Google officially wrapped the June 2025 update early yesterday morning. While algorithm updates are never one-size-fits-all, here’s the big takeaway: many sites hit hard by the 2023 “Helpful Content” update are clawing their way back. That update caused chaos for a lot of small businesses and content creators. So if your traffic dipped last year, check your analytics. We may be seeing a rebound.
Now, while these updates mainly affect organic results, local businesses sometimes get caught in the shrapnel. If your Google Business Profile rankings have been volatile the past two weeks, things should begin to stabilize.
The bigger news though is that Google Search is now rolling out AI-powered phone agents as part of the everyday search experience.
Here’s how it works: Someone searches for “plumbers near me” and sees a new option that says “Have AI check pricing.” The AI then makes calls, gathers info about availability and services, and delivers a tidy summary back to the user. No forms. No clicking around.
This tech isn’t totally new, Google first demoed it back in 2018. The AI even mimicked human speech patterns with little “uh” and “um” fillers. But this version is much more capable. It can:
- Book appointments
- Confirm wait times
- Check service pricing
This means two things for business owners:
- If your business doesn’t have online booking, Google’s AI might start calling you directly.
- Having accurate, consistent info across your online presence matters more than ever.
For the curious, here’s Google’s help doc on AI calls.
And in case you missed them, a few sharp reads this week:
- A real ad campaign funded by the Taliban is trying to boost Afghan tourism. Wild but fascinating.
- Later’s 2025 breakdown of top social media inbox tools (take their ranking of their own product with a grain of salt).
- Buffer’s post format study: carousels still outperform Reels on Instagram.
- From Adweek: AI-generated content cuts reader trust by nearly 50%. Worth considering if you’re outsourcing content.
Need help navigating these changes or want a second pair of eyes on your digital presence? That’s exactly what we do. Whether you’re trying to repair your rankings or clarify your brand’s online experience, we can help.
Let’s talk.
—The Spiezz Digital Team
