1. The Google algorithm has settled down!

Google's recent core updates in March and June 2025 have concluded, with the June update finishing on 17 July. This means that any ranking volatility has stabilised, making this an opportune time to implement SEO changes that may have been on hold.

2. TikTok is the latest platform to reduce hashtag use

TikTok has rolled out a limit on the number of hashtags users can put in a caption in an effort to reduce caption clutter and improve relevance. This update now caps the number of hashtags at 5 per caption with an emphasis on using relevant and accurate hashtags to “help improve discovery”. This follows from Threads limiting posts to one ‘topic tag’, Instagram also recommending a 5 hashtag limit, LinkedIn deprecating hashtags, and X removing them for ads.

RKH tip: This doesn’t necessarily mean hashtags are totally dead; you just have to be more intentional with their use to ensure relevancy for your content so the algorithms can pick up on it and serve your content to the right audience.

3. Improvements to Performance Max targeting

Google has introduced gender exclusions and negative keyword lists for Performance Max campaigns. This addresses longstanding advertiser concerns about irrelevant traffic - you can also now prevent gender-inappropriate product advertising and exclude irrelevant search terms that previously couldn't be controlled.

If you're looking for a detailed overview of Performance Max itself, read our blog from February here.

4. AI Overviews performance data

AI Overviews are boosting search usage by over 10% in major markets. Better yet, websites that rank well organically have a strong chance of being featured in these AI summaries - proof that good old-fashioned SEO still matters in the AI age.

5. Instagram allows series linking for Reels

Yes, it already exists on TikTok, but Instagram has also now introduced ‘series linking’ for Reels. So, whether creators are telling a multi-part saga or just want to organise similar content, they can now link Reels together, allowing users to navigate to the next instalment via a button at the bottom of the screen.

Final word

So, there you have it. The fast-moving world of search and social continues to change and evolve, and it's crucial to stay ahead of the game; nobody likes playing catch-up.

Staying on top of these updates can feel like a full-time job, but the good news is you don’t need to catch every single change — just the ones that matter most to your goals. Whether that’s being more intentional with hashtags, testing new Performance Max settings, or keeping your SEO sharp for AI Overviews, small tweaks now can set you up for stronger results down the line.

The digital landscape will keep evolving, but if you stay curious and adaptable, you’ll always be one step ahead.

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