If you’ve noticed sudden changes in your website’s traffic over the past few days, you’re not alone. On Friday, April 25th, the SEO community and several tracking tools reported a significant spike in Google Search ranking volatility — just days after a wave of fluctuations earlier in the week on April 22nd and 23rd.

While it’s common to see some movement in Google rankings each week, it’s less common to experience two notable spikes within such a short window. As of now, Google has not announced a new official algorithm update for April. The last confirmed update was the March 2025 core update — meaning much of what we’re seeing could be part of Google’s ongoing adjustments or tests.

What the Data Is Showing

Several major SEO tracking platforms, including Semrush, SimilarWeb, Mozcast, Wincher, Cognitive SEO, Accuranker, and Sistrix, all reported sharp increases in volatility around April 25th. These spikes suggest that Google was making changes to its search results, even if quietly.

Here’s a quick snapshot from some of the top tools:

• Semrush Sensor: High volatility detected on April 25th.
• Mozcast: Weather report indicates a “stormy” search environment.
• Advanced Web Rankings, Mangools, and SERPstat: All showing unusual fluctuations.
• Wireboard Aggregator: Confirmed the widespread nature of these changes across multiple tools.

Community Chatter

SEO forums and communities like WebmasterWorld lit up with reports from website owners:

• Some reported traffic plunges of 70% or more seemingly overnight.
• Sites relying heavily on Google Discover experienced sharp declines.
• Others, particularly news and content-focused sites, reported wild swings — some even seeing boosts in both rankings and revenue.

Interestingly, a few publishers noted that older content was appearing more often in Discover feeds, while newer posts seemed suppressed.

What’s Next?

At this point, it’s unclear whether Google will confirm an update or if this is simply part of continuous algorithm fine-tuning. For now, the best strategy is to monitor your site’s performance closely, continue publishing quality content, and avoid making rash changes based on short-term traffic swings.

If the past is any indication, Google tends to smooth things out over time — rewarding websites that focus on user experience, quality content, and technical SEO best practices.

At SEO Guru NYC, we specialize in helping businesses stay resilient during times of Google ranking volatility. As a leading SEO company in New York City, we closely monitor algorithm updates and adjust strategies to keep our clients visible and thriving online. If your website’s traffic has been impacted by the recent shifts, our expert team is here to help.

Contact us today to protect your rankings and drive consistent growth!