What is happening with SEO platform data
SEO tools have been recording incorrect site positions in Google since September. Semrush has officially confirmed the problem and called it 'poisoned' search results.
The ranking data that platforms collect for analysis does not match actual search results. This affects position reports, project visibility and SEO campaign performance measurement.
Scale of the problem
The issue is not limited to Semrush. Users of different platforms are reporting position tracking failures. Errors appear unpredictably: the same query can show correct data today and distorted data tomorrow.
This creates problems for specialists who make decisions based on this data. When a tool shows a ten-position drop but nothing has actually changed, it triggers false alarms and unnecessary action.
Why data is distorted
SEO platforms collect position data through automated queries to Google. The search engine periodically changes its protection algorithms against automated systems — one possible cause of the failures.
Another version relates to changes in Google's search results themselves. Personalisation, regional factors and constant algorithm updates make a 'clean' snapshot of results an increasingly conditional concept.
What platforms are doing
Semrush and other services are actively working to fix the situation. They are adjusting data collection methods to minimise the impact of 'poisoned' results.
The process has been ongoing since September, but no final solution exists yet. This suggests the problem is technical and requires serious restructuring of data collection systems.
How this affects SEO specialists
Incorrect data hits three areas.
Client reports. When a graph shows a collapse but traffic remains stable, you have to explain the discrepancies. This undermines trust in tools and complicates communication.
Decision-making. False signals force reactions where none are needed and miss real problems. When position data jumps without reason, it is hard to distinguish noise from trend.
Performance evaluation. SEO campaign ROI is calculated partly by position dynamics. Distorted metrics distort the final efficiency assessment.
What to do right now
Check data from multiple sources. If Semrush shows one thing and Search Console another, look at organic traffic. It lies less often than position trackers.
Do not make sharp decisions based on one tool. A position drop in a report is no reason to panic if traffic and conversions are stable.
Monitor updates from platforms. Semrush and other services publish work status on fixing the problem — this will help you understand when data becomes reliable again.
Outlook
The problem exposes a vulnerability across the SEO analytics industry. Platforms depend on the ability to collect data from Google, and Google has no obligation to make it easier for them.
Tools may have to seek alternative information sources or change data collection methods. Until the situation stabilises, a critical attitude to figures in reports is the only reasonable strategy.
