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Why Keywords Positions Of A Website Is Unstable In Serp?

By Author: Evan Murray
Total Articles: 4

In the work with the webmasters' site, fluctuations of positions are often noted, which are in no way associated either with changes in the structure, code and content of the site, or with updates to search algorithms. Sites fly out of the TOP, independently return, reduce and increase positions without the actions of webmasters. What is the reason?

Changes in the operation of the main algorithm
Search engines (that Google,Bing) are constantly working on updating algorithms. Both search engines use real-time machine learning methods to make the algorithm more accurate, and the search engine's response to the most relevant.

In particular, Google combined all the algorithms into one main one, which is why it became significantly more difficult for webmasters to determine what influences the site’s position in each specific case of position changes: content quality, links, overall site quality, advertising and other factors.

Recommendations of experts in the event of a change in the position of the site in the search boil down to the following 7 points.

1. Do site positions really fluctuate?
Often webmasters use independent tools to determine the ranking / position of the site in the issue. If the instrument shows a constant fluctuation of positions, then the first thing to do is to check by other means. Will the position fluctuation be recorded by another tool, which is indicated by the search metrics (Google Search Console, Analytics), is there a notification from the search engine in the webmaster's panel about the violation of the rules or the sanctions applied?

Sometimes the cause of the drawdowns and the sharp growth of positions is not at all in the algorithmic changes from the search side, but in the code and operation of the measuring tool.

2. What changes have appeared on the site
If the correctness of the positions of the site is confirmed, then the next step is to check what changes have been made to the site recently. At the same time, the last time is an interval of 3 months.

In the short term, the position could be affected by:

move to HTTPS, change CMS
server malfunctions and short-term inaccessibility of the site
remove or add a large amount of content / number of pages
In the long run, changes could be caused by:

changes in the editorial policy of the site: changes in the volume, format of texts, change of text content to graphic, audio. video, etc.
changes in navigation and site structure
slow down / speed up boot

3. Changes in the site link weight
An important ranking factor for any search engine remains links. In case of incomprehensible changes in positions, it is necessary to check the changes in the reference mass. Sometimes disabling one valuable link (for example, a reputable site deleted a page that referred to your resource) can shake positions, and vice versa, the appearance of a reputable link can lead to a sharp jump in issuance.

4. If the site is promoted by an independent webmaster or company
If you are the owner of the site who has commissioned the promotion to a third party, then it is worth finding out what changes have been made recently. Perhaps an agreed promotion strategy failed. In particular, the reasons can be such popular methods of website promotion as:

aggressive guest posting with open links - the main problem with this approach is the devaluation of content published on third-party sites. As a rule, one article is written, then it is cloned to comply with technical uniqueness and published on less relevant sites. Such articles rarely meet the requirements of authoritative resources, so they are published on sites of a very wide range of topics - newspeople, websites about everything. Such links may have a negative impact on the position of the site.

Any actions contrary to the rules for Google webmasters - an independent optimizer can be guided by personal experience in promoting other projects in which violating actions never turned into a drawdown of positions. However, all sites are different.

5. What is the relevance of content to requests for which it is promoted
In this matter, it is important to be as honest as possible and assess the relevance, usefulness and value of the content to users. Often webmasters know that the content used is far from ideal. Often the cheapest, or even completely free, automatically generated content is used.

To check the relevance of the content:

determine user intent - what does the user intend to get from this content? What wants to know by visiting a specific page of the site. For example, a user enters a request for self-flashing a smartphone. His intention is obvious, he wants to receive step-by-step instructions, a sequence of actions to update / change the software. If the page only mentions the key and tells you how dangerous it is to reflash the smartphone yourself and it’s better to contact a specialized service, then the relevance of such a page to the user's intention will be low. In this case, the drawdown of positions is obvious.

To understand why the position of the site has changed, it is important to analyze the content of the requests of interest on competitors' sites (several positions above, several positions below). We look at the relevance, design, visual content, interactive elements, additional materials on the topic on the site with links. Most of the Digital Services Providers check these things.

6. Behavioral analysis
Behavioral factors (level of failures, time on the site, depth of views) become one of the reasons for changing the position of the site. With a sharp change in positions, it is worthwhile to analyze the behavior of users and establish the reasons.

7. Traffic analysis
A decrease / increase in traffic can also affect the position of the site in the issue. If users more often go to the site from the search results, while the search does not register a refusal to view (that is, the visit counted), then the algorithm considers this as a signal of trust and increases the site in the issue. And vice versa. If, at high positions, users rarely choose a site among others, and also often return to issue, the search considers this behavior as a negative signal and lowers the site in issue.

If such an independent analysis does not reveal the reasons for changing positions in the search results, an external expert analysis should be carried out with a check of technical optimization, code, page indexing, etc.

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