What to Make of Google’s May 2026 Core Update

Google recently held its 2026 I/O conference, where it announced a wide range of new AI tools, search capabilities, and interface changes. Alongside those announcements came the rollout of the May 2026 Core Update—an update that Google itself launched amid what it described as the most significant change to Search in more than 25 years.

Now, some of that language is undoubtedly corporate marketing. Every major technology company likes to frame its latest innovations as revolutionary. Even if we take those claims with a grain of salt, the update is still worth paying close attention to. Core updates have always had the potential to significantly impact rankings, traffic, and visibility. When those updates are tied to fundamental changes in how search works, the implications become even more important.

The question many marketers and business owners are asking is simple: what has actually changed, and what should we do about it?

What Has Google Said About the Update?

SEO has long involved reading the tea leaves for insights into how the algorithm changes. Google never gives away the game (which is incredibly frustrating), so SEOs will often latch on to whatever piece of insight they provide. Whether that be in an official press release or just something a friend of a friend overheard a Google employee say in line at a coffee shop. We wouldn’t go that far, but all that is to say that whatever Google says is not always 100% what actually happens. So it’s essential to take what they say with a grain of salt and see how it all plays out.

A Shift Toward AI Search

The biggest theme coming out of Google I/O was the company's continued push toward AI-powered search. Google announced a redesigned Search experience centered around AI Mode, a more conversational search interface powered by Gemini 3.5 Flash. The company also introduced a new AI-powered search box designed to better handle longer, more natural language queries.

In practical terms, Google appears to be moving further away from the traditional keyword-focused search experience that has dominated SEO for decades. Users are increasingly interacting with search the same way they interact with AI assistants: by asking complete questions and carrying on conversations rather than entering short keyword phrases.

Does this mean keywords are dead? Certainly not.

The death of keywords (and SEO in general) has been greatly exaggerated on countless occasions.

Keywords still help search engines understand what content is about, and millions of searches every day remain short and transactional. However, Google's messaging suggests that understanding user intent and providing comprehensive answers may become increasingly important relative to simply targeting exact-match keyword phrases.

Filtering Out Spam and AI-Generated Content

Another major theme is Google's renewed focus on content quality and authenticity.

For years, Google has worked to reduce spam and low-quality content in search results. The rise of generative AI has complicated that challenge. Today, virtually anyone can generate hundreds of articles on almost any topic within minutes. Much of that content is repetitive, generic, and often provides little value beyond what an AI chatbot could produce on demand.

Google has repeatedly signaled that it wants to reward original content, firsthand experience, and demonstrated expertise. While Google is aggressively integrating AI into the search experience itself, it does not appear interested in filling search results with AI-generated articles that lack unique insight.

The message seems clear: AI can help create content, but content that simply regurgitates information without adding expertise or perspective is likely to struggle over time.

What Has Actually Happened Since the Update?

As with any core update, separating Google's stated goals from real-world outcomes takes time.

The May 2026 Core Update began rolling out on May 21 and completed in early June. During the rollout, SEO monitoring platforms reported significant volatility across many industries, particularly in health, finance, and other "Your Money or Your Life" categories where trust and expertise matter most. Google's own announcement provided little specific guidance beyond its standard recommendation to focus on helpful, people-first content.

Industry analysis suggests several notable trends have emerged:

Significant ranking volatility occurred throughout the rollout period.
Sites that closely matched user intent appeared to outperform sites that relied primarily on domain authority.
Reference sources and highly specialized content often gained visibility.
Many forum and community-driven results lost some of the visibility they had gained during previous updates.
Content that demonstrated expertise and unique value appeared more resilient than generic informational articles.

We've also observed similar patterns within SEO tools such as SEMrush. While every website is different, many businesses have reported noticeable fluctuations in ranking keywords, organic traffic, and visibility during and after the rollout.

One trend worth watching is that broad, generalized informational content appears to be under increasing pressure. As AI Overviews and AI-powered search experiences answer more straightforward questions directly within Google, content that merely summarizes commonly available information may struggle to generate traffic. Meanwhile, content that provides unique expertise, original research, firsthand experience, or proprietary insights appears to be better positioned.

It's still early, and broader conclusions will require more data. The initial signals suggest Google is continuing its long-term effort to reward content that genuinely helps users rather than content created primarily to rank.

How Should You Be Thinking About Content in Light of These Changes?

Here are three filters through which you can filter your efforts: conversation content, expertise and originality, and keyword strategy.

Create More Conversational Content

The rise of AI-powered search experiences means users are increasingly searching with complete questions rather than fragmented keyword strings. Instead of searching for "best CRM software," a user might ask, "What is the best CRM software for a small business with fewer than 20 employees?"

Rather than optimizing exclusively for isolated keywords, content creators should think more about the questions users are asking and the problems they're trying to solve. This doesn't mean abandoning SEO fundamentals. It means creating content that mirrors how real people communicate.

Prioritize Expertise and Originality

The easiest content to replace with AI is content that doesn't offer anything unique. If your article summarizes information that already exists elsewhere, Google increasingly has alternative ways to deliver that information directly to users.

The content most likely to succeed moving forward includes:

Original research
Industry expertise
Firsthand experience
Unique insights
Proprietary data
Case studies and real-world examples

These are the elements that AI cannot easily replicate and that search engines continue to value.

Don't Abandon Keyword Strategy

Despite all the discussion around AI search, keyword strategy remains important.

Many searches are still short, direct, and transactional. Users searching for terms like "accounting software," "HVAC repair," or "running shoes" aren't necessarily engaging in conversational AI interactions. Traditional ranking signals will continue to matter for these searches.

Instead of viewing conversational content and keyword optimization as competing strategies, marketers should consider them to be complementary approaches. Strong content will:

Address real user questions naturally.
Incorporate relevant keywords where appropriate.
Demonstrate expertise and authority.
Provide genuinely useful information.

The goal isn't to write for search engines or AI systems. It's to create content that serves users well regardless of how they choose to search.

Final Thoughts

The May 2026 Core Update appears to reinforce a trend that has been building for several years: Google is evolving from a traditional search engine into an AI-powered information platform. While the technology behind search is changing rapidly, the underlying principle remains remarkably consistent. Google wants to surface the most useful, trustworthy, and relevant information for users.

The tactics may evolve. The interface may evolve. Even the way people search may evolve. Businesses that focus on creating genuinely helpful, original, and expert-driven content are still likely to be in the strongest position as search continues to change.

Want to bounce your search strategies off one of our geniuses? Schedule a chat and nerd out with us.