Search is changing fast. In 2025 Google rolled out updates emphasising helpful content, user experience, and AI generated/search generative aspects. Businesses that adapt will stay ahead.
What Changed in 2025
Google’s Core Updates now more strongly favour unique, high-quality content over content created just for search engine rankings. (Search Engine Land)
Page experience metrics (like page speed, mobile usability, layout stability) are increasingly important. Slow or poorly optimized sites risk dropping in rankings. (elevatewebsolutions.nz)
AI and generative summaries are becoming more visible in search results; this means content that responds directly to user queries and exhibits expertise will be rewarded.
Local search factors and Google Business Profile signals (reviews, consistency, citations) continue to matter strongly for regional visibility.
How It Affects Your Business
If your content is thin, duplicated, or not answering user intent clearly you may see less visibility. If your site is slow, not mobile-friendly, or has poor UX, you may lose rankings.
How Online Advantage Can Help
We audit existing content to ensure it meets Google’s quality standards and adapt it for new ranking signals.
We optimise page speed, mobile usability, and technical infrastructure to meet Core Web Vitals.
We refine your Google Business Profile and local SEO presence to leverage reviews and local search.
“We’ve been with Online Advantage since 2006 and are very happy with how they’ve helped grow our business online. In recent years they have done a great job managing and growing my Google Business page, creating and sharing content, and ensuring consistency so I can focus on the rest of my business.” — Sandra Grant, Director, Health and Travel Insurance (onlineadvantage.co.nz)
