In May 2025, Google rolled out a major core update that seemed designed to force marketers to stop trying to trick the system and start winning hearts (and clicks). One of the biggest shifts: Google is putting more weight on engagement signals — things like how users interact with your site, how long they stay, whether they bounce, repeat visits, etc. In practice, that means the days of pushing out generic, keyword-stuffed pages and expecting them to rank are fading. Sites that create satisfying, value-packed experiences are getting rewarded.
Because Google is now more sensitive to how real humans behave on your site, businesses can no longer neglect their broader digital presence. That’s where review management, active business profiles, social media posting, and responding to feedback come into play. Google (and users) see those as proof that you’re real, trustworthy, and actively engaged with your audience. If your competitor has dozens of recent, positive reviews with replies, and you have none, Google may judge the competitor as more credible.
So what does that look like in the trenches? You (or your clients) should:
Maintain a business profile (e.g., Google Business Profile / Maps) and keep it up to date
Encourage customers to leave reviews, and reply to each one — the ones you answer show you care (and Google notices).
Post regularly on social media, because those posts can drive engagement, traffic, and brand signals.
Treat reviews, comments, messages as more than “just feedback” — they’re content and proof Google might use to understand your brand authority.
In short: the May 2025 update reinforced what smart digital marketers have been saying for years — ranking isn’t just about keywords and backlinks anymore. It’s about building a living, breathing brand ecosystem. To win in organic search now, you need credibility, engagement, and momentum — not just “SEO tricks.”
