Did Your Website Get Impacted by Google’s September 2025 Algorithm Update? Time to Evaluate Your Content Strategy
The impact of AI on search and ranking is constantly evolving, and the September 2025 Google algorithm update is a clear indicator of one of these changes, that the tactic of using non-unique, “thin” and AI-generated generic content is not helpful. If your business has been relying on content marketing, which you should, this update is a strong signal of what works and what does not, and how you should consider altering your content marketing strategy.
As we’ve seen with our clients here at Gazz Digital, if your content doesn’t demonstrate unique expertise and first-hand experience, you are at risk.
The Problem with Thin AI-Generated Content
Google’s continuous refinement of its search algorithms is focused on delivering the most helpful, trustworthy, and authoritative information to users. The September 2025 update is a direct response to easily generated, low-effort content, which doesn’t support your efforts to develop thought leadership and expertise online for your business.
What type of content is categorized as “thin”?
- Lack of Unique Value: Your content repeats widely available information shown on many other sites, without adding a new (or your) perspective, original research, or a different angle.
- Absence of Expertise: Does your content convey your expertise? Do you demonstrate your nuanced understanding, practical skills, or professional experience that provides value to people searching for that information?
Google is now exceptionally adept at identifying and penalizing this kind of content. Websites that lean too heavily on unedited, generic AI output that doesn’t showcase demonstrated expertise can expect to see significant, and damaging, drops in their search rankings.
What ‘Non-Thin’ Content Can You Generate? Refine Your Strategy: Focus on Your Experience and Unique Customer or Project Case Studies
The most powerful way to showcase your company’s true knowledge is through first-hand experience. This is the information you have gained from actually doing the work, solving real-world problems, and interacting directly with your industry. It is the one thing no generative AI model can replicate.
Case Studies Are a Great Content Option: Demonstrating Your Success, In-Sight and Hands-on Knowledge
Case studies are more than just success stories; they demonstrate your expertise and also validate your capabilities in the eyes of potential customers, providing:
- A Clear Problem to Be Solved: Showing you understand the common challenges your clients face.
- Your Business’ Unique Solution: Detailing the specific, proprietary methodology or approach your team implemented.
- Quantifiable Results Showing Your Expertise: Providing concrete proof of your competence and ability to deliver for your customers.
Unique case studies demonstrate that your content is a credible, reliable source from true experts or professionals in the field. This strategy can be a solid defense against any penalties associated with the September 2025 algorithm update.
Need Assistance in Addressing September’s Algorithm Negative Impacts on Your Business? Let’s Talk
Gazz Digital is your proactive marketing partner. Contact us today for a no-obligation consultation. We will assess your current content portfolio, identify areas of risk, and develop strategic recommendations designed to establish your authority and ensure long-term, sustainable search success.
