2025 Google algorithm update: 3 Steps for more leads

Want more leads after Google’s update? Here’s what you have to do.

• Write for humans, in natural, reader-friendly language
• Don’t rely on AI to generate your website content
• Create a user experience that makes visitors want to stay on your website

Google Algorithm and SEO FAQs

What does the June 2025 algorithm update mean for our website?

That depends on what is on your website currently. If your site is full of high-value content, it is well structured, and is written for humans (not for Google), then it will probably start ranking higher. If not, you might need to change a few things, or you could see your ranking slip.

What is thin content?

If content doesn’t offer substance, value, insight, or originality, Google classes it as ‘thin’ and won’t rank it.

How do I measure dwell time?

Dwell time is simply how long a visitor stays on page. You can find your typical visitor’s dwell time with metrics like ‘Session Duration’ on Google Analytics.

What is EEAT and why does it matter for SEO?

EEAT stands for Experience, Expertise, Authority, and Trustworthiness.If you demonstrate those qualities, Google might prefer your website over others.

Does the Google algorithm update mean SEO is dead?

Far from it. What it means is that SEO has to focus on offering value and experience to a reader, rather than trying to tick boxes for search engines.

Here is how you can make sure your website doesn’t get left behind after the latest Google update.

Writing for humans, not search engines

Once, businesses could ‘game’ the Google algorithm by stuffing their websites full of the keywords that they wished to rank for. Over time, the algorithm became more sophisticated and understood when that was happening. Now, it is even more sensitive in detecting content that exists solely to secure rankings, and it rewards websites that offer genuine value.

What does that mean in practice?

• Text should read naturally, with topics explained with a human reader in mind
• Your website should demonstrate your expertise, experience, authority, and trustworthiness
• Don’t force keywords onto the website or the content where they do not fit. Google will detect that, and it will damage your standing
• You should think about keywords in terms of human behaviour. That means especially that ‘long tail’ keywords should be a priority. These are phrases that a human might type into a search bar, rather than single words. For example, ‘The best way to generate leads’ is a long tail keyword, and of more value than ‘lead generation’

Beware of using AI for your content

There is a place for AI in marketing, but simply using it to quickly create content will only hinder your progress and your brand’s visibility.

Google ignores generic and unoriginal content that doesn’t offer anything useful to a searcher. That is referred to as ‘thin’ content. Thin content is not always AI-generated, but AI-generated content is always ‘thin’. Google’s update cites automated content as an example of content ‘created with little to no effort, little to no originality, and little to no added value for website visitors.’

Don’t forget the broader visitor experience

The amount of time that people spend on your website is still highly relevant to its rank. If people dwell on your site, that signals to Google that there is value on the site and that it is useful.

Three broad ways to improve dwell time are:

• Offer the value that keeps people on the site. Content that is genuinely useful and insightful keeps people engaged
• Structure the site for a user journey. Make navigating the site easy, so that people find and visit multiple pages. Also, make the next steps clear; provide people with logical further reading and enticing ‘next steps’
• Make the homepage appealing. It takes 0.5 seconds for a visitor to decide what they think of a website. If they are not impressed, they will likely leave immediately (or ‘bounce’ in SEO terms)

Time to take stock and assess your website?

If your website is not ranking like you want or expect it to, or your visitors aren’t converting to leads, let’s find out why.

An SEO audit can review the source of your organic traffic and recommend fixes to any performance issues, which can lead to 30–40% better search visibility.

A technical SEO audit can uncover often-overlooked shortcomings in site performance, like website speed, ‘crawlability’, and indexing. Addressing those problems makes it easier for Google to understand the value that your site contains.

Nutcracker’s digital, SEO, and content experts can assess your website and provide a comprehensive, actionable report that outlines the path to better results.

Find out more about our marketing audits.