{"id":178617,"date":"2024-08-19T05:28:26","date_gmt":"2024-08-19T10:28:26","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=178617"},"modified":"2025-03-03T05:35:41","modified_gmt":"2025-03-03T10:35:41","slug":"serp-volatility","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/serp-volatility\/","title":{"rendered":"SERP Volatility: Why Your Rankings Are in&nbsp;Flux"},"content":{"rendered":"<div class=\"intro-txt\">Search traffic isn\u2019t just a metric \u2014 it\u2019s a business model. Companies like HubSpot, Nerdwallet, and Zapier have built multimillion dollar empires on&nbsp;it.&nbsp;<\/div>\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<p>I\u2019ve personally witnessed a gaming brand use search share of voice data to justify a $60M acquisition and market expansion.<\/p>\n\n\n\n<p>The bottom line is: search rankings and revenue are intrinsically linked. That\u2019s why SERP volatility, even down to the keyword level, can make a huge dent in business value.<\/p>\n\n\n\n<p>Think about it: a law firm ranking for a high-value keyword ($75 CPC) would have to shell out $186K a month on ads if their organic visibility halved, just to keep revenue steady.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1651\" height=\"551\" class=\"wp-image-178669\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-chart-of-visibility-drops-2.png\" alt=\"A chart of visibility drops\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-chart-of-visibility-drops-2.png 1651w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-chart-of-visibility-drops-2-680x227.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-chart-of-visibility-drops-2-768x256.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-chart-of-visibility-drops-2-1536x513.png 1536w\" sizes=\"auto, (max-width: 1651px) 100vw, 1651px\"><\/figure>\n\n\n\n<p>&nbsp;<\/p>\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Ahrefs calculates a unique CTR for every single keyword, to give the most accurate page-level traffic figures. For the purpose of this example, however, we\u2019ve used a generic position 2 CTR to work out traffic and value on the keyword level.&nbsp;<\/div>\n\n\n\n<p>Now imagine that multiplied across tens, if not hundreds of equally valuable keywords.<\/p>\n\n\n\n<p>That\u2019s the cost of SERP volatility.<\/p>\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is SERP volatility?\" data-section=\"one\">\n<h2><a id=\"post-178617-_ajavx7sxzy00\"><\/a>What is SERP volatility?<\/h2>\n<\/div><\/div>\n\n\n\n<p>SERP volatility refers to the degree of fluctuation in Google\u2019s search results. In volatile SERPs, different pages shift in and out of the top 10, while stable SERPs stay relatively steady over&nbsp;time.<\/p>\n\n\n\n<p>SERP flux is an inevitability. You\u2019ll experience it across all pages on your site to various extents, and, yes, even \u201cstable\u201d SERPs experience a level of volatility.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.searchenginejournal.com\/hit-by-the-core-algorithm-5-factors-to-be-aware-of\/515645\/\">In the words of<\/a> Google\u2019s Senior Search Analyst, <a href=\"https:\/\/www.linkedin.com\/in\/johnmu\/\">John Mueller<\/a><\/p>\n\n\n<blockquote class=\"small\"><div class=\"quote-content\"> \u2026there is no one-shot secret to long-lasting online success. Even if you find something that works now, the web, user desires, and how they engage with websites changes. It\u2019s really hard to make good, popular, persistent things.&nbsp;<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"John Mueller\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/john-mueller-google.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">John Mueller,<\/span> <span class=\"quote-author-job\">Search Advocate,<\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>The reality is, Google is always testing and indexing to better meet searcher needs.<\/p>\n\n\n\n<p>When the SERPs are volatile, it\u2019s a sign Google is looking for opportunities to serve more relevant content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What a \u201cstable\u201d SERP looks&nbsp;like<\/h3>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1085\" height=\"814\" class=\"wp-image-178670\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-stable-serp-2.png\" alt=\"An example of a stable SERP\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-stable-serp-2.png 1085w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-stable-serp-2-566x425.png 566w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-stable-serp-2-768x576.png 768w\" sizes=\"auto, (max-width: 1085px) 100vw, 1085px\"><br>This chart may still look a little shaky, but it was just about the most stable SERP I could find after checking through what felt like hundreds of queries.<\/p>\n\n\n\n<p>Only two sites (highlighted in yellow) dropped out of the top 10 over the course of the year, and the remaining eight pages saw relatively minor flux or position flipping.