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Google rolls out new core update and introduces conversation-based search
Google has just launched its second core update in 2025 and is simultaneously testing new AI-driven search formats such as Search Live and Audio Overviews. This marks a clear shift: SEO is now more than ever about delivering helpful, human-focused content in a format that suits voice, audio and conversation.
At IIH Nordic, we help companies navigate this development and translate Google’s recommendations into concrete, value-adding content that works. We analyse, optimise and advise – whether you need to improve existing pages or develop new content that matches both user needs and future search behaviour.
Google launches its second core update in 2025
Google has launched its second major algorithm update of the year – the June 2025 Core Update – which is expected to take up to three weeks to roll out. The update comes just three months after the latest update and is yet another example of how Google is continuously adjusting its algorithms to better understand and assess the quality of content.
Although technology is moving fast and user behaviour is constantly evolving, Google’s core message remains the same:
Create content that helps people – not content that is solely created to rank in search results.
Google emphasises that content creators do not need to do anything special in connection with the update, as long as they create helpful, trustworthy and people-focused content.
But that does not mean you should rest on your laurels. On the contrary, it is an obvious opportunity to revisit your content strategy and ask: Are we really creating value for the user? With conversational search and voice control on the rise, content should not just be informative – it should be easy to understand, natural in language and relevant in the context in which the user needs it.
Google also points out that any decline in visibility is not necessarily due to errors in the content, and that improvements are often only noticeable in future updates. That is why it is important to focus on quality in the long term. SEO in 2025 will increasingly be about not just what we say, but how we say it – and to whom.
Google launches Search Live – a new way to search
Alongside the algorithm update, Google is introducing a completely new way to search: Search Live. This is a voice-controlled search experience where you can talk to Google and get answers in real time – both with audio and links to relevant web pages.
It all takes place in the new AI Mode, which is currently being tested in the Google app (currently only in the US via Google Labs).
What makes Search Live special is how conversation-oriented it is. You can ask follow-up questions without repeating yourself, and the conversation stays in context – just like a natural dialogue. At the same time, you automatically get a transcript and can switch freely between audio and text. You can continue the conversation even when you switch apps, and the history is saved so you can easily return later.
And soon it will become even more visual: Google is testing features where you can use your camera to ask questions about what you see.
This is not just an improvement to search, but a whole new way of interacting with information.
Audio Overviews turn search results into podcasts
As another step towards conversation-based and audio-focused search, Google is testing Audio Overviews, a feature that automatically summarises search results as short AI-generated audio clips. Two AI voices explain key concepts and topics in easy-to-understand language, so you can listen while doing something else.
You can jump around in the content, provide feedback and still get links for further reading. It’s a hands-free way to consume information – ideal for multitasking and use cases where text isn’t practical. And most importantly, it fundamentally changes how we expect information to be presented.
Audio Overviews are currently only available in the United States via Google Labs.
Talk to an expert about the future of SEO and content: Get advice and insight into how you can best adapt to new search patterns and AI-based search.
From ‘search and click’ to ‘ask and get answers’
We are in the midst of a paradigm shift in user behaviour. Where searching used to be about ‘search and click’, we are now moving towards ‘ask and get answers’. This not only creates new opportunities, but also new demands on digital communication.
Search engine optimization must now take into account voice, sound and conversation structures. This means that tone, content and structure must be rethought to match a reality where users expect fast, natural and relevant answers – often in spoken language.
It also raises questions about how our own systems and services respond. Is our content ready to be understood – and perhaps even read aloud – by an AI assistant? If not, now is the time to decide.
We know what Google wants – and how your customers search
At IIH Nordic, we help ambitious companies strengthen their digital presence through well-thought-out and user-driven content. As Google refines its algorithms and search behaviour becomes more conversational, it is becoming crucial to create content that not only informs – but also helps and engages.
We translate Google’s signals and updates into concrete insights and content strategy, so you are always one step ahead – whether you need to optimize existing content or create new pages that speak to both people and machines.
