Author: Ryan Walsh
Date: 07/05/2025
Subject: Google Algorithm Updates May 2025

 

Introduction

Right now, at the time of writing, Google seems to have a significant algorithm update rolling out.

Yet, those with their finger on the pulse will have noticed that there isn’t much conversation about this.

Is it due to Google algorithm rollout fatigue?

We think most likely, as the countless updates from Google were relentless in 2024, that pattern looks to continue in 2025.

As we all know, the updates seem to be happening much more frequently.
However, I have spent over 10 years in this business sector, and never have I seen data in Google Search Console that does not match the SERPS.

This article will discuss this and more about what could happening to Google’s algorithm.

 

Is a Google algorithm update underway during May 2025?

Throughout May 2025, our SEO consultants have noticed that there seems to be a significant rollout of a large Google algorithm update. As of the 7th of May 2025, we don’t think that this algorithm update has finished, therefore leaving websites stuck in a sort of limbo as the “ranking flux” continues.

 

Why is Google Search Console’s position data different from reality?

Perhaps the item we find most confusing is why Google’s Search Console position data seems off-target at the moment?

What we mean by that is when you check the keyword position data, say in the last 24 hours or over the previous week, this seems to differ significantly from what is happening in the search engine results pages (SERP’s) as if the two are disconnected.

We can only speculate, and we can only guess that if a large rollout is occurring, that for some reason in Google Search Console right now, there seems to be some significant disconnect as to why the GSC account is saying one thing and then the SERP’s are saying another.

This does cause a bit of confusion, as it’s hard to plot what is happening and what could be causing these differences.

As we will come to a bit later, there is mass speculation that Google may be testing new AI integration into the algorithm.

We have seen how good and powerful Google’s Gemini 2.0 is.

Could there be a substantial change to how the SERP’s look just around the corner, which could significantly impact organic SEO?

Those who regularly follow our blog posts will know we recently discussed Google AI Overviews and how these are changing the appearance of Google’s SERPs.

These overviews provide a brief yet exact answers to any question asked to Google Gemini .

Helping shoppers find answers very quickly.

Yet, we are wondering here at this agency if there could be a much larger integration of AI, that is, artificial intelligence being made into Google’s algorithm.

 

Why are the number of impressions in Google Search Console so different?

For those agencies and freelance SEO consultants who check their Google Search Console practically every hour of the day, they may have recently noticed a significant change.

For example, when we look at our client’s impression data, it does not just look increased; it seems to be changing up and down every few hours as well.

In our mind, this confirms that Google is testing something, that a significant update is rolling out, causing the GSC to data fluctuate as often as it is.

Again, this causes some confusion in our minds, as some keywords that were not once at the top of the list in terms of impressions and were once there for a long period of time.

A disturbance in the force:

 

Integration of AI into Google’s algorithm?

We can only conclude, yet this is mere speculation, that AI could play a more critical role in how Google’s ranking factors work and how Google’s core algorithm works.

We all know about Google Rank Brain, that is AI powered yet was integrated into Google’s core algorithm well donkeys years ago now.

We think that this ranking flux is temporary. However, it does seem sustained. We would say that, here at this agency, we have noticed this flux occurring for at least the last two weeks.
How to adapt

 

That’s the crucial question

We think that Google’s advice offered through Google E-EAT will remain robust and the guidance that all businesses should follow.

During ranking flux and any changes made to Google’s algorithm, there is always the temptation to start making design or significant SEO changes, yet don’t do that!

Ride the storm out

As the best SEO companies globally will also advise, we will always advise as well that during a Google algorithm update, you should sit and wait. It’s a bit like a giant storm; you wouldn’t want to start home repairs during the storm, you have to wait until the weather settles, then see which repairs are needed.

And this is the same for a Google algorithm update.

However, in our 10 years of experience advising many businesses with their organic and local SEO, this does seem particularly big update, and we think that we will see some significant and fundamental change to how Google’s organic search works once the AI capability is fully integrated.

 

Come to the SEO experts.

We have helped businesses navigate countless Google algorithm updates, from Panda and Penguin to the seismic change of the Hummingbird update.

We have always followed Google’s advice and SEO best practices.

That is called white hat SEO.

We therefore follow Google’s EEAT advice and always use the best white hat methods.

Call or e-mail today for a free and no-obligation quotation.