If your website traffic has been bouncing around lately and you have wondered whether you missed a Google update or if this is just Google being Google, you are not alone.

This week, Google confirmed something important. Core updates are no longer occasional events. They now run continuously in the background. There are no big announcements, no dramatic names, and no countdowns. Instead, Google is refining its evaluation of websites every day.

Here is what that means in plain English

What Are Continuous Core Updates

Think of Google as a giant librarian who is constantly rearranging the shelves. In the past, the librarian would clean things up a few times a year. Now the cleaning is happening all the time.

Small tweaks. Occasional bigger refinements. Constant adjustments.

Your rankings may shift more often, but it does not automatically mean something is wrong. Sometimes Google simply believes another page fits the user’s intent slightly better. Other times, it realises your content deserves a higher position.

It is not personal. It is Google’s version of housekeeping.

Why Your Rankings Might Look Spiky Right Now

Over the last few weeks, SEOs have reported unusual spikes and dips. One day you are up, the next day you are down, and by the time you make a cup of coffee, everything has shifted again.

This volatility is a direct result of Google’s new always-on approach. Instead of big storms every few months, we now experience smaller, more frequent movements.

Here is the important part. A ranking dip does not automatically mean your SEO is broken. Often, Google is simply testing something, and the results stabilise on their own.

Before you panic, breathe. This is normal now.

What This Means for Your Business

Continuous updates reward strong websites and expose weak spots more quickly.

If your site is well structured, clear in its offering, helpful to users, easy to navigate, and aligned with genuine expertise, then you will benefit from these daily refinements.

If your site is thin on content, hard to navigate, or written for Google instead of real people, these updates will highlight that. This is not Google trying to punish anyone. It is Google trying to present the best possible experience to users.

The simplest way to think of it is that Google is checking the homework more often.

How PunkFox Stays Ahead of Continuous Updates

We have been operating in this way for years, long before Google officially confirmed this approach. Our strategies already align with constant change.

Find out more about our Perth SEO Agency.

We strengthen the foundations first

Your website needs to load well, read well, and guide users naturally. If your site is a powerful motorcycle, SEO is releasing the clutch.

We create content that matches user intent

Clear, helpful, direct content written for real people will always win. No jargon, no filler.

We monitor rankings daily, but we do not panic daily

We look for patterns, not isolated drops.

We improve things continuously

Internal linking, content updates, clearer explanations, and better user signals all make a difference.

We keep clients informed without overwhelming them

If something changes, we explain what happened, why it matters, and how we will approach it next. No mystery and no panic.

Do You Need To Do Anything Right Now

If your rankings feel jumpy this month, you probably do not need to make any major changes. It is, however, a good time to review your key landing pages and ask a few simple questions.

Does the content answer the user’s questions?
Is the page easy to understand?
Does it match what users expect when they search for your product or service?
Are you presenting information clearly and confidently?

Small improvements make a big difference when updates happen daily.

Want a Quick SEO Health Check?

If you are unsure whether your site is benefiting from these continuous updates or being held back by them, we are happy to review it for you.

We will explain what is happening, why, and how we can strengthen things going forward. And if the video audit feels overwhelming, you are always welcome to use it as a sleeping aid.

Book your free video audit today or contact our team directly on 08 6558 1890.