When it comes to Search Engine Optimization (SEO), rankings are some of the most important numbers to be concerned with. They determine how well websites and links fair in their specific market, so having to deal with fluctuations can be difficult. Switching back and forth routinely within the same range of numbers, say three and six, is not that large of a fluctuation. Jumping all over the place, though, that is the problem. There has to be a status of consistency in place for SEO rankings to work well. Here are some things to expect and how to react to ranking fluctuations when they happen.
Why Do Rankings Bounce Around?
It is not 100 percent clear why rankings can bounce around, but there are some things to do in order to keep the jumping around to a minimum. Most commonly it can change based on the search results that are being pulled from to perform the ranking task. It is important to note that more fluctuations happen the lower down on the results pages that a link lands. Therefore, a website might link higher some days than others. Here is the time to monitor any improvement.
What Happens When Higher Rankings are Gained?
Sometimes, when higher rankings are gained, more fluctuation might happen. It is extremely difficult to stay in one, higher-ranking position for longer periods of time. Therefore, smaller fluctuations across a few, specific numbers might happen. The fluctuation is not as high of a jump or as low of a drop between ranking positions, but the rate at which holding that rank occurs can fluctuation more often.
How to React to Ranking Fluctuations
When ranking fluctuations happen, the first thing to do is not to panic. Do not freak out. A few changes that were made might be behind the fluctuations, but going back and changing more tactics is not going to necessarily better a situation for the long run. In many cases, these negatives can end up working out for the positive, so one of the best things to do is to see if a negative fluctuation will spring back on its own before making drastic changes to the tactics being used. Therefore, using a week as a standard time period for measurement of results would ensure that these tactics have time to be fully implemented.
Do Some Comparison Shopping
When fluctuations occur that seem to be concerning, it might be wise to also watch fluctuations on the competitor’s side of the market. They might be experiencing similar things going on with their ranks, which mean that the search terms being used are at fault. Therefore, the rankings have to be reset to adjust to the changes that people might be making in the keyword search. Making sure keywords and tags are properly in place will help with this situation.
When worst comes to worst, rankings can be compared to traffic numbers. Sometimes, the fluctuation might improve traffic, even if the fluctuation seems to be a negative one. Therefore, this data needs to be monitored routinely.
There are many things that can be done in order to take care of rank fluctuations in SEO. Learning to put the right tactics in place and to be patient enough to wait those changes out means having the right chance to observe positive and negative fluctuations at their best.