The Two Key Changes in Google’s Core Updates: MUVERA and Graph Foundation Model

Last month, we reported that Google was rolling out its June 2025 core update. Now, as the dust has settled, we find not as drastic changes to search ranking volatility as in previous years – Google described it as, “a regular update designed to better surface relevant, satisfying content for searchers from all types of sites”.

However, what we have seen is the addition of two significant changes in its search technology – MUVERA and the Graph Foundation Model (GFM) – which help explain its subtle impact on search results. What is MUVERA and GFM, how do they change search rankings, and how do eCommerce businesses adapt to this? Find out below.

MUVERA (standing for Multi-Vector Retrieval Algorithm) is a new algorithm that makes Google’s results more precise and efficient. MUVERA enables the search engine to fetch far fewer candidate pages while still retrieving only the most relevant matches. Google’s own tests show that MUVERA achieves better recall even when retrieving 5-20x fewer pages for consideration. With it, Google is able to zero in on high-quality content faster, cutting out the noise and sludge that the internet has no shortage of.

The second breakthrough is Google’s Graph Foundation Model (GFM), an AI system that learns from how data points connect to improve Google’s ability to find relationships between pages and links, helping to remove spam and elevate quality, trustworthy content. Google’s testing using GFM for spam detection saw 3x to 40x gains in precision, meaning Google can more accurately determine which sites are truly authoritative.

Google’s focus in this move is all to reward relevance and credibility. Thus, the way to respond is to stick to the fundamentals – making sure the content on your site is high-quality and relevant. Provide in-depth product information, guides, and genuine FAQs – content that truly satisfies user needs. Plus, boost trust signals by encouraging customer reviews, display clear contact and policy information and earn quality backlinks. There are no shortcuts in this game, but this is still the go-to way to maximise your domain authority, search engine presence and website conversions. The more things change, the more they stay the same.

Ready to make sure your website thrives amidst Google’s evolving algorithms? At Brave Agency, we specialise in helping eCommerce businesses navigate core updates like MUVERA and GFM, ensuring your site consistently attracts quality traffic and converts visitors into loyal customers. With over two decades of digital experience, we’re an award-winning eCommerce customer experience agency that delivers world-beating experiences to ensure your brand stays ahead of the game.