Year in Review: The Biggest Google Algorithm Changes of 2025

Google made sweeping changes to how it ranks websites in 2025, and small businesses felt every one of them. From AI-powered search results reshaping click-through rates to local pack updates that changed the game for brick-and-mortar shops, this was a year of adaptation.

Here is what happened and what it means for your business heading into 2026.

The March Core Update: Content Quality Takes Center Stage

The March 2025 core update continued Google’s war on thin, unhelpful content. Websites that relied on generic, AI-generated filler saw significant ranking drops. The winners were businesses that published original, experience-driven content — real case studies, genuine customer stories, and expert insights.

What to do: Audit your blog and service pages. If any content reads like it could have been written by anyone in your industry, rewrite it with your specific expertise and real examples.

AI Overviews Expand Across Local Queries

Google’s AI Overviews (formerly Search Generative Experience) rolled out to a much broader set of queries throughout 2025, including many local search terms. For small businesses, this meant fewer clicks on traditional organic results for informational queries like “how to find a plumber near me.”

The good news: AI Overviews often pull from well-structured local content. Businesses with strong Google Business Profiles and FAQ-rich websites saw their information featured in these summaries.

The Local Pack Gets Smarter

Google refined its local pack algorithm in multiple updates throughout the year. Reviews became even more influential, with Google placing greater weight on review recency and response rates. Businesses that actively managed their reviews saw measurable ranking improvements.

If you are not already using a system to track and respond to reviews, tools like SMBcrm can help you stay on top of customer feedback and turn reviews into a ranking advantage.

The August Spam Update

August brought a targeted spam update that hit doorway pages and manipulative local SEO tactics hard. Businesses using fake addresses, keyword-stuffed business names, or networks of spammy citations saw their listings penalized or removed entirely.

The lesson: There are no shortcuts in local SEO. Accurate NAP (name, address, phone) data and legitimate business practices are the only sustainable strategy.

Site Speed and Core Web Vitals Still Matter

While not a single dramatic update, Google continued to refine how page experience signals factor into rankings. Sites that loaded slowly on mobile or had poor interactivity scores gradually lost ground to faster competitors.

What This All Means for 2026

Looking ahead, the trends are clear:

Quality over quantity in content creation
Active review management as a ranking factor
Structured data and FAQ content to capture AI Overview placements
Mobile performance as table stakes, not a bonus
Authentic local signals over manipulative tactics

The businesses that thrived in 2025 were the ones that treated SEO as a long-term investment in their online presence rather than a series of tricks. That approach will only become more important in the year ahead.

Start your 2026 SEO planning now by auditing what worked this year and doubling down on the fundamentals.