<\/p>\n\n\n\n<p>In most other SERPs, sites flitted in and out on a near-constant basis.<\/p>\n\n\n\n<p>It\u2019s clear from this example that individual SERPs are intrinsically volatile.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_5gxfnzan4q9\"><\/a>What a \u201cvolatile\u201d SERP looks&nbsp;like<br><img loading=\"lazy\" decoding=\"async\" width=\"1221\" height=\"912\" class=\"wp-image-178671\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-volatile-serp-2.jpg\" alt=\"An example of a volatile SERP\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-volatile-serp-2.jpg 1221w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-volatile-serp-2-569x425.jpg 569w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-volatile-serp-2-768x574.jpg 768w\" sizes=\"auto, (max-width: 1221px) 100vw, 1221px\"><\/h3>\n\n\n\n<p>Hopefully you can see the difference here.<\/p>\n\n\n\n<p>In a volatile SERP, pages move in and out of the top 10, experiencing flips and tremors on an almost daily&nbsp;basis.<\/p>\n\n\n\n<p>I\u2019ve highlighted astrology.com because it\u2019s the only result that, despite considerable flux, manages to maintain top 10 visibility all the way throughout the&nbsp;year.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_yvc7e9siidak\"><\/a>There are two ways to think about SERP volatility<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><a id=\"post-178617-_njkaf82vyrvf\"><\/a>Multi-keyword flux<\/h4>\n\n\n\n<p>Multi-keyword flux is when the traffic and rankings of multiple keywords oscillate in the&nbsp;SERPs.<\/p>\n\n\n\n<p>If you\u2019re affected by this kind of volatility, you\u2019ll feel an impact at the <strong>page<\/strong>, <strong>site<\/strong>, or <strong>industry <\/strong>level.<\/p>\n\n\n\n<p>Multi-keyword flux can be triggered by search engine algorithm updates and shifting search intent, amongst other things.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><a id=\"post-178617-_ve68lul7evdk\"><\/a>Single keyword flux<\/h4>\n\n\n\n<p>Single keyword flux is when your content is experiencing traffic or ranking volatility for one keyword only.<\/p>\n\n\n\n<p>This type of volatility impacts just a single <strong>page<\/strong>, but it\u2019s worth investigating if the associated keyword holds significant value \u2013 whether that\u2019s monetary value (e.g. CPC) or brand value (e.g. a branded keyword).<\/p>\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why does SEO volatility happen?\" data-section=\"two\">\n<h2><a id=\"post-178617-_1pphfwexzpvc\"><\/a>Why does SEO volatility happen?<\/h2>\n<\/div><\/div>\n\n\n\n<p>When your rankings fluctuate, it\u2019s not by chance. Here\u2019s a look at the main causes of SERP volatility&nbsp; \u2013 also known as SEO volatility \u2013&nbsp; including algorithm updates, content issues, and changing search intent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_30fpavfzfi9e\"><\/a>Algorithm updates<\/h3>\n\n\n\n<p>Search engines are always updating their algorithms to a greater or lesser extent, to improve results for&nbsp;users.<\/p>\n\n\n\n<p>As a Google spokesperson <a href=\"https:\/\/www.bbc.com\/future\/article\/20240524-how-googles-new-algorithm-will-shape-your-internet\">told the&nbsp;BBC<\/a><\/p>\n\n\n<blockquote class=\"small\"><div class=\"quote-content\"> \u201cOur recent updates aim to connect people with content that is helpful, satisfying and original, from a diverse range of sites across the&nbsp;web,\u201d&nbsp;<\/div><\/blockquote>\n\n\n\n<p>These improvements can cause long-lasting Google volatility across entire industries.<\/p>\n\n\n\n<p>Take the latest August core update, for example. Google made algorithmic adjustments to promote useful content by small and independent publishers, and&nbsp;issued a notice to say that it would take <a href=\"https:\/\/status.search.google.com\/incidents\/gVx6b2o78zke7GrMidGy\">a full month to roll out<\/a>.<\/p>\n\n\n\n<p>Similarly, the <a href=\"https:\/\/www.searchenginejournal.com\/google-march-2024-core-update-officially-completed-a-week-ago\/514919\/\">March 2024 core update<\/a> targeted hundreds of sites with manipulative content, and took 45 long days to complete.<\/p>\n\n\n\n<p>Search engines usually announce major updates in advance, giving the SEO community a chance to address issues before they take&nbsp;root.<\/p>\n\n\n<div class=\"wp-block-image wp-image-178672\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1875\" height=\"933\" class=\"wp-image-178672\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-announcing-march-2024-core-update-2.png\" alt=\"Google announcing March 2024 core update\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-announcing-march-2024-core-update-2.png 1875w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-announcing-march-2024-core-update-2-680x338.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-announcing-march-2024-core-update-2-768x382.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-announcing-march-2024-core-update-2-1536x764.