Google’s latest updates have added new complexity to how visibility is earned in 2025. Here’s what’s changed, why it matters, and what to focus on as we head into BFCM.
Quality Control
Google’s August Spam Update is still rolling out worldwide. It targets low-quality tactics (think auto-generated pages, junky redirects, scraped listings) and is causing noticeable ranking swings across categories, which industry trackers have confirmed could take “a few more weeks to land”.
→ Why It Matters: Stores with thin product pages or templated blog filler may wobble; brands with useful pages, real reviews, and tidy site architecture can expect to stabilise once the dust settles.
AI is Evolving
AI Mode / AI Overviews continue to expand and evolve, with Google-watchers reporting availability in 180 countries, plus active tests to drive more clicks to websites, and additional features like product comparison checkboxes in AI Overviews. There’s even chatter about AI Mode becoming the default view.
→ Why It Matters: With shoppers increasingly meeting answers before links, Google exploring ways to send traffic back to websites is good news. Wise retailers will ensure they’re surfaced either way by investing in structured data (how AI tools ‘read’ content), and updating PDPs with clear specs, pricing, pros/cons and reviews.
Your SEO To-Do List
The next month is about making small but impactful SEO tweaks that will move the needle for Black Friday.
It’s also about locking in larger projects that we can execute in plenty of time for Christmas and Boxing Day trade, setting you up for a stress-free summer.
Quick Fixes for Quick Wins (in market by BFCM)
- Approve title/meta refreshes for your top money pages (collections, PDPs, gift cards). We’ll supply options; you green-light them.
- Sign off PDP clarity: confirm specs (fabric, care, fit), key benefits and FAQs so we can hard-wire proof that converts and ranks.
- OK review/UGC boosts on priority SKUs (Q&A prompts, pull-through on PDP). Social proof wins both SEO and checkout.
- Confirm sitewide messaging (shipping, returns, cut-offs) so we can surface it in headers/FAQs and eligible rich results.
- Green-light speed trims (script defers, media compression). Faster pages lift organic visibility and conversion.
Getting Ahead for Festive Trade (act now for Dec payoff)
- Back a content sprint built to win links and AI/Answer placements. Think gift guides, “best-of” round-ups, size/fit hubs and comparison pages.
- Approve trust signals: Author bios, About/Store pages and warranty/repairs info constitutes strong E-E-A-T that helps rankings and reassurance.
- Schema expansion: Sign off Product/FAQ/Review/Video markup on key pages to earn richer results.
- Deals architecture: Confirm an evergreen/Black Friday hub and “early access” landing we can reuse for Boxing Day/EOSS.
- Tech backlog: Prioritise navigation/faceted URL rules and INP performance work so crawling, indexing and UX stay smooth in peak.
How PH Digital Can Help
Good SEO is earned, not guessed. Our SEO experts can help with clear content strategies and strong technical foundations that turn algorithm shifts into a springboard for success.