Google quietly rolled out its latest core algorithm update in early 2025 — and while it may seem like just another tweak, this one has big implications for local SEO in competitive cities like Vancouver.
If you’ve seen traffic fluctuations, keyword drops, or sudden changes in Maps visibility — you’re not alone.
Start with our DIY SEO Audit to check your site’s current health.
What Changed in Google’s 2025 Update?
While Google doesn’t publish exact specs, here’s what we’ve observed from dozens of client accounts:
1. Content Depth and Originality Are Rewarded
Thin pages, templated service content, and AI-spun fluff took a hit. Google is prioritizing expertise and nuance — especially for medical, legal, and finance topics.
Fix this by expanding key pages and linking to your case studies.
2. Google Business Profile Signals Matter More
Listings with regular updates, recent reviews, and complete data are ranking higher in the local pack.
Review your GBP setup in our local SEO checklist.
3. User Engagement Metrics Are Being Weighted More Heavily
High bounce rates, low dwell time, and poor mobile usability = lower rankings.
We fix this by improving page speed and design.
Also see: Why Website Speed Mattes for SEO
4. Domain Trust and Brand Signals Were Boosted
Businesses with consistent NAP citations, real brand mentions, and linked social profiles are doing better post-update.
5 Steps to Recover or Protect Your Rankings
1. Run a Site-Wide Content Audit
Prune thin or duplicated pages, expand FAQs, and add original images.
2. Refresh Your Google Business Profile
Add new services, upload fresh photos, and ask recent clients for reviews.
3. Improve UX and Page Speed
Use Lighthouse or GTmetrix to fix slow load times and layout shifts.
4. Strengthen Internal Linking
Build connections between service pages and related blogs like:
→ SEO vs Google Ads
→ Choosing the Right SEO Agency
Build Local Authority
Earn mentions from local blogs, directories, and industry roundups.
Real Results From the Frontlines
“Our clinic’s traffic dropped 40% after the update — but within 3 weeks of re-optimizing content and speeding up our site, we regained 90%.”
— Dental Office, Burnaby
“We used to ignore GBP — now that we’re posting weekly and added reviews, our Maps traffic has doubled.”
— Legal Firm, Coquitlam
Final Thoughts — Adapt or Fall Behind
Google will always update. The only question is: Are you evolving with it?
If you’ve seen a dip in traffic or rankings, now’s the time to audit, fix, and future-proof.