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-announcing-march-2024-core-update-2-400x200.png 400w\" sizes=\"auto, (max-width: 1875px) 100vw, 1875px\">\n<figcaption class=\"wp-element-caption\">Google\u2019s official word on the 2024 March Core Update.<\/figcaption>\n<\/figure>\n<\/div>\n\n\n<p>I say \u201cusually\u201d, because Google also has a habit of pushing smaller updates live without warning \u2013 <a href=\"https:\/\/www.seroundtable.com\/google-deindexing-urls-february-2024-37382.html\">like this one<\/a>, where it deindexed a large number of URLs due to a \u201cshift in perception\u201d (in the words of Google Analyst, <a href=\"https:\/\/ch.linkedin.com\/in\/garyillyes\">Gary Illyes<\/a>).<\/p>\n\n\n\n<p>Just like official updates, <a href=\"https:\/\/www.seroundtable.com\/july-2023-google-webmaster-report-35647.html\">unconfirmed updates<\/a> can lead to wide scale fluctuation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_ul905928770m\"><\/a>Content needs refreshing<\/h3>\n\n\n\n<p>Search engines want to serve the freshest information possible to keep searchers coming back.<\/p>\n\n\n\n<p>When the SERPs evolve but your content doesn\u2019t, you\u2019ll tend to see some SERP volatility.<\/p>\n\n\n\n<p>If your page is littered with broken links or redundant information, pages delivering a better experience will inevitably outrank you.<\/p>\n\n\n\n<p>Sites ranking for freshness related keywords are more susceptible to movement because searchers are on the lookout for new information. Google refers to these keywords as \u201c<a href=\"https:\/\/ahrefs.com\/seo\/glossary\/query-deserves-freshness-qdf\">Queries that deserve freshness<\/a>\u201d.<\/p>\n\n\n\n<p>Examples of QDF keywords with volatile SERPs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>News oriented keywords (e.g. <a href=\"https:\/\/app.ahrefs.com\/keywords-explorer\/google\/us\/overview?keyword=paris%20olympics\">Paris Olympics<\/a>)<\/li>\n\n\n\n<li>Trending (e.g. <a href=\"https:\/\/app.ahrefs.com\/keywords-explorer\/google\/us\/overview?keyword=willy%20wonka%20experience\">Willy Wonka experience<\/a>)<\/li>\n\n\n\n<li>Seasonal (e.g. <a href=\"https:\/\/app.ahrefs.com\/keywords-explorer\/google\/us\/overview?keyword=pumpkin%20spice\">Pumpkin spice<\/a>)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_s94c6zcs4i8e\"><\/a>Crawling\/indexing issues<\/h3>\n\n\n\n<p>If Google doesn\u2019t crawl and index your pages properly, your content may appear only fleetingly in search results.<\/p>\n\n\n\n<p>Equally, when resources like JavaScript or CSS are blocked from crawling, Google can misinterpret your page, which leads to peaks and troughs in ranking.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_nqe5ejwvnh6l\"><\/a>Cannibalization<\/h3>\n\n\n\n<p>Ever since the 2019 <a href=\"https:\/\/ahrefs.com\/google-algorithm-updates\">diversity<\/a> update, Google has preferred to rank one site per SERP \u2013 <a href=\"https:\/\/x.com\/searchliaison\/status\/1136739064193998848\">making exceptions<\/a> only for highly relevant content.<\/p>\n\n\n\n<p>As a result, when you have two or more pieces of content fulfilling the same search intent, your rankings will flip and traffic can be inconsistent.<\/p>\n\n\n\n<p>You\u2019re essentially muddying the waters by giving search engines too many options; on top of competing with your rivals, you end up competing with yourself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_jg0i3y641mbu\"><\/a>Irrelevant\/low-quality content<\/h3>\n\n\n\n<p>There\u2019s a goal behind every query, and it\u2019s reflected in user search behavior; the keywords they choose, the results they click \u2013 even the time they spend on&nbsp;site.<\/p>\n\n\n\n<p>Thanks to some <a href=\"https:\/\/sparktoro.com\/blog\/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with-me-everyone-in-seo-should-see-them\/\">leaked Google search documentation<\/a> shared by SparkToro\u2019s <a href=\"https:\/\/www.linkedin.com\/posts\/randfishkin_look-im-not-saying-the-google-search-api-activity-7202223174665605120-CZdU\/\">Rand Fishkin<\/a> and iPullRank\u2019s <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7201042989148684289\/\">Mike King<\/a>, we can now say with quiet confidence that Google processes all of this user activity when it ranks content.<\/p>\n\n\n\n<p>If user behavior indicates that your content is underperforming, your page is more likely to drop in and out of Google.<\/p>\n\n\n\n<p>Low quality content looks&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Thin content<\/li>\n\n\n\n<li>Misinformation<\/li>\n\n\n\n<li>A lack of <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">E-E-A-T<\/a><\/li>\n\n\n\n<li>Slow load&nbsp;times<\/li>\n\n\n\n<li>Intrusive ads<\/li>\n\n\n\n<li>Keyword stuffing<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_9onla8wzaq2q\"><\/a>Competitor content improvements<\/h3>\n\n\n\n<p>Competitors creating, updating, and ultimately improving their content can cause a certain level of volatility for your site \u2013 especially if they have greater brand authority.