February 2025 was yet another month of interesting developments in the SEO world. Whilst we didn’t see any confirmed core updates from Google, there was plenty of volatility, some significant local search changes, and continued evolution in how AI is reshaping search results.
If you’re managing a website or running a local business, understanding what happened in February will help you make sense of any ranking changes you might have seen and prepare for what’s coming next.
Unconfirmed Ranking Volatility Throughout the Month
One of the most talked-about aspects of February was the persistent ranking volatility that appeared throughout the month. Third-party tracking tools noted very high levels of SERP (Search Engine Results Page) volatility around 24th and 30th January, which continued into February with additional spikes on the 7th, 12th, 20th, 26th, and 27th.
Here’s the frustrating bit: Google didn’t confirm any official updates during these periods. This left many of us in the SEO community scratching our heads, watching our rankings bounce around without any clear explanation from the Mountain View search giant.
Some tracking tools showed significant volatility whilst others were relatively calm, which added to the confusion. When you’ve got one tool screaming that the sky is falling and another showing everything’s fine, it makes it difficult to know what’s actually happening.
What this means for you: This type of unconfirmed volatility is becoming the new normal. Google appears to be making constant, smaller adjustments to its algorithms (“Twiddlers”) rather than relying solely on the big quarterly core updates we’ve been used to. My advice? Don’t panic over daily or even weekly fluctuations. Track your rankings over longer periods, monthly or quarterly, and look for sustained trends rather than reacting to every tweak.
The Diversity Update Hits Local Search
Here’s one that caught many local businesses off guard. Analysis by Joy Hawkins revealed that Google implemented what’s being called the “Diversity Update” for local search results. This update significantly affected how local businesses appear in both the local pack (those map results with three businesses) and organic search results.
The core change is this: Google is now demoting organic rankings for businesses that already appear in the local pack. The idea is to reduce duplication and provide more diverse results to searchers. If your business is ranking in the local 3-pack, your organic listing below it might get pushed down.
The impact was substantial. Some businesses that previously dominated both the local pack and organic results saw noticeable drops in their overall organic traffic. They were still visible in the local pack, but they’d lost that extra organic listing that was driving additional clicks.
What this means for you: If you run a local business and noticed a drop in organic traffic around late January or early February, this could be why. The fix isn’t straightforward, but research showed that changing which page your Google Business Profile links to can help. If you’re linking to your homepage and that page has dropped in organic rankings, try linking to a more specific service page instead. This can sometimes help recover both local and organic visibility.
For local businesses, this update underscores the importance of having a well-optimised Google Business Profile alongside strong organic SEO. You can’t rely on just one—you need both working together.
Mobile Search Gets a Facelift
In what Google called a move towards a “cleaner, more streamlined look,” they simplified how URLs appear in mobile search results. Previously, mobile results showed a two-part URL structure: the domain followed by breadcrumb elements (you know, those little hierarchical paths like “domain > category > article”).
Google decided those breadcrumbs weren’t particularly useful on smaller mobile screens, they often got cut off anyway, so they removed them entirely from mobile results. Now you just see the domain name.
What this means for you: This won’t directly impact your rankings, but it does affect how your listings appear to mobile users. If you had long, complex URLs, they’re now less visible, which might actually improve your click-through rates. The cleaner appearance makes results easier to scan on mobile devices. Focus on having clear, branded domain names and compelling title tags and meta descriptions – those are what mobile users will see and judge your listing by.
Search Quality Rater Guidelines Updated Again
Google updated its Search Quality Rater Guidelines in February with new criteria for evaluating AI-generated content. The guidelines made it clear that content created by AI without proper human oversight and editing would likely receive a low quality score.
The emphasis remains squarely on E-E-A-T (Experience, Expertise, Authoritativeness, and Trust). Whether content is created by AI or humans doesn’t matter to Google -what matters is whether it demonstrates expertise, provides unique value, and serves users well.
What this means for you: If you’re using AI tools to help create content (and let’s be honest, many of us are), you absolutely must add meaningful human input. This means editing, fact-checking, adding your own insights and experiences, and ensuring the content genuinely helps your audience. Unedited AI content that simply regurgitates information available elsewhere will struggle.
Bing’s Market Share Continues Growing
This isn’t strictly a Google update, but it’s worth noting: Microsoft’s Head of Search, Jordi Ribas, shared that Bing had grown its market share by 1.8 percentage points in the US and 3.7 points globally (on desktop) year-over-year. Microsoft’s search and news business grew 21% last year.
Now, before you get too excited, Google still absolutely dominates search. But the trend is worth watching, especially as Bing integrates AI features through Copilot and positions itself as an alternative to Google’s increasingly AI-heavy results.
