Keyword Ranking Fluctuations: Why Does it Happen, What Can I Do About It?

Have you ever noticed your website fluctuating in Search Engine Results Page (SERP) rankings? You’re not alone. In the dynamic world of Search Engine Optimization (SEO), understanding keyword ranking fluctuations is essential. One day you’re sitting pretty at the top of search engine results, and the next, you’re seemingly sinking into oblivion. 

Such fluctuations can often leave us asking, “Why does this happen?” and “What can I do about it?” It is known as keyword ranking fluctuations, this common phenomenon can leave many marketers baffled and worried. 

In this blog post, we’ll delve into why it happens, its consequences, and the possible strategies you can employ to navigate these fluctuations effectively.

What is Keyword Ranking Fluctuation?

As you strive to rank higher in SERPs, you’re bound to experience ups and downs in your keyword rankings. Despite all your SEO efforts whether local SEO, On-page SEO, or Off-page SEO, you might notice a sudden drop, even off the first page, causing a dip in your site’s organic traffic and conversions.

So, what exactly are keyword ranking fluctuations, and why do they happen?

Simply put, keyword ranking fluctuations refer to the changes in SERP rankings for a specific keyword you’re targeting. This happens as Google aims to offer maximum value to end users, continually updating its algorithm and modifying SERP to identify the most relevant and valuable content.

These changes may last from a few days to a few weeks, and most companies generally return to their natural position once these tests are over.

While keyword ranking fluctuations are a natural part of SEO, they can sometimes lead to panic, especially if a high-ranking article suddenly drops in SERP. 

It’s essential to understand that these fluctuations are typically temporary and not to rush into impulsive decisions.

What Causes Keyword Ranking Fluctuations?

Several Ranking Factor/s contribute to these fluctuations. Let’s examine the most common causes:

1. Google Algorithm Updates-

Google frequently alters its algorithm to provide better search results, often without prior notice. These updates aim to discourage content overstuffed with keywords and reward content that genuinely provides value to readers. Therefore, the role of content writing in the ever-growing industry of online businesses becomes important, because it affects SEO practices. Staying updated with these changes can give you a competitive edge.

2. Platform Issues-

The SEO tools you use to track your traffic and SERP rankings aren’t always 100% accurate, leading to perceived fluctuations. While these tools provide valuable insights, it’s vital to take the information with a grain of salt.

3. Loss of Important Backlinks-

Backlinks play a crucial role in your page ranking. If you lose these links because other websites prefer to link to competing articles, your ranking might take a hit.

4. Google Penalties-

Google penalizes websites for various red flags such as duplicate content, keyword stuffing, hidden links, or inaccessibility. If Google detects these issues on your site, your ranking may drop.

5. Backend Site Issues-

Slow load times and other backend issues can negatively affect user experience and subsequently, your rankings.

6. Site Hacks-

If your website security is compromised, Google might downgrade your rank to protect users.

When Do You Need to Worry?

Temporary fluctuations in keyword ranking are normal, and immediate panic is unnecessary. However, if the change persists for more than a month or two, it’s time to take action. Here are some steps you can take:

1. Site Audit-

A site audit can help you understand your website’s overall performance and search engine friendliness.

2. Backlink Audit-

Analyzing the external sites linking to your content can give you insights into your backlink quality and frequency.

3. Content Remediation-

Keeping your content updated and relevant can improve your SERP rankings.

4. Competitor Analysis-

Looking at how your competitors are faring can provide useful insights.

5. Learn About Google’s Algorithm Updates-

Staying ahead of Google’s algorithm changes can give you a clearer understanding of what Google is looking for.

While these strategies can help, it’s essential to remember that patience is key when dealing with keyword ranking fluctuations. With an understanding approach and a tactical strategy, you can effectively navigate these fluctuations and maintain a robust online presence.

What Happens When Fluctuations Persist?

Despite these strategies, there might be instances where your ranking doesn’t return to its previous position or even continues to drop. If these changes are affecting your business goals or causing you to lose potential conversions, it’s time to dig deeper.

Continued drops might indicate a problem requiring more urgent attention or a more permanent algorithm change. In this case, the red flag is up and you should consider more proactive measures.

Taking Proactive Measures:

If you find yourself in the unfortunate scenario where your ranking doesn’t bounce back, several options can help you navigate this tricky situation:

1. Site Audit-

If you haven’t already, it’s time to perform a comprehensive site audit. This helps you evaluate your website’s overall performance, search engine friendliness, page speed, site security, and user-friendliness.

2. Backlink Audit-

Conducting a backlink audit can reveal the quality and frequency of external sites linking back to your content, which can provide insights for improvement.

3. Content Remediation-

Now might be the time to reevaluate and enhance your content. Make sure your content is relevant, updated, and offers something unique to your audience. Therefore, finding new content ideas becomes crucial in order to create quality content and hence help to rank in top SERPs.

4. Competitor Analysis-

A closer look at how your competitors are performing can provide valuable insights. Look for any differences in their content strategy(like updating old content to boost ranking), and find ways to emulate their success.

5. Learn About Google’s Algorithm Updates-

Stay informed about Google’s latest algorithm changes. Twitter accounts like @RustyBrick and @DannySullivan are excellent resources for staying in the loop.

6. Professional Help-

If all else fails, or you’re not sure where to start, consider reaching out to professionals in the field. SEO experts can help diagnose and treat your website’s specific issues, using their expertise to guide you through these challenging fluctuations.

Final Thoughts:

In conclusion, navigating the turbulent sea of keyword ranking fluctuations can indeed be challenging. However, you can weather the storm by understanding why these fluctuations occur and employing a well-equipped toolbox of strategies. Moreover, even though these fluctuations can be frustrating, it’s crucial to remember they are often temporary. Your best ally in this situation is patience.

At Techsaga- being Best Digital Marketing Agency in Noida, we’re here to help. Our team can analyze your current content strategy and performance, helping you rectify any keyword fluctuations you may be dealing with. Need help overcoming keyword ranking fluctuations? Let’s talk!

TAG: Digital Marketing