<\/p>\n\n\n\n<p>Brand authority is the trust and credibility your brand commands in its industry. It\u2019s shaped by factors like the quality of your content, the strength of your backlinks, and how much your brand gets talked about online.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_r4dui6ivusge\"><\/a>Search intent is changing<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">Search intent<\/a> is the thread connecting everything you\u2019ve read so far. When intent is changing or ambiguous, the SERPs become volatile.<\/p>\n\n\n\n<p>Google is ultimately trying to understand what the user is expecting to find when they search a keyword, so it tests and reshuffles results, causing rankings to&nbsp;flip.<\/p>\n\n\n\n<p>Search volatility is even more pronounced when intent shifts and keywords take on a new meaning.<\/p>\n\n\n\n<p>Here\u2019s an example.<\/p>\n\n\n\n<p>Before OpenAI announced ChatGPT, the dominant intent behind the keyword \u201cLLM\u201d was about \u201cUnderstanding LLM Programs\u201d \u2013 in other words, 79% of the top 10 search results catered to users interested in learning about \u201cMaster of Law\u201d degrees.<\/p>\n\n\n\n<p><strong>Before<\/strong><br><img loading=\"lazy\" decoding=\"async\" width=\"1662\" height=\"778\" class=\"wp-image-178673\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-before-intent-switch-2.png\" alt=\"SERP for LLM keyword before intent switch\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-before-intent-switch-2.png 1662w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-before-intent-switch-2-680x318.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-before-intent-switch-2-768x360.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-before-intent-switch-2-1536x719.png 1536w\" sizes=\"auto, (max-width: 1662px) 100vw, 1662px\"><\/p>\n\n\n\n<p>A year on, and by the time ChatGPT had become firmly embedded in our tech stack, the SERP had seen 16 changes in the top 10 and intent had shifted almost entirely to \u201cUnderstanding Large Language Models\u201d \u2014 the technology foundational to modern AI.<\/p>\n\n\n\n<p><strong>After<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1666\" height=\"793\" class=\"wp-image-178674\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-after-intent-switch-2.png\" alt=\"SERP for LLM keyword after intent switch\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-after-intent-switch-2.png 1666w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-after-intent-switch-2-680x324.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-after-intent-switch-2-768x366.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-for-llm-keyword-after-intent-switch-2-1536x731.png 1536w\" sizes=\"auto, (max-width: 1666px) 100vw, 1666px\"><\/figure>\n\n\n\n<p>Sometimes, SERP volatility settles as the search engine better understands the intent. Other times, results stay in flux as a result of constantly changing intent (e.g. queries that deserve freshness).<\/p>\n\n\n\n<p>But at what point does volatility turn into a full-on SERP switch? Can it be measured by the passing of time or the \u201cSERP differential\u201d \u2013 the degree to which the results change?<\/p>\n\n\n\n<p>The only way to find out is to study the&nbsp;SERP.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Search results can change slowly<\/h4>\n\n\n\n<p>Search intent can shift gradually. Recently, while looking for content to update on the Ahrefs blog, I noticed a piece on \u201cWebsite traffic\u201d that had once driven impressive amounts of traffic.<\/p>\n\n\n\n<p>But, when I did more digging into the SERPs (using the <strong>Identify Intents<\/strong> tool in <strong>Keywords Explorer<\/strong>), I noticed a slow shift in intent from informational guides in 2021, to free tools and tool compilation lists in&nbsp;2024.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1105\" height=\"593\" class=\"wp-image-178675\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-slow-search-intent-shift-2.png\" alt=\"Example of slow search intent shift\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-slow-search-intent-shift-2.png 1105w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-slow-search-intent-shift-2-680x365.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-slow-search-intent-shift-2-768x412.png 768w\" sizes=\"auto, (max-width: 1105px) 100vw, 1105px\"><\/figure>\n\n\n\n<p>Looking at the SERP comparison metrics, I noticed the top 10 positions had changed 17 times, and both pages had received a <a href=\"https:\/\/ahrefs.com\/blog\/whats-new-at-ahrefs-2022\/\">SERP similarity<\/a> score of just 10\/100.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"864\" height=\"63\" class=\"wp-image-178676\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre.png\" alt=\"SERP similarity score and top SERP changes in Ahrefs Identify Intents tool\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre.png 864w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre-680x50.