What is going on? Again, three times in about a week, we are seeing increase chatter and the tools are lighting up around a Google search ranking algorithm update. Yesterday morning the chatter once again spiked up and also many of the tools are showing huge fluctuations in the Google rankings.

Update note on the name: On Friday, Brett Tabke of WebmasterWorld named this update "Update Maverick" he said "Update Maverick (in honor of yesterdays Top Gun trailer release). Because this update looks a bit stealthy and precise. However, all the major algo tools are reporting an update has occurred." Personally, I am not a huge fan of naming an update for a movie, would have preferred something around the 50th anniversary of the moon landing but hey - Google had their opportunity to name it and they didn't get back to me after numerous attempts.

Here is some of the new chatter in WebmasterWorld:

Massive movements for me. All my keywords have dropped again sad I can't believe this

Same happening here. If its any similar to June's update, there might be room to recover in a week or so.

I didn't recover from the June update. It took away more than half of my traffic. July 13 update took another 10% and today's update is going to take away the rest sad

But like with any update, not everyone is seeing it:

I don't see anything major for my niche.

I'm not seeing movement on any of the keywords I track manually. But our traffic increase has remained consistent since Monday.

In Canada, we're seeing some clients up, and others down. On our end, we're seeing it hit specific verticals - again the YMYL and authority issue seems to be playing a role from what we can see. Our sites are otherwise very healthy, great content, no technical problems to speak of, etc... this is the only factor that we've not been able to properly address.

I was seeing large spikes earlier today when I was monitoring and have had overall some steady conversions today. If there is something being pushed out then I find it is not uncommon though for there to be spikes and dips whilst it is and I dont see it as an indication of what the after result will be .

Some of the tools are showing big changes.

Mozcast:

SERP Metrics:

Algoroo:

Advanced Web Rankings:

Accuranker:

RankRanger:

Cognitive SEO:

SEMRush:

Are you seeing big changes? Again, no word from Google at the time I am writing this...

Forum discussion at WebmasterWorld.