Why Are Many NZ Websites Seeing Improved Organic Rankings After Google’s September 2025 Update?

A Positive Shift for NZ Businesses

If you’ve checked your website rankings recently, you might have noticed a welcome trend: many New Zealand websites have seen improvements in organic search performance since the roll out of Google’s Perspective algorithm update in September 2025.

We run monthly reporting for many of our clients, and for those who are focused on improving their rankings in search results – and providing the kind of content that the AI tools love to draw their answers from, they are particularly interested in seeing what has a significant effect on the performance of their websites – and the resulting increase in sales or leads.

In the last few days, we have spent some time reviewing the impact of Google’s September core algorithm change, called Perspective. We were interested to see how it impacted our client sites and given that we have now had a month or so to measure the impact, we were delighted to see that in about 90% of the sites we reviewed, they had seen a major improvement in their search rankings.

Unlike previous updates that sometimes caused drops, this one rewards quality, relevance, and clarity — meaning sites that consistently focus on good content, well-structured pages, and strong SEO are benefiting.

So What Changed With the Perspective Update?

Google’s Perspective update focuses on three main signals:

1. Content quality and depth – Pages that provide detailed, helpful information get more visibility.
2. User experience and clarity – Clear navigation, structured data, and optimised images help Google understand your site.
3. Trust and authority signals – Verified ownership, consistent publishing, and authoritative internal linking all factor in.

This means sites that regularly publish high-quality blog posts, keep product pages well populated with descriptive text and SEO-optimised images, and maintain clean account structures are seeing a direct boost in rankings.

Why Your Content Strategy Matters

One of the biggest takeaways from this update is that consistency pays off. For NZ businesses, that means:

• Blogging regularly: Cover topics relevant to your audience, answer common questions, and include NZ-specific examples.
• Optimised product pages: Use descriptive text, relevant keywords, and properly tagged images. Make pages visually appealing and easy to read.
• Internal linking: Connect related pages and posts so Google sees your website as a comprehensive resource.

Our clients who follow this approach have reported higher average positions in Search Console, more impressions, and stronger click-through rates since September 2025.

Verified Access and Account Management Still Matters

Even with great content, proper account structure continues to play a role. Sites that use verified work-email accounts for Search Console, Analytics, and Ads gain:

• Full control over all properties and tools
• Clear audit trails for data integrity
• Security for when staff or contractors change

This ties back to our popular guide on linking your work email to a Google Account, which remains relevant for all NZ businesses.

Steps to Keep Climbing the Rankings

If your website isn’t seeing the same gains yet, consider putting these steps in place:

1. Audit your content: Make sure all your website pages and blog posts are complete, up to date, and answer real user questions.
2. Optimise your images and media: Use descriptive alt text, compressed images, and relevant filenames.
3. Check page structure: H1–H3 headings, clear subheadings, and structured data help Google to understand the content and importance of your pages.
4. Keep up with regular publishing: Consistency signals ongoing value to Google. We recommend a minimum of two pages of fresh content per month (usually in blog format). If your site is ecommerce and you are regularly adding new stock, this is valuable as well.
5. Verify accounts and ownership: Make sure your Search Console and Analytics access are properly linked and controlled.

The New Zealand Advantage

For NZ businesses, the update is particularly beneficial:

• Localised content gets rewarded: referencing cities, regions, and using local terminology helps Google to more accurately match search queries.
• SMEs and smaller sites that consistently provide relevant, well-structured content are now competing effectively with larger competitors.
• Agencies and consultants using clear data tracking can monitor improvements and adjust quickly.

Conclusion – Quality Wins Post-Update

The Perspective algorithm update is a reminder that long-term, consistent effort pays off.

Sites that prioritise high-quality content, optimise pages fully, and maintain clean Google account management are seeing real, measurable improvements in New Zealand search results.

For businesses still refining their approach, start by reviewing your content, checking your product pages, and verifying your Google accounts. With these steps, your website can benefit from the same positive trends your competitors are experiencing.

Want to make sure your site is taking full advantage of the Perspective update? Book a website review with Happy Monday and make sure your content and SEO are optimised for growth.