The latest Google Core Update is causing major turbulence in search results, reminding SEO experts of the early days of search optimization. Our current data across numerous client websites shows that the ongoing algorithm rollout is creating extreme volatility, heavily mirroring the historic “Google Dance” phenomenon.
The May 28 Peak and Subsequent Click Drop
Our internal tracking across a wide range of industries reveals a clear trend: ranking shifts reached their absolute peak on May 28. Following this spike, many webmasters and businesses have noticed a measurable decline in clicks. While impressions remain stable in some areas, organic click-through rates (CTR) are dropping across the board.
AI Answers Accelerate the Shift to “Zero-Click”
The reason for the loss of traffic despite stable visibility is clear: Google is aggressively pushing its shift toward AI-generated answers directly within the search results. These instantly displayed AI summaries provide users with immediate answers, eliminating the need to click through to a website. This “zero-click” phenomenon presents a brand-new challenge for traditional SEO, as high rankings no longer guarantee website visitors. In our opinion, even though Google still considers traditional SEO as the most critical foundation for GEO (Generative Engine Optimization), optimizing for generative AI engines will become increasingly vital to still get a piece of the pie. The algorithm adjustment is currently still active.
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