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Understanding SERP Volatility in Digital Marketing

Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.

What is SERP Volatility
Search Engine Result Pages (SERPs) are not static. They regularly change due to the regular updates in search engine algorithms, and this is what we refer to as SERP Volatility.

Google, for instance, introduces updates to improve search results' relevancy. These updates can change the page ranking, making it move up or down or even disappear from the SERPs. Hence, tracking SERP volatility is critical for any marketer or website owner.

Any substantial volatility may suggest a major update, which could seriously affect the page ranking.
SERP Volatility has been characterized by two major elements: Changes in the content ranking on the SERP, and the changes in the Search Engine algorithms.

Understanding SERP volatility can enable marketers to predict future changes, optimize content, and stay ahead with their SEO strategies.
SERP Volatility must be monitored regