The July 2025 SEO updates signal significant shifts for businesses, marketers and anyone with an online presence. These changes impact everything from website development to daily best practices in search engine optimization (SEO). With generative AI, machine learning and the demand for authoritative content, staying informed is more important than ever. The July 2025 Google Core Update arrived alongside notable Bing and IndexNow announcements, reshaping established approaches for both large and small companies.

Understanding Google’s July 2025 Core Update

Google’s Core Update, which began June 30 and concluded July 17, 2025, affected websites on a global scale. This was a broad core update directed at all languages and industries, but finance, health and affiliate-heavy domains felt the biggest impact. It set clear priorities through a few key focus areas. The first priority is improved E‑E‑A‑T signals (Experience, Expertise, Authoritativeness, Trustworthiness). Author credentials, firsthand experience and citations from respected sources now play a central role in rankings. Users expect verifiable information, and Google expects visible proof of expertise on every major article or landing page.

Strengthening Authoritative Control

The update further penalizes shallow pages or those produced by generic AI tools. Websites relying on templated or low-effort content lost visibility. Penalties also hit those using black- or gray-hat SEO tactics, including keyword stuffing, cloaking or manipulative links. Quality matters more than ever. To stand out, publish content with clear authorship, cite credible sources liberally and showcase real experience or detailed case studies.

Emphasis on User Experience and Mobile Usability

Core Web Vitals, which measure factors like load speed and layout stability, are now decisive ranking factors. Websites must offer fast, seamless experiences, especially for mobile users. Google’s push means addressing cumulative layout shift (CLS), improving largest contentful paint (LCP) and ensuring input delays are minimal. Searchers on their phones should encounter smooth navigation without slowdowns, failed scripts or intrusive pop-ups. A positive user experience equates to a higher search ranking in this update cycle.

SEO and Website Development Best Practices Post-Update

Robust website development is inseparable from SEO success following these algorithmic changes. Every phase, from wireframe to deployment, should integrate principles like E‑E‑A‑T and user-centric design. Display author names and qualifications on every blog post. Feature dedicated Author Bio or About pages outlining expertise and credentials. Provide firsthand insights, original research or case studies wherever possible. For credibility, include citations to authoritative sources and show when each article was last updated.

Page Speed and Core Web Vitals in Web Builds

Prioritize speed and performance in both desktop and mobile builds. Test all pages with Google’s Pagespeed Insights, targeting a 90+ score, a CLS below 0.1 and LCP under 2.5 seconds. Minify code, utilize lazy loading for media and eliminate unnecessary scripts. On mobile, prevent any popups that block content and make navigation intuitive. Install SSL certificates and enforce HTTPS for user safety and trust signals. Good website development demands close monitoring of these technical benchmarks for sustained SEO growth.

Featured Snippets, Structured Formats and Visibility

Google’s update places new value on clear, table-driven and bullet-styled answers. Well-structured content gets chosen more often for featured snippets or prioritized answers. Tables, concise bullets and clear subheaders help both human readers and search engine algorithms. Integrate schema markup such as FAQPage, HowTo or Product on all relevant pages. Add structured headings throughout your copy. Optimized formatting not only increases snippet potential but also assists LLMs and AI models in parsing your content for inclusion in answer boxes.

Why Schema Markup Matters Now

Schema markup provides machine-readable data about your website’s content, clarifying its intent for AI search engines. Use LocalBusiness, Article, Review and FAQPage schema wherever they match the page topic. This will improve your likelihood of being cited by LLMs and featured as a trustworthy source in both regular and answer-focused search results. As search engines and AI platforms continue to converge, rich structured data is no longer optional for those seeking top rankings.

LLMs, AI, and the Shift Toward Answer Engine optimization (AEO)

The SEO world faces a dramatic shift with the rise of large language models (LLMs) and the mainstreaming of AI-powered results across Google and Bing. Search is becoming more conversational, with generative AI engines (SGE, Copilot, ChatGPT) answering many user queries directly—sometimes without clicks back to websites. This new challenge—termed Answer Engine optimization (AEO) and Generative Engine Optimization (GEO)—DEMANDS a revamped keyword and content approach.

Preparing Content for AI and LLMs

SEO professionals must now optimize for LLM readibility by writing in a conversational, clear style. Include robust FAQ sections on main service or information pages. Structure questions around likely user searches and phrase answers succinctly in 40-60 word blocks. Take advantage of FAQPage schema and use markup for all relevant content. Introducing an llms.txt file and machine-friendly metadata makes finding and parsing your content easier for large language models. Well-formatted, authoritative content stands a better chance of appearing in AI-generated summaries and zero-click answers.

Impact on Traffic and Zero-Click Searches

AI-generated results produce more zero-click searches than ever—recent industry data shows nearly 80 percent of users resolve around 40 percent of searches without clicking traditional links. Content creators and website owners should recognize that LLMs and AI assistants can divert traffic by using content for their answer snippets. That’s why optimizing for citation, inclusion and structured summaries can help maintain visibility, even when users aren’t clicking through as often as before.

