Website Impressions Spike in UK Following June 2025 Core Update Announcement

by | Jul 9, 2025 | Analytics, Blog | 0 comments

On 30th June 2025, Google announced a Google Core update. On Saturday 5th July 2025, I noticed that whilst traffic looked fairly consistent on the surface, when filtered the data showed something quite striking. From 1st July 2025, impressions from the United Kingdom spiked big time. I’m not talking a little, I’m talking double impressions on the 1st July. Then on the 2nd July, the impressions almost doubled from the day before. HUGE numbers, all of a sudden, indicating some sort of shift in the Google SERP landscape. It wasn’t noticeable when viewing the data with all countries included because the Rest of the World impressions (all excluding UK) took a drastic nosedive at the same time, so the impressions look pretty consistent when taking into consideration impressions from all countries.

July 2025 Impression Spike following June 2025 Core Update announcement

July 2025 Impression Spike following June 2025 Core Update announcement

Out of the websites I monitored, this spike occurred on 85% of the websites with all types of site included, from commercial to informational content. These websites are all UK based and targeting UK users. My first thought may be an increase in AI Overviews being served, as I had noticed when searching the odd commercial term that AI Overview was appearing when it hadn’t before. Or could it be some fine-tuning occurring based on target location?

The days since, I’ve been doing some further digging into the changes. It appears whilst all devices have seen an increase, Desktop is where the huge gains have been made in impressions, which suggests something has really changed in the SERP for Google on desktop.

Query Counting Increase July 2025

Query Count saw an increase at the start of July 2025

After noticing that query counting has increased around the same time, I decided to do some extra digging around the SERPs and found Google AI Overview being served inside People Also Ask as well. Normally, we’re used to AI Overview being in its own section. On these results, there was no obvious AI Overview section as expected, however People Also Ask section was present and I was greeted by AIO lurking within the first Question/Answer accordion I opened and others a few questions down.

Embedded links and citations within these AIO results inside People Also Ask may be attributing to the increase in Impressions we’re seeing, especially if they’re being surfaced more than they have previously. It would make a lot of sense, especially as clicks don’t appear to be impacted by this sudden spike in impressions.

AI Overview inside People Also Ask

AI Overview answers are featuring inside People Also Ask now too

After a bit of research, I discovered Mark Williams-Cook, of AlsoAsked – an SEO tool that focuses on live People Also Asked data from Google SERPs – highlighted this feature on 3rd July 2025 with some interesting stats on how often it’s occurring. It’d be very interesting to see if that percentage jumps somewhat from its June’s stats after July’s analysis.

For now, it appears an increase in AI Overviews present in People Also Ask in the UK SERPs may be the cause of the spike, or perhaps the number of citations its making with each response, but I’ll be updating this post as more information comes to light, either from my own research or input from elsewhere.

Steph Andrusjak

Steph Andrusjak

SEO Specialist

Freelance SEO consultant based in the United Kingdom.

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