Oct 02, 2024
Search engine result page (SERP) fluctuations can be both frustrating and confusing, especially when your rankings drop without warning. However, these changes usually don't happen randomly. Several factors can lead to shifts in SERP positions, such as algorithm updates, content issues, or evolving search intent. Understanding the root causes behind these fluctuations is essential for maintaining online visibility. By working closely with an internet strategy consultant in Knoxville, you can better navigate these challenges and keep your website competitive.
When your position in the search rankings fluctuates, it isn't usually happening by chance! Several things can cause SERP fluctuations, also known as SERP volatility, including updates to the algorithm, problems with your content, or changes in your audience's search intent. You might want to discuss some things with your internet strategy consultant in Knoxville.
One of the most common reasons for sudden fluctuations in your search rankings is that the search engine has significantly updated the algorithms used to determine rankings. Google continuously updates its algorithms to improve search results, and more extensive core updates often take several weeks to roll out fully, resulting in volatility in SERPs. Larger updates are usually announced ahead of time, allowing you to work with your internet strategy consultant in Knoxville to prepare for the changes. However, smaller updates are often pushed out with no warning.
Google uses hundreds of different factors to rank websites. Some are known, while others are kept under wraps. One of the most significant ranking factors is the need for fresh information. Google and other search engines like to push the most up-to-date content to users. That means if you are not staying on top of publishing new content, you could see your website tumbling down the rankings as the algorithm updates. Broken links and obsolete content are not what people are looking for when searching for information. You need to publish fresh content regularly and maintain existing content to keep it evergreen. Work with an internet strategy consultant to develop an appropriate editorial calendar and maintenance schedule to help you stay on top of this.
PRO TIP! Google will also push sites up the rankings if they are using 'Queries That Deserve Freshness'! These are topics that large volumes of users are looking for, such as news-related keywords regarding major events (Olympics, Elections), trending topics (Movies, Viral Stories), and seasonal items (Pumpkin Spice, Christmas Cookies)
Another common problem that triggers fluctuating rank positions is that Google is unable to crawl and index your website pages correctly. If your pages cannot be indexed, they won't be included in SERP. Some of the most common reasons for crawling or indexing issues include JavaScript and CSS resources blocking search engine spiders. This can cause Google to misinterpret the content or intent of your website. Talk to your internet strategy consultant in Knoxville about adjusting these resources to allow indexing.
We have already mentioned the importance of regularly publishing fresh content. However, having good-quality content or content relevant to your targeted keywords can also positively impact your search engine rankings. Some of the features that might label your content as low quality can include:
Sometimes, when your website drops down the rankings, it is through no fault of your own! It could simply be that your competitors have upped their game and are updating their website and improving their content. When you work with an internet strategy consultant in Knoxville, they will help you to track what your competitors are doing, giving you some insight into what needs to be done to keep up with them and hopefully outrank them! Usually, this will involve improving your content's quality, building brand authority, and strengthening your backlinks.
One of the biggest factors that can impact search rankings is search intent. Google is constantly working to interpret a user's search intent and serve them search results that satisfy that intent. However, sometimes, search intent changes dramatically or becomes ambiguous, which can result in some significant SERP volatility. Another interesting factor in terms of search intent is that sometimes the keywords take on new meaning even though the user's intent may not have changed. For example, one change we saw during the COVID-19 pandemic was that keywords relating to facemasks suddenly started offering results for protective face coverings, whereas they once returned results for skincare products and beauty treatments. When this happens, you may need to consider adjusting which keywords you are currently targeting in order to accommodate these changes.
Fluctuations in search rankings can occur for a variety of reasons, from algorithm changes to evolving search intent or improved competitor content. Staying ahead in the digital landscape requires a proactive approach—regularly updating your content, addressing technical issues, and monitoring market trends. Consulting with an internet strategy expert in Knoxville can provide the guidance you need to keep your rankings stable and your business visible amidst the ever-changing digital environment.
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To Your Best Online!
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Ingrid Maddox, Internet Marketing & Strategy Consultant. bluedress INTERNET MARKETING®, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented, and Managed to Full Circle! Organic Internet Search Engine Guru. Turn-Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online.
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