Search rankings are no longer enough. Discover how brand visibility inside LLMs like ChatGPT, Gemini and Claude is reshaping SEO, trust and digital authority.
These days, many are noticing that SERP volatility isn't really abating. The latest analysis on Search Engine Roundtable confirms this: it wasn't just a spike from an update, it wasn't a temporary shock. The graphs show that many categories continue to move even after what, theoretically, should be a stabilization phase.
This is the interesting point. For years, we've become accustomed to a simple pattern: a major update, a fluctuation, then a return to a new normal. Now, that normality seems to be elusive. Impressions rise, fall, and shift distribution. CTRs are compressed. SERP features are taking up space. AI Overviews are starting to take effect before the user even evaluates a link.
It's not just technical instability. It's a structural change in the search interface. The SERP is no longer a relatively static list that realigns itself after a jolt. It's an environment that continually recomposes itself, where rankings, features, AI, and layout coexist and compete for attention.
If you only look at the average position, you risk missing the point. The real question today is whether you're maintaining visibility in a SERP that's no longer linear. Whether your content can remain relevant when blocks change, when generated responses enter, when user behavior shifts toward what they see before even clicking.
Volatility isn't an accident. It's a sign that the search engine is still redefining its weighting. And in such a context, practicing SEO as if everything will go back to "the way it was before" is probably the biggest mistake.
The baseline is shifting. And perhaps true stability will never return to the form we've become accustomed to?
