Google Ranking Fluctuations: 11 Reasons Behind Your Keyword’s Rankings Volatility

Any seasoned SEO professional can tell you that keyword rankings are fickle beasts. They can fluctuate wildly in the span of a day or even a few hours. However, it’s important to remember that effective SEO is a journey, not a race. Your campaign’s goal is not daily rankings – it’s improving ranking trends over time. While you might be happy to see your website ranking 23 one day and holding position five the next, such sudden rises are not ideal. Why? As exhilarating as switching to the top might be, keep in mind the drop is just as likely. Google ranking fluctuations are not out of the norm – what’s important is the overall trend over time.

11 Reasons Behind Google Ranking Fluctuations

Inherent Google Volatility

You will experience higher volatility if your website is lower on the search rankings. While the top spots are relatively stable, going down causes more significant fluctuations thanks to hundreds of your competitors and Google’s often slight changes to the algorithm. This is ultimately the search algorithm responding to up-to-the-minute data collected on your website or the web; hence, volatility is an unavoidable consequence.

Frequent Algorithm Tweaks by Google

The search formula is not stagnant, and Google makes daily changes. Large upgrades, like the Panda launch, significantly change the algorithmic formula by introducing, say, machine learning elements. While search performance monitoring websites like Moz track large changes and even have varying degrees of response to them, the vast majority of minor daily tweaks go unnoticed. Once again, these changes are natural and do not seem to be possible to control.

Substantial Algorithm Upgrades

Occasionally, Google performs a significant overall algorithm upgrade and names it— for instance, Panda, Penguin, etc. These Google updates cause noticeable fluctuations as they’re tested and gradually implemented across the massive index. Ultimately, they take months to stabilize, and your keyword search results will vary.

Seasonal Traffic Change

Some markets and keywords experience an annual “peak” that everyone knows— for instance, “Black Friday Sales.” While these patterns are somewhat predictable, the actual outcomes can be uncertain. Traffic causes servers to crash, causing a “downed website” status that then affects search. The key is to prepare as much as possible and then adapt to the fluctuations that come with these temporal spikes.

New Competition

A new website’s appearance will have an unpredictable and violent shattering influence on the current keyword search— similar to a cannonball dive from a significant height into a pool far. Once again, these are natural events, as new websites are born each year. In these circumstances, the trick is to constantly try to make your website better.

Negative SEO Campaigns

A negative SEO attack consists of someone spamming your site with bad backlinks. Consequently, a drop in your rankings could be noticed. Still, it would only last until Google detected and disavowed those links on your behalf. In other words, if you notice a sudden drop in your rankings and have no additional information, check your backlink profile immediately. Disavow negative links and wait until Google recognizes them. However, a disavowal report will not result in an instant increase in rankings. Give Google some time to ensure it gets rid of all the harmful links.

Current Trends

An unexpected spike of interest in some topic can shuffle the rankings immensely. Even formerly stable, low-volume keywords have the potential to become volatile as a new surge of traffic provides Google with more fresh data to factor in. While it is impossible to predict the trends, the goal is to be as ready as possible and try to benefit from them, stabilizing the position post-trend.

New Content

When any new piece of content is published, it initiates a chain reaction within the inner workings of Google’s indexing. First off, the new material competes to be ranked. However, possibly an even more important aspect is that it influences the site itself, altering the ranking of every page. If the content is valuable and high quality, it may place the site at a higher spot for more queries. Subpar content might be harmful in that regard. In any case, this is a reminder that every site alteration changes the SEO equation and should not be made without consideration.

Content Removed

Regular content audits, especially after Google’s cardinal updates, can be a huge boon to the SEO strategy. Some content can be deemed to be detrimental to the site’s ranking. If this low-quality or outdated content is removed, it inevitably triggers immediate fluctuations, which may be negative but usually are positive, as the bad content is purged and the site’s relevance and authority increase.

Link Changes

Links are the backbone of Google’s search algorithm and affect every other aspect of SEO. As one audits their link profile and adjusts backlinks to the site, its ranking should be redefined. Detrimental links were always beneficial to remove, as they improved the overall website’s ranking. However, it is possible to make a mistake and delete a link that improved the standing, unbalancing the profile. A fresh link audit provides an excellent benefit, with short-term drops leading to long-term improvements.

Changed URL

When a website changes its address, the rankings are in perpetual fluctuations. Google may see it as the old site disappearing and a new one with the exact same content appearing in its stead. It must determine whether the new site is justifiably linked to the old one and if the changes are permanent and properly redirected. The domain’s value may also play a role. The time for the rankings to become stable after such a change may be significant, so good SEO practices should be maintained throughout it.

The Role of Backlinks To Deal With Google Ranking Fluctuations

Backlinks are a critical element in Google’s algorithms, and they have always been so. They suggest that your website has sufficient authority, credibility, or relevance, making you rank higher in the search results. However, the importance of backlinks and their definition has changed over time: Google’s algorithms have become more sophisticated, making them capable of picking up on and passing penalties to sites practicing low-quality link building. On the other hand, a strong, high-quality backlink profile is entirely beneficial and suggests a truly worthy site. To build such a profile, consider your content and be sure that others will want to link to it. In addition, you could try reaching and building relationships to secure natural backlinks from various sources.

Final Thoughts On Handling Google Ranking Fluctuations

It is essential to keep up with Google’s ranking changes, as it is challenging to maintain a consistent online presence without that. By learning what can influence rankings, whether it is a content issue, UX, changes in algorithms, or competition, you could also create a strategy to keep up.

If you need help to boost your search rankings, OutreachBee can help. Contact us now to learn how we can assist you. Also, Feel free to leave us a message on Facebook or LinkedIn.

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