June SEO Tsunami 2025: Death of AI Garbage and New Google Metrics
June 2025 will go down in SEO history as one of the most stormy periods (SERP Volatility exceeded 10 points on the Semrush and Sistrix scales). Two grandiose events overlapped at once: the summer Google Core Update and large-scale rebalancing of commercial ranking algorithms (Yandex).
We analyze who was “washed away” by the search results, and what tactics businesses urgently need to implement to save their positions.
1. Google Core Update: Mass shooting of AI content
At the end of May - beginning of June, Google rolled out a core update, the main target of which was sites that abuse automatic AI content generation (ChatGPT/Claude) without expert editing.
Who fell in search results (up to -40% of traffic):
- Questions and answers aggregator sites.
- Spam medical and financial blogs (category YMYL - Your Money or Your Life).
- Sites with “rewriting” of news feeds without added value.
Google finally introduced the paradigm into the scoring system E-E-A-T (Experience, Expertise, Authority, Credibility). Algorithms have learned to distinguish generated “watery” text from content created by an engineer/doctor/lawyer.
What to do: Impersonal blogs are dead. Each article must have a real author with a verified profile on social networks, an “About the Author” block, and the text itself must contain unique facts, real photos and insights that AI cannot simply parse from Wikipedia.
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2. Yandex: Interactivity in commercial search results
Yandex strongly turned the ranking switch for e-commerce in June. SEO information sheets at the bottom of online store pages (SEO heading) stopped working completely.
The Yandex algorithm now focuses on Behavioral Factors (PF) and interactivity of the product catalog:
- "Depth" of filters: Sites with a smart filter based on dozens of characteristics, which generates CNC pages (Bitrix Smart Filter), are ranked head and shoulders above sites with primitive pagination.
- Availability / Absence: Product cards with the status "Out of stock" fly to the bottom of the issue list.
- Hyperlocal: The request “buy Khimki brick” will be strictly given to the site that has on the Contacts page and in the micro markup
LocalBusinessThere is a warehouse in Khimki.
3. Death of Mobile-Friendly and transition to CWV (INP)
Tech event of the year: Google has officially disabled the good old "Mobile-Friendly Test". Forget the phrase “My website is adapted for a smartphone, the test is green.”
From summer 2025, mobile suitability is assessed purely user experience - Core Web Vitals (CWV) through data from real users of the Chrome browser (CrUX Report). Namely, a rigid metric came onto the scene INP (Interaction to Next Paint).
If the user clicked the “Add to Cart” button from a mobile phone, and the site froze for 300 milliseconds (while heavy React scripts were being processed), you will not pass the INP test. The page will be pessimized for being “thoughtful,” even if you have a visually beautiful responsive design.
4. Google SGE (Generative AI) takes over the top results
AI answers (a block above regular search results generated by a neural network) began to appear in response to commercial requests.
User googles "How to choose a pump for a well" — the old SEO site with a longread remains at the bottom, and at the top Google itself generates a summary instruction, relying on only 3-4 authoritative source resources, leaving link cards on them.
How to get into the SGE source card: Declarativity and markup. Google's AI loves structured data. Your task is to implement strict Schema.org markup (FAQ, HowTo, Product, ItemList). Be sure to use bulleted lists, tables (they are parsed best in SGE) and make short semantic summaries (Summary) at the beginning of each article.
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Summary
The June “apocalypse” killed cheap conveyor promotion. In 2025, SEO doesn't work in isolation from product development. A fast server (for INP), semantic layout, convenient filters for Yandex and in-depth editing by experts - this is the formula for SEO traffic today.
Specialists NBM-IT engaged in comprehensive product SEO. We audit projects for compliance with Core Web Vitals metrics, correct INP/CLS and build a content strategy according to the E-E-A-T canons. Sign up for a technical audit.