Reasons for SEO Search Ranking Fluctuations & Best Tips to Avoid it
"Seo Search Ranking Fluctuations"
Hope, this is the common term which disturbs many online businesses and digital marketers. You will certainly feel bad when there is flux in Google search rankings for your website.
It not only affects your website but also your business online. And so we shall discuss the reasons and techniques to get out of search ranking flux.
But before this, we must understand few basic things - about Google search engine servers and how it works. So that you will stay informed about the entire search process that happens within the search engine giant (Google).
The Difference between Google.Com & Other Servers:
".com" refers to the global Google server whereas ".co.in" or ".co.uk" or any other extension refers to country specific servers of Google.
If you are located in USA and while searching on Google, you will be listed with country specific search results. Similarly, if you are living in USA and travelling to UK. Now, while searching for same keyword in this country, the search results are close to UK results.
Google uses country specific servers to reduce the load of the server and also to give optimized search results for its users.
Well, how it is related with organic search ranking fluctuations?
There seems to be the huge difference in seo search results while checking in private browser (Morzilla), incognito (Google Chrome) and in normal browser. It is because, normal browser catch holds of cookies and browser history.
Secondly, there seems to be minor or major differences in search rankings based on Google servers and search words.
While searching the word "Irfan" in co.in shows results about "Irfan Mohamed" who is an Indian actor.
While searching for the same word "Irfan" in .com, it shows the organization with this name.
While searching for the same word “Irfan” in Pakistan server, the search results shows “Mohammed Irfan”, the cricket player.
What to conclude? So while checking the keywords in Google, double check the rankings in private browser. And also make sure of the search engine server.
Now we shall have a brief look upon the reasons for search ranking fluctuations:
- It is Usual
- Search Engine Algorithm Updates
- Not-Found Links & Absence of Internal Links
- Website Loading Time
- Changes in Click-through Rate & in Search Behavior
- Check Whether All The Website Pages Are Affected in Search? If Yes Then Problem Is With The Website
It is Usual
When the keyword position is constantly fluctuating in search engine, businesses start to panic and they think that their sales will also get dried up because of it. However online marketing experts speak the other way. They say that fluctuations are most common and businesses need not get terrified for it unless and other-wise, it affects the website traffic.
Google, as popular search engine, frequently updates it search results fetching mechanisms to show betterment in its service. Hence there are chances for the search ranking to fluctuate.
Sometimes, search ranking differs from one computer to another and from one location to the other. But remember, these keyword ranking differences are all temporary. It will automatically get stabilized within a month or two, or even earlier.
If the search ranking flux goes beyond the specified time duration then keep studying the article to know better.
Search Engine Algorithm Updates
It is no secret that Google updates its algorithm for more than 200 times, every year. As said earlier, it is to make the search engine fit with latest search trend and technologies.
Some algorithm updates are major and they are named based on animal theme - Panda, Penguin, Hummingbird, Possum and recently Hawk. Some are minor chances that creates lighter impact on search rankings.
Hence, businesses can check the Google Webmaster Guidelines, to ensure whether their business got affected due to any of these Google updates. If so, you can rectify it by following the white-hat SEO strategies.
Not-Found Links & Absence of Internal Links
To explain this, just imagine a scenario where you have only small amount of backlinks for your website and few of them are dead. Then automatically, the website's backlink profile gets badly affected due to lost links. This impacts search ranking fluctuations directly.
Hence, check the backlinks via reliable backlink checking tool to find out the lost links.
Here are few free backlink checking tool:
Adding to this, many businesses fail to give internal links between web pages. Secondly anchor-text rich internal linking is also bad for SEO. The links must be 100% natural and user-friendly.
If you are not using internal links within your website, then start doing it immediately as it is significant SEO ranking factor. You must also remember that internal linking will not create immediately impact. It takes around two to three months roughly.
Website Loading Time
Google made an announcement in 2010 that website loading time is also taken into account for search ranking. It is because, when the website loading time is high and if Google ranks that website for user's search results, they get bad user experience. Sounds right?
And so, to overcome this parameter, check your website loading time from Google Page Speed Tester. This free tool gives ideas for optimizing your website speed.
Changes in Click-through Rate & in Search Behavior
Let me explain how click-through rate affects search rankings?
Usually, Google rank the websites that are high in click-through rates, on top of search results. So people visit those websites that are listed on first page of Google.
This in-turn raises the CTR of the website. The increase in CTR is cyclic process and will not happen suddenly.
Now, coming to the point, if the CTR for search optimized website pages is getting low then automatically it will make negative impact in search rankings too.
Secondly, what is search trend?
The search trends in Google and other search engines will get revised time to time.
For example, “Web Designing Company” was on Google search trend before a year and it lost its creditability recently.
People think differently and type in different manner. And so, check whether your keywords lost its impact on search trends.
For this, you can use Keyword Planner and Google Trends to figure out the details.
Other Niche Tips:
Compare Your Search Ranking with Website Traffic:
When the search ranking is fluctuating then website traffic must be low, automatically. If this happens vice-verse then you are wrong somewhere.
If the visitors’ traffic is high for the inner pages of website then you are checking the keyword wrongly. You must check the keyword position in Google via personalized device which shows geographically biased and cookies-free search results.
Compare Your Competitors Keyword Ranking:
If you are facing search ranking fluctuations then you must immediately check for your competitors too. When the competitor is also facing the same sort of problem then you are not left alone in this fight.
You need not confuse anymore, as it is not your problem. The search engine may be at the pace of testing a new algorithm update before its launch.
Stop Link Building at Faster Rate:
When there is fluctuations in SEO ranking, businesses build backlinks at very faster rate. But remember, search engines are capable of finding those backlinks that are formed rapidly.
And so, slow down. Instead of concentrating on too many backlinks, you can revamp the website content.
Concentrate on Social Networking:
Via social networking, you can improve the website traffic. Do you wonder how?
You write a blog article and share it in social networking websites like Twitter, Facebook, Google Plus and LinkedIn. Add relevant groups and promote the article link to those group members. When the users like your article, they click and read it (By visiting your website). This eventually increases the website traffic and also the CTR.
Search ranking fluctuations is common situation that many online marketers and businesses face in real time SEO practices. You must remember that you are not the only person who promote the keyword. Many businesses compete for same keyword, and so don’t panic if you face search ranking flux. And this is the reason for frequent Google algorithm updates. So just, follow the above given tips and track the improvements in Google search rank.