To see whether search intent has shifted for your targeted keyword, simply google it. This shift in search intent could lead it to shuffle up the search to test whether its hypothesis is correct. For example, Google may note that searches for “XYZ” aren’t seeking information but are actually looking for a transactional page. Sometimes that means shaking things up as it finetunes how it interprets different queries. Google wants to provide the best experience possible for searchers. Changes in User Behavior & Search Queries Is it full of thin content that wasn’t really helping people? If so, a change in your content strategy could help you recapture some of your search visibility. Then compare their best practices against your website. For example, if your keywords and traffic took a nosedive after the Helpful Content update, take a look at what the company said it was looking for. If you’ve been negatively impacted by an algorithm update, research the update itself to see what factors Google looked at. The first prioritized content created for humans by humans, and the second discounted spammy content that only aimed to rank. Two updates in 2022 caused lots of SERP volatility: The Helpful Content update and the October Spam update.
Instead, SEOs who monitor SERP volatility notice a shift in rankings and spread the word that an update may have been released. While the search giant advertises large updates, it often rolls out smaller updates without any fanfare.
SERP volatility is often an indicator that Google has changed its algorithm. SERPs can also become volatile due to new competitors entering the market and increasing keyword competition, or as more users create content with similar topics and keywords. These include changes in the search engine algorithms, such as new ranking criteria, or shifting emphasis on certain types of content versus other types. A variety of different factors can cause SERP volatility.
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