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SERP Volatility Heats Up for the Summer

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Published on August 17, 2025

Magnifying glass over the Google search homepage

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.

Semrush SERP volatility tracker showing very high volatility in August 2025 — Semrush's SERP tracker has remained "Very High" since June's core update. Source: Semrush

Algoroo SERP volatility tracker — Most trackers show a spike in volatility following the core update. Source: Algoroo

cognitiveSEO SERP volatility tracker — The SERPs haven't really calmed down since June. Source: cognitiveSEO

Advanced Web Ranking SERP volatility tracker for August 2025 — Not all SERP trackers are showing the same level of volatility. Source: Advanced Web Ranking

Similarweb SERP volatility tracker — Some trackers show a return to normalcy. Source: Similarweb

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 Then, I recommend updating any outdated content and continuing to publish regularly, as long as the content is helpful and demonstrates EEAT – Google recently cracked down on fake EEAT content.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).

Written by:

Emma Ryan Writer

Emma is Lead Writer at Website Builder Expert, having first joined the team in 2022. She manages the website's topical content strategy to help website owners navigate the highs and lows of being online. Emma also specializes in following the development of leading website builders Wix, Squarespace, and Shopify, through hands-on testing and research. Her work and expertise have been featured in Startups.co.uk, Digiday, TechRound, Industry Today, and Digital Information World.