Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google’s Latest Search Updates and Features in June-July 2025
Google’s June 2025 core update rollout is complete after 16 days, but search volatility remains. The company launched Gemini 2.5 Pro for AI Mode and Deep Search behind a paywall for premium subscribers. AI-powered features like Google Discover summaries and Ask For Me local business calling are officially rolling out or in experimental phases. Google Ads now tracks call assets and QR code interactions, and larger favicons are being tested in mobile search results.
Optimixed’s Overview: Key Developments and Innovations in Google Search and AI Tools Mid-2025
Core Algorithm Update Finalized, Yet Volatility Persists
Google officially completed its June 2025 core update after approximately 16 days, spanning from June 30 to July 17. Despite the rollout finishing, webmasters and SEO professionals continue to observe fluctuations in search rankings, indicating ongoing adjustments and impacts from the update.
Gemini 2.5 Pro Powers New AI Search Features with Paid Access
- Google introduced Gemini 2.5 Pro as an advanced AI engine for its AI Mode and Deep Search functionalities.
- These features are accessible exclusively to Google AI Pro and AI Ultra subscribers, marking a shift towards monetizing premium AI search capabilities.
AI-Enhanced User Experience Expands in Google Discover and Local Business Interactions
- AI-generated summaries in Google Discover have officially launched in the U.S., improving content digestibility for users.
- The experimental Ask For Me feature allows Google to call local businesses on a user’s behalf to retrieve information, streamlining the user’s search experience.
Google Ads Advances Tracking and Visual Presentation
- Google Ads now tracks interactions with call assets such as QR codes and email or text-to-call options, attributing conversions accurately.
- A new test with much larger favicons in mobile search results is underway, sometimes removing the site name to emphasize branding visuals.
Additional Industry Insights and Community Updates
Search forums report ongoing discussions about shifts in AI indexing providers, advances in impression-based remarketing, and emerging SEO strategies tailored for AI-driven search. Notably, Google’s internal culture humorously surfaced with a dinosaur-themed badge for employees replacing lost access cards.
