Search just shifted again. Google rolled out its June 2025 Core Update, and this one could be big. Not only is it rooted in AI advancements, but the messaging from Google hints that smaller, previously underrecognized sites may now get more visibility. That’s good news for high-quality niche content creators.
We’re also watching Google’s latest AI-powered ranking systems and something called MUVERA that might change how websites are discovered altogether.
Let’s dive into what this means, and how to stay ahead.
Google’s June 2025 Core Update: What You Need to Know
Google just announced its June 2025 Core Update, calling it “a regular update designed to better surface relevant, satisfying content for searchers from all types of sites.” That last part is key, Google may be shifting toward more diversity in what it surfaces, potentially giving a boost to smaller or lesser-known sites.
What’s behind this? Likely more AI advancement.
Here’s what we’re watching:
MUVERA (Multi-Vector Embedding Retrieval Architecture) – Google says it’s now easier to precisely retrieve and re-rank content using neural embeddings.
Expect results to feel more context-aware and exact.
Timing suggests the update aligns with or is leading up to a new version of Gemini AI.
Our take: Content relevance and satisfaction signals are more important than ever. Sites that focus on helpful, nuanced content will have an edge – especially if they’re optimized for semantic and vector-based search retrieval.
Let’s Talk Strategy:
While many SEOs are scrambling to adapt, here’s your edge, focus on:
Topical authority – Publish content clusters that deeply explore your subject matter.
Clear structure – Help search engines understand your content with headers, internal links, and clean formatting.
User experience – Fast load times, accessible design, and satisfying content = better rankings.
Gemini updates drive SEO shifts: Most recent core updates have dropped within 1–2 weeks of major Gemini model releases.
Structured content matters: Google’s AI is improving at identifying sections of content that meet search intent – make yours scannable and structured.
Featured Blog Post
Adapting Your SEO Strategy for AI-Driven Search
As Google’s ranking systems evolve, so should your SEO strategy. In our latest post, we explore what AI-powered search really means—breaking down MUVERA, Gemini, and how semantic relationships are reshaping search results. Whether you’re a business owner or a strategist, this is your roadmap to staying visible in the age of AI.
Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.
Lately, I’ve been in conversations with clients, teammates, and even competitors, and one thing’s become clear: SEO as we knew it is gone. It’s not dramatic. It’s just the truth. Google is rolling out features faster than most people can follow, but that’s what we’re here for.
This month, I’m keeping it tight. Just the key insights we’re acting on – the ones worth your time and energy.
Let’s get into it.
AI Mode is Here.
And It Doesn’t Care About Your Rankings
Google’s AI Overviews (also called AI Mode) are live and already changing visibility for millions of keywords.
What we’re seeing:
Only about 13 percent of keywords triggered an AI Overview in March, but the number is growing.
Most URLs featured in AI Mode are not ranked in the top 10 organic results.
AI Mode goes deep. It doesn’t just pull what ranks well; it pulls what answers the question well.
What’s working now:
Structured content with clear takeaways
Pages that include custom visuals
Original, helpful perspectives instead of summaries or rehashed information
Tip: Don’t optimize for keywords. Optimize for the kinds of questions people are really asking.
150 Days or You’re Out
New research confirms that if Google hasn’t crawled your page in 150 days, it likely won’t get indexed.
This is affecting new content, low-authority URLs, and older posts that haven’t been updated or linked to.
What we’re doing for clients:
Running internal linking audits
Checking sitemap and GSC health
Refreshing and republishing content worth keeping
Need help identifying what’s been left behind? Just reply.
“Menu-Based” SEO is the Move
Seth Godin said, “People prefer multiple choice to essay exams.”
This applies to AI tools and user experience. If you’re relying on users or AI to guess what to do next, engagement drops.
How we’re adjusting:
Adding “Ask Me” style prompts under blog sections
Including TLDRs and step-by-step guides
Designing content with modular answers and interaction points
Quick Fix of the Month
Open Google Search Console, go to Crawl Stats.
Look at when your most important pages were last crawled. If it’s been more than 60 days, flag it.
Those pages may be at risk.
Prompt of the Month
Use this in Gemini or ChatGPT to identify content gaps:
“Review this article and tell me what a user would still be confused about after reading it. Suggest content I can add to improve clarity and make it AI Mode-friendly.”
What We Believe Right Now
AI Mode will eventually replace traditional search
Content that includes original insights, structure, and visuals will perform better
Helpful content means anticipating the next question before it’s asked
If your content isn’t truly helping, teaching, or inspiring, AI isn’t likely to surface it.
Final Word
If your content has lost visibility recently, it’s not your fault.
The rules changed. The good news is, we’re already adapting.
If you need help with the next step, we’re ready.
