Google’s May core update has officially finished rolling out, and while the company says most websites don’t need to take any specific action, it’s already generating plenty of discussion across the SEO industry. Core updates are changes to Google’s ranking systems that happen several times a year. Their purpose is to improve how Google evaluates and surfaces content in search results. The latest update began on the 21st of May and was completed on the 2nd of June, taking almost 12 days to fully deploy.
Throughout this rollout, third-party tracking tools found significant ranking fluctuations across a wide range of industries. While some volatility is normal during a core update, experts have said this one may be connected to Google’s AI-focused announcements at its recent I/O conference, including the expansion of AI search experiences. For businesses that rely on organic visibility, this update is a reminder that search is changing rapidly.
Why Google’s Latest Core Update Matters
Google has provided very little specific guidance about this particular core update. However, its typical messaging around core updates has been consistent for years. In its core update documentation, Google says that focusing on creating genuinely helpful content for humans, rather than on optimising purely for search engines or AI, is vital. This advice might sound familiar, but it’s becoming more important than ever as Google’s search experience becomes more AI-focused.
At Google I/O, the company showcased Gemini 3.5 Flash and said it would become part of its search ecosystem. As search becomes better at interpreting context and quality, simply targeting keywords is becoming less effective as a standalone strategy. Instead, Google appears to be rewarding content that demonstrates:
- Genuine expertise and experience
- Clear answers to user questions
- Original insights and perspectives
- Strong topical ownership
- Trustworthy and accurate information
What You Should Do Now That the Update Has Completed
A common mistake people sometimes make after a core update is reacting too quickly. Google specifically advises that site owners wait until the update has fully settled before analysing performance. Google recommends waiting approximately one week after the rollout is complete before reviewing data in Google Search Console (GSC). This means businesses should begin assessing the impact from around the 9th of June. When we begin reviewing our clients’ performance, we’ll be looking at:
- Changes in organic traffic
- Ranking movements across pages
- Changes in impressions and click-through rates (CTRs)
- Whether certain content types gained or lost visibility
- Performance across different types of search intents
Importantly, a drop in rankings right now doesn’t necessarily mean there’s something wrong with your site. Google has repeatedly stated that core updates are often about reassessing content relative to other sites on the web. Rankings often improve again after future updates without any major intervention. The company’s advice is quite simple:
- Avoid any quick fixes
- Focus on human-centric content improvements
- Review pages through the lens of usefulness and relevance
- Only remove content as a last resort
Google’s search ecosystem is now more reliant on AI systems to summarise and surface information. Whether users encounter traditional search results or AI Overviews, content quality is the common thread. Businesses that publish original, useful and trustworthy content are generally better positioned to survive Google’s core updates. Brands that rely on thin, purely search-engine-focused content may find it harder to maintain visibility as Google systems continue to improve and change.
The Final Word
Core updates can lead to uncertainty, particularly when rankings are volatile. However, Google’s guidance typically focuses on producing content that genuinely helps users and avoiding drastic changes based on short-term ranking movements. With the rollout now complete, the coming weeks should give us a better picture of any lasting impact on our clients’ sites.
If you’re seeing a change in your website’s organic performance, or want a second opinion on how it’s positioned post Google’s latest core update, we’re happy to have a conversation. Feel free to reach out.