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The recent weekend has seen a noticeable surge in discussions within the SEO community regarding fluctuations in Google search rankings. Despite ongoing volatility for approximately six weeks, this weekend’s activity indicates increased concern among SEO professionals.
To recap, Google’s June 2025 core update, which began on June 30th and concluded early Thursday, July 17th, 2025, was followed by persistent ranking turbulence. Initially, there was minimal movement when the update was announced; however, shifts became evident around July 2nd. Partial recoveries from past core and helpful content updates were observed on July 10th, though not universally. Even weeks after the update’s completion, ranking volatility has remained intense, with no signs of settling down. The previous coverage of this ongoing fluctuation was noted on August 6th.
It appears that Google ranking metrics are in constant flux, with continuous updates driving volatility.
Concerning recent observations, third-party SEO tracking tools highlight the sustained instability. Data from tools like Semrush, SimilarWeb, Wincher, Advanced Web Rankings, Mozcast, Cognitive SEO, Accuranker, Mangools, DataForSEO, SERPstat, Sistrix, Algoroo, and Wiredboard’s aggregation platform all demonstrate prolonged periods of ranking disturbance. These tools produce visual representations—graphs and indexes—that clearly depict the extended nature of this turbulence, confirming that the search results have been highly volatile over an extended timeframe.
The community discussions, primarily starting Sunday, August 10th, reveal widespread concern. Users have reported significant traffic drops across various sites, with some experiencing reductions of up to 60%, coinciding with a return to pre-update levels or further declines. Others note unusual traffic patterns, such as an unexpected rise in visits to a UK hotel venue despite overall declines.
Some webmasters express frustration, citing the inability to sustain traffic gains and the unpredictable nature of fluctuations, which often resemble “rug pulls” after periods of apparent improvement. Responses highlight that, while some sites see minimal activity from Google, others face steep declines, with some reporting zero visits in recent hours. Notably, the ongoing update seems to cause massive shifts in rankings across different niches, with no clear end in sight.
Overall, the consensus among SEOs is that the update cycle remains unpredictable, with fluctuations intensifying rather than stabilizing, leading to ongoing concerns across the digital marketing community.
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