I’m looking into noticeably impactful and unannounced Google update activity in February 2025, on the surface, unrelated to the entity issues (Google’s understanding and representation of entities in Google Search) I’ve been sharing in the Disconnected Entity Hypothesis I shared last month.
It looks as though this February Google update targets more established sites than the Entity-ending October 2023 Google Spam Update, the March 2024 Spam Update and December 2024 Spam Updates.
On the surface, I don’t think these sites are the type of entities to be the type traditionally targeted by Google’s Helpful Content algorithms, which could be said to target topical authority abuse, low quality or scaled content abuse.
February 2025 Google update activity is weird
The Unannounced Google Update activity that started around February 5th 2025 and continued all February 2025 with ups and downs (and just downs ) for some sites is weird.
This is actually a new one for me on a site this compact.
USUALLY, when traffic goes up, EVERYTHING is fine.
Right?
Well, in this first case study, that’s not the case.
February 2025 Google update Exhibit 1
I almost missed it until I glanced at the top keywords sampling that Hobo SEO Dashboard does.
I can’t recall a site as compact as this with traffic heading north like that and top referring keywords from Google Search dropping like that as the same time.
It will make for an interesting case study as it pans out.
February 2025 Google update Exhibit 2
This will also make an interesting case study.
Another separate site in a different niche was severely impacted by the February 2025 Google updates.
I am looking into a few sites that were impacted in the February 2025 Google Updates (unnanounced).
I will keep this post updated.
Contact me if you have been affected.
