SERP volatility can be incredibly frustrating. In some cases, search engine results pages (SERPs) consistently rank the same websites in the same positions. However, we all know that Google SERPs can be in a constant state of flux, with rankings on the first page being updated frequently. You can be at the top one day, and not even appear on the first page the next.
In this article, we will explain the concept of SERP volatility, explore the common causes of these fluctuations to minimize the impact of SERP volatility on your website.
Understanding SERP volatility
SERPs are dynamic pages whose content and rankings change periodically to reflect Google algorithm updates and other factors. Theoretically, these changes are intended to provide search engine users with the most relevant and highest-quality content based on their queries.
As the name suggests, SERP volatility refers to the fluctuation in rankings that a website or page experiences in search results. These changes can be monitored using SERP tracking tools and similar software.
While some of these fluctuations are uncontrollable, they can be detrimental to businesses looking to maintain consistent traffic to their websites.
While small, incremental changes are normal, dramatic fluctuations in rankings can be cause for concern. For example, if your website is ranked third one day and tenth the next, you may need to reevaluate your on-page optimization strategy or consider external changes that could impact your rankings.
What causes SERP volatility?
Search ranking fluctuations don’t just happen. These variations are often the result of several factors, both within and outside of your control.
Understanding the causes of SERP volatility is critical for SEO professionals and businesses, as it allows them to develop more adaptable strategies and protect rankings. Below are six major factors that contribute to these abrupt changes in rankings.
1. Google algorithm updates
Google constantly updates its search algorithms, implementing changes several times a year. These updates aim to make the search engine more effective and useful by improving user experience and the quality of results.
While most of these updates only involve minor tweaks, major algorithm updates can cause significant fluctuations in rankings. For example, Google’s latest core update, released last August, generated high levels of volatility across multiple niche markets.
During and after these updates, many websites may experience variations in their rankings as Google re-evaluates pages based on factors such as content quality, search relevance, and user experience.
2. Ambiguous or mixed search intent
Search intent, also known as user intent, refers to the purpose or goal a person has when performing a search. This factor is crucial in determining how Google ranks pages in the SERPs.
When a user enters a broad query, search engines often display a variety of pages to satisfy different types of search intent.
For example, when searching for “fintech AI,” search engines may have difficulty identifying the exact intent of the user. Are they looking for definitions, industry news, or service providers? Depending on the evaluation of the user’s activity history, the results may vary significantly.
Additionally, current news and events can influence search intent and, consequently, increase SERP volatility.
3. High keyword difficulty
Some keywords are “harder” than others due to the high competition between websites trying to rank for them.
The most competitive keywords tend to have a broader reach and attract high volumes of traffic. For example, the keyword “sustainable fashion” is much more competitive than “sustainable fashion brands in Colombia.”
In highly saturated niches, competitor analysis may show that other websites are continually optimizing their pages or acquiring new backlinks, making rankings for these keywords more unstable.
4. Indexing and crawling issues
In order for search engines to display your pages in SERPs, they must first be able to crawl and index your website. If there are issues preventing crawlers from accessing or understanding your pages, you could experience low or volatile rankings.
Some common factors that can cause crawling or indexing issues include:
- Recent redesigns
- Lack of a sitemap
- Poor website structure
- Orphan pages or pages without internal links
5. Penalties
Search engine penalties can be algorithmic or manual, and can result in sudden drops or changes in rankings.
Algorithmic penalties occur when a Google algorithm update does not favor your website.
Manual penalties, on the other hand, come from human reviewers who manually evaluate pages for potential violations of Google’s Webmaster Guidelines. These penalties are typically applied to sites that use malicious or spammy SEO tactics.
6. Keyword cannibalization
Keyword cannibalization occurs when multiple pages within a single website compete for the same keyword.
If you publish many pages optimized for the same keyword, search engine crawlers can become confused and affect the authority of each page. Instead of having one strong page with a stable ranking, several pages will fluctuate between different positions.
How to prevent SERP volatility
It’s completely normal for your rankings to fluctuate slightly. However, by following these tips, you’re less likely to experience drastic changes:
Stay up to date with algorithm changes
Following algorithm updates will allow you to anticipate any potential impact on your site’s performance. You can read about the latest Google updates or follow the Google Search Liaison account at ‘X’ to receive real-time information.
Optimize technical SEO
Technical SEO is a crucial aspect that is often overlooked. It includes optimizing loading speed, page hierarchy, internal linking, crawlability, and fixing broken links. Keep a tight control over your site and optimize it regularly to minimize ranking loss.
Optimize for mobile devices
More than 55% of web traffic comes from mobile devices. Since September 2020, Google has implemented “mobile-first” indexing, which means that your site must be optimized for mobile: it must load quickly, be easy to use, and be designed to work properly on these devices.
Conduct quality audits on your site
Major SEO tools offer site audit features that identify issues like broken links or low-quality content. If you don’t have access to paid tools, you can perform manual audits using Google Search Console.
Analyze your data regularly
Constantly reviewing your data will help you identify which pages or keywords have lost positions and understand why.
How to monitor SERP volatility
Some useful tools for tracking search engine volatility include:
- SEMRush Sensor (to monitor changes in Google’s algorithm)
- Ahrefs, Moz and SEMrush (paid tools for detailed analysis)
- Google Search Console (free, to analyze traffic, visibility and CTR)
By monitoring these changes and adapting your strategy, you can minimize the impact of SERP volatility on your website.
