You can also compare keyword performance to see whether particular words or phrases are losing or gaining momentum.Įvery website will have keywords that fluctuate. Tools like SEMRush and Ahrefs allow you to save important keywords and track them over time. Use a tool to monitor keyword performance and quickly identify SERP volatility. To identify SERP volatility, you need to track and monitor your keywords over time. However, you can try to capture the featured snippet or get featured in the people also ask box. Unfortunately, not much can be done about this. While Ahrefs said our blog post dropped a rank, really, Google decided that a SERP feature may serve users better and inserted it before our SERP result. Upon investigating rank changes, I noticed a new SERP feature that didn’t appear previously. ![]() This has happened to Victorious’ own content. And Google seems to be testing out more and more features lately - which could lead to high-ranking pages dropping a rank or two. Helpful features like featured snippets, knowledge graphs, and people also ask boxes can impact where your rank in SERP. One thing I’ve noticed more of lately is SERP features. Broken links, redirect chains, slow page speed times, and other technical SEO issues can impact both rankings and UX. However, if your rankings remain low and don’t recover, you may want to run a technical SEO audit to verify that nothing is holding your website back. Technical errors leading to ranking drops could appear to be SERP volatility at first glance. If only certain keywords are affected, google them to see if there is new content knocking your pieces down a notch. Since other content can impact how well your pages rank, competitors publishing quality content could lead to keyword rank changes for posts targeting the same keywords. Seeing ranking drops for particular keywords? It may be that your competitors are creating new content or improving their existing content. This will lead to continued keyword rank changes. If the SERP is mixed - if there are some informational blog posts and some service pages, for example - this probably means that Google is attempting to determine the search intent of the keyword. To see whether search intent has shifted for your targeted keyword, simply google it. This shift in search intent could lead it to shuffle up the search to test whether its hypothesis is correct. For example, Google may note that searches for “XYZ” aren’t seeking information but are actually looking for a transactional page. Sometimes that means shaking things up as it finetunes how it interprets different queries. Google wants to provide the best experience possible for searchers. Changes in User Behavior & Search Queries Is it full of thin content that wasn’t really helping people? If so, a change in your content strategy could help you recapture some of your search visibility. ![]() Then compare their best practices against your website. For example, if your keywords and traffic took a nosedive after the Helpful Content update, take a look at what the company said it was looking for. If you’ve been negatively impacted by an algorithm update, research the update itself to see what factors Google looked at. The first prioritized content created for humans by humans, and the second discounted spammy content that only aimed to rank. Two updates in 2022 caused lots of SERP volatility: The Helpful Content update and the October Spam update. Instead, SEOs who monitor SERP volatility notice a shift in rankings and spread the word that an update may have been released. While the search giant advertises large updates, it often rolls out smaller updates without any fanfare. SERP volatility is often an indicator that Google has changed its algorithm. ![]() SERPs can also become volatile due to new competitors entering the market and increasing keyword competition, or as more users create content with similar topics and keywords. These include changes in the search engine algorithms, such as new ranking criteria, or shifting emphasis on certain types of content versus other types. A variety of different factors can cause SERP volatility.
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