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre-768x56.png 768w\" sizes=\"auto, (max-width: 864px) 100vw, 864px\"><\/figure>\n\n\n\n<p>All signs pointed to slow-burning volatility and a near-total SERP switch.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Search intent can also change quickly<\/h4>\n\n\n\n<p>For queries deserving freshness, like the trending \u201cWilly Wonka experience\u201d example I mentioned earlier, the SERPs flipped within months as interest in the viral story&nbsp;waned.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1105\" height=\"593\" class=\"wp-image-178677\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-rapid-search-intent-shift-2.jpg\" alt=\"Example of rapid search intent shift\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-rapid-search-intent-shift-2.jpg 1105w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-rapid-search-intent-shift-2-680x365.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-rapid-search-intent-shift-2-768x412.jpg 768w\" sizes=\"auto, (max-width: 1105px) 100vw, 1105px\"><\/figure>\n\n\n\n<p>This rapid shift was once again reflected in the SERP Similarity score, which came in at just 2\/100.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"847\" height=\"65\" class=\"wp-image-178678\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre-1.png\" alt=\"SERP similarity score and top SERP changes in Ahrefs Identify Intents tool\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre-1.png 847w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre-1-680x52.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/serp-similarity-score-and-top-serp-changes-in-ahre-1-768x59.png 768w\" sizes=\"auto, (max-width: 847px) 100vw, 847px\"><\/figure>\n\n\n\n<p>If you want to better understand how the SERPs are evolving \u2013 whether they\u2019re experiencing volatility or undergoing a complete transformation \u2013 it\u2019s useful to analyze results in this&nbsp;way.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to check SERP volatility\" data-section=\"three\">\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to check SERP volatility<\/strong><\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Volatility can manifest at the page, site, or industry level; to identify each type you\u2019ll need to take a slightly different approach.<\/p>\n\n\n\n<p>Below I run you through the tools you\u2019ll need to spot SERP volatility in all its incarnations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_ilv94usjimbi\"><\/a>Check on an industry level<\/h3>\n\n\n\n<p>To anticipate when the SERPs are about to shift, many SEOs monitor top-level SERP volatility using algorithm \u201cweather\u201d tools like <a href=\"https:\/\/algoroo.com\/\">Algoroo<\/a>.<\/p>\n\n\n\n<p>This particular tool tracks macro-level SERP volatility by measuring both positive and negative ranking changes. The output is a simple, traffic-light-coded chart showing SERP flux over&nbsp;time.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"268\" class=\"wp-image-178679\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/algoroo-serp-volatility-weather-chart-2.png\" alt=\"Algoroo SERP volatility weather chart\"><\/figure>\n\n\n\n<p>If you want to analyze your own industry-wide volatility, head to Ahrefs <strong>Site Explorer<\/strong> and search your site or subfolder\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1016\" height=\"456\" class=\"wp-image-178680\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/searching-in-ahrefs-site-explorer-2.png\" alt=\"Searching in Ahrefs Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/searching-in-ahrefs-site-explorer-2.png 1016w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/searching-in-ahrefs-site-explorer-2-680x305.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/searching-in-ahrefs-site-explorer-2-768x345.png 768w\" sizes=\"auto, (max-width: 1016px) 100vw, 1016px\"><\/figure>\n\n\n\n<p>Then add your competitors in the organic search view.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1093\" height=\"692\" class=\"wp-image-178681\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-google-update-show-in-ahrefs-share-of-voice-char-2.png\" alt=\"A Google update show in Ahrefs Share of Voice chart\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-google-update-show-in-ahrefs-share-of-voice-char-2.png 1093w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-google-update-show-in-ahrefs-share-of-voice-char-2-671x425.png 671w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-google-update-show-in-ahrefs-share-of-voice-char-2-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/a-google-update-show-in-ahrefs-share-of-voice-char-2-768x486.png 768w\" sizes=\"auto, (max-width: 1093px) 100vw, 1093px\"><\/figure>\n\n\n\n<p>In this example, I\u2019m monitoring \u201cShare of Voice\u201d for a group of YMYL ( \u201c<a href=\"https:\/\/ahrefs.com\/seo\/glossary\/ymyl-pages\">Your Money or Your Life<\/a>\u201d) sites.