Picture this scenario.
After several attempts at publishing great content, your article finally ranks first in search engine results pages (SERPs). This spike draws more organic traffic to your website and an increase in conversion rates. After a few days, you type in the primary keyword of the article on Google, only to realize you are not even on the first page anymore.
What’s more? Your traffic has started to decrease. You begin to wonder what exactly went wrong.
The problem is not you, most likely. What you are experiencing is called keyword ranking fluctuation. In this article, we’ll discuss the top reasons for keyword ranking changes and what you can do about them.
The Common Causes of Keyword Ranking Fluctuations and How to Fix Them
| Causes | Descriptions | Solutions |
| Google Algorithm Updates | Changes in Google’s ranking algorithm can cause sudden shifts in rankings. | Stay informed on updates, and adjust SEO strategies accordingly. |
| Competitor Activity | Competitors optimizing their content can lead to ranking shifts. | Use a keyword rank tracker to monitor competitor rankings and discover SEO threats early |
| On-Page SEO Issues | Errors like broken links, slow page speed, or poor mobile-friendliness affect rankings. | Regularly audit and fix on-page SEO issues (speed, mobile optimization). |
| Content Changes | Updating or removing content can cause temporary ranking shifts. | Ensure content updates are SEO-friendly and maintain keyword relevance. |
| Backlink Profile Changes | Loss of high-quality backlinks or gaining spammy links can impact rankings. | Monitor backlinks, disavow harmful ones, and build high-quality links. |
| Search Intent Shifts | Changes in user behavior or search intent can affect keyword relevance. | Use Keyword.com’s rank tracker to check search intent for different keywords and write content that matches it. |
| Local SEO Factors | Local businesses may experience fluctuations due to changes in local search patterns. | Optimize for local SEO (Google My Business, reviews, citations). |
| Technical Issues | Server downtimes, crawl errors, or poor site performance can impact rankings. | Regular technical audits and prompt issue resolution. |
| Seasonal Trends | Rankings can change due to seasonal or event-based trends. | Plan content and SEO strategies around predictable seasonal fluctuations. |
What is Keyword Ranking Fluctuation?
Keyword ranking fluctuation is the continuous change in a website’s position in search results.
Google uses algorithms to determine the relevance of a particular website in providing the best articles for readers. These algorithms are constantly updating to give readers as much value as possible.
You might begin to panic when there is a change in the ranking of your web page. However, there is no cause for alarm as keyword ranking fluctuations are natural and happen to even the best marketers.
The crucial factor to consider is why these fluctuations happen and what you can do to stay on top of your game.
Let’s start by examining how search engines rank websites on results pages.
Why Do SERP Rankings Fluctuate?
Several factors can cause keyword ranking fluctuations. Rather than getting frustrated, it is crucial to understand the root cause of this decline and take proactive steps to fix it. Here are some of the most common reasons.
1. Competitors’ Activities
The more people target a particular keyword, the more difficult it becomes to rank for it. Targeting highly competitive keywords makes it harder to maintain ranking over time.
Does this mean you should not target these competitive keywords?
N-O!
To improve your ranking in a competitive space, you must create more comprehensive and high-quality content that can stand a chance against competitors. Also, improve your website’s user experience and only build backlinks from credible websites.
Learn more: How to track your competitors’ keyword rankings
2. Algorithm Updates
Algorithms go through constant updates to improve the quality of search results. When these updates occur, there is a significant change in website ranking, especially websites that don’t measure up to the latest guidelines.
For example, in December 2022, Google introduced an update to the quality rater guideline, adding an extra E to E-A-T. Due to search engine penalization, many sites dropped in rankings for their keywords.
3. Search Engine Penalization
Penalization occurs when your website violates search engine guidelines. In return, there will be a significant drop in your ranking. This black hat SEO violation includes spammy backlinks, keyword stuffing, hidden texts, and duplicate content. Until you address these violations, rankings will keep dropping.
4. Spammy Links
Adhering to the best practices when building links does not rule out the chance of a bad link gaining access to your backlink profile. One of the fastest ways to hurt your SEO efforts is backlinking to spammy sites.
You might have linked to a site irrelevant to your brand to build a link. Once Google sites these unrelated links directed at your site, your ranking can take the fall for this mistake.