Bing SEO, IndexNow and Diversification

Google no longer monopolizes the search discussion. Bing, through deep AI integration and partnerships with Microsoft products like Teams and LinkedIn, now commands increased attention. For retailers, e-commerce sites and those looking to diversify their search strategies, Bing offers fresh opportunities. The IndexNow protocol speeds up content discoveries. Instant URL submission through partners like Shopify, Amazon and Cloudflare further increases site indexing speed, especially relevant for product-based businesses or news-focused publishers.

Leveraging IndexNow and Microsoft Tools

To optimize for Bing, activate IndexNow via your content management system or through plugins. Regularly monitor submission dashboards and ensure all new or updated URLs are submitted quickly. Use Bing Webmaster Tools for troubleshooting and optimization. Secure backlinks from well-ranking, niche-specific sites, particularly those within the Microsoft or LinkedIn networks. For anyone building a robust online presence, supplementing traditional SEO with these emerging strategies can provide considerable traffic boosts.

Website Content, Usability and the July 2025 Checklist

Strong websites prioritize content structure, technical SEO and frequent updates. For every key page and blog post, display the author name and credentials. Add “About the Author” pages with visible expertise details. Include first-hand experience, case studies or original research in at least 30 percent of primary content. Cite authoritative, trustworthy sources and indicate the date when a page was last updated, updating quarterly if possible.

Schema and Answer-Style Content Formats

Add a robust FAQ section using question/answer formatting. Apply FAQPage schema to every relevant section. Target “People Also Ask” type searches with succinct, informative paragraphs. Use tables, bullet lists and “How To” breakdowns to maximize snippet opportunities. Also, submit a llms.txt file listing which LLM bots are permitted to crawl your content. Structure headings thoughtfully, using rich keyword coverage without resorting to keyword stuffing.

Technical SEO, Core Web Vitals and Mobile Optimization

Technical SEO remains pivotal. Test your website consistently using Google Pagespeed Insights. Optimize for a mobile PageSpeed score over 90, keep CLS under 0.1 and ensure input latency is less than 200ms. Minify CSS and JavaScript. Use lazy loading for all images and videos to decrease page load times. Remove all unnecessary pop-ups or interstitials, especially on mobile, and ensure your SSL is in place with HTTPS enforced sitewide. Address all HTTP errors, broken links and redirect chains promptly.

Structured Data and Machine-Readable Metadata

Add comprehensive schema markup across LocalBusiness, Article, Product, Review and FAQPage data types. Write meta titles and meta descriptions that are descriptive and machine-friendly for search and AI systems. Test your content in SGE/ChatGPT and related AI products to ensure it appears as a cited source or reference point. Incorporate concise “TL;DR” summary snippets at the start of long-form articles or guides to facilitate easy AI consumption.

Maintaining SEO Success: Continuous Monitoring and Adaptation

SEO and website development require constant vigilance in 2025. Track all keyword rankings using trusted tools such as SEMrush or Ahrefs. Use Google Search Console and Bing Webmaster Tools weekly to monitor performance metrics and detect shifting trends. Check mobile usability reports and Core Web Vitals monthly. Audit content regularly to ensure it aligns with the latest E‑E‑A‑T, schema and technical requirements. Set clear goals in Google Analytics, focusing on form fills, transactions or phone calls, depending on your business model.

Agility and Fast Iteration

Update all outdated content quarterly, marking pages with prominent last updated dates. Watch for announcement cycles and algorithm changes, adapting new strategies quickly—ideally within weeks, not months. Integrate visuals, charts and infographics where appropriate to increase both AI and user comprehension. Repurpose top-performing blogs as LinkedIn articles, Medium posts or YouTube videos to spread your authority across channels and attract new high-quality backlinks. Internal links should always support new pages by connecting to valuable past content, encouraging deeper site visits and authority sharing.

Local SEO and Authority Building

If you serve a specific geographic area, pay attention to local SEO. Optimize your Google Business Profile, ensuring all information (such as operating hours, photos and keyword descriptions) is current. Request at least ten new reviews per month on Google. Apply local schema data to your website and list your business in respected directories—Yelp, YellowPages or the Chamber of Commerce, for example. For multi-location businesses, create unique city- or region-focused landing pages with tailored content and contact details.

Backlinks and Digital Authority

Maintain a steady flow of 2-3 topically relevant backlinks each month. Reach out for guest-posting opportunities on industry blogs with exclusive content, emphasizing unique case studies or first-person advice. Seek features in AI SEO tools, industry roundups or digital press releases. Always link internally from newly published articles to cornerstone content, distributing SEO value and context across your site. Backlinks and solid internal structure signal trust and authority to both human visitors and search algorithms alike.

SEO: The Road Ahead After July 2025

The July 2025 search engine optimization updates reinforce the importance of original, expert-driven content, solid technical site health and full AI readiness. LLMs and generative AI responses will continue to shape the ways people find information. To remain visible and competitive, businesses must develop websites that are speedy, structured and rich in clear, authoritative answers. By adapting to new standards for E‑E‑A‑T, structured formatting, mobile usability and AI optimization, you can maintain and grow your online footprint even as user behaviors and search algorithms keep changing. Prepare now so you do not fall behind the best practices that lead search rankings and guide the user journey.