Search Strategy Updates After Google’s September 2025 Core Update

Google’s September 2025 update doubled down on experience signals, rewarding sites that demonstrate authority and real-world expertise. Here’s what changed and how we’re responding for our clients.

E-E-A-T Matters More Than Ever

Pages authored by subject-matter experts, with clear bios and proof of work (case studies, certifications, testimonials), climbed fastest. Anonymous boilerplate content lost positioning.

Freshness and Local Relevance

Google prioritises content updated within the last six months for fast-moving industries. Adding Kenyan-specific data, pricing, or regulatory notes boosted visibility in local SERPs.

Core Web Vitals Still Count

Sites that lagged on Interaction to Next Paint dropped several positions. We’re ensuring all hero media is optimised, lazy loading below-the-fold assets, and monitoring INP in GA4.

Action Items

• Review and update top 20 landing pages with fresh data and quotes.
• Add author bios and links to LinkedIn or relevant case studies.
• Expand FAQ sections using insights from support tickets and AI chat logs.
• Refresh schema markup—particularly FAQ, Product, and LocalBusiness where relevant.

The takeaway: treat SEO content like a living product. Keep it updated, grounded in real experience, and technically sound.