Google’s September 2025 Core Update: What Changed and How to Respond
Google’s latest core update has the SEO world buzzing. Who’s up, who’s down, and what should you do next? Here’s your no-nonsense, jargon-free breakdown of what’s changed, who’s winning, who’s losing, and how to keep your UK business on top.
What’s New in the October 2025 Core Update?
This update is all about quality, trust, and user experience. Google’s algorithm is now even better at:
- Surfacing original, in-depth content (no more copycat sites at the top)
- Rewarding sites with strong E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Prioritising fast, mobile-friendly, and accessible websites
- Penalising thin, outdated, or AI-spammy content
Who’s Up? Who’s Down?
Winners:
- Sites with regularly updated, well-researched content
- Brands with clear author bios, trust signals, and real customer reviews
- Local businesses with strong Google Business Profiles
Losers:
- Sites relying on old, recycled, or generic content
- Pages overloaded with ads or pop-ups
- Businesses ignoring mobile and accessibility best practices
How to Respond: Actionable Steps for UK Businesses
- Audit Your Content
- Update old posts, add new insights, and remove anything thin or outdated.
- Show Off Your Expertise
- Add author bios, credentials, and links to reputable sources.
- Boost Trust Signals
- Display reviews, awards, and clear contact info. Make your business look as real online as it is offline.
- Improve Site Speed & Mobile UX
- Compress images, fix slow pages, and make sure your site looks great on every device.
- Double Down on Local SEO
- Keep your Google Business Profile up to date and encourage happy customers to leave reviews.
Pro Tips for Recovery (If You’ve Dropped)
- Don’t panic! Core updates are broad—wait a week or two before making drastic changes.
- Focus on quality, not quantity. One great post beats ten mediocre ones.
- Use Google Search Console to spot which pages lost traffic and why.
Frequently Asked Questions
Q: What is a Google core update?
A: It’s a major change to Google’s search algorithm that can impact website rankings across the board.
Q: How long does it take to recover from a core update?
A: Recovery can take days to weeks. Focus on quality improvements and monitor your results in Google Search Console.
Q: What is E-E-A-T and why does it matter?
A: E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these signals to rank content quality.
Q: Should I make changes immediately after a core update?
A: Wait a week or two before making major changes. Use data to guide your updates.
Q: How can local businesses benefit from this update?
A: By improving their Google Business Profile, collecting reviews, and publishing helpful local content.
Real-World Case Studies & Resources
Final Thoughts: Stay Ahead of the Curve
- Focus on quality, trust, and user experience to win in core updates
- Update content regularly and showcase real expertise
- Prioritise mobile, accessibility, and local SEO for UK audiences
UK Example: A Newcastle law firm recovered lost rankings by updating old blog posts, adding author bios, and improving site speed after the September update.
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