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Have you ever been unable to find your keywords and experienced a sudden surge of fear?
If yes, then you’ve been on the wrong side of SERP volatility, which is periods of extreme fluctuations in rankings for keywords.
However, before you enter optimization overload without a specific strategy, the most crucial thing to do is relax and not panic.
In reality, SERP volatility is a regular part of the highly competitive field of SEO.
Once you’ve gathered and analyzed your data, determine the source of the problem, and then modify the content (or sometimes, not) in complete confidence.
Let’s take an in-depth look at SERP volatility to help you comprehend how to conduct this analysis and optimize your content to give you the greatest possibility of stabilizing the search engine rankings.
What exactly is SERP? The volatility of SEO
SERP volatility happens when SERPs alter based on various circumstances. There are times when extreme changes between the negative (a higher position) and the positive (a lesser ranking) direction may occur. It’s quite commonplace today, as many websites compete for top rankings.
To simplify things, Think of SERP volatility as like stock market volatility. The entire picture can change in a single day, and that’s certainly not something to worry about immediately.
What is the reason? SERP volatility affects SEO performance
Although a small drop in rankings for keywords might not affect the performance of SEO metrics and KPIs if they begin to get more significant and lots of ranking of keywords disappear, particularly if they’re revenue-generating keywords – then you’ll need to consider taking more time to analyze the statistics.
If this happens, your goal to increase traffic and boost revenue through SEO slows down. If pages do not rank in search results, you won’t see the clicks or conversions, which results in a loss of new leads and sales.
The causes of SERP volatility and ways to combat it to keep your keyword rankings
The most effective way to counter SERP fluctuations is to examine information to find the cause.
When you are reviewing the data, consider the following:
Which keywords have the highest fluctuation?
What content is ranked, and the content is not ranked for these specific phrases?
Are there any technical issues that affect SERP results?
You should try to identify the cause of the fluctuations within your ranking. After that, you can make the necessary changes and observe the effects of these changes on your performance.
Let’s look at some of the most frequently-asked problems that cause SERP volatility and fluctuations in ranking and suggest solutions for fixing these issues.
Mixed intent of search Search engine results vary
A vague or mixed search intent indicates your search engine doesn’t know what your content is doing to address the query in your search results.
Let’s consider the case of a tech company B2B known as Healthcare IT.
If you type the query “healthcare IT” into search engines, here’s the most prominent result at the top of this page.
How can we fight SERP instability for search queries that are vague or mixed-intention
Mixed intent in search is one of the main causes of SERP instability. It’s good news that it can be fixed completely, meaning that instabilities in search engine rankings won’t cause a repeat problem. The solution is to specify the intent using your keywords in the content. For instance, if the page you’re creating is focused on “healthcare IT news,” make sure that you specify the on-page words that start with “news” instead of just having the words “healthcare IT.” This will simplify for Google to recognize the content you aim to show the visitor appropriate content.
To determine and determine if you’re impacted in this manner:
Think about whether the keyword or the purpose behind it has changed.
Track the ranking of keywords averages over 3 to six months to observe how people look for and interact with SERP results.
Be aware that fluctuations in search results are normal.
The best strategy is to keep track of the monthly changes to spot patterns.
Also, keep watch for new SERP competitors. Are there new players on the market that have compelling arguments for ranking for these identical phrases? If yes, you might require a content refresh like the one described in the previous paragraphs to get your rankings back to where they should be.
Keywords with great difficulty
Another reason for the volatility of SERPs. The number of websites competing for the top SERP positions and the organic traffic they generate. The high competition results in “keyword difficulty.” If you’re targeting keywords that have great difficulty, it’s quite simple for competitors to knock your position from high-value ones without notice.
Look at this sample of a search for this highly difficult keyword: “SEO beginner guide.” The information is sourced from Moz.
How can we combat the volatility of SERPs for difficult keywords
Similar to this, In the same way, you should check whether your competition has recently updated or optimized its content.
In addition, you have to consider your website’s credibility. If your rankings for keywords were extremely high but have been at a constant low, then consider if your domain can control the search keyword as competition has increased.
One way to test this is using the Moz Keyword Explorer tool, which allows you to create lists of keywords so that you can evaluate keywords to each other based on the volume of searches and difficulty. If you notice that a particular keyword is difficult due to its excessive competition, look at using a lesser-difficulty keyword that is simpler to be ranked for.
Ultimately, you’ll have to determine what level of priority position this phrase is crucial to your company. If it’s valuable, Try optimizing your content to get more exposure. It’s likely not worth keeping that particular one if it’s not high value.
The market is highly competitive competition
This is a challenge similar to the one before. Your competitors, who have directly or indirectly competing products, could invest significantly in creating new content. As they create material, it sends signals by search engines to show that they offer something valuable to give to the public.
Because of the regularity and high quality of their publishing strategy, they’re continuously gaining authority in the subject. In time the results of their publishing strategy will translate into a higher authority on the topic, which aids in improving the rankings of their website.
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