What’s Rocking Your SEO Right Now and how we can help
By James Burfield
5th November 2025
SEO is moving fast, possibly the biggest shake up for over ten years. Google’s latest updates, changes in rank tracking, and the rise of AI in search are shaking the ground under every website. As a business owner, you don’t need the technical weeds, you need clarity on what’s happening, and how it impacts your site today.
Google’s Spam Update
Google’s August–September 2025 spam update tightened its grip on low-quality content. Sites that bulk-publish thin AI articles, recycled listicles, or shady backlink plays are losing traffic overnight. This isn’t a tweak, it’s a clear signal: Google is done rewarding shortcuts.
How this affects your site
If your blog is full of filler content or outdated “Ultimate Guides,” your rankings could slide. Focus on fewer, higher-quality pages that demonstrate expertise. Think customer case studies, data-backed insights, or original thought leadership, that’s what will survive the next wave of updates.
Rank Tracking Chaos And The End of &num=100
Google quietly retired the &num=100 parameter, which SEO tools used to fetch 100 results per page. The result? Reporting chaos. Search Console impressions are dipping, rankings look volatile, and many dashboards aren’t telling the whole story. The data looks worse than reality.
How this affects your site
Don’t panic if you see sudden drops in impressions or rankings. It doesn’t always mean lost customers. Cross-check with Google Analytics 4 or sales data to see the real picture. The key lesson: measure business outcomes, not just SEO graphs.
Visibility Volatility
AI Overviews and new SERP features mean fewer clicks, even if your site still “ranks.” Users get answers directly in search. Impressions sink, clicks wobble, but traffic sometimes stays flat. The result is a foggy landscape where charts can mislead more than they inform.
How this affects your site
You might notice lower click-throughs on previously strong articles. To adapt, build content that’s harder for AI to replace, detailed comparisons, pricing updates, or stories tied to your brand. These are harder to summarise and more likely to earn the click.
From Evergreen to Fast SEO
Evergreen SEO is fading. “Ultimate Guides” are over-saturated, and Google’s AI is happy to summarise common knowledge. The opportunity lies in “fast SEO”, covering fresh trends, promotions, or developments before they become old news.
How this affects your site
If your blog strategy is only evergreen guides, you risk stagnation. Balance it with “fast” content: industry news, seasonal promotions, or quick takes on trends. This attracts early traffic and positions your brand as a trusted voice while competitors are still editing last year’s guide.
A Working Theory of Content: The Three-Lane Game
Here’s where I see things going. Evergreen content becomes the library: your proof of authority. Fast content becomes the newsroom: your growth engine. And analytics become the radar: cutting through noisy reporting to measure real impact. The future belongs to brands that can run all three lanes in sync.
How this affects your site
Audit your content library. Keep the strongest evergreen, prune weak pages, and build a plan for fast-moving content. Track not just rankings but leads, conversions, and citations in AI answers. This balance ensures your site stays visible, relevant, and profitable in a shifting landscape.
MoreSoda Warning
Business owners, the message is simple: stop relying on outdated guides and weak content fodder. Build authority with quality, measure what truly matters, and move fast when opportunities arise. Those who adapt to the chaos won’t just survive; they’ll grow. For the rest, well your organic sales will plummet, your PPC costs will double and your competitors will outperform you.
