If your favourite SEO gal just mentioned “SERP volatility” in your monthly report, and you’re sitting there wondering if that’s something you should be concerned about or just another bit of marketing jargon to nod along with, this one’s for you. I originally wrote it to send to clients, but as volatility is being talked about more and more, it seems fitting for this blog.
If you’ve ever checked your website’s position in Google search results and found it bouncing around from day to day, that’s SERP volatility in action. One day you’re ranking fifth for “accountants Northampton,” the next day you’re eighth, then back to sixth the following week.
This is what’s happening to your search rankings – and more importantly, when you need to worry about it.
SERP volatility – what is it?
SERP stands for Search Engine Results Page – basically, the list of websites that appears when someone searches for something on Google. Volatility is just a fancy way of saying “how much things change.” (I’ve told you before how much we SEOs like our jargon!)
SERP volatility measures how much search engine rankings fluctuate over time. Different monitoring tools use various scales – some use 1 to 10 where 1 represents minimal changes and 10 corresponds to dramatic shifts, while others use different measurements.
Think of it this way – if search rankings were the weather, volatility would tell you whether you’re in for a calm, sunny day or a proper banging ‘hide-somewhere-but-not-under-a-tree-cos-you-might-get-struck-by-lightning’ storm. Tools like MozCast use weather metaphors – a calm day with little ranking changes might show around 70°F (US measurements, sorry to my UK readers!), while the hotter the temperature, the more volatile (jumpy) the search results are.
The thing to remember overall is that your search engine rankings rarely stay frozen in place. Google constantly tweaks how it decides which websites to show first, second, third, and so on. Sometimes these changes are tiny adjustments that barely register. Other times, they’re major updates that can shake up entire industries.
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Why your rankings bounce around
Several factors cause your search positions to fluctuate, and most of them are completely outside your control:
Google algorithm updates
Google constantly changes small parts of its search engine algorithms, rolling out updates constantly to make search more effective and helpful. While most updates involve minor tweaks, major core updates can cause significant ranking fluctuations.
Your competitors are working on their SEO too
Many businesses compete for the same keywords, making it difficult to rank for popular terms, and this competition is getting worse as more businesses enter the SEO space.
If your main competitor suddenly improves their website, adds fresh content, or gets some quality backlinks, they might jump ahead of you temporarily. That’s not your website getting worse – it’s them getting better.
Seasonal changes and current events
Breaking news stories or upcoming events might influence search rankings for particular keywords. If you sell footwear and a major sports star launches expensive trainers, news about that launch might temporarily affect your rankings for luxury footwear terms.
Technical hiccups
Issues that prevent search engines from crawling and indexing your website, such as recent redesigns, missing sitemaps, or poor website structure, can lead to volatile rankings.
When volatility is normal vs when to worry
Not all ranking fluctuations mean something’s wrong with your website.
Normal fluctuations you can ignore
Most ranking movements are just part of how search engines work and don’t require any action from you.
- Small movements day-to-day: Moving from position 4 to position 6 and back again over a few days is completely normal. Google is constantly refining results.
- Industry-wide changes: If your SEO specialist mentions that everyone in your sector is seeing ranking changes, that’s usually an algorithm update affecting the whole industry, not a problem with your specific website.
- Seasonal variations: Rankings for “Christmas party venues” will naturally fluctuate more in November and December than in February.
- New content settling in: When you publish new pages or blog posts, they often bounce around for a few weeks before finding their stable position.
Warning signs that need attention
These types of ranking changes suggest there might be an issue that needs investigating.
- Sudden, dramatic drops – if you fall from page 1 to page 3 overnight and stay there, that’s worth investigating.
- Consistent downward trends – gradual decline over several weeks or months suggests something needs addressing.
- Complete disappearance – if your website suddenly vanishes from search results entirely, that’s definitely a problem requiring immediate attention.
- Technical error messages – if your SEO person lets you know about crawling errors, indexing issues, or penalties, those need sorting out quickly.
How your SEO consultant monitors volatility
Professional SEOs use various tools to track these fluctuations and understand what’s causing them:
Industry monitoring tools: Tools like MozCast track 10,000 keywords across multiple industries daily and analyse how search rankings change, while SEMrush Sensor offers detailed looks at SERP volatility.
Your specific rankings: They’ll monitor your website’s positions for your most important keywords, looking for patterns and significant changes.
Google Search Console: This free tool from Google shows how your website appears in search results and alerts you to any technical issues.
Competitor analysis: Keeping an eye on what your competitors are doing and how their rankings compare to yours.
What to do about volatility
Don’t panic and make hasty changes
SERP volatility turns SEO into a reactive game – what works today may vanish tomorrow, but that doesn’t mean you should constantly change your strategy.
Making dramatic changes to your website every time your rankings fluctuate is usually counterproductive. Most volatility settles down on its own within a few days or weeks.
Focus on long-term quality
The best defence against volatility is having a website that consistently provides value to your visitors. Google’s algorithm favors up-to-date, relevant content, which means sites that actively manage their SEO are better positioned to gain visibility when shifts happen.
Keep publishing helpful content, maintain your website properly, and build genuine authority in your industry. (I know, I sound liek a broken record, but trust me, there’s a reason for that.)
Monitor but don’t obsess
I know, I know – it’s tempting to check your rankings multiple times a day when things are jumpy, but it’s not necessary. Ask your SEO to keep an eye on things, that’s literally their job, or use a tool such as SE Ranking (affiliate link) that can send you an update once a day/week.
Trust your SEOs judgment
If you’re working with a competent SEO professional, they’ll know when fluctuations are normal market movement versus when action is needed. They should be monitoring volatility for you and will alert you to any significant issues.
Volatility can mean opportunity
Volatility creates openings for newer websites to compete with established brands, and if a competitor’s rankings drop because of algorithm changes, this can allow smaller sites to climb the ranks.
While established businesses worry about losing their top positions, smaller companies can use periods of volatility to gain ground on bigger competitors. It’s not all doom and gloom!
Making sense of your SEO reports
When your SEO expert mentions volatility in their reports, they’re usually explaining why your rankings might have moved around that month. This context helps you understand that not every ranking change requires immediate action.
Good SEO people will distinguish between volatility-related fluctuations and genuine issues that need addressing. They should be able to explain whether changes are temporary market movements or signs of problems requiring attention.
Understanding SERP volatility in 2025
SERP volatility is simply the reality of how search engines work in 2025. Rankings fluctuate constantly, and that’s completely normal.
Understanding this concept helps you make better decisions about your SEO strategy. Instead of panicking every time your position moves, you can focus on building long-term search visibility through quality content and proper website maintenance.
Work with your SEO supplier to establish realistic expectations about ranking stability. Monitor the trends that matter, but don’t get caught up in daily fluctuations that are simply part of the search landscape.
Your website’s long-term success doesn’t depend on maintaining exactly the same ranking every single day. It depends on consistently appearing in relevant search results and providing value to the people who find you.
Remember: a website that genuinely helps its visitors will weather volatility better than one that’s just trying to game the system. Focus on serving your customers, and your search rankings will be more resilient to whatever changes Google throws at you.
Need help understanding what’s happening with your website’s search performance? Let’s have a chat about creating an SEO strategy that works regardless of ranking volatility.
