Google SERP Volatility Spikes – May 2025

After weeks of relative calm, Google Search rankings saw a significant spike in volatility on May 8, 2025, initially in the United States and then spreading to Italy on May 9. In this article, we break down what’s happening in the SERPs using data from tools like Semrush, and explain what it means for your SEO strategy right now.

Table of Contents

• May 8: SERP volatility hits the US
• May 9: High volatility reaches Italy
• What this means for your SEO
• Partner with Dopstart for expert SEO guidance
• FAQ

May 8: SERP volatility hits the US

On May 8, SEO tracking tools and industry chatter began lighting up due to sudden ranking fluctuations in the US search results. Although Google has not officially confirmed any algorithm update, the data and anecdotal evidence suggest otherwise.

This is the most significant movement since the March 2025 Core Update, which remains the only confirmed update of the year so far. With no word from Google, this points to potential stealth rollouts, AI testing like Search Generative Experience (SGE), or other behind-the-scenes adjustments.

May 9: High volatility reaches Italy

Just 24 hours later, on May 9, a similar pattern emerged in Italy, where Semrush Sensor recorded a volatility score of 9/10 — a level typically seen during confirmed algorithm updates.

An analysis of the SERP feature occurrences in the top 20 results shows notable shifts:

• Related searches: 93.04% of SERPs (+0.48)
• Sitelinks: 52.74%, slightly down (-0.11)
• Image packs: 43.61%, sharp increase (+1.17)
• Images: 39.53%, dropped significantly (-0.26)
• Videos: 29.61%, strong growth (+0.87)
• People Also Ask: 66.84%, decreased (-0.47)
• Shopping Ads: 7.88%, large increase (+4.18)

These changes point to a visually enriched and commerce-driven SERP, likely favoring content with media elements(images, videos) and optimized product listings. The data suggests Google is recalibrating its SERP features in real time — and the SEO implications are major.

What this means for your SEO

For websites, these movements can cause sudden ranking losses or gains — especially if your content lacks multimedia elements or structured data. Google is clearly leaning toward interactive, user-focused results that align with E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).

To adapt quickly:

• Review your keyword positions and traffic in GA4 and Search Console
• Check which SERP features are active for your niche
• Ensure your pages contain relevant visual and structured content

Partner with Dopstart for expert SEO guidance

Navigating unpredictable SERP behavior isn’t easy — that’s why Dopstart offers a free SEO consultation to evaluate your current situation. We can help you understand the impact of this May 2025 volatility, and guide you through a tailored strategy to strengthen your digital presence.

FAQ

1. What caused the May 8 SERP volatility?
Unconfirmed changes by Google, likely related to algorithm tweaks or AI feature testing.

2. Did the volatility affect Italy too?
Yes, by May 9 the volatility score in Italy hit 9/10 on Semrush Sensor.

3. Which SERP features are increasing?
Image packs, videos, related searches, and shopping ads saw significant gains.

4. How should I respond to ranking drops?
Avoid knee-jerk reactions. Monitor data, analyze trends, and focus on content quality and diversity.

5. Has Google confirmed a new algorithm update?
No, but the data indicates significant changes are underway.

6. Can GA4 bugs affect traffic data?
Yes, but only in reporting — rankings themselves are unaffected.

7. What does a 9/10 Semrush volatility score mean?
It indicates extreme ranking fluctuations, similar to those seen during official updates.

8. What are SERP features?
Additional elements in search results, like videos, images, carousels, and shopping ads.

9. Are visual elements now critical for SEO?
Yes, especially with image packs and videos gaining prominence in the SERPs.

10. How can Dopstart help my business?
We provide tailored SEO support, detailed analysis, and ongoing guidance — starting with a free consultation.

Worried about May’s ranking shakeup?
Contact Dopstart today for a free SEO assessment and personalized support.