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The recent period has been marked by significant fluctuations in Google search rankings, surpassing even the volatility experienced during the June 2025 core update. Over the weekend, search visibility shifts grew more intense, with some reports indicating reversals of last week’s changes.
The June 2025 core update, which officially rolled out on June 30th and concluded early on July 17th, 2025, left search results unstable well beyond its completion date. While initial signs showed little movement immediately following the update’s announcement, a noticeable surge in volatility began around July 2nd. Partial recoveries from previous core updates and helpful content updates appeared on July 10th—though not universally. Even nearly two weeks after the update was finalized, the turbulence persisted across the ecosystem.
This level of ongoing instability post-update appears unprecedented in recent memory, prompting widespread discussion among SEO professionals and site owners.
In industry chatter, the sentiment indicates erratic traffic patterns and rankings. For instance, some sites experienced a return to normal traffic levels, with increased engagement and sales, only to see declines again the following day. Others observed sharp drops—sometimes around 50%—followed by partial recoveries or further decreases. Traffic consistency has become rare, with many sites experiencing spike-and-drop cycles multiple times within a single week.
Additionally, third-party tracking tools reflect the intense volatility since the update’s completion. Platforms such as Semrush, SimilarWeb, Wincher, Advanced Web Rankings, Mozcast, CognitiveSEO, Accuranker, Mangools, Data for SEO, SERPstat, Sistrix, and Algoroo—all display heightened fluctuations, often with sharp peaks and valleys. A comprehensive aggregator visualizes these insights collectively, confirming the widespread upheaval.
This sustained level of search ranking instability is uncommon in recent history, prompting many to wonder if Google’s algorithms have entered an unusually turbulent phase. Observers continue tracking developments, noting that both larger and smaller sites are affected, with some experiencing severe drops and others witnessing inconsistent gains.
In conclusion, the search landscape remains highly uncertain, with ongoing large swings across the board, indicating that the core update’s effects are still unfolding.
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