Why Google Core Updates Cause Ranking Volatility

In search engine optimisation (SEO), few events create as much excitement and anxiety as Google's core updates. These significant algorithm adjustments can dramatically alter search rankings overnight, leaving website owners and SEO professionals scrambling to understand what happened and how to adapt.

If you're not paying attention, you can be blindsided, and there's no shortage of sites that have been put out of business post-core update, so it is something to take seriously.

While many of us in the industry tend to remember these events since we've seen them so many times, they never get old. Once a core update rolls out, you can be sure search console screenshots will make their way across LinkedIn and Twitter, as SEOs and Webmasters cry or cheer depending on which side of the update they fell on.

But why all the drama?

What Are Google Core Updates?

Google core updates are broad, significant adjustments to Google's main search ranking algorithms. Unlike smaller, more targeted updates that might focus on specific issues like spam or page speed, core updates typically involve comprehensive reassessments of how Google evaluates content quality and relevance across the entire web.

Google releases several core updates each year, often with little advance notice.

While the search giant provides general guidance about these updates, they rarely disclose specific algorithm changes, creating a challenging environment for SEO professionals trying to adapt.

Recent History of Core Updates

Core updates happen multiple times per year, depending on Google's discretion and how they feel the quality of results is performing.

Additionally, Google doesn't want to give out free lunches unless you're a staff member, so core updates also focus on curbing spammers and black hat SEO practices.

In 2024, Google pushed live seven updates, while this year has been comparatively quiet. Google has given us some breathing room this year, only pushing live its latest core update, the first for 2025, in March, stating that this core update “rollout may take up to 2 weeks to complete.

Understanding Ranking Volatility

The term "volatility" in the context of search rankings refers to significant, often unpredictable fluctuations in where websites rank for particular search terms.

During periods of high volatility, a website that ranked #3 for a keyword might suddenly drop to #30 or climb to #1, seemingly overnight. Yes, the moves are big, and with big moves come drastic changes in traffic, some feasts and some famine.

Several tools like SEMRush SERP vol tracker generate metrics, attempt to measure this volatility, creating what the industry often calls "volatility indexes." These measurements spike dramatically during core updates, with some sectors experiencing more turbulence than others.

US Market SERP volatility tracker - March 2025 

Why Core Updates Cause Volatility

Core updates create volatility for several fundamental reasons:

1. Simultaneous Global Implementation: Unlike some gradual rollouts, core updates typically deploy across all Google data centers simultaneously, creating an immediate, worldwide impact.
2. Broad Scope: These updates affect the entire algorithm rather than making minor tweaks, recalibrating how Google evaluates every website in its index.
3. Quality Reassessment: Core updates often involve reassessing what Google considers "quality content," sometimes shifting the weight given to various ranking factors.
4. Zero-Sum Game: Since there are only ten positions on Google's first page, any improvement for one site necessarily comes at the expense of others, amplifying the perception of volatility.

Why Some Sites Are More Affected Than Others

The impact of core updates varies dramatically across websites. While some sites barely notice a change, others may see traffic cuts of 30% or more.

Several factors determine vulnerability:

Content Quality and Relevance

Sites with content that sits at the margins of what Google considers "high quality" often experience the most significant shifts.

If your content hovers at the borderline of what Google considers valuable, a slight adjustment in how quality is evaluated can push you to either side of that threshold.

Competitive Niches

In highly competitive niches like health, finance, and e-commerce, ranking shifts tend to be more dramatic. With many sites competing for limited positions, small algorithm changes can cause substantial ranking movements.

Previous Optimisation Strategies

Websites that have aggressively optimized for previous versions of the algorithm often face the harshest impacts. Sites that employed tactics that worked well under the old algorithm but are devalued in the update typically experience the most dramatic drops.

Content Categories

Different types of content face different levels of scrutiny. Google applies particularly stringent standards to YMYL (Your Money, Your Life) content—topics that could impact a person's health, financial stability, or safety. Websites in these categories often see more volatility during core updates.

When Good Sites Get Penalized: Understanding False Positives

One of the most frustrating aspects of core updates is that legitimately valuable websites sometimes take hits. These "false positives" occur for several reasons:

Algorithmic Limitations

Despite its sophistication, Google's algorithm remains imperfect. It uses proxies to evaluate content quality rather than truly "understanding" content the way humans do. These proxies sometimes misclassify good content as less valuable.

