Worried About Google’s Sept 2025 Algorithm Update?

Here’s How to Leverage the “Shake-Up” for Your Practice

Recently Google rolled out an algorithm update, part of ongoing efforts to elevate authentic, experience-driven content while filtering out low-quality search results. Internally dubbed “Perspective” and sometimes called the “September Shake-Up,” the update aims to reward originality, depth, and genuine expertise over repetitive or surface-level content.

If headlines about the update have you feeling uneasy, you’re not alone. Gloom-and-doom coverage aside, the reality is much more balanced. We’re breaking down what’s actually happening and how your practice can leverage Google’s update to drive online visibility, connections, traffic, and trust.

What the Sept 2025 Algorithm Update Does

The update — initially released over the summer as the “August 2025 Spam Update,” though fully rolled out in late September — refines how Google evaluates content, prioritizing originality, depth, and credibility. Sites offering low-value, duplicate, or generic content may see reduced visibility, while pages demonstrating clear expertise and trustworthiness are more likely to be highlighted.

Key changes include:

• Filtering low-quality traffic. Pages with minimal or repetitive content may drop in impressions.

• Emphasis on E-E-A-T. Experience, expertise, authoritativeness, and trustworthiness carry greater weight.

• Local relevance. Accurate and updated Google Business Profiles improve visibility in nearby searches.

• User experience. Page speed, mobile responsiveness, and clear navigation influence engagement and rankings.

In short, the update aims to refine search results rather than penalizing well-managed sites.

Why This Update Matters for You

Google’s algorithm update doubles down on what’s been true for a while: quality content wins.

Practices that maintain authoritative content, showcase clinician expertise, and provide a smooth user experience are positioned to benefit from these adjustments.

As previously mentioned, Google’s ranking system will now rely more heavily on E-E-A-T, much like the criteria patients might often consider when choosing a provider. Here’s how it potentially translates to your practice:

• Experience. Share stories that demonstrate hands-on expertise — for example, patient success stories or behind-the-scenes insights into your testing process.

• Expertise. Highlight your clinicians’ credentials, certifications, and continuing education. Add author bios to blog posts that identify who wrote the content and their role.

• Authoritativeness. Publish content that answers complex or nuanced questions, such as explaining the latest advancements in hearing aid technologies or explaining the latest ENT treatment options.

• Trustworthiness. Keep your website current, accurate, and transparent. Make sure financing options, services, and contact information are up to date, and include verified reviews or testimonials when possible.

Practices that take these steps signal to both Google and potential patients that they’re a trusted local authority, not just another listing online. They’re core components to standing out in your market and driving relevant traffic to your site.

What We’re Seeing Among Audiology and ENT Practices

We’re hearing across the industry and in the marketing space that overall website impressions are down. That is true for Audigy members as well, where we’re seeing a drop in overall website impressions, meaning fewer people are seeing sites in the search results.

Will this impact last in the long term? The jury is still out, and we need more than a few weeks to truly understand what this change means for practices.

Add in factors like fluctuating consumer confidence and the picture is a bit blurry. And the media and agencies trying to gain your attention are eating this up by creating uncertainty and fear about these changes.

Here at Audigy, we have visibility into performance data across our network of practice websites, so we’re keeping an eye on the full picture. Our advice right now? Stay calm and focus on what you can control.

Local SEO: The Hidden Advantage

While most of the conversation about Google updates centers on global rankings, local visibility remains one of the most powerful drivers for practices.

Your Google Business Profile (GBP) is one of the first touch points a prospective patient encounters when searching for nearby hearing care or ENT services. Google’s update places renewed emphasis on authentic, localized results, meaning that well-maintained, accurate, and regularly updated profiles are more likely to be rewarded.

For your practice, this means:

• Ensuring your business information is complete and consistent across all directories

• Regularly updating your GBP with new photos, posts, and service details

• Responding to reviews, both positive and negative, to demonstrate active engagement and trustworthiness

• Using relevant local keywords (like “hearing aid fittings in Missoula” or “ENT specialist near Boston”) within your profile and on your website

These actions tell Google that your practice isn’t just another business online — it’s a credible, trusted local resource. For audiology and ENT clinics, that trust directly influences a patient’s decision to call, schedule, and ultimately choose your care over a competitor’s.

Patient Experience as a Ranking Signal

Google’s update also reinforces the connection between user experience and ranking strength. Technical SEO — much like fast load times, mobile responsiveness, and intuitive site navigation — now may carry even greater weight.

Think of this as a digital version of your office environment. Just as a clean, comfortable waiting room reassures patients, a well-structured, easy-to-navigate website builds confidence and increases engagement.

We recommend you work with a website provider that focuses on:

• Page-load speed, especially for mobile users

• Accessible, readable page design with clear calls to action

• Simple, secure appointment forms that don’t frustrate users

• Organized, relevant internal links that guide patients toward the next step

For high-value patients, the small details matter. A one-second delay or confusing navigation can mean the difference between booking a consultation and abandoning the search altogether. These areas of technical optimization are top of the list for Audigy’s digital marketing team.

Data Over Drama

Algorithm updates can trigger anxiety, but the worst response is an impulsive reaction. It’s tempting to make sweeping changes or chase quick fixes when metrics shift. The smarter move is to watch trends, analyze data, and make thoughtful adjustments.

If you’re working with Audigy, know that our digital team monitors algorithm activity multiple times per week. We’re tracking what’s changing, what’s stable, and where opportunities lie. So when others rush to overhaul everything, our focus stays on measured, evidence-based improvements that preserve your long-term visibility.

Instead of making changes based on short-term shifts, focus on measured, data-driven actions that support your long-term goals. Start with these essential areas:

• Create fresh, custom content. Write original blog posts that answer common patient questions, share hearing health tips, or spotlight your community involvement. Google prioritizes helpful, human content. Remember E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Let’s give them what they want!

• Keep your Google Business Profile current. Make sure your hours, photos, services, and business description are accurate. Respond to reviews and questions — it signals active engagement both to Google and to potential patients.

• Ask for patient reviews regularly. Authentic reviews build trust and boost your visibility. A steady flow of positive feedback helps your profile stay competitive.

• Review key website content. Review key pages like “About Us” and “Services” to ensure they reflect your current offerings, certifications, and unique practice story.

• Strengthen your local connections. Partner with local organizations or news outlets that can link back to your site. These citations and backlinks help improve your authority online.

With a more intentional approach, your practice avoids the costly cycle of reacting to every algorithmic shift.

Looking Ahead to 2026 and Beyond

As Google’s systems continue to evolve, especially with AI-driven search experiences gaining increasing prominence, the emphasis on unique, authoritative content will only deepen.

That’s why our upcoming 2026 website services are being designed with this in mind: to help practices publish even richer, more personalized content that reflects their distinctive voice and clinical authority. From optimized site structures to content strategies built around E-E-A-T principles, our goal is to ensure your website doesn’t just rank, it resonates.

The most successful practices aren’t the ones that chase every new SEO headline. They’re the ones that adapt intelligently, guided by data and strategy. So remember: Google’s update is an opportunity to refine, not to react.

And if you’re ready to partner with a team that helps your unique voice stand out among search engines and the patients who matter most, our digital marketing experts will help you navigate changes with confidence and stay ahead of the curve.