Search Engine Recap - July 2025

This month delivered several impactful updates from the search landscape - including the latest Google Core Update, new AI-assisted search features, fresh earnings from Google, and a powerful new release from OpenAI. Here is an overview.

Where We Left Off: The June Core Update Wraps Up

We’ll start where we left off last month: Google’s June 2025 Core Update officially finished rolling out on July 17, bringing key changes aimed at enhancing search result quality.

The update included the introduction of MUVERA, a new algorithm that improves query processing efficiency, and deeper spam filtering powered by Google’s Graph Foundation Model.

For SEO professionals, the takeaway is clear: content quality and user intent are more important than ever. Review your site's performance post-update and plan your next strategic moves accordingly.

John Mueller also reiterated that SEO remains foundational, especially as AI tools (including chatbots) rely on crawlable and indexable websites to generate responses.

In an AI-powered search landscape, basic SEO principles like proper HTTP status codes, site structure, and content depth still matter - possibly more than ever.

AI Overviews Drive Google’s Q2 Growth

Google’s Q2 2025 earnings report shows that AI Overviews now appear in over 10% more searches compared to last quarter, helping push Search revenue up by 12%, hitting $54.2 billion.

AI Overviews now serve two billion monthly users. While some publishers remain skeptical, Google insists that the AI feature increases user engagement and broadens search behavior.

This reinforces the growing influence of Google Search - and just how important visibility continues to be in an evolving search environment.

Structured Data Updates for Return Policies & Loyalty Programs

Google has released new updates to its structured data guidelines, clarifying how to properly implement return policies and loyalty programs.

Return policies should now be defined using MerchantReturnPolicy inside your Organization markup

Loyalty programs should be structured separately using MemberProgram, not bundled into product offers

Shipping and return perks are not considered loyalty benefits under structured data, and product-level return policies should only be used in exceptional cases.

Proper implementation ensures eligibility for enhanced visibility in Google Search and Google Shopping.

AI-Powered Assistant Now Appearing in Local Search Results

Google has rolled out a new AI-powered local assistant feature where users can request pricing and availability from local businesses—without making a call.

When searching, users can select “Have AI check pricing” and fill out a short form. Google’s AI then contacts businesses in the local pack and returns the info directly.

Currently live in the U.S., the feature is seeing increased usage among AI Pro and Ultra subscribers.

OpenAI Introduces ChatGPT Agent

OpenAI has launched ChatGPT Agent, a major leap forward from traditional chatbots.

Instead of just answering questions, the agent can browse websites, fill out forms, and even make purchases autonomously.

This shift means businesses will need to start optimizing their sites for AI agents—a practice being referred to as Agentic Interaction Optimization (AIO).

One test of Switzerland’s 50 largest e-commerce websites showed that many blocked AI agents with CAPTCHAs or maintenance pages. Google’s John Mueller recommends including AI accessibility checks in your SEO audits moving forward.

Poor bot detection or blocking could directly impact conversion opportunities. Make sure agents can interact seamlessly with your platform.

Programmatic SEO: High Risk, High Reward

Programmatic SEO has grown in popularity, but new case studies show it’s not without risk.

Several sites initially succeeded by scaling content production with automation—only to later face deindexing due to low-quality or thin content.

These sites only regained visibility after rebranding and focusing on relevant, user-centric content.

The lesson? Automation is powerful, but balance and editorial quality still matter if you want to avoid penalties and maintain long-term growth.

Study Shows Diverging Intents Between AI Overviews and ChatGPT

A new study shows that ChatGPT and Google AI Overviews interpret user intent differently.

• ChatGPT often recommends specific tools and services
• Google tends to provide broader informational context

This difference is particularly noticeable in B2B tech, healthcare, and education industries. For marketers, this means it’s important to tailor content to both AI platforms' unique approaches to answering queries.

Takeaways and Recommendations

July offered valuable insights across both organic search and AI search integration.

The June Core Update confirmed that Google is sharpening its ability to evaluate content. It’s time to assess your performance and double down on quality and user intent.

Google’s Q2 earnings revealed AI Overviews are gaining traction - and visibility here is becoming a new kind of SEO priority.

Updates to structured data and new AI-powered features like local pricing assistants signal deeper AI integration in all corners of search.

We also saw OpenAI push search boundaries even further with its ChatGPT Agent, which could completely reshape how users interact with your website.

In short: as AI transforms search from multiple angles, businesses need to prioritize crawlability, clarity, and content utility - not just for users, but for machines too.

Need help adapting to the changes above? Reach out to Bonzer. As a specialized SEO agency, we help ambitious companies climb to the top of search - across both traditional and AI-driven platforms.