Overgeneralisation

Core updates often aim to address specific problems (like thin affiliate content or health misinformation), but in doing so, they may inadvertently impact legitimate sites with similar characteristics, and collateral damage is going to be part of every update. 

Contextual Misunderstandings

Google's algorithm sometimes struggles with nuance and context. Satirical content, specialized technical discussions, or culturally specific material might be misinterpreted or undervalued.

Previous Overoptimisation

Some sites with excellent content may have employed optimisation tactics that were once standard practice but are now considered over-optimisation.

These past decisions can haunt otherwise valuable sites.

Recovery Strategies: What You Can Do After a Hit

If your site has been negatively impacted by a core update, all is not lost. Here are practical steps to diagnose and address potential issues:

Analyse the Damage Accurately

Before making changes, it's crucial to understand exactly what happened:

• Identify which pages lost rankings and for which keywords
• Look for patterns in the affected content (topics, formats, etc.)
• Compare your losses to competitors' gains
• Assess whether the impact was site-wide or page-specific

Review Google's Quality Guidelines

Google provides guidance about what it considers high-quality content through its Search Quality Evaluator Guidelines and various blog posts. After a core update, revisit these resources with fresh eyes.

Focus on the E-E-A-T Principle

Google increasingly emphasises Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) in its evaluations.

Strengthen these signals by:

• Having qualified experts create or review content
• Improving author bios and credentials
• Adding clear attribution and references
• Enhancing your site's overall reputation and trustworthiness signals

Upgrade Content Quality

Rather than making minor SEO tweaks, focus on substantial content improvements:

• Update outdated information
• Fix any on-page issues and make use of markup text
• Expand thin content with more valuable insights
• Improve readability and user experience
• Address user needs more comprehensively than competitors

Fix Technical and UX Issues

While core updates primarily focus on content quality, technical and user experience issues can compound content problems:

• Improve page loading speeds
• Fix mobile usability issues
• Enhance navigation and internal linking
• Address accessibility concerns

Practice Patience

Recovery from a core update impact typically takes time—often until the next core update or even longer. Avoid making hasty, dramatic changes that might create new problems. When you see rankings drop along with traffic its tempting to fall for activity bias but not all extra work will move the needle and it most cases will feel like pushing on a string. 

Preparing for Future Updates

Rather than merely reacting to core updates, the most successful websites adopt strategies that align with Google's long-term direction:

Focus on User Value Over SEO Tactics

Google's algorithms increasingly reward content that genuinely helps users, not content optimized for search engines. Make delivering user value your primary goal.

Diversify Traffic Sources

Reducing dependence on Google Search makes your business more resilient to algorithm changes. Invest in email marketing, social media, direct traffic, and other channels.

Build Brand Authority

Websites with strong brand recognition and authority tend to weather algorithm updates better than anonymous content farms. Invest in brand building alongside SEO.

Monitor Industry Trends

Stay informed about emerging SEO trends and Google's public statements about content quality. These often provide clues about the direction of future updates.

Enjoy The Ranking Rollercoaster

Google core updates create ranking volatility because they fundamentally rebalance how the search engine evaluates website quality and relevance. While this process sometimes misclassifies good content, understanding why these misclassifications happen enables strategic responses.

Rather than viewing core updates as obstacles, consider them opportunities to align your content strategy more closely with what users genuinely value.

Websites that focus on creating truly exceptional, authoritative content ultimately benefit from Google's increasingly sophisticated evaluation methods, even if the path involves occasional setbacks.

By focusing on substantive quality improvements rather than quick fixes, you can build a website that not only recovers from algorithm impacts but becomes increasingly resilient to future changes.

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Recommended reading

If you enjoyed this post and have a little extra time to dive deeper down the rabbit hole, why not check out the following posts on SEO and search updates.

• Google Launches Neural Matching Algorithm
• Is Pushing Live Too Many Pages Risky For SEO
• Why Ranking #1 Does Not Always Equal Improved Leads or Sales
• 10 Reasons Why Your Site Doesn't Rank For *Insert Keyword*
• Google Trial More Related Searches On Mobile
• Google Launches Expandable Featured Snippets

Tags: SEO, Search Engine Optimisation