SERP volatility refers to the amount of fluctuation in the search engine rankings for a particular keyword or set of keywords over a period of time. A high level of volatility means that the rankings are frequently changing, while a low level of volatility means that the rankings are relatively stable.

MOZ contributor Adriana Stein has published an article featuring eight reasons for SERP volatility and how to combat it to maintain keyword rankings.

She says, “The best possible way to combat SERP volatility is to review data to determine the root cause.

When reviewing data, ask yourself:

  • What keywords are experiencing the most volatility?

  • What content is ranking, and then not ranking for those specific terms?

  • Are there any underlying technical errors that are impacting SERP results?

Try to drill down and pinpoint what is causing all the instability in your rankings. Then, you can implement the appropriate changes and monitor how those changes affect performance.”

How to Combat SERP Volatility

MOZ

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