What this means for you: Don’t ignore Bing entirely. Whilst Google should remain your primary focus, making sure your site performs well in Bing WebMaster Tools is worthwhile. The good news is that most of what helps you rank in Google also helps in Bing—quality content, good technical SEO, and solid backlinks.
The Great SERP Volatility Debate
Throughout February, the SEO community was buzzing about overall SERP volatility. Analysis by Mordy Oberstein showed that Google’s search results were 26% more volatile in 2024 compared to 2023, and February 2025 seemed to be continuing that trend.
Categories like Home & Garden, Business & Industry, and Beauty & Fitness experienced particularly high volatility. Some days showed massive swings in rankings, others were relatively calm.
This increased volatility seems to be the new normal as Google continuously tests and refines its algorithms. The days of stable rankings for months on end appear to be behind us.
What this means for you: Build resilience into your SEO strategy. Don’t put all your eggs in one basket—diversify your traffic sources, build a strong brand, focus on multiple keywords rather than just one or two, and create content that provides lasting value. When rankings bounce around, having a diverse, authoritative site helps you weather the storm better than sites relying on a few high-ranking pages.
AI Overviews Keep Expanding
The trend from January continued in February: AI Overviews are appearing for more queries and taking up more screen space. BrightEdge data showed AI Overviews had grown from occupying 600 pixels in early appearances to 800 pixels by the end of summer 2024, with projections suggesting they could reach 1,000 pixels – well above the fold on most screens.
For many site owners and SEOs, this is grim reading. Organic results are already competing with sponsored ads, and now AI Overviews are taking even more of the valuable “above the fold” real estate.
What this means for you: You need to actively work on getting cited in AI Overviews if you want to maintain visibility. Use structured data (Schema markup), create content that directly answers common questions in your niche, demonstrate clear expertise, and build authority in your topic area. Monitor which of your pages are being cited in AI Overviews using tools like Google Search Console and various third-party AI visibility trackers.
Tabbed Content and Hidden Elements
Google’s John Mueller addressed a question about tabbed navigation—when you intentionally hide content behind tabs on a webpage. His response? Crawlers don’t click on tabs or interactive elements.
If the content within tabs is loaded in the DOM (the technical structure of the page), it might get indexed, but it may not rank as well as content that’s immediately visible. More importantly, if users come to your site expecting to see information from the search results and it’s hidden behind tabs, they might get confused and leave.
What this means for you: If you’re hiding important content behind tabs, accordions, or other interactive elements, reconsider your design. Make your most important information immediately visible. Save tabs and accordions for supplementary information, not the core content users are looking for.
The Big Picture: Adapting to Constant Change
February 2025 reinforced several key trends that will define SEO throughout the year:
- Volatility is the new normal. Rankings will fluctuate more frequently. Build a robust strategy that can withstand these changes rather than reacting to every shift.
- Local search is evolving. If you’re a local business, you need to be strategic about both your Google Business Profile and your organic presence. The Diversity Update showed these two channels now interact in new ways.
- Mobile-first is non-negotiable. With UI changes focused on mobile users, ensuring your site looks great and performs well on smartphones is absolutely essential.
- AI is reshaping search behaviour. From AI Overviews to competitors like ChatGPT and Perplexity, users are finding information in new ways. Your content needs to work for both traditional search and AI-powered results.
- Quality signals matter more than ever. Whether it’s E-E-A-T, user experience, or content depth, Google is increasingly sophisticated at identifying and rewarding quality.
Looking Ahead
As we moved through February, it became clear that 2025 would be a year of continuous change in search. Google’s CEO had promised that search would “change profoundly” this year, and we’re seeing the early signs of that transformation.
For businesses and website owners, the key is to focus on fundamentals whilst staying flexible enough to adapt to new developments. Create genuinely helpful content, build a technically sound website, establish your expertise in your niche, and provide an excellent user experience. These principles remain constant even as the algorithms change around them.
Need Help Navigating These Changes?
If you’re a local business in Farnborough, Hampshire, or the surrounding areas and you’re concerned about how February’s changes might have affected your website, or you simply want to ensure you’re ready for what’s coming next, I’m here to help.
SEO in 2025 requires staying on top of constant changes whilst maintaining focus on long-term strategy. It can be overwhelming to do on your own, especially when you’re trying to run a business at the same time.
Whether you need a comprehensive SEO audit, ongoing SEO management, or just want to have a conversation about your website’s performance, give me a ring on 01252 692 765 or drop me a message through my contact form.
The landscape might be changing, but with the right approach and expert guidance, your business can still thrive in the search results.
Paul Mackenzie-Ross is an SEO consultant based in Farnborough, Hampshire, specialising in helping local businesses improve their online visibility and attract more customers through search engines.