Google Search Ranking Volatility Heated Again

08/01/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Search Volatility Intensifies Post June 2025 Core Update

Google’s search results remain highly volatile weeks after the June 2025 core update, with unconfirmed ranking fluctuations continuing to disrupt traffic patterns. SEO tools and industry chatter both report ongoing significant SERP shifts and unpredictable traffic surges. Many site owners experience inconsistent visibility, fluctuating conversions, and unusual backlink count drops, indicating a turbulent post-update environment.

Optimixed’s Overview: Navigating the Persistent Google Search Volatility After the June 2025 Core Update

Continued Search Engine Instability

Since the June 2025 core update officially concluded on July 17, 2025, Google’s search landscape has not stabilized as expected. Instead, numerous third-party SEO tracking tools have documented ongoing volatility spikes, notably around late July and early August. This sustained turbulence is unusual compared to prior update cycles, where fluctuations typically subside more quickly.

Insights from SEO Chatter and Community Feedback

  • Fluctuating Traffic Patterns: Many webmasters report alternating periods of traffic surges followed by sharp declines, affecting both organic visibility and conversion rates.
  • Backlink Counting Anomalies: Some sites observe large volumes of active backlinks no longer being counted by Google, impacting perceived site authority.
  • Sector-Specific Impact: News sites and e-commerce platforms face mixed effects, with some areas experiencing decreases possibly linked to AI-generated content responses.
  • Unpredictable User Engagement: Despite occasional spikes in visits, conversions and meaningful engagement remain inconsistent, complicating business forecasting.

What This Means for SEO Professionals

The ongoing volatility highlights the importance of maintaining a flexible SEO strategy, closely monitoring ranking tools, and staying engaged with community feedback forums. It also underscores Google’s evolving algorithms that continue to test and adjust ranking factors beyond announced core updates. SEO practitioners should prepare for continued fluctuations and focus on quality content, technical health, and user experience to weather this unsettled period.