01What the May 2026 core update is and how it works

The May 2026 core update is a broad change to Google's ranking system that began rolling out on May 21, 2026. Google says it can take up to two weeks to fully roll out. It is the second core update of 2026, following the March update.

This update is a regular adjustment to better surface relevant, satisfying content for searchers from all types of sites. It does not target specific pages or sites and does not penalize you for anything you did wrong. Instead, it recalibrates how the entire quality spectrum is evaluated across the index.

Some content that was under-rewarded may now get more credit, while over-rewarded content may get less. Your competitors' content is reassessed alongside yours. Google's guidance says there is nothing wrong with pages that perform less well in a core update; they haven't violated guidelines or received manual penalties.

02Why this update is different: AI mode and SERP disruption

This update is getting attention because Google rolled out three major changes within 72 hours: the core update, a complete rebuild of the search interface around AI, and data showing AI mode now has 1 billion monthly users. That figure came from Google I-O on May 19.

Search expert Corey Nogle called this a double wave of SERP disruption. The practical effect is that your rankings and traffic can move independently. You can hold position one but still see clicks drop because an AI-generated overview answers the query above your result.

That is not a core update problem; it is an AI mode problem. Two different causes require two different fixes. To respond effectively, you must first check whether your traffic drop comes from the core update or from AI competition.

03How to set up your response after the update

Do not make any content changes while the update is still rolling out. Reactive changes during a live rollout make it impossible to measure what the algorithm thinks of your existing content. Wait at least two to four weeks after the update completes.

  1. Check the Google Search Status Dashboard for rollout completion.
  2. Open Google Search Console and compare the 90 days before May 20 with the period starting June 5.
  3. Look at impressions and clicks separately to identify the cause of any drop.
  4. If impressions are down, assume a ranking signal from the core update and stick to fundamentals.
  5. If clicks are down but impressions are stable, suspect AI mode is taking clicks.
  6. Diversify your presence across platforms like Reddit, LinkedIn, Twitter, and Facebook.

Keep doing more of the fundamentals and avoid knee-jerk changes. Diversification helps you rank even if one website is affected.

04How to use it: adjusting to AI mode and new ranking factors

To adapt, focus on being cited as a source by AI systems that synthesize answers for the billion users. Publishing a lot of content targeting the right keywords, with good quality and engagement, helps. Julian Goldie found that ranking inside AI mode is faster with social media than with a normal website.

For example, Reddit posts typically rank faster inside AI mode than a website directly. Publish across multiple platforms to diversify your content and results. This is why Julian calls himself 'Mr.

Everywhere.'

Implement schema markup on your websites to structure data so AI agents like Google's information agents can scan and crawl your site easily. This improves your chances of being cited not just in Google, but also in AI mode and overviews. All three are different ways to rank inside Google, and all are worth pursuing.

05Results, tests, and comparisons from the episode

Julian shared observations from his own tests, not confirmed industry-wide data. He noted that in his tests, social media posts rank faster in AI mode than traditional websites. Reddit posts, for example, perform better in AI mode than direct website content.

He also compared brand authority versus generic domains. A brand like 'AI Profit Boredom' community tends to rank well as a website, while a generic domain name does not. AI can organize and pin together content when it is an actual brand that people know and mention across the web.

Julian emphasized that authority matters beyond backlinks—brand mentions across the web also contribute. He stressed that the rollout is still ongoing, so any definitive claims about winners and losers are based on early signals or educated inference, not confirmed numbers.

More people are searching than ever because AI is easier to use. This makes SEO more valuable, even for small keywords that are easier to rank for.

06Tips, limits, and mistakes to avoid

Do not make content changes during the live rollout. Wait until the update settles, likely around June 5 or later, before reading your data. Reactive changes can mislead you.

  • Avoid trusting anyone who claims definitive winners or losers right now; they lack confirmed data.
  • Do not ignore the difference between impressions down (core update) and clicks down (AI mode).
  • Do not neglect schema markup; it helps AI agents scan your site.
  • Don't rely on a single platform; diversify across Reddit, LinkedIn, Twitter, and Facebook.
  • Avoid creating generic content; focus on brand authority and structured data.

Remember, core updates do not penalize you. If rankings drop, rule out that you did something wrong first. The more likely cause is that other content around you was re-rated.

07Who this update matters to and why it's important

This update matters to every SEO practitioner, website owner, and content creator who relies on Google traffic. It signals a shift from optimizing for clicks to optimizing for AI citations. The emerging goal is to be cited as a source by AI systems that synthesize answers for billions of users.

For small businesses and niche sites, this is an opportunity. AI makes it easier for users to find very specific information, which they might never have found in traditional Google results. This makes small keywords more valuable than before.

Julian recommends using AI agents to create content, which can pull from a memory system like an Obsidian vault of your own memories. This makes content more personalized and contextual, far beyond what a regular writer could do. Building such a system can save time and resources, as Julian replaced a large content team with one AI agent.