The quick version:
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Website owners are reporting a sharp drop in Google traffic across the EU since the end of last week.
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Oddly enough, many of the same websites see ranking increases even as traffic drops.
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Google has not confirmed an update, which is why the community suspects an unannounced update.
What happens
Webmasters are reporting sharp declines in EU traffic that began late last week, with some sites reporting days that are just a fraction of their normal volume. The strange thing is that according to their tracking tools, multiple reports are increasing in ranking at the same time. Rankings go up, traffic goes down, it’s a confusing combination.
Why it’s strange
When rankings remain stable or improve but clicks plummet, the usual suspicion is that AI overviews are eating the clicks before users scroll. But the suddenness and concentration in the EU makes people suspect that an unconfirmed update is quietly running in the background. Google hasn’t said anything, which only fuels speculation.
What to do
Don’t make drastic changes based on a few volatile days. Check if your rankings are actually holding up, watch if AI responses are absorbing your clicks, and wait for the dust to settle before responding.
The discussion is active on the WebmasterWorld forums if you would like to compare notes with other affected owners:https://www.webmasterworld.com/google/5132122.htm
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