Search Engine Results Page (SERP) Volatility and Its Impact on Website Rankings
Search traffic is more than just a metric; it’s a key component of a successful business model. Companies like HubSpot, Nerdwallet, and Zapier have leveraged search traffic to build multimillion-dollar empires. In fact, I’ve personally witnessed a gaming brand use search share of voice data to justify a $60M acquisition and market expansion. The connection between search rankings and revenue is undeniable, making SERP volatility a critical factor that can significantly impact business value.
Understanding SERP Volatility
SERP volatility refers to the degree of fluctuation in Google’s search results. In volatile SERPs, different pages shift in and out of the top 10 rankings, while stable SERPs remain relatively steady over time. It’s important to note that even “stable” SERPs experience a level of volatility. As Google’s Senior Search Analyst, John Mueller, has pointed out, there is no one-shot secret to long-lasting online success. The web, user desires, and engagement with websites are constantly evolving, leading to fluctuations in search results.
A “stable” SERP is characterized by minimal changes in the top 10 rankings over a period of time. Conversely, a “volatile” SERP sees frequent fluctuations with pages moving in and out of the top 10 rankings on a daily basis. Multi-keyword flux and single keyword flux are two ways to categorize SERP volatility. Multi-keyword flux refers to the oscillation of traffic and rankings for multiple keywords in the SERPs, impacting pages, sites, or entire industries. On the other hand, single keyword flux involves traffic or ranking volatility for a specific keyword, affecting a single page.
Causes of SEO Volatility
Several factors contribute to SEO volatility, including algorithm updates, content issues, and changing search intent. Algorithm updates by search engines like Google aim to improve search results for users by promoting useful, satisfying, and original content. These updates can lead to significant fluctuations in search rankings across various industries. Content issues such as outdated or irrelevant content, crawling/indexing issues, and cannibalization can also impact SERP volatility. Additionally, competitor content improvements, changes in search intent, and low-quality content can contribute to fluctuations in search rankings.
Dealing with SERP Volatility
To address SERP volatility and stabilize rankings, several strategies can be implemented. Regularly monitoring search intent to align content with user expectations is essential. Keeping content updated, especially for topics that require freshness, can help maintain rankings and prevent traffic loss. Resolving cannibalization issues, studying competitor content, and auditing and troubleshooting technical issues are also crucial steps to mitigate SEO volatility. By proactively addressing these factors, websites can minimize the impact of SERP fluctuations and maintain a competitive edge in search rankings.
Conclusion
SERP volatility is a common phenomenon in the ever-evolving landscape of search engine results. Understanding the causes of SEO volatility and implementing effective strategies to stabilize rankings are essential for maintaining visibility and driving organic traffic. By staying informed about algorithm updates, monitoring search intent, and optimizing content regularly, websites can navigate through SERP fluctuations and capitalize on opportunities for growth. Remember, SERP volatility is not a barrier but an opportunity to adapt and thrive in the dynamic world of online search.