Search engine optimization professionals and website owners reported significant drops in Google Search rankings on January 6, 2026, marking another period of volatility following the December 2025 core update. The unconfirmed update appears less widespread than previous algorithmic changes but has affected multiple sites across various industries.

The latest ranking fluctuations come after Google’s December 2025 core update, which began December 11 and concluded December 29. That update featured two notable spikes on December 13 and December 20 before stabilizing near the end of the month.

Website owners reported dramatic traffic declines, with some experiencing drops of 90% compared to normal levels. The ranking changes have coincided with substantial decreases in Google AdSense earnings, with publishers reporting revenue drops ranging from 50% to 87%.

One site owner noted traffic reduced to 30% of normal levels since December 13, while another described December performance as significantly below historical standards. Multiple publishers reported their December earnings, typically a strong month for advertising revenue, fell well short of expectations.

Industry tracking tools including Semrush, Accuranker, Advanced Web Rankings, and others are monitoring the volatility. The tools aggregate data to identify patterns in search result fluctuations across different sectors and geographic regions.

Some professionals suggested the timing coincides with the first week back to work for many users, which could contribute to traffic pattern changes. However, the magnitude of reported drops suggests algorithmic factors rather than seasonal variations are the primary cause.

Google has not announced any official updates or provided commentary on the reported ranking changes. The company typically confirms major algorithmic updates through its official channels when they occur.