The digital landscape is constantly evolving, and recent changes from Google are reshaping how people find information online. Two important developments to be aware of are Google’s most recent Core Update and the ongoing expansion of AI Overviews in search results. Both can impact website visibility in different ways, and understanding them will help you adapt your marketing strategy to maintain traffic and customer engagement.
Understanding Google’s Recent Update
Google regularly releases core updates to refine how its search algorithm ranks content. The most recent update began rolling out on June 30, 2025, and finished on July 17, 2025. While Google doesn’t share exact details of what changes were made, these updates often shift how sites are evaluated for relevance, quality and authority.
If you’ve noticed a change in your site’s rankings or traffic over the past month or so—whether an increase or a decrease—the core update could be a contributing factor. This is not tied to AI Overviews but is instead part of Google’s ongoing efforts to improve search result quality.
To maintain or improve rankings during and after core updates, businesses should focus on:
- Producing original, helpful content that meets user needs.
- Keeping site structure and navigation clear and user-friendly.
- Regularly reviewing analytics to spot trends and make informed adjustments.
The Rise of AI Overviews in Search
Separate from the core update, Google began introducing AI-generated answer overviews in 2024. These summaries, displayed at the top of many search results, provide quick, concise answers without requiring users to click through to a website.
Currently, about 47% of Google searches are supplemented by these AI overviews—a number that continues to grow. While this improves convenience for searchers, it can mean fewer clicks to your site, even if your content is being cited as a source.
Why Your Business Needs to Stand Out in AI
With AI becoming a dominant force in search results, simply relying on traditional SEO tactics isn’t enough anymore. Your business must become a trusted and recognizable source that AI can pull from when generating these answer summaries. This means your content needs to be authoritative, clear and optimized for AI recognition.
But standing out isn’t just about being found by AI—it’s about maintaining direct relationships with your audience in a world where search traffic may decline.
Solutions to Keep Your Audience Engaged
One effective way to maintain and grow your audience is through direct communication channels, such as newsletters. Newsletters deliver your message directly into the inboxes of your existing clients and prospects—bypassing search engines altogether.
By sending newsletters, you can:
- Share exclusive content that AI summaries won’t capture, like company news, special offers or expert insights.
- Build stronger relationships by providing consistent value and staying top of mind.
- Encourage repeat visits and conversions through personalized communication.
Next Steps for Your Digital Marketing Strategy
To adapt to this AI-driven search environment, consider the following strategies:
- Monitor performance after core updates to adjust your SEO approach.
- Optimize your website with clear, well-structured and authoritative content that AI can easily reference.
- Create unique, in-depth content that goes beyond simple answers to showcase your expertise.
- Develop and grow your email list to send regular newsletters and updates.
- Diversify your marketing efforts by engaging audiences on social media and other direct channels.
How WebDrafter Can Help
At WebDrafter, we specialize in helping businesses navigate the rapidly changing digital landscape. Our team can work with you to optimize your website, develop compelling content and build effective communication strategies like newsletters to keep your business connected to your audience—no matter how Google’s algorithms or AI evolve.
Ready to take your marketing to the next level in the age of AI-powered search? Contact WebDrafter today and let’s get started. Give us a call at 717-589-7812 or contact us!
