Over the last four months, website owners, SEOs, and digital marketers have noticed unusual fluctuations in Google’s search rankings. Websites that once ranked consistently for key terms have seen major shifts and businesses that were consistently in the Top 3 positions on the Local Search Map have dropped away. This leaves many to wonder: What’s going on with Google’s algorithm?

Table of Contents

  • Understanding Google’s Ranking Volatility
  • Key Observations from the Last Four Months
    • Frequent Ranking Fluctuations
    • Unconfirmed Updates
    • Impact of AI-Driven Search (SGE - Search Generative Experience)
    • Spam & Quality Control Measures
    • Evolving User Intent and Search Trends
  • What’s Behind Google’s Algorithm Adjustments?
    • Core Algorithm Updates
    • Increased Emphasis on Helpful Content
    • Technical SEO Factors
  • What Website Owners Should Do
    • Focus on High-Quality Content
    • Optimize for AI & SGE
    • Monitor Performance Metrics
    • Diversify Traffic Sources
    • Improve Technical SEO
    • Stay Informed on Updates
  • Final Thoughts
  • Related Resources
  • Getting Started

Understanding Google’s Ranking Volatility

Google’s search algorithm is in a constant state of evolution. Updates—both confirmed and unconfirmed—can cause search result volatility, making it crucial for website and business owners to stay informed. Since late 2024 and into early 2025, there have been significant ranking shifts that many believe are tied to core algorithm updates, spam detection improvements by Google, and AI-driven search enhancements.

Key Observations from the Last Four Months

Frequent Ranking Fluctuations

Search Engine Optimization (SEO) professionals have reported unstable rankings, with some websites gaining visibility only to lose it days later. This suggests ongoing refinements in Google’s algorithm (how Google ranks websites and businesses) and possibly testing new ranking signals. These are signals that the algorithm “listens” for and are generated by activities that a business does on the internet, such as social media posts or running ads.

Unconfirmed Updates

Many tracking tools such as SEMrush Sensor, MozCast, and Rank Ranger, have reported increased turbulence in the search rankings over the last several months. We’ve been seeing this up-and-down movement even though Google has not officially confirmed an update. In the past, Google rolled out updates gradually, making it difficult for those paying attention to pinpoint the immediate causes.

Impact of AI-Driven Search (SGE - Search Generative Experience)

Google’s integration of AI in the search results, Gemini is its AI product, could be influencing rankings, as well. As AI-generated answers become more prominent, Google users may not be clicking through to websites for answers as they previously did. Instead, they are satisfied with the AI answer. Thus, traditional website click-through rates and rankings may be experiencing downward shifts due to this change in user behavior.

Spam & Quality Control Measures

In September 2023 through an algorithm update, Google began cracking down on spammy, low-quality content. This impacted sites that relied on outdated SEO tactics. Additional updates rolled out in 2024 in the months of March, August and November. The goal of the update was to promote “…helpful content written by people, for people.” Not written for search engines.

Websites with thin, duplicate, or AI-generated content lacking value may have been hit the hardest.

Evolving User Intent and Search Trends

Google continuously adapts to user behavior. Shifts in search patterns, such as increased voice search and question-based queries, may also be affecting rankings. Sites that align content with user intent and EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) principles tend to fare better.

What’s Behind Google’s Algorithm Adjustments?

While volatility is common, the frequency and intensity of ranking shifts suggest several contributing factors. Take note of the word, “suggest.” Google has never given us a definitive, detailed explanation so what follows are pieces that seem to fit an incomplete puzzle. We don’t have the whole picture.

Core Algorithm Updates

Google regularly rolls out updates that impact how content is evaluated and ranked. These updates often reward high-quality, authoritative content while demoting pages with low-value content.

Increased Emphasis on Helpful Content

Google continues to support the idea of “helpful content.” It wants users to find valuable and original information, rather than content designed to get clicks or unreadable articles stuffed with keywords.

Technical SEO Factors

Page experience, mobile-friendliness, site speed, and Core Web Vitals remain critical factors for ranking well. Websites that fail to meet these standards may experience poor rankings.

What Website Owners Should Do

With Google’s volatility, businesses and marketers will need to take proactive steps to maintain their search visibility. Here are a few tips.

Focus on High-Quality Content

Ensure content is original, valuable, and serves the user’s intent. Long-form, in-depth content tends to perform better.

Optimize for AI & SGE

Adapt content for Google’s AI-powered search features by structuring information clearly and using schema markup.

Monitor Performance Metrics

Use Google Search Console and third-party tools to track ranking changes, organic traffic, and user engagement. Then make adjustments accordingly.

Diversify Traffic Sources

Relying solely on Google is risky. Make use of other marketing channels to get traffic such as social media, email marketing, and paid advertising.

Improve Technical SEO

Ensure your website loads quickly, is mobile-friendly and follows Google’s best practices for Core Web Vitals.

Stay Informed on Updates

Follow industry resources such as Search Engine Journal, Search Engine Roundtable, Search Engine Land and Google’s official blog.

Final Thoughts

Google’s search volatility highlights the ever-changing nature of SEO. While fluctuations can be frustrating, they often signal improvements in search quality, which eventually is better for everyone. The best strategy is to stay adaptable, prioritize valuable content, and follow the SEO Best Practices to maintain a strong online presence while you ride out the storm.

As Google continues to refine its algorithm, staying ahead of trends and updates is crucial for maintaining visibility in search results. Have you noticed ranking changes in your website’s performance? Share your experiences in the comments below!

Related Resources

Local Search Rankings: You Need to Get Some Stars

Google Wants Useful Content

SearchGPT: A New Way to Search the Internet

Why Small Businesses Need SEO

Off-Page SEO: What You Need to Know to Rank High

Getting Started

When you consider that 93% of all traffic originates from a search engine, and 78% comes from Google, the importance of ranking well in Google searches becomes obvious. Do you need help ranking better? Call Signal Digital Marketing today at 513-237-5530 and we can schedule a free consultation.

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