SEO 101 Ep 505: Local SEO Shifts, Core Update Effects, and What AI Means for Site Rankings

Hosted by Ross Dunn and Scott Van Achte, SEO 101 Episode 505 delves into the latest developments in search engine optimization, focusing on the June 2025 Google Core Update, shifts in Local SEO, the burgeoning role of Artificial Intelligence (AI) in content creation, and updates to Google Search Console. Released on July 17, 2025, this episode provides valuable insights for SEO beginners and seasoned professionals alike.

1. Introduction and Listener Feedback

The episode kicks off with Ross and Scott sharing heartfelt listener feedback. Dominica from Wroclaw, Poland, praises the podcast for its helpfulness and humor, stating:

"Your podcast helps me so much in my daily work, and I really appreciate the knowledge you share, the quality, and your sense of humor. Keep it up." ([02:06])

Scott and Ross emphasize the importance of listener reviews, encouraging their audience to leave testimonials to support the show.

2. June 2025 Google Core Update

Overview of the Update

Scott introduces the main topic:

"The June 2025 core update is now underway. Not much to say as usual. It's a core update." ([03:36])

The update began on June 30 and is expected to take three weeks to complete. While specifics remain unclear, signs indicate significant changes and shuffling within search rankings.

Impact and Recommendations

Ross advises affected website owners:

"If you're feeling the hit, just do your best to improve anything you've already, you know, needs to be improved on your site. That way you're not overreacting, you're just doing good, smart things to your site and you can't lose." ([04:36])

The hosts recommend focusing on enhancing existing site elements rather than overreacting to ranking fluctuations.

3. AI-Generated Content in "People Also Ask"

Study Insights

John Mueller references a study by Mark Williams Cook of Also Ask, revealing that:

"Nearly 13% of People Also Ask answers are AI generated." ([04:36])

This marks the first comprehensive study of its kind, highlighting Google's integration of AI in generating concise answers within search results.

Discussion and Concerns

Scott and John debate the implications:

"It's almost like that needs to be a little more human-driven, I think." ([04:57])

Scott clarifies that it's the answers, not the questions, being AI-generated. They express concerns about the transparency and authenticity of AI-generated content in search features.

4. Google Search Console Updates and Bugs

New Features

Google Search Console now offers 24-hour comparison views, allowing users to:

• Compare the last 24 hours to the previous period.
• Compare week-over-week performance.

Ross notes the gradual rollout:

"If you do not see this ability now, you should soon." ([07:34])

Reported Bugs

John discusses a potential bug affecting Core Web Vitals:

"Good and need improvement URLs have plummeted on these charts, but the bad URLs have not gone up. They stayed at zero." ([07:59])

This anomaly suggests that Google might be sampling fewer pages or experiencing processing issues. John reassures listeners:

"If you see these drops, don't panic. Focus on improving where you see a need." ([09:28])

Advice for Users

The hosts stress the importance of verifying anomalies through forums and authoritative sources before making drastic changes, emphasizing not to react solely based on potentially flawed data.

5. Local SEO Shifts and Challenges

Impact of Core Update on Local Search

Scott highlights significant drops in local search impressions reported on localsearchforum.com:

"People are seeing 61 to 92% drops in search impressions." ([14:20])

However, many businesses noted no negative impact on sales, suggesting that visibility metrics might not always correlate directly with performance.

Consumer Alerts on Google Business Profiles

Ben Fisher's client experienced a new consumer alert:

"Suspicious high rated reviews were recently removed from this place." ([17:11])

This feature, previously available in the UK, is now rolling out in the US. Scott points out that the alert's subtle placement might limit its effectiveness in deterring fraudulent review practices.

Handling Fake and Irrelevant Reviews

Scott and John discuss the frustration with fake reviews on platforms like Facebook and Amazon, emphasizing the need for improved moderation:

"It's just so flawed. I know you complain a lot about Google and the local issues and bugs and it seems so easy to fix." ([19:43])

6. Link Building and the Disavow File

Clarifying the Role of the Disavow File

John addresses misconceptions about the disavow file:

"The order of links in a disavow file does not matter. They don't process the file per se." ([21:13])

He emphasizes that the disavow file has become less critical as Google's algorithm advancements render the removal of bad links less impactful.

Shift in Link Building Strategies

Scott and John agree that building quality links and creating exceptional content are more effective strategies than worrying about disavowing low-quality backlinks. They advocate for focusing efforts on:

• Creating exhaustive, high-quality content.
• Building authoritative and relevant backlinks.
• Enhancing overall site expertise and trustworthiness.

7. The Role of AI in SEO Content Creation

AI Content Adoption

John references a study indicating that over 86% of high-ranking pages contain some level of AI-generated content:

"More than 86% of the high ranking pages did contain some level of AI generated content." ([32:09])

Content Quality and AI

Scott reassures that AI-generated content isn't detrimental as long as it's paired with human expertise and unique insights:

"If the content's great and it's unique because it comes down to the prompt... there's no reason it shouldn't." ([33:23])

Future of Content Strategy

The hosts suggest that the future of SEO lies in:

• Utilizing AI for efficiency while maintaining high content quality.
• Crafting comprehensive, evergreen content that stands out.
• Continuously updating cornerstone content to maintain relevance and authority.

8. Closing Remarks and Final Thoughts

Ross and Scott conclude by reiterating the importance of adapting to ongoing SEO changes, leveraging AI responsibly, and maintaining a focus on quality and user intent. They encourage listeners to subscribe to their newsletter and leave testimonials to support the podcast.

"Remember, we have a Shownotes newsletter you can sign up for@seo101radio.com and please, you know, whatever platform you're listening to us on, take a moment and leave us a testimonial." ([33:03])

Key Takeaways:

• June 2025 Core Update: Significant but unspecified changes; focus on improving existing site elements.
• AI in Search: Increasing presence of AI-generated answers and content; ensure content remains high-quality and unique.
• Google Search Console: New comparison features and potential bugs; stay informed through reliable sources.
• Local SEO Challenges: Visibility drops may not directly impact sales; be cautious with consumer alerts and manage reviews diligently.
• Link Building: The traditional disavow file is less critical; prioritize building authoritative links and creating exhaustive content.
• Content Strategy with AI: Embrace AI for efficiency while maintaining human oversight to ensure content quality and relevance.

This episode of SEO 101 provides a comprehensive overview of current SEO trends and challenges, equipping listeners with actionable strategies to navigate the evolving digital landscape.