Google Ranking: How to Handle Fluctuations
Have you ever wanted to get great results from your Google rankings too quickly?
You publish a new piece of content and wait, with bated breath, for it to rank on Google’s search results pages (SERPs). Then, lo and behold! It climbs the rankings from the bottom of the tenth page to the first.
The next day, however, you find the same content on the seventh, eighth page. You despair, you don’t understand why, but… the next day you’re back on the first page.
What’s happening?!
It’s the so-called “Google Dance”, the mysterious volatility of search engine positioning that occurs when web pages are subject to rapid changes in Google’s ranking, for no apparent reason.
These search fluctuations may seem random, but rest assured, there’s a reason for everything.
Google Dance, what is it?
The Google Dance, or ironically named Google Dance, refers to the rapid changes in the SERP that a new or updated web page experiences as Google tries to figure out its ideal position for a given query.
Essentially, shortly after Google indexes a page, it tests it to determine its ranking. When your page reaches the top of the search results, Google measures how users interact with it.
If the algorithm records high engagement through clicks (CTR) and time spent by users (average session duration) consuming your content, Google will take this into account when calculating the “final” SERP for certain search queries.
Google changes the ranking of your page (without affecting other ranking factors), to see what happens, and then “observes” the on-page behavior of users.
Google Fluctuations: Why Do They Happen?
After applying a certain initial ranking, Google will simply test your page for user engagement, moving it up in the top positions.
If users respond positively, meaning they engage with it for as long as possible, it is likely that the page will remain in the top positions.
In other words, regardless of SEO changes to a page, Google’s algorithm applies a random ranking factor to create a transition period of SERP fluctuation before a page settles into its new position.
Why does Google’s algorithm purposely create search fluctuations?
These rapid changes to search results are pretty ingenious. The random ranking factor is designed to avoid the gimmicks and dishonest tactics of black hat SEO. The way users interact with content in the SERPs provides real-time feedback on its quality, which Google takes into account when assigning rankings to individual pages.
Fluctuating Search Results
While it can be a pain to see your rankings dancing wildly in Google search results, the best thing to do is embrace the uncertainty and decide to move past it.
Why?
Because you’ve created content that provides value to searchers, and Google’s algorithm was designed to reward your efforts.
Are you engaging in shady SEO tactics? Well, then maybe you should be worried because, with the help of artificial intelligence, it won’t take long for Google to judge that your content is thin, spammy, or otherwise worthless, and derank it accordingly.
How to make the most of Google’s SERP changes
The best thing you can do in response to fluctuating search results is to double-check that your website is in order.
- Rule out any technical issues that could be impacting your search visibility.
- Check your backlink volume and quality.
- Do competitor research: have they usurped your position with content that is legitimately better than yours?
Frequently Asked Questions About Ranking Fluctuations
How Often Does Google’s Dance Happen?
In the past, Google would roll out a series of algorithm changes about once a month, which would shake up the SERPs for the next 3-5 days. When it comes to Google rankings, the search algorithm is constantly updating and analyzing web content, so fluctuations are less dramatic than they once were, but they happen more frequently.
Anytime you significantly change the content of a page or add new pages to your website, you should expect some ranking volatility.
Google Ranking: Factors That Drive Fluctuations
Our experience has taught us that search volatility can be amplified by a number of factors such as:
1. Age
Newer sites and pages tend to see more fluctuations as Google evaluates the best place to rank them in the SERPs.
Competition. If your industry, location, or keywords are particularly competitive, you will likely see more ranking changes than if fewer sites are vying for the first-page position.
2. Building Backlinks
A change in backlink volume or quality can cause Google’s algorithm to reevaluate your site’s authority by moving it up or down a ranking.
3. Page and Site Updates
Making significant changes to a single page or your site as a whole will likely cause Google to take a second look at your content to reevaluate its value to users.
Why Does My Google Ranking Keep Changing?
For a more in-depth discussion of all the factors that could be affecting your Google Ranking, read What Could Be Causing Your diminuzione di grado SEO.
How Often Does Google Change Its Algorithm?
Google makes small changes to its algorithm every day. It may even release several updates in a day. These micro-adjustments tend to be small and usually don’t affect the ranking of existing pages.
Google Ranking: Conclusions
As mentioned above, if you are committed to optimizing your Google rankings with solid and honest SEO practices, Google’s dance, while annoying, is nothing to worry about. Yes, periodically updating your site’s pages or adding new SEO content is an essential part of SEO optimization, but don’t let the daily SERP changes scare you.
Once you’ve determined that there are no technical issues causing the decline, opt for a long-term SEO strategy. Downtrends are best addressed with strategic corrections. Reacting too quickly to micro-dips can distract you from your long-term SEO goals.
Having an SEO agency you can count on helps alleviate the uncertainty of search fluctuations. At Ottobix, we take the mystery out of SEO with proven methods that will help you ride the tidal waves of search engine algorithm updates.
Reach out today to speak with an SEO consultant about how we can future-proof your online visibility.