Jenny Weatherall
Featured Service
Data and insights from the SEO audit form the foundation of an SEO strategy. This includes developing a brand’s buyer personas and identifying what their ideal audiences is looking for when they browse the Web. This information can be developed into a website information architecture that satisfies search engines while delighting users.
Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.
SEO isn’t just about picking the right keywords or tweaking a few title tags. It’s about building a long-term strategy that helps your business get found, earn trust, and convert visitors into customers. Whether you’re targeting a local market, selling nationwide, or managing an ecommerce brand, SEO management requires more than surface-level tactics.
If you’ve ever wondered what goes into a well-executed SEO strategy, this post outlines the exact blueprint we follow. From research and technical improvements to ongoing content creation and measurement, this is how we create sustainable visibility and results online.
Let’s break it down.
Why SEO Management Matters
Most businesses know they need SEO, but few understand what it really takes to make it work. SEO is not a one-time project or a quick fix. It’s an ongoing process that aligns your digital presence with how people search, what they need, and how search engines evaluate websites.
When managed correctly, SEO helps your business show up at the right time, in front of the right people, with the right message. It’s one of the most cost-effective ways to build long-term visibility and organic traffic, and it continues to work for you long after an ad budget runs out.
Whether you’re a local business trying to stand out in your city, a national brand building authority across regions, or an ecommerce site competing in a crowded space, SEO management is the foundation that supports your online growth.
Now, let’s take a look at the core components that make up a successful SEO strategy.
Local, National, and Ecommerce SEO: What’s the Difference?
Not all SEO strategies are created equal. While the core principles remain the same, how we apply them depends heavily on your business model and target audience. We tailor each campaign to fit your specific goals, whether you’re serving your local community, scaling nationally, or running an ecommerce operation.
Local SEO
For local businesses, visibility in your immediate area is everything. We focus on optimizing your Google Business Profile, managing citations across relevant directories, building local backlinks, and encouraging customer reviews. Local content, including location-based service pages and community-focused blog posts, also plays a big role in improving rankings and conversions.
National SEO
If your business serves customers across the country, the strategy shifts. We take a broader approach to keyword targeting, authority building, and content development. National SEO often involves a larger content footprint, including educational resources, digital PR, and backlink outreach to strengthen your domain across multiple topics and markets.
Ecommerce SEO
Ecommerce SEO comes with its own set of technical challenges. We optimize product and category pages for both search intent and usability, implement structured data for rich results, and ensure clean URL structures and filterable navigation that won’t confuse search engines. Strong internal linking, high-quality product descriptions, and smart content layering all contribute to better rankings and improved conversions.
No matter your business type, the goal is the same: get found by the right people at the right time.
We just take a different path to get there.
Our SEO Blueprint: The Core Components
If you want results from SEO, you need more than a checklist. You need a comprehensive strategy customized to your business, market, and goals.
Here’s how we approach SEO management from the ground up.
1. Keyword Research for Maximum Traffic
Keyword research is where it starts. But it’s not just about choosing high-volume phrases. It’s about understanding search intent and identifying the terms your ideal customers are using. We segment keywords by funnel stage and use them to guide your content, structure, and outreach efforts.
2. On-Page Optimization
This includes optimizing title tags, meta descriptions, headers, and internal linking. We also improve mobile usability, user experience, and site performance. Everything is geared toward making your site easier to navigate and more valuable to both users and search engines.
3. Off-Page Optimization
Off-page SEO builds your authority and credibility online. That means earning quality backlinks, managing reviews, and improving your visibility across directories and third-party platforms. These trust signals help your site gain traction in search results.
4. Content Creation with a Focus on Quality and Relevance
Content is at the heart of SEO. We focus on creating content that answers real questions and addresses real needs. Every piece is planned with a purpose- whether it’s driving traffic, earning backlinks, or converting leads. It needs to reflect your brand, offer value, and perform in search.
5. Technical SEO
Technical issues can hold your site back, even if everything else is in place. We fix crawl errors, improve site structure, clean up indexation, and add schema where it matters. These backend improvements help your site run faster, get indexed properly, and support your broader strategy.
6. Tracking and Measuring SEO Success
We believe in full transparency. Rankings, traffic, engagement, and conversions are tracked and analyzed regularly. This allows us to adjust strategies as your goals shift, markets evolve, or competitors change direction. Data drives better decisions, and we make sure it’s always working in your favor.
Building a Content Strategy That Works
A lot of businesses publish content because they think they’re supposed to. But without a strategy behind it, content can become noise, cluttering your site without delivering real value.
We take a different approach. Every piece of content we produce is built on research and tied to your goals. That means understanding your audience, mapping content to the customer journey, and aligning it with the keywords that matter most to your business.
