How to Recover from Google’s Latest Core Update

In early July we wrote about Google’s June 30 core update, warning that a drop in web traffic and leads could be a sign that your business’s digital marketing strategy was falling out of step with the new direction of search in the AI era. The rollout of that update was completed on July 17, so what your company is experiencing now in terms of clicks, leads, and sales trajectory is not likely to change unless you make changes. Does that picture look good? Or have those early warning signals turned into blaring alarms that what you’re doing now has lost its effectiveness?

What Online Invisibility Feels Like

You’ve accepted that the world of search has moved beyond Google, and that many users are asking AI search platforms like ChatGPT, GROK or Perplexity their questions instead. You’ve realized that when users find their answers in a Google AI Overview and quickly flick over to Google AI Mode, they aren’t scrolling down and clicking the links beyond it, so clicks (or the lack thereof) do not necessarily mean that much anymore.

Frequently Asked Questions

Being In The Trenches With Technological Changes Is Key in Marketing

As we passionately advocate at Iffel International, marketing does not exist for its own sake—the purpose behind marketing is to drive sales by connecting businesses with their ideal audience and persuading those prospects of the value that the brand has to offer. The vast majority of businesses are not competing on the lowest price, nor are they offering a product or service so unique that they have no competition. They cannot afford to vanish from the field, letting their competitors’ voices be the only ones heard. The backbone in getting visible is on AI, and you cannot ignore the technology stack(s) that are required.

Perhaps you’re a manufacturer with a high-quality product that is losing market share to competitors, despite your excellent customer service and fulfillment times. Perhaps you’re an IT MSP and Cybersecurity service provider, financial services, or law firm that is failing to gain traction in your area, even though you know there are companies and individuals who need the professional service you provide. Or perhaps your medical practice is struggling to attract new patients, though your current patients love the care they receive. If you once had the formula for connecting to the right prospects online but are now floundering, it’s imperative to course correct to regain that visibility NOW.

How to Be Seen on Google AI Overviews (and Other AI Search Platforms)

The shift in online search—both in the technology being deployed and the ways in which users are engaging with it—is profound enough that our advice boils down to one key point. ASK FOR EXPERT HELP. The changes that are occurring around us have kept even experienced digital marketing professionals on their toes, so you should save your valuable time for your business and turn these challenges over to the experts who have the knowledge and skills to meet them. Specifically:

1. Get a marketer who understands AI and tech stack to get you there. A well-designed tech stack will increase efficiency through smart automation and streamlined workflows, improve ROI by enabling better targeting and personalization, and facilitate a better customer experience with consistent branding across all channels.
2. Get a marketer who understands that E-E-A-T content—authentic, original content that demonstrates your experience, expertise, authoritativeness, and trustworthiness—plus schema that help AI systems understand and interpret the information you present equals visibility in today’s search environment.

At Iffel International, we’ve spent countless hours over the last several years building our understanding of AI and the new search environment from the most fundamental level so we can continue doing what we do best—helping our clients reach their ideal audience and increase their revenue through marketing that never forgets its ultimate goal is more sales.

I have personally stress tested 100s of hours of different scenarios and have answers for your business, says MarTech CEO, Hema Dey, founder of Iffel International.

If your business has fallen off the map in the wake of Google’s latest core update, you don’t have to struggle alone. Contact us here to arrange your initial complimentary audit and start halting your downward slide, regaining your visibility online, and recapturing the market share you deserve.