This month has been quite eventful for SEO! June 2025 saw significant shifts in search dynamics, the incorporation of AI, alterations in structured data, and surprising changes in SERP rankings. Here’s your comprehensive guide on what every marketer, content creator, and SEO expert should be aware of.
SERP Volatility Rattles Core Categories
June was a whirlwind for rankings. Platforms such as Semrush Sensor, Similarweb, and Advanced Web Rankings indicated notable fluctuations overall, particularly within the Business, News, and Food & Drink sectors.
SEO expert Barry Schwartz noted several instances of SERP changes on June 4, 9, and 18. Even though there hasn’t been an official announcement regarding a significant core update, numerous SEO professionals believe there have been subtle adjustments to Google’s AI systems.
https://www.seroundtable.com/google-search-ranking-volatility-39611.html
Observation: Keep an eye out. Monitor pages in unstable niches more closely, particularly if you’re managing affiliate or content-rich websites.
Google Launches “Search Live” With Voice AI
A significant advancement in user experience: On June 18, Google rolled out Search Live, a voice-activated AI search feature in its mobile applications, currently available only to Labs users in the US. Pose a question verbally, and Google will reply with spoken answers, visual links to websites, and in-depth explorations of related topics.
It uses Google’s “query fan-out” technique, pulling insights from:
- Knowledge Graph
- Real-time web content
- Shopping listings
Robby Stein, VP of Google Search, characterized it as “more extensive and comprehensive than conventional search.
Google Search Console Adds AI Mode Data
In June, an important update was introduced to Google Search Console (GSC): it now tracks performance data from AI Mode queries.
https://searchengineland.com/google-ai-mode-traffic-data-search-console-457076
You can now view:
- Clicks from AI-generated links
- Impressions within AI carousels
- Average position within AI modules
The GSC Help Docs clarify that every follow-up in AI Mode is treated as a separate query, and carousel position tracking adheres to the usual guidelines.
Pro Tip: Monitor AI-generated impressions individually to refine your schema and on-page SEO for enhanced visibility in AI Mode.
ChatGPT Search: Smarter, Sharper, More Visual
On June 13, there was an upgrade to ChatGPT’s web search tool by OpenAI:
- Now provides more context-sensitive and multi-threaded replies
- Can automatically execute several searches to manage intricate queries
- Enhances search capabilities with image-based prompts, improving multimodal query experiences.
However, there’s a twist: Users observed that load times were lagging, and the reasoning for straightforward questions felt disjointed. A solution is said to be on the way.
Google AI Mode Adds Interactive Finance Charts
Here’s the latest from Labs: For financial inquiries, AI Mode now showcases interactive charts such as:
https://blog.google/products/search/ai-mode-data-visualization
- Trend lines
- Stock performance visuals
- Fund data visualizations
There’s no requirement to click through—users can access summaries and insights right in the search results.
Professionals in the finance sector should pay attention: Visual data is set to dominate search engine results pages.
Structured Data Shakeup: 7 Out, 1 In
On June 12, Google retired 7 structured data types:
https://www.websitebuilderexpert.com/news/google-discontinues-structured-data-types/
- Book Actions
- Course Info
- Claim Review
- Estimated Salary
Businesses could show job listings in search results alongside salary information, such as the Search Engine Optimization (SEO) Specialist role at Air Apps in San Francisco, offering $60K-$100K per year, or the SEO & Content Strategist position by OnHires with similar salary ranges.
- Learning Video
- Special Announcement
- Vehicle Listing
Automotive businesses could display vehicle specifications and pricing information to users in search results, such as the 2025 Toyota RAV4, which starts at $29,550 MSRP and offers up to 27 city / 35 highway MPG.
The removals are strictly visual—there’s no impact on rankings—but they result in a decrease in rich results for those specific data types.
New addition: Google has introduced support for structured data related to Loyalty Programs, which could open up fresh, rich snippet possibilities for eCommerce brands.
Small Forums Hit Hard by March 2025 Core Update Aftermath
The June analysis of the March 2025 Core Update revealed ongoing issues.
The image shows an X community post by @PavelPreneur discussing the Google March 2025 Core Update, noting its significant impact on forums, with Reddit maintaining visibility while other forums lost rankings. It highlights that forum content no longer guarantees automatic rankings.
Numerous specialized forums such as DIYChatroom.com, GarageJournal, and Everfence experienced significant declines in traffic. It appears that Google has shifted its focus from promoting user-generated content to favoring larger platforms like Reddit and Quora, sidelining smaller, independent forums.
The image is an Ahrefs performance graph displaying the average organic traffic to GarageJournal Forum from June 2015 to March 2025. Traffic remained relatively stable until a sharp peak around early 2024, followed by a significant drop after the March 2025 core update, indicating a notable impact on its visibility.
Edward Sturm discussed a situation where a Reddit moderator removed a highly-rated post about parasite SEO, abruptly cutting off a business’s $300k traffic source overnight.
Engaging in forum SEO is becoming more precarious. Create communities centered around your brand that offer lasting value.
AI Traffic is Only 0.1%—But That’s Not the Whole Story
A new report from Ahrefs reveals:
https://ahrefs.com/blog/ai-traffic-research
- Search engines still dominate referrals (44%)
- Direct traffic is at 42%
- AI traffic? Just 0.1%, despite the hype
Source: Ahrefs
Businesses in the B2B, industrial, and tech sectors are consistently benefiting from a steady stream of AI referrals.
Large language models, such as ChatGPT and Gemini, are emerging as a subtle force in the digital landscape, not fully established yet, but steadily gaining traction.
Roblox & Google Team Up: Ads for Gen Z Gamers
A recent innovative collaboration: Roblox and Google have introduced a fresh advertising format.
https://gamesbeat.com/roblox-launches-rewarded-video-ads-expands-ad-partnership-with-google/
Roblox has reached an impressive milestone with over 380 million users and is now introducing reward-based video advertisements—watch an ad and earn in-game benefits.
Google’s ad platform will distribute these placements.
This presents a significant chance for brands aiming at the Gen Z demographic. Conventional advertising methods are losing their impact; engaging, incentive-driven strategies are taking the lead.
Is SEO Dead in 2025? Absolutely Not.
Even with concerns in the air, Nathan Gotch’s findings validate:
- Google handled 20% more queries year-over-year
- LLMs handle 300x fewer queries than Google
- Google’s market share remains 93%
Indeed, the landscape of SEO has evolved: It’s no longer just about competing for those blue links.
You’re focusing on:
- Featured snippets
- AI Mode placements
- Visual carousels
- Voice-based queries
Adjust, don’t give up. As Nathan puts it: “SEO isn’t dead—it’s simply evolving.
Final Thoughts: What June Taught Us
With the rise of voice-first searches, AI-driven data tracking, and changes in community forums, June highlighted the evolving nature of SEO:
- More visual
- More AI-integrated
- Less reliant on traditional structures
Keep your edge. Revise your approaches. Emphasize comprehensive content, engaging features, and optimizing your website for search opportunities beyond just the search bar.
