Google Search ranking volatility is increasing, with significant chatter within the SEO industry over the past 24 hours. This surge in activity suggests an unconfirmed Google search ranking update may be underway, according to industry observers. The situation is particularly noticeable on October 20 and 21.
This volatility comes as SEO professionals await a potential major core update from Google. While many expected a core update to have already been released, some anticipate it later this month. The current unconfirmed update could be Google testing the waters for a larger release.
Industry chatter highlights a wide range of experiences. Some users report traffic from Search and Discover has “died again,” with real-time traffic fluctuating wildly. Others have seen a slight rollback in traffic, with an increase in CPM. One SEO professional noted ranking improvements but a significant drop in clicks, suggesting a potential shift in how Google displays results or values certain keywords.
“Something definitely going on today, traffic was all over the place, conversions were terrible for a Monday, worst in about three years,” one commenter stated. Another described traffic crashing at specific times, saying, “And today is another one of those days where I’m genuinely wondering if Google is broken, because I’m getting almost zero traffic from them. October is completely ruined in terms of revenue.”
On the other hand, some users reported positive experiences, with one noting, “I haven’t tracked that, but my traffic is up 70% over this October.” This contrasting feedback underscores the unpredictable nature of the current ranking fluctuations.
Many third-party tracking tools have reportedly struggled to accurately capture the extent of this volatility. However, available data from various tools, including SEMRush, Mozcast, and Sistrix, indicates periods of significant movement in search rankings throughout September and into October. For instance, the Google September 2026 spam update, which concluded on October 8, 2026, was followed by periods of volatility on September 23/24 and October 15.
Glenn Gabe, an SEO consultant, shared observations of two sites in the same niche completely dropping out of search engine results pages (SERPs) on a Sunday, only to surge back on Friday, October 16, 2026. These were confirmed drops, with sites even losing rankings for their own brand queries. Gabe suggested this could be related to a security algorithm issue, especially given the sites’ ultra-YMYL (Your Money Your Life) niche. He noted that tracking tools did not fully represent these events, with some showing drops on incorrect dates or failing to capture the subsequent surge.
The SEO community continues to monitor these developments closely, with many anticipating further Google algorithm updates. The current instability highlights the ongoing need for adaptable search strategies and a focus on core SEO principles.
