Understanding the Core of Google’s July Update

In its second core update of 2025, Google has targeted relevance and efficiency in search results. There were two major developments in this update, the introduction of ‘MUVERA’ and the move to a Graph Foundation Model. While initial reports branded the update subtle and non-disruptive, we’ve seen pretty high levels of SERP volatility since it finished on July 17th.

Why has it had such a big impact on rankings and traffic? And what does this mean for the future of SEO? Peer into the crystal ball with us and let’s find out.

Meet MUVERA

We were first introduced to the Multi-Vector Retrieval Algorithm, usually referred to by its catchier stage-name ‘MUVERA’, back in May 2024. It was first mentioned in a research paper published through Cornell University which highlighted multi-vector embedding models ‘markedly superior performance for IR (Information Recall) tasks’. But what does MUVERA actually do? The purpose of this core update is to better surface relevant content for users, which is exactly what MUVERA tackles. In a recent blog page about the new MUVERA update, Google highlights:

“This Multi-vector approach boosts accuracy and enables retrieving more relevant documents.”

Put simply, it means faster retrieval and significantly more accurate results It also helps complex queries by treating each part of the query as a separate datapoint. How does it do that? Let’s get technical for a minute.

Before the update, embedding models were used to categorise similar content into a mathematically similar vector. That’s why when you search ‘funny cat stories’ on Google you get an array of relevant and related results. What MUVERA means is that there’s more vectors for content to be compared across, making the results even more precise. It acts as the ‘cat flap’ of the search engine world, only allowing the super relevant content through so you get exactly what you’re looking for, without any random entries getting in the way.

What Does MUVERA Mean for SEO?

In terms of SEO, MUVERA means some sizable changes. It means fewer Google search results will be retrieved, with Google estimating 5-20x fewer candidates will be recalled per search. These elevated levels of precise matching mean that only pages with highly relevant content will be returned. Pages where the content isn’t completely relevant will no longer be promoted.

That means if your content doesn’t fit neatly into its category, or your cat story strays, your site could be left behind. Similar to the 2024 Core Update, which targeted low-quality or AI content, this update means your pages will have to be spot-on to rank. It also helps to explain why we’ve been seeing high SERP volatility in the days after the update finished, as pages are reclassified across multiple vectors.

The second major change we saw in this update was the introduction of Google’s Graph Foundation Model (GFM). The GFM replaces Graph Neural Networks (GNNs) which was only able to categorise results based on the graphs it’s been specifically trained on. Google’s new GFM can see past learned content, using context and linked graphs, to generalise categorisation. It was first announced on July 10th and performed well when identifying spam ads.

If that made about as much sense to you as snow in summer, let’s break it down. In the most basic sense, a GFM is an AI system which can categorise content it hasn’t specifically learned about. It’s like how we’re able to guess how to spell a word using what we already know without being specifically told.

The Impact of Google’s GFM on Websites

Google’s GFM can more accurately classify edges, the relation of data to each other, and nodes (AKA the data itself). That means that it can more accurately group and identify things like documents, links, users, product recommendations and spam materials. So, the next time you search, you should see more accurate and relevant results. Google has said that it will deliver a boost in precision from 3 to 40 times which is big news for helping sites to find the right searchers.

When Google’s GFM encounters information it hasn’t seen before, it will be more accurately able to place it. For new domains and content, it means that they’ll be more accurately and efficiently categorised. It also means superior link prediction, and node classification, which establishes a better pattern of trustworthiness and authority, meaning significant changes for EEAT.

What Does Google Update Mean for You?

Turbulence on the SERPs

It’s been a tumultuous few days since the conclusion of Google’s update on the 17th of July. SERP volatility has been sitting consistently around 9 out of 10. We’ve been seeing sites plummeting faster than the Canaries on the rare occasion they make it into the Premier League.

As of the start of the new week, the 21st of July, things have started to calm down a bit. Volatility has been on the decrease and has slipped below 9 for the first time since the 9th of July. Once the recategorisation has taken place, we’ll be able to truly see what the changes mean for SEO.

Why Do Updates Make Volatility Spike?

It’s not uncommon for SERP volatility to spike in the days after a Google update. Following the update, sites have been reclassified using Google’s GFM. MUVERA has also been getting to work meaning that sites which aren’t precisely relevant are no longer being promoted. We’ll see times of high volatility as sites settle into these changes.

The Search for Better

Google’s June 2025 update means that users will see better surface relevant content when they search. It will help to eliminate irrelevant results, making finding what you’re looking for easier. For businesses, MUVERA and Google’s GFM means it’s time to refine content. To make sure you’re not left in the dust, review your content to make it as precise and relevant as possible.

This update will have a big impact on many sites. Unsure if your site will pass the test? Get in touch with our team to ensure your content still makes the cut in 2025.

FAQs

If you’ve reached solving a Rubik’s Cube in the middle of a maze levels of confusion, check our FAQs for help!

When Does This Update Come Into Effect?

What is Google MUVERA?

Google’s MUVERA, or Multi-Vector Retrieval Algorithm, is a way of making search results more relevant. It does this by looking at more than one datapoint in the article. Rather than just looking at the overall topic of a page, it’s a more in-depth analysis of all of the different themes.

How Does the New Google Update Affect SEO?

The July 2025 update means that pages will have to be precisely relevant to their topic to rank. If your content is unfocused or has random links, you could see it falling down the rankings.

What Is Google’s GFM?

Google’s Graph Foundation Model is an AI system which can categorise content it hasn’t been specifically trained on. That means more accurate results and more efficient searches.

When Will SERP Volatility Calm Down?

Just a week after the update finished, we’re seeing volatility levels fall. That doesn’t necessarily mean your site will return to its original place, especially if MUVERA finds your content inconsistent.

How Can I Tell if My Site Was Affected by The Update?

Watch for sudden drops in traffic, shifts in keyword rankings, or unusual volatility across your core pages. If something feels off, it probably is. Get in touch with our team to start climbing back up the rankings.