Key Moments
- SEO tracking tools have detected significant ranking turbulence in recent days
- Affiliates and operators report decreased SEO-driven traffic and tighter profit margins
- Google has not confirmed a new core update since June 2025, with speculation mounting about a possible “Halloween update”
Unusual volatility has emerged in Google’s search results recently, as a wide range of SEO monitoring platforms register abrupt changes. These shifts have led site owners and industry professionals to observe notable swings in their rankings, with different tools capturing these fluctuations at varying speeds. Although the data varies across platforms, the consensus points to heightened movement that cannot be ignored.
Timeline of Recent Google Updates in 2025
| Month | Update Type | Key Impact |
|---|---|---|
| March 2025 | Core Update | Affected content quality and EEAT metrics; affiliates reported major organic traffic losses. |
| June 2025 | Core Update | Enhanced focus on user experience and helpful content; large brands and editorial sites benefited. |
| August 2025 | Spam Update | Targeted low-quality content and link manipulation; concluded in September. |
While only these three updates, plus one potential, have been made public, smaller algorithm tweaks are ongoing and rarely confirmed. Historically, four to six major updates occur each year, so further adjustments are anticipated before 2026.
Market Dynamics: Brands, Established Sites, and Local Competitors
September and October have seen pronounced changes in search traffic and rankings, indicating that Google may be refining its approach to balancing visibility among large brands, authoritative sites, and agile local competitors. As a result, organic traffic patterns have become increasingly unpredictable.
Data from various monitoring tools reinforce this volatility: Wincher has declared “high volatility,” the Semrush Sensor reads 6.6 – representing the month’s peak – while Similarweb reports a calmer 49, noticeably below its 90-day high by 15 points.
Affiliates Brace for Impact Amid SEO Uncertainty
The shifting search landscape has created a difficult environment for affiliates relying on organic traffic. Many have witnessed sharp declines in visibility throughout 2025, leading some to seek fresh approaches and others to maintain a wait-and-see position.
At recent industry gatherings, there has been consensus that CPA-based affiliates are experiencing the greatest strain, as their business model is directly dependent on immediate traffic volumes. In contrast, revenue share models enable participants to retain income from previous customers, offering a buffer during turbulent periods. Lower organic traffic has prompted operators to pay higher rates for the remaining visibility, with hybrid deals and listing fees reaching record levels, yet competition and margin pressure persist.
Outlook: Awaiting Google Confirmation
Official acknowledgment of major Google updates tends to trail the onset of search ranking shifts. As ranking changes precede formal confirmation, speculation is mounting that a significant update may be underway, or at least imminent. The pattern of early volatility, followed by eventual public statements, has become standard for Google rollout events.
iGamingToday will continue monitoring the situation, as market participants remain vigilant for any confirmation of a new update or further changes in search performance. Whether this turns out to be a full-fledged algorithm overhaul or simply a seasonal variation, stakeholders are hoping that the results will prove more beneficial than disruptive.
- Author
Daniel Williams
