How the September 2025 Google Algorithm Update Impacts Performance Marketing

Google’s September 2025 Core Algorithm Update, known internally as Perspective, has shaken up search results worldwide. Sites that once dominated are disappearing, while others are rising fast. For brands relying on organic traffic, this update changes the rules of the game.

But it is not just about SEO. If you are running campaigns with a digital marketing agency, or investing heavily in performance marketing or ppc advertising, this update directly influences how your content, ads, and overall visibility will perform. Let’s break down what has changed and how businesses can adapt.

What Changed in the Update

This update is bigger than a technical tweak. Google has shifted its priorities to reward websites that meet three new benchmarks:

• Expertise Depth – Google no longer rewards surface-level content that simply ticks keyword boxes. Instead, it promotes content backed by real expertise, examples, or data.
• User Journey Completion – Pages that fully answer a user’s query now outrank those that only scratch the surface. If someone searches “how to launch a podcast,” Google prioritises guides that cover setup, equipment, tools, and promotion in one place.
• Fresh Perspective Value – Content that adds original insights, case studies, or firsthand experiences is rewarded over regurgitated, AI-styled summaries.

This is not about long-form content for the sake of it. It is about delivering complete answers that keep people from having to search again.

Who the Winners and Losers Are

Winners:

• Businesses publishing in-depth, actionable guides with unique perspectives.
• Local businesses using Google Business Profiles effectively, with fresh posts, reviews, and updates.
• E-commerce sites offering detailed buying guides, comparisons, and value-driven content rather than just product grids.

Losers:

• Thin, keyword-stuffed blogs with no real insights.
• Affiliate sites that copy specs without adding expertise or testing.
• Big authority sites that never updated old, generic content.

For companies working with a digital marketing agency, this highlights the importance of moving away from “ranking for keywords” and focusing instead on user experience and authentic value.

Why This Matters for PPC Advertising and Performance Marketing

While this is primarily an SEO update, it affects paid strategies too. If your organic rankings fall, your dependency on ppc advertising increases, which drives up costs. Conversely, businesses producing strong, high-quality content reduce their reliance on paid campaigns.

For those investing in performance marketing, the update makes it clear: results come from integrating SEO, content, and paid advertising. Google is pushing brands to prove expertise, relevance, and originality across every channel.

Practical steps include:

• Align your landing pages with the same principles Google now values. A PPC ad that drives traffic to a thin page will cost more and convert less.
• Review your ad copy and extensions to ensure clarity and completeness. Google rewards ads and pages that directly meet user intent.
• Build campaigns that combine organic authority with paid reach to reduce risk.

How to Adapt and Recover

If your site or campaigns took a hit, recovery is possible, but it requires more than tweaking metadata. Here’s where to start:

• Audit your content for completeness: Does each piece fully answer the query? Expand guides and add unique insights.
• Create topical clusters: Link related articles together around a central theme to demonstrate depth.
• Add expertise: Use case studies, original data, or real-world examples to stand apart.
• Improve mobile UX: Prioritise fast, clear, and interactive experiences across devices.
• Update Google Business Profiles: Consistency and activity matter more than ever.

This is not about chasing algorithms. It is about proving to Google, and more importantly to users, that your content is the most valuable resource available.

Future-Proofing Your Strategy

The September 2025 update is a turning point. It shows that Google is prioritising people-first content, not keyword-first content. Businesses that invest in real expertise and align their paid and organic strategies will thrive.

If you are working with a digital marketing agency or planning to scale through performance marketing, now is the time to rethink your content and ad strategies. Make your website a resource, not just a sales channel.