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> These sites handle content that directly affects a user\u2019s health, finances, and safety. Any incorrect information can cause real-life harm, so search engines have much stricter standards to ensure accuracy and trust. As a result, these sites tend to feel the impact of updates more acutely \u2013 meaning we\u2019re able to see the impact of volatility more clearly.<\/div>\n\n\n\n<p>Hovering over the \u24bc symbols in <strong>Site Explorer<\/strong> reveals detailed information about official, macro-level algorithm updates. This helps us tie the obvious SERP volatility we can see to the March 2023 core update.<\/p>\n\n\n\n<p>Share of voice, being a percentage, offers a more accurate way to compare sites than total traffic figures. While traffic can vary widely between sites, share of voice allows you to look past those discrepancies and zero in on relative performance and shared volatility.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_ade48kjkkq6k\"><\/a>Check on a site&nbsp;level<\/h3>\n\n\n\n<p>You can easily check site volatility in Google Search Console, based on metrics like clicks and impressions.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1625\" height=\"543\" class=\"wp-image-178682\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-search-console-clicks-and-impressions-data-2.png\" alt=\"Google search console clicks and impressions data\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-search-console-clicks-and-impressions-data-2.png 1625w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-search-console-clicks-and-impressions-data-2-680x227.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-search-console-clicks-and-impressions-data-2-768x257.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/google-search-console-clicks-and-impressions-data-2-1536x513.png 1536w\" sizes=\"auto, (max-width: 1625px) 100vw, 1625px\"><\/figure>\n\n\n\n<p>And if you want to track site performance across a <strong>specific group of keywords<\/strong>, you can set up a Project in Ahrefs Rank Tracker.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1658\" height=\"656\" class=\"wp-image-178683\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/ahrefs-rank-tracker-showing-share-of-voice-volatil-2.png\" alt=\"Ahrefs Rank Tracker showing share of voice volatility \" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/ahrefs-rank-tracker-showing-share-of-voice-volatil-2.png 1658w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/ahrefs-rank-tracker-showing-share-of-voice-volatil-2-680x269.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/ahrefs-rank-tracker-showing-share-of-voice-volatil-2-768x304.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/ahrefs-rank-tracker-showing-share-of-voice-volatil-2-1536x608.png 1536w\" sizes=\"auto, (max-width: 1658px) 100vw, 1658px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_apeb03nxnvjl\"><\/a>Check on a page&nbsp;level<\/h3>\n\n\n\n<p>To analyze the fluctuation of a single keyword, you can search a keyword in Ahrefs <strong>Keywords Explorer<\/strong> and view SERP Position History Charts.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1097\" height=\"816\" class=\"wp-image-178684\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/checking-single-keyword-serp-volatility-in-ahrefs-2.png\" alt=\"Checking single keyword SERP volatility in Ahrefs Position History\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/checking-single-keyword-serp-volatility-in-ahrefs-2.png 1097w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/checking-single-keyword-serp-volatility-in-ahrefs-2-571x425.png 571w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/checking-single-keyword-serp-volatility-in-ahrefs-2-768x571.png 768w\" sizes=\"auto, (max-width: 1097px) 100vw, 1097px\"><\/figure>\n\n\n\n<p>Focusing on the top 10 results will help you filter out the noise. You can also view Position History Charts whenever you see this chart icon next to a keyword\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"910\" height=\"210\" class=\"wp-image-178685\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-out-position-history-charts-icon-in-2.png\" alt=\"Arrow pointing out Position History Charts icon in Ahrefs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-out-position-history-charts-icon-in-2.png 910w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-out-position-history-charts-icon-in-2-680x157.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-out-position-history-charts-icon-in-2-768x177.png 768w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to deal with SEO volatility\" data-section=\"four\">\n\n\n\n<h2 class=\"wp-block-heading\">How to deal with SEO volatility<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>You don\u2019t have to just accept volatility. There are tons of things you can do to stabilize rankings \u2013 from improving your content\u2019s <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">E-E-A-T<\/a>, to diversifying your traffic sources.