July 2025 in Review: Google Core Updates, AI Curveballs, and the Value of Doing Things Right
- Shelly Cihan
- Jul 30
- 4 min read
Updated: Aug 8
There’s no shortage of (often conflicting) opinions in the digital marketing world—between industry blogs, algorithm speculation, and a constant stream of updates, it can be tough to know what’s actually worth paying attention to.
There is a time and place for an opinion, but sometimes firsthand truths are simply more valuable. I am hoping this new monthly series will offer a clear, honest look at what’s happening across the client accounts we manage every day. It’s not theory or guesswork—it’s the real data, patterns, trends, and shifts we’re noticing in the field. Our goal is to help cut through the noise and share insights that are actually useful, rooted in experience, and relevant to what businesses are facing right now.
Organic SEO
Google Core Update Check-In: Movement Across the Board
It’s been a month of movement, thanks to Google’s latest mood swing (aka the June Core Update). Most of our clients experienced some sort of shift—some up, some down—with a couple seeing more significant changes that we’re continuing to monitor closely.
Highlights include:
A few seasonal clients saw solid increases, which aligned nicely with user behavior trends.
A couple of sites saw slight dips, particularly in industries like finance and education.
Several clients are holding steady or inching up—our kind of momentum.
This one was more volatile than past updates, and we continued to see some movement even after Google officially announced the rollout had ended. We’re still watching closely for any lingering effects.
For clients who were more heavily impacted, we’ve already been in touch with next steps or guidance. If you’re a current RRM client and haven’t heard from us, that means any changes we saw weren’t significant or cause for concern. As always, we’ll continue monitoring performance trends and adjusting strategy when—and if—it’s needed.
Local SEO & AI Optimization
Online Reviews and Reputation Are Playing a Bigger Role
We’re seeing more signs that Google’s AI-generated overviews—and similar tools—are factoring in third-party review content more heavily. That includes Google Business Profiles, but also other platforms like Yelp, TripAdvisor, and niche industry sites.
While your website content still matters, AI tools are increasingly blending it with what’s being said elsewhere. In other words, having strong reviews and a steady stream of recent feedback is becoming more than just a trust signal—it’s influencing visibility and authority.
We’re keeping a close eye on how reviews are influencing visibility and how that might evolve. If you haven’t looked at your review presence in a while—on Google, Yelp, or other platforms—this is a smart time to do so. A strong reputation across the web is playing a bigger role in how your brand shows up. If you’re thinking about strengthening your local search presence, we can help you shape a strategy that includes reputation-building through consistent, credible reviews.
Ethical Marketing & Agency Transparency
Doing This Right Takes Time (And Budget)
Let’s talk reality: SEO and AIO (Artificial Intelligence Optimization) aren’t getting easier. We’re seeing budgets getting used up more quickly across the board—not because we’re doing more of the same, but because we’re doing more foundational thinking.
AI has forced informed SEOs everywhere to pause and say, “Wait, does this still work the way it used to?” Spoiler alert: sometimes it doesn’t. That pause leads to better work, but it does take more time.
There’s also a lot more reading (from sources that don’t always agree), more testing, and yes—more tools. We’ve added a few additional subscription-based tools to our toolbox recently to keep pace, because flying blind in an AI world isn’t an option.
So no, it’s not all doom and gloom. It’s just a shift. The best results now come from strategy-first work, not checkbox marketing.
The Human Side Still Matters
Another trend we’ve noticed lately is that it’s getting easier for marketers to look experienced—even if they’re not. AI tools have made it simple to generate professional-sounding language and reporting, even if the work behind the scenes doesn’t hold up.
That makes it harder to tell who’s actually doing the work well and who’s just repeating what they’ve seen elsewhere.
At Rooted Rock, we’ve always been grounded in transparency, collaboration, and hands-on work. We don’t chase shortcuts, and we don’t rely on tools to replace strategic thinking. In a time when it’s easy to mask inexperience with slick language or AI tools, it’s more important than ever to take the time to truly understand who you’re working with—and what they’re actually doing on your behalf. The value of a team that can adapt, evaluate, and execute with intention is only growing—and we’re proud to be that kind of partner.
About the Author
Shelly Cihan is Founder and Lead Strategist at Rooted Rock Marketing. For over a decade she has dedicated her professional career to learning, executing, and speaking about SEO and Digital marketing.
