Latest Search Updates - June 2025
- Alexander Soliman
- Jun 15
- 2 min read
In the rapidly evolving world of search (both Organic & Paid), May and June 2025 were months full of changes — volatile ranking shifts, Google's AI push, new algorithm updates, and the emergence of AEO/GEO. Here's a comprehensive breakdown of what happened, and what it means for SEO & SEM specialists.
Google Ranking Volatility Continues
May saw several waves of ranking fluctuations, with major volatility spikes around May 8, 12–13, and 16 May. Google didn’t confirm any specific updates, but third-party tools (Semrush Sensor, MozCast, RankRanger) all tracked significant turbulence. SEO Press highlighted the fact that most queries still display traditional 10‑blue‑links results and organic listings remain critical.
AI Overviews were Launched in MENA
At Google I/O 2025 (May 20), Google launched the US rollout of AI Mode, powered by Gemini 2.5, enabling multi-step conversational queries, reasoned answers, and advanced features like Deep Search, Search Live (via Lens), agentic booking/shopping, and personalized context.
Meanwhile, AI Overviews (AIOs) expanded across query categories and was launched across the world including MENA. Ahrefs reported a 34.5 % CTR drop for top organic listings when AIOs display.
June Core Updates & Persistent Volatility
June brought a confirmed June 2025 Core Update, aiming to further improve search relevance and content quality. The rollout triggered noticeable ranking turbulence across diverse search verticals.
Emerging AEO & GEO
With AI Overviews growing, Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) have surfaced as new strategic priorities. AEO aims at shaping content to be cited by AI answer engines like Gemini or ChatGPT. GEO focuses on content structured for attribution in AI-generated responses.
What It Means for Marketers:
AI shifts the click behavior: AIOs reduce CTR for traditional organic listings. Even as Google sends traffic to sites, searchers increasingly find answers without clicking through
Rise of AEO/GEO: To win in AI search, you need to optimize differently. Use structured Q&A, schema markup, and conversational tone so content is surfaced and attributed in AI-generated answers .
Quality & authority trumps volume: The June Core Update weighted depth and user intent. Sites with thin, high‑volume content suffered .
Technical hygiene matters more: Google emphasized that AI Mode will favour technically sound sites with minimal spam. Core Web Vitals, crawlability, and correct metadata are prerequisites .
Spam clampdown continues: Google's crackdown—20× more AI‑spam takedowns—signals sites must avoid low‑value or autogenerated content .
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