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How to Combat SERP
Volatility
Adriana Stein | AS Marketing
SLIDESHARE.NET/ADRIANASTEIN
@ADRIANAKSTEIN
@adrianakstein | #brightonSEO
Have you ever
lost keyword
rankings and
felt like this?
@adrianakstein | #brightonSEO
What is SERP
volatility?
@adrianakstein | #brightonSEO
SERPs change
based on various
contexts
Extreme ups
and downs
happen
@adrianakstein | #brightonSEO
Take a deep breath
and review your data
and look for the cause
@adrianakstein | #brightonSEO
Small actions
can have BIG
consequences
@adrianakstein | #brightonSEO
Reasons For SERP
Volatility And How
To Combat Them
@adrianakstein | #brightonSEO
Reason 1:
Mixed search
intent, SERP
variety
@adrianakstein | #brightonSEO
Example search for
mixed intent head
keyword
“healthcare it”
@adrianakstein | #brightonSEO
News
search
intent
@adrianakstein | #brightonSEO
Consulting
search
intent
@adrianakstein | #brightonSEO
Government
database
search
intent
@adrianakstein | #brightonSEO
How to combat:
● Consider if keyword
context/intent has changed
@adrianakstein | #brightonSEO
How to combat:
● Review keyword ranking
averages across months rather
than daily
@adrianakstein | #brightonSEO
How to combat:
● Check for new SERP competitors
@adrianakstein | #brightonSEO
Reason 2:
High keyword
difficulty
@adrianakstein | #brightonSEO
Example search for
“SEO beginner guide”
@adrianakstein | #brightonSEO
Top spots
constantly
changing
positions due
to authority
@adrianakstein | #brightonSEO
How to combat:
● Check if competitors have
recently optimized/refreshed
content and how
@adrianakstein | #brightonSEO
How to combat:
● If at constant low, consider if
your domain has the authority to
stably rank for this keyword
@adrianakstein | #brightonSEO
Reason 3:
High market
competition
@adrianakstein | #brightonSEO
Example: a brand introduced
a new product to the market
● Many brands recognized new
product and began to sell it
themselves
@adrianakstein | #brightonSEO
Example: a brand introduced
a new product to the market
● They are frequently publishing
and have gained topical
authority
@adrianakstein | #brightonSEO
How to combat:
● Frequently track competitors
for important keywords
@adrianakstein | #brightonSEO
How to combat:
● Consistently review new market
competitors that may begin to
invest in SEO
@adrianakstein | #brightonSEO
Reason 4:
Trending topic
@adrianakstein | #brightonSEO
Example search
for “King Charles”
from 2021 vs 2022
@adrianakstein | #brightonSEO
How to combat:
● Change keyword focus or become
more technically detailed in your
content
@adrianakstein | #brightonSEO
How to combat:
● Target longtail, search intent
match keywords vs short head
keywords
@adrianakstein | #brightonSEO
Reason 5:
Indexing
issues
@adrianakstein | #brightonSEO
GSC
provides
info about
indexing
errors
@adrianakstein | #brightonSEO
Example:
● Google marked
the short URLs
(without
/en/services) as
canonical
@adrianakstein | #brightonSEO
Example:
● Many page
iterations during
dev,
then deleted
@adrianakstein | #brightonSEO
How to combat:
● Check GSC or another SEO tool
for indexing errors
@adrianakstein | #brightonSEO
How to combat:
● Often occurs during a site
migration, page optimization, or
site structure changes
@adrianakstein | #brightonSEO
Reason 6:
Google A/B
testing SERPs
@adrianakstein | #brightonSEO
Example: the AI tool
“ChatGTP”
● Especially for trending topics,
related searches change heavily
with news updates
@adrianakstein | #brightonSEO
Example: the AI tool
“ChatGTP”
● The goal is to offer the user the
most relevant info, so new
content will be A/B tested
@adrianakstein | #brightonSEO
How to combat:
● Keep track of keyword ranking
averages over 3 - 6 months
@adrianakstein | #brightonSEO
How to combat:
● If dip is big over time, needs
optimized
@adrianakstein | #brightonSEO
How to combat:
● If dip is only small leave it for a bit
to see if Google pushes it back up
@adrianakstein | #brightonSEO
How to combat:
● Check analytics data to
determine if UX could be a cause
for reduction
@adrianakstein | #brightonSEO
Reason 7:
Algorithm
changes or
penalties
@adrianakstein | #brightonSEO
Example for a site impacted by
use of AI generated content
@adrianakstein | #brightonSEO
Example for a site impacted by
use of AI generated content
@adrianakstein | #brightonSEO
Using AI doesn’t bring a
penalty - but spamming does
@adrianakstein | #brightonSEO
How to combat:
● Consider if there’s something
you’re “lacking” in relation to the
algorithm update
@adrianakstein | #brightonSEO
How to combat:
● For example, technical issues like
site speed or topical authority
@adrianakstein | #brightonSEO
How to combat:
● Check GSC for manual penalties
@adrianakstein | #brightonSEO
Reason 8:
Cannibalization
@adrianakstein | #brightonSEO
Example: a CMS brand
tries to rank for “headless
CMS”
@adrianakstein | #brightonSEO
HOMEPAGE
@adrianakstein | #brightonSEO
BLOG/WHAT-IS-HEADLESS-CMS/
@adrianakstein | #brightonSEO
BLOG/HEADLESS-CMS-
ADVANTAGES/
@adrianakstein | #brightonSEO
How to combat:
● Review which URL is ranking for
which target keywords
@adrianakstein | #brightonSEO
How to combat:
● Check if you already targeted
keyword or similar cluster
@adrianakstein | #brightonSEO
Review The Data
Go Forward With
Confidence
@adrianakstein | #brightonSEO
Take on the
SERPs like
a PRO
asmarketingagency.com

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