SERP Volatility: What to look out for

If you have ever looked at your Keyword ranking reports, and see multiple keywords lost - the familiar panic kicks in.  You may have just been hit with SERP Volatility - an extreme fluctuation in keyword rankings.

Not that you need to do any urgent search engine optimisations or make changes without a backing strategy. Our initial strategy will require you to sit back, and take a deep breath.  SERP volatility is a common occurrence in the world of SEO, and it's something that every website will experience at some point.

Firstly, What is SERP Volatility

SERP stands for Search Engine Results Page, and volatility refers to the constant changes in those results. In other words, it is the measure of how much a search engine result page can change over time. 

There are several factors that contribute to SERP volatility, such as algorithm updates, changes in user behaviour and intent, and even external factors like social media trends. This means that even if you have a solid SEO strategy in place, your keyword rankings can still fluctuate due to circumstances beyond your control.

But what does this mean for your website? Should you be worried about these changes? The short answer is no.

Okay, now how do I know this affects me? 

Well, if you have a website and rely on search engine traffic for your business or content promotion, then SERP volatility definitely affects you. It can impact your click-through rates, conversion rates, and ultimately your bottom line.

There are two ways to think of SERP Volatility - Multi keyword flux and Single keyword flux. 

Multi keyword flux happens when the traffic and rankings of multiple keywords oscillate in the SERPs. At times, this can be prompted by changes in search engine algorithms, evolving search intent, and various other factors.

Single keyword flux happens when your content is going through some ups and downs in traffic or ranking for just one keyword. This kind of fluctuation affects only one page, but it's worth looking into if the keyword is really important – whether that's in terms of revenue (like CPC) or your brand (like a branded keyword).

Using SERP volatility sensor tools like SEMrush, you are able to track and see if there’s any current spikes in your current industry keyterms. 

Source: SEMrush Sensor Tool

So what can you do about it? 

First and foremost, it's important to keep track of any major updates or changes in the search engine algorithms. This will help you understand why there may be fluctuations in your keyword rankings.

Additionally, it's important to constantly monitor and analyse your website analytics to see how these changes are impacting your traffic and conversions. This will give you valuable insights into how to adjust your SEO strategy accordingly.

The best way to deal with SERP fluctuations is to dive into the data and figure out what's causing the ups and downs.

Some steps we take here at Fastrack Digital we look at:

1. Which keywords are all over the place?
2. Why is the content going from top-ranking to nowhere for those terms?
3. Any tech glitches messing with your SERP outcomes?

In short, while SERP volatility may seem daunting at first glance, it's just another aspect of SEO that requires constant monitoring and adaptation. By staying informed and regularly reviewing your analytics, you can mitigate the effects of SERP volatility and continue to drive success for your website. So don't let it discourage you - instead, embrace the challenge and use it as an opportunity to improve your SEO efforts.

Now that you know more about SERP volatility and its impact on your online presence, it's time to take action. Keep a close eye on any major updates or changes in search engine algorithms, monitor your website analytics closely, and make adjustments as needed. With dedication and persistence, you can navigate through the fluctuations of SERPs and come out on top in the competitive world of SEO. 

Happy optimising!

SEO