<\/p>\n\n\n\n<p>Garrett Sussman, Marketing Lead at iPullRank, gave a great bit of advice in the aftermath of the August 2024 update:<\/p>\n\n\n<blockquote class=\"small\"><div class=\"quote-content\"> \u201cRemember the harsh reality if you see a ranking decrease: These updates are your grade for all of your past work and a syllabus for next year\u2019s test. There\u2019s rarely an immediate fix that can restore all of your traffic. The best thing you can do is assess where you lost traffic, analyze who won that traffic, and put together a plan to create better content that serves the search intent of your targeted keywords.\u201d&nbsp;<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Garrett Sussman\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/Garrett-S.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Garrett Sussman,<\/span> <span class=\"quote-author-job\">Marketing Lead, <a href=\"https:\/\/ipullrank.com\/\" target=\"_blank\">iPullRank<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>It\u2019s beyond the scope of this article to go through every volatility prevention tactic, but I\u2019ve included some of the most important ones&nbsp;below.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_qvo74wxz0ey6\"><\/a>Regularly monitor intent<\/h3>\n\n\n\n<p>Search intent changes directly track to volatility. Use the <strong>Identifying Intents<\/strong> tool I mentioned earlier will help you assess how well your content hits the mark for the SERP\u2019s dominant intents.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1276\" height=\"791\" class=\"wp-image-178686\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-identify-intents-tool-in-ahrefs-2.png\" alt=\"Arrow pointing to Identify Intents tool in Ahrefs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-identify-intents-tool-in-ahrefs-2.png 1276w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-identify-intents-tool-in-ahrefs-2-680x422.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-identify-intents-tool-in-ahrefs-2-768x476.png 768w\" sizes=\"auto, (max-width: 1276px) 100vw, 1276px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_iz2dhv657z0d\"><\/a>Keep content updated<\/h3>\n\n\n\n<p>Some topics crave freshness more than others. For these, regular updates aren\u2019t just nice to have \u2014 they\u2019re essential. Neglect them, and you risk dropping off the SERP entirely.<\/p>\n\n\n\n<p>Here\u2019s what to&nbsp;do:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Create a \u201cfreshness portfolio\u201d of your key content using <a href=\"https:\/\/ahrefs.com\/portfolios\">Ahrefs <strong>Portfolios<\/strong><\/a><\/li>\n\n\n\n<li>Prioritize your top-performing pages<\/li>\n\n\n\n<li>Update regularly to maintain rankings and prevent traffic loss<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"385\" class=\"wp-image-178687\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-portfolios-in-ahrefs-2.png\" alt=\"Arrow pointing to Portfolios in Ahrefs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-portfolios-in-ahrefs-2.png 1424w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-portfolios-in-ahrefs-2-680x184.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-portfolios-in-ahrefs-2-768x208.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\"><\/figure>\n\n\n\n<p>Remember: stale content can cost you traffic and conversions. Stay on top of updates to keep your SERP positions (and your revenue) healthy.<\/p>\n\n\n\n<p>Content you might want to include in your \u201cfreshness portfolio\u201d:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Date specific content\/research (e.g. statistics blogs, headlines featuring years)<\/li>\n\n\n\n<li>News and trend content<\/li>\n\n\n\n<li>Pages that mention deals and offers<\/li>\n\n\n\n<li>Pages that mention pricing or plan details<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_y6y2hl3ebo9f\"><\/a>Fix cannibalization<\/h3>\n\n\n\n<p>To avoid duplicating content and intent, make sure you\u2019re creating new content in the context of your existing back catalog.<\/p>\n\n\n\n<p>A simple <a href=\"https:\/\/ahrefs.com\/blog\/google-advanced-search-operators\/\">Google site operator<\/a> search will help you find all existing pages on your site related to a&nbsp;topic.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1076\" height=\"646\" class=\"wp-image-178688\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-google-site-operator-search-1.png\" alt=\"An example of a Google site operator search\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-google-site-operator-search-1.png 1076w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-google-site-operator-search-1-680x408.