by page type (homepage, blog, solutions, resources). This can highlight if the update impacted TOFU or BOFU traffic more significantly—and guide your optimization strategy accordingly.
Looking Ahead
Google confirmed that more updates are planned throughout 2025, reinforcing their broader push toward surfacing more satisfying, human-centered content. For B2B brands, this means continued investment in deep, differentiated content—not just optimized pages.
The June 2025 Core Update is yet another reminder that long-term SEO success requires content built for users, not just rankings.
Need help diagnosing the impact of this update and refining your SEO Strategy? Avid Demand works with B2B companies to adapt to Google’s algorithm shifts through strategic content audits, technical SEO improvements, and buyer-aligned blog strategies.