Here’s what that looks like in practice:
Evergreen content that drives consistent traffic and builds authority over time
Topical content that targets trending questions and seasonal interest
Educational resources that build trust and support longer buying cycles
Conversion-focused content like service pages, landing pages, and testimonials
Content clusters that connect related topics with smart internal linking
FAQs and featured snippets designed to win quick answers and voice search
All of it is created to serve both your readers and search engines. Clear structure, strong headlines, natural keyword placement, and a consistent brand voice help make your content a true asset, not just a box checked.
Good content builds trust, keeps people engaged, and supports better rankings across your site. That’s why it’s central to every SEO strategy we deliver.
Common SEO Mistakes We Fix
If you’ve invested in SEO but haven’t seen results, chances are you’re dealing with some common (but costly) missteps. We come across these issues all the time, often from businesses who’ve already worked with other agencies or tried to manage SEO internally.
Here are a few of the most frequent problems we fix:
Keyword cannibalization: Multiple pages targeting the same terms, hurting your rankings and confusing search engines
Thin or duplicated content: Pages with little value or copied text that prevent your site from standing out Broken links and redirect issues: Frustrating for users and damaging to SEO health Over-optimized pages: Keyword stuffing or unnatural anchor text that triggers penalties instead of results
Missing or misused schema markup: A lost opportunity to show up in rich results
Weak internal linking: Disconnected content and orphaned pages that limit crawlability and authority distribution
Unclear site architecture: A confusing structure that makes it hard for both users and search engines to navigate your site
Ignoring mobile performance: A fast, mobile-optimized site is now non-negotiable
Outdated tracking or lack of goals: If you’re not measuring the right things, it’s hard to know what’s working
We believe that good SEO doesn’t have to start from scratch. Fixing foundational issues can unlock performance gains almost immediately. And it’s often the first thing we address when onboarding a new client.
Want to Know Where SEO Stands for Your Business?
It’s easy to assume your SEO is “fine” until you realize your competitors are outranking you for the terms that matter most. Or worse, that your site isn’t showing up at all when potential customers are searching.
We offer in-depth SEO audits that go beyond surface-level metrics. We look at your site structure, keyword visibility, content performance, and the technical health of your website. You’ll get a clear picture of what’s working, what’s holding you back, and what needs to happen next.
Whether you’re starting from scratch or looking to refine an existing strategy, our blueprint can help you prioritize the right moves and see better results from your digital efforts.
Ready to see how your SEO stacks up? Let’s take a look.
What SEO Success Really Looks Like
SEO isn’t just about rankings. It’s about building a sustainable presence that consistently delivers value to your business. When done right, SEO works in the background every day, attracting the right people, generating interest, and creating opportunities you don’t have to pay for with every click.
Here’s what that success looks like from our point of view:
Consistent organic traffic growth without needing to scale paid ads
Higher-quality leads that are more likely to convert because they found you while actively searching
Improved brand visibility and trust across multiple channels
Lower customer acquisition costs over time as your organic presence grows
A more valuable website that supports long-term business growth and performs as a true marketing asset
It’s not about overnight wins. It’s about building something that continues to work long after the campaign starts, something that compounds over time.
When we talk about SEO success, we’re talking about outcomes that are measurable, sustainable, and tied directly to your business goals. That’s what we help our clients achieve.
Digital Marketing Insights: Your Guide to Effective ROI Measurement
Even with the best SEO strategy in place, it’s essential to connect the dots between your efforts and your outcomes. That’s where ROI measurement comes in.
Understanding how your SEO fits into the bigger picture of your digital marketing can help you allocate your budget more effectively and uncover gaps in performance. It’s not just about rankings, it’s about what those rankings are generating in terms of leads, conversions, and long-term growth.
The key is setting up the right tracking systems from the beginning. That includes integrating data across platforms like Google Analytics, Search Console, your CRM, and any ad campaigns you’re running. When everything is connected, you gain clearer insights and can make smarter, more agile marketing decisions.
If you’re still relying on surface metrics or guessing at what’s working, now’s the time to change that.
Let’s Review What’s Working.. and What’s Not
Getting better results from your digital marketing doesn’t always require a full overhaul. Sometimes, it’s a matter of refining the strategy, filling in gaps, or prioritizing what actually moves the needle.
If you’re ready to measure what matters, improve what isn’t working, and invest where it counts, we’re here to help. Our SEO blueprint is designed to guide smarter decisions and real growth.
Want to find easy opportunities to improve your ROI? Let’s take a look together.
CEO, Business Consultant, Researcher and Marketing Strategist
Jenny Weatherall is the co-owner and CEO of Eminent SEO, a design and marketing agency founded in 2009. She has worked in the industry since 2005, when she fell in love with digital marketing… and her now husband and partner, Chris. Together they have 6 children and 3 granddaughters.
Jenny has a passion for learning and sharing what she learns. She has researched, written and published hundreds of articles on a wide variety of topics, including: SEO, design, marketing, ethics, business management, sustainability, inclusion, behavioral health, wellness and work-life balance.