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/an-example-of-a-google-site-operator-search-1-768x461.png 768w\" sizes=\"auto, (max-width: 1076px) 100vw, 1076px\"><\/figure>\n\n\n\n<p>Ahrefs has approximately 19 pages that mention \u201cSERP volatility\u201d in passing, but zero that cover the topic in any real detail.<\/p>\n\n\n\n<p>That means this article shouldn\u2019t lead to any cannibalization (at least, I hope&nbsp;not!).<\/p>\n\n\n\n<p>Toggling on the \u201cMultiple URLs\u201d filter in Ahrefs <strong>Organic Keywords<\/strong> report can also show you when you\u2019re ranking more than once for a single keyword.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"722\" class=\"wp-image-178689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-multiple-urls-filter-in-ahrefs-1.png\" alt=\"Arrow pointing to Multiple URLs filter in Ahrefs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-multiple-urls-filter-in-ahrefs-1.png 1434w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-multiple-urls-filter-in-ahrefs-1-680x342.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-multiple-urls-filter-in-ahrefs-1-768x387.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/arrow-pointing-to-multiple-urls-filter-in-ahrefs-1-400x200.png 400w\" sizes=\"auto, (max-width: 1434px) 100vw, 1434px\"><\/figure>\n\n\n\n<p>Use this workflow to spot pages that are at greater risk of cannibalization and SERP volatility.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_mo6gbn9r4taq\"><\/a>Study competitor content<\/h3>\n\n\n\n<p>Assess rivals who rank consistently or often in volatile SERPs. What are they doing differently? How does their content satisfy intent? What topics are they covering that you\u2019re missing?<\/p>\n\n\n\n<p>Run your page through our <strong>Content Grader<\/strong> tool to spot content gaps and get actionable advice on how you can improve.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1712\" height=\"1166\" class=\"wp-image-178690\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-content-gaps-in-ahrefs-content-grader-1.jpg\" alt=\"Example of content gaps in Ahrefs Content Grader\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-content-gaps-in-ahrefs-content-grader-1.jpg 1712w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-content-gaps-in-ahrefs-content-grader-1-624x425.jpg 624w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-content-gaps-in-ahrefs-content-grader-1-768x523.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/example-of-content-gaps-in-ahrefs-content-grader-1-1536x1046.jpg 1536w\" sizes=\"auto, (max-width: 1712px) 100vw, 1712px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-178617-_m60t92egt8hl\"><\/a>Audit and troubleshoot technical issues<\/h3>\n\n\n\n<p>If your site is experiencing SERP flux off the back of an algorithm update, it\u2019s essential to run a thorough site&nbsp;audit.<\/p>\n\n\n\n<p>When <a href=\"https:\/\/www.seroundtable.com\/google-enforcing-site-reputation-abuse-policy-37346.html\">Google\u2019s Site Reputation Abuse update<\/a> specifically targeted sites with manipulative link practices, SEOs would have had to run an audit to clean up their external link profiles and earn back visibility.<\/p>\n\n\n\n<p>Diagnosing and fixing technical issues can improve your site\u2019s ability to get indexed consistently in the SERPs. Chris Haines has written a great <a href=\"https:\/\/ahrefs.com\/blog\/seo-audit\/\">11 step site audit guide<\/a> to get you started.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-178617-_ly594kcbs51d\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>SERP volatility can hit your traffic and revenue hard.<\/p>\n\n\n\n<p>But stabilizing your rankings isn\u2019t just about patching up a leaky bucket. It\u2019s also about retaining a competitive edge and taking traffic away from your biggest competition.<\/p>\n\n\n\n<p>To keep your site\u2019s performance steady, you need to make a habit of monitoring search intent, regularly updating content, and troubleshooting any technical issues that could be dragging you&nbsp;down.<\/p>\n\n\n\n<p>Do this right, and you might even be able to turn SERP volatility into an opportunity.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019ve personally witnessed a gaming brand use search share of voice data to justify a $60M acquisition and market expansion. The bottom line is: search rankings and revenue are intrinsically linked. That\u2019s why SERP volatility, even down to the keyword<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":197,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[464],"class_list":["post-178617","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SERP Volatility: Why Your Rankings Are in Flux<\/title>\n<meta name=\"description\" content=\"Learn why SERP volatility happens, how to diagnose and monitor it, plus the best strategies for stabilizing your search traffic and rankings.\" \/>\n<meta name=\"robots\" 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