SERP Volatility Heats Up for the Summer
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We’ve already reported on two Google core algorithm updates this year: one in March and one in June. But, despite both being completed, volatility in the SERPs has remained high over the last month or so.
With the search landscape changing thanks to AI, what can businesses do to compete in this heated environment?
Has Google Updated Its Algorithm?
Yes, we’ve seen two core updates in 2025, with both aiming to surface more relevant and helpful results in the SERPs. Here are when the core updates took place:
- March 2025 core update: March 13 – 27
- June 2025 core update: June 30 – July 17
For context, Google rolled out four core updates in 2024, so more updates are expected for this year.
High Volatility Over Summer
While the June core update kept the SERPs quiet initially, volatility across SERP trackers began to spike around mid-July, and it hasn’t really calmed down since.
What can your business do?
Our advice remains the same for businesses trying to navigate unstable rankings in the SERPs. For starters, it’s best to let the volatility calm down first before you start making any changes. Then, I recommend updating any outdated content and continuing to publish regularly, as long as the content is helpful and demonstrates EEAT – Google recently cracked down on fake EEAT content.Most importantly, you want to show Google that you’re an expert within your niche, and these first-hand insights can help you try to boost your rankings.
The Era of AI Search
Google introduced AI Overviews and AI Mode to the search landscape, effectively overhauling how the SERPs look in 2025.
Some studies have shown the negative impact on website clicks thanks to these new AI additions. Meanwhile, Google has repeatedly claimed that AIOs have increased clicks and traffic.
For businesses looking to boost their visibility in these AI-generated results, remember to use natural language, make complex ideas digestible, and answer questions directly. There are a lot of unknowns still with this new way of search, but it’s important to adapt your strategies to accommodate AI and Generative Engine Optimization (GEO).
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