But wait…
When Should You Panic for Keyword Ranking Fluctuations?
As mentioned earlier, keyword ranking fluctuations are temporary and affect even the best websites.
Most of these changes last up to three to four weeks, so you should give Google ample time to adjust. However, if you discover that the ranking drop persists for over a month, that’s a red flag.
You can use a competitor tracking tool like Keyword.com to analyze your competitors to confirm if the change is general. If you discover that you are the only one affected, you must take action.
How To Fix Keyword Fluctuations
Here are the common fixes for keyword ranking fluctuations.
1. Site Audit
Website audit helps to analyze your site’s performance based on all the factors affecting website visibility in search engines. You can quickly discover where you are getting things wrong and make possible corrections.
Tools like Google Search Console, Google Analytics, PageSpeed Insights, Seobility, and other technical SEO auditing tools can help you analyze your website to discover possible factors responsible for keywords dropping.
Specifically, Google Search Console shows you how individual site pages perform over time. Also, PageSpeed Insights diagnoses performance issues and gives reports of your site’s accessibility, SEO, and best practices optimization.
2. Competitor Analysis
Competitive analysis helps you analyze how your competitors are outperforming you on SERPs. If you are ranking on the first page for a particular keyword, and suddenly, you drop to the second page for a long time; you are missing something.
You can study the top five sites ranking on the first page for that keyword and create a checklist by answering these questions:
– Which sites are they linking to?
– Are there more visuals in their content than yours?
– Are they answering some questions that are absent from yours?
– What keywords are they targeting that you aren’t? and more
Answer these questions, and you will have a list of actions to take on your site.
However, manually analyzing your competitors can be stressful. Alternatively, you can use an SEO tool like Keyword.com that tracks your keywords on SERPs and shows your actual competitors and what they do to outrank your site. This process is more effective, less stressful, and saves time.
3. Build High-Quality Backlinks
Building high-quality backlinks gives you a chance to increase your keyword rankings.
While building backlinks, the focus should be on building from relevant and reputable websites. You can achieve this by submitting a guest post to a reputable website, answering HARO queries, and participating in social media groups. However, avoid building low-quality or spammy backlinks, which can result in penalties.
4. Update Your Content
Google prioritizes fresh, up-to-date content over outdated or stale ones. Updating content shows search engines that your website is relevant and active.
Also, keywords evolve with new keywords emerging over time. Updating website content can help you identify and target these keywords, driving new audiences to your site.
Most importantly, updating your content can increase your page’s CTR and dwell time which can change the tilt of your keywords dropping.
5. Keep Up With Algorithm Updates
Algorithm updates are constant, and a good SEO professional should keep up with them. Monitoring and tracking updates is a great way to trace keyword and traffic fluctuations. This action will help you determine how much an algorithm update has impacted your site.
Keeping up with updates also ensures your website adheres to Google’s ranking factors and guidelines per time. By doing so, you can optimize your site in line with the latest procedures.
Learn more: The most common Google algorithm updates
6. Focus on Long-Tail Keyword Rankings
Long-tail keywords are less common and give marketers some advantages. Fewer people are trying to boost ranking for these keywords, making them less competitive. Also, with longer keywords, you get specific information about your user’s needs. As a result, you can create more in-depth content to meet these needs.
Long-tail keywords have become more relevant for SEO with the daily rise of voice search. Optimizing content for long-tail keywords can boost your chances of appearing in voice search results and drive more traffic to your site.
What’s Next? Track Your Keywords
Watching your search engine ranking fluctuate can be frustrating. However, it would help if you remember the competition for the top spot is fierce, and these changes are bound to happen. Rather than getting worked up, you should focus on putting everything in place to maintain a strong keyword ranking.
Keyword tracking does not just help you discover your keyword ranking fluctuations but also monitors the performance of your SEO changes.
For better results, use an accurate keyword rank tracking tool like Keyword.com. Keyword.com is a search ranking tracker that provides keyword ranking reports. This tool provides accurate daily performance reports of your keyword activities on SERPs. In addition, the tool analyzes your competitors and shows you possible ways to outrank them. Try your 7-day free trial now!