This document discusses Google algorithm updates and how they affect search engine results pages (SERPs). It notes that Google constantly tests and releases major updates almost monthly. Various tools can track SERP volatility on different scales. Some industries like news and sports fluctuate more than others unrelated to Google updates. Mobile SERPs tend to change more frequently than desktop. Categories most impacted by updates include news, media, sports, and entertainment. Tracking specific keywords in one's niche can show volatility. Major spikes in changes occurred in April-May 2017 according to different tracking tools. Common issues for "losers" in updates include thin content, poor user experience, and technical problems. The key takeaways are to fix issues, improve user experience,