"Starting maybe late Thursday, into Friday, November 7th, I started to feel a Google Search ranking update and volatility brewing. Like I've been saying since the num=100 parameter change, it has been harder to validate those feelings, but based on the chatter I have been seeing in the SEO community and some of the third-party Google Search tracking tools, I think there was a Google update around November 7, 2025."
"The last time I reported on Google ranking volatility was what I called the Halloween update and then between October 15th to 17th and then on October 7/8th and to be honest, there has been a lot less chatter since Google turned off the ability to see 100 results per page and the tools began to recalibrate. But that being said, SEOs can tell, outside of these tools, when there is a ranking adjustment and it seems there was a significant one around October 16th."
"Here are some quotes from the comments on this site, from WebmasterWorld and then me asking on X. Yesterday, I somehow overcame long-term plateau. I see I am 15% down yesterday, it is getting insane I have checked my server has something happened this week? SEMrush is saying my rankings stayed the same. Yeah the last few days have been brutal, traffic is down about 40% from where it was last week and the same as someone else said. It started about three days ago."
Volatility in Google Search rankings began late Thursday into Friday, November 7, 2025, with signals from SEO communities and third-party tracking tools indicating an update. Removal of the num=100 parameter reduced visibility and made validation harder while tools recalibrated. SEOs reported traffic declines roughly between 15% and 40%, low conversions, and missing visitors from Search and Discover. Prior volatility occurred around October 7/8 and a significant adjustment near October 16. Community reports described broken plateaus, sudden drops, inconsistent tracking tool data, and the likelihood of organic ranking adjustments or a core-type update.
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