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Over the past few days, there’s been unusual movement in Google’s search results. Several SEO tracking tools are showing increased volatility, and many site owners report noticeable ranking shifts. The data is somewhat mixed – some tools detect changes faster than others – but there’s little doubt that something is happening.
This comes at an interesting time. Google hasn’t confirmed a core update since June 2025, and the most recent spam update wrapped up in September. It wouldn’t be surprising if a new update is rolling out now – perhaps even what could be dubbed a Halloween update. Hopefully, it won’t be too frightening.
Google updates so far in 2025
Although Google constantly tweaks its algorithms, only a few confirmed major updates have been announced this year:
March 2025 – Core Update: A broad update that affected content quality and EEAT signals. Many affiliates reported significant organic traffic losses.
June 2025 – Core Update: Focused on user experience and “helpful content” signals, benefiting larger brands and editorial sites.
August 2025 – Spam Update: Targeted low-quality content and manipulative link practices. Completed in September.
Even though the list shows only three confirmed events (plus one potential), the real number is likely higher. Google makes smaller changes constantly, many of which are never officially confirmed or even discussed publicly.
Google typically rolls out four to six major updates each year, so it’s reasonable to expect at least one or two more before 2026.
Big brands, established sites, and local heroes
Throughout September and October, many have noticed major swings in rankings and traffic. Google appears to be testing the balance between large brands, well-established websites, and smaller “local heroes.” For many, this has turned organic traffic into something of a rollercoaster ride.
Periods of high volatility like this often precede larger updates. Wincher currently reports “high volatility”, while Semrush Sensor sits at 6.6 – the highest level so far in October. Similarweb paints a calmer picture with a score of 49, about 15 points below its 90-day peak.
Affiliates waiting on the sidelines
2025 has been a challenging year for many affiliates relying heavily on SEO traffic. Several have seen sharp drops in visibility and are now waiting to see what the next update brings. Some have made adjustments, others are choosing to wait it out.
At recent industry events, several pointed out that CPA-based affiliates have been hit the hardest. When traffic drops, so does cash flow – immediately. Revenue share models, on the other hand, maintain some recurring income from existing players. This difference in cash flow makes CPA affiliates especially vulnerable when Google shakes things up.
At the same time, many operators report that SEO-driven traffic has almost disappeared altogether. Those who still have visibility, however, are being paid handsomely – hybrid deals and listing fees have never been higher. In the end, it’s often the operators who end up footing the bill, paying more for less traffic. For some, it’s still profitable, but margins are tighter and competition for organic exposure has rarely been tougher.
Google confirmations often come late
Historically, Google tends to confirm updates only after rollout has already begun. Officially, the company maintains that changes happen continuously, but the pattern is familiar: visible ranking shifts often appear before any public confirmation.
This may be because Google tests changes in smaller batches first, or because different systems are activated gradually. No one outside Google knows for sure. But judging by recent volatility, we may be seeing the early signs of another significant update.
iGamingToday will be keeping an eye on the volatility in the coming days – whether this turns into a confirmed update or just a seasonal shake-up, let’s hope it brings more treats than tricks. 🎃
