Search Engine Recap - June 2025

June brought with it a packed list of updates—from Google’s latest core update and structured data changes to new features from OpenAI. Here’s the full overview.

Google Rolls Out June 2025 Core Update

We start with Google, which has begun rolling out its June 2025 core update, expected to last about three weeks. The update aims to better surface high-quality content across industries and topics.

Unlike spam or product review updates, core updates don’t target specific types of content or violations. Still, businesses should monitor ranking fluctuations and hold off on final conclusions until the rollout is complete.

Introducing MUVERA: Google’s New Retrieval Algorithm

Next up, Google has introduced MUVERA (Multi-Vector Retrieval via Fixed Dimensional Encodings)—a new algorithm built to boost search efficiency and accuracy by improving how context is interpreted in search queries.

MUVERA tackles the computational challenges of multi-vector retrieval by converting multiple embeddings into a single fixed-length vector, allowing for faster processing without sacrificing semantic depth.

Bottom line: It enhances how Google understands intent - leading to even more relevant results.

Desktop Devices Drive Most AI Traffic

Fresh data from BrightEdge shows that desktop users account for the majority of referral traffic from platforms like ChatGPT, Perplexity, Bing, and Gemini:

• 94% of ChatGPT’s traffic is from desktop

• 96.5% for Perplexity

• 94% for Bing

In contrast, 53% of Google Search traffic comes from mobile

The numbers suggest that users prefer AI-powered tools on desktop, likely due to the complexity and depth of the queries typically entered—especially when researching or working.

Google Issues SafeSearch Filtering Guidance

Google has released new guidance for websites that may have been incorrectly flagged by the SafeSearch filter, which can cause unexpected ranking drops.

You can check if your site is affected by doing a site: search while SafeSearch is set to “Filter.” If your pages are missing, review Google’s checklist for issues like misleading metadata or inappropriate content.

If corrections are made, Google recommends waiting 2-3 months for algorithmic classifiers to re-evaluate your site. If problems persist, you can request a manual review via Search Console.

Google Deprecates Seven Structured Data Features

Google is phasing out seven structured data features, including Book Actions, Course Info, and Claim Review. The decision is based on low usage and limited value in search results.

Websites using these now-deprecated markups will notice a simplified presentation, as related visual enhancements will no longer appear.

No need to remove the markup - Google clarified that indexing and rankings will remain unaffected.

Structured Data Support for Loyalty Programs

Google has added support for loyalty program structured data, allowing businesses to highlight member benefits directly in search results.

This includes loyalty points, member pricing, exclusive shipping, and return policies. To implement:

• Add loyalty program details to your Organization structured data

• Link relevant benefits in your Product structured data

Google recommends creating a dedicated loyalty program page to help with indexing and clarity.

Google Updates Recipe Structured Data Guidelines

Google has clarified how images in Recipe structured data affect visibility. While the “image” attribute improves rich results appearance, it does not influence which image shows in regular search snippets.

To boost visibility in standard search, follow image SEO best practices: use sharp, high-quality images and submit an image sitemap. Google also warns against intentionally blurry images, which can signal low quality and impact performance.

Updated Guidance for Auto-Translated Pages

Google has removed its old recommendation to block auto-translated pages via robots.txt.

The update aligns with Google’s spam policies, which assess content based on user value, not how it was created.

Instead of blanket blocking, Google now suggests:

• Assessing translation quality case-by-case

• Using meta tags like “noindex” for low-quality pages

• Prioritizing user experience when deciding what to index

OpenAI Improves Search in ChatGPT

We wrap up with OpenAI, which has enhanced ChatGPT’s search capabilities to better manage long conversations and complex queries.

The improvements include:

• Smarter, context-aware responses

• Better instruction-following

• Support for multi-step search queries

• Visual (image-based) web search

Users may notice slightly longer response times, but the trade-off is a more complete answer.

Takeaways and Recommendations

June brought a mix of updates that reinforce the direction search is heading:

The June core update once again emphasizes content quality and velocity, with a strong E-E-A-T foundation.

Several updates to structured data point to Google’s continued focus on precision and clarity in search results.

AI tools and ChatGPT continue evolving, making it crucial to consider non-traditional search engines in your SEO planning.

Need help navigating these updates or want to future-proof your SEO strategy for both classic search engines and AI interfaces?

Get in touch with Bonzer. As a specialized SEO agency, we help ambitious businesses reach the top - across traditional search and emerging AI-driven platforms.