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Search engine volatility is a crucial component of digital marketing that determines the ranking of a particular keyword or position over time. It usually occurs when there are major fluctuations in search engine ranking. The reason for search engine volatility depends on external and internal factors, including seasonal trends, Google algorithm updates, mistakes in SEO tactics, or user behavior. Whenever there is a high level of volatility, the search engine ranking changes. On the other hand, the ranking remains when there is a low level of volatility. The reason for search engine volatility could be anything, but it can certainly affect the ranking of your website.
Undoubtedly, it can feel distressing when you see a sudden change or drop in the ranking for the keywords you have worked hard to rank in SERP. However, by understanding the factors that fluctuate the search engine ranking, we can minimize the impact of these fluctuations.
In this blog, we will discuss every aspect of search engine volatility.
Why Does Search Engine Volatility (SERP Volatility) Matter?
Every company puts a lot of effort into improving the visibility, traffic, and ranking of its website and keywords. SERP volatility plays a crucial role in improving visibility and performance. If a company experiences a steep decline in visibility and traffic, it could impact its overall performance, depending on its duration, likely impacting traffic, conversions, and revenue.
Potential Reason for SERP Volatility
Factors like Google updates, content issues, user behavior, user interface, and SEO mistakes can cause SERP volatility. Here, we will look at some of the most crucial factors that impact search engine volatility.
1. Algorithmic Updates
Google always brings new algorithm changes to provide users with the best possible experience. Whether these updates are greater or lesser, the impact of these can be SERP volatility across different industries. Search engines often release updates in advance, allowing the SEO community to address mistakes and improve rankings. It's important to understand that a search engine ranking change doesn't mean there is something wrong about the web page, such that ranking has been affected, but it could also mean the other page is more relevant and user-friendly.
2. Content Quality/ Fresh Content
Content quality is a significant contributor to your website's growth and your web page's ranking. Google always prioritizes fresh and quality content that keeps users coming back. Companies should constantly update their content with fresh information that provides something new and valuable to users. It's common to note a decline when the search engine evolves, but the quality of your content doesn't. Moreover, if the content on your page has broken links and unnecessary information that does not match the user interest, the competitor offering a better experience will outrank you. Websites that update fresh content from time to time are less likely affected by the change because searchers always hunt for fresh information.
3. Cannibalization
Cannibalization can significantly affect how your pages are shown in the SERP. When a website has a lot of similar types of content targeting the same keywords and headings, Google might find it challenging to determine which content to rank when a specific term is searched, resulting in a lower ranking of other pages. To avoid this, ensure each page targets different content instead of competing for the same keyword. Also, to prevent competition between your ads targeting, set a specific goal and target audience for each campaign.
4. Crawling/ Indexing Issues
Crawling and indexing issues can also fluctuate your SERP ranking. The reason is simple: if your page isn't properly indexed, it will only appear on the search engine results page for a limited time. If your page isn't indexed, your keywords will also not be ranked, causing a drop in your website traffic. Equally, when the javascript and CSS files are blocked, google can not interpret the functionality and usage of the page, resulting in a ranking drop.
5. Competitor Content Improvement
If your competitor updates, creates, and improves the content, it can impact your website's ranking, especially if they have better brand authority. Brand authority plays a crucial role in strengthening your foot in the industry. It depends on several factors, including the quality of your backlinks, content, and online engagement with your brand.
Conclusion
SERP volatility can majorly impact website traffic, visibility, and revenue. By keeping the factors that influence search engine volatility, you can retain a competitive edge and be affected by search engine volatility. Make sure to fulfill the search intent, regularly update the content, and troubleshoot the issues that could impact your website's ranking.
If you are looking for an expert digital marketing agency to help you resolve your website's issues and improve its ranking, contact Digitech India. We are an expert digital marketing agency dedicated to helping businesses of different industries with our digital marketing services.
