Google SERP Volatility Up and Down in February 2025

A Volatility Rollercoaster

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Volatility in the SERPs has fluctuated throughout February 2025, which we can track through various platforms:

As you can see from the images, some trackers have seen an increase in ranking volatility across a couple of days in February. The Super Bowl weekend (February 9) also saw a lot of chatter about traffic loss. That said, there hasn’t been a sustained period of volatility in February yet but I’ll be sure to update our newsfeed with any dramatic changes.

What Can Your Business Do?

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With February’s fluctuations in the SERPs, it’s an uncertain time for business owners. Is a core update on the way? What can be done to secure higher rankings and keep them? The best thing you can do is continue to produce high-quality and relevant content for your audience.

Google suggested at the end of last year that updates could become more frequent in 2025, so constant volatility could be the new normal. If this is the case, it isn’t worth adapting your strategy to every change in the SERPs since there could be changes constantly. Instead, focus on your visitors and customers and do what you can to make their experience with your business more enjoyable.