Google released the May 2022 core update on May 25, with rollout expected to take one to two weeks. Like other broad core updates, it was designed to improve the overall relevance and usefulness of search results rather than target one narrow tactic.

For SMBs, core updates are stressful because they can affect traffic without a simple cause-and-effect explanation. The right response is not to chase rumors. It is to review whether the site genuinely answers searcher intent better than competing pages.

Core updates expose weak foundations

Pages that rely on thin content, outdated information or generic service copy are easier to outrank when Google’s systems reassess quality. Stronger pages usually include clear expertise, local proof, useful details, better structure and a smoother path to action.

Paul Burns frames core updates as a reminder to keep SEO alive between emergencies. “If the only time a business looks at content quality is after traffic drops, it is already behind. SEO maintenance should be part of the operating rhythm.”

What SMBs should have reviewed

• Top landing pages: Focus first on pages that drive leads or revenue.
• Search intent: Make sure each page still matches what the query demands.
• Competitor quality: Compare depth, proof, usability and trust signals.
• Content freshness: Update outdated claims, examples, pricing context or service details.

Brand Fuel Digital’s View

The May 2022 core update rewarded the same discipline good SEO always rewards: useful pages, real expertise and steady improvement. SMBs should use updates as checkpoints, not panic buttons.

Sources: Google Search Central on the May 2022 core update and Google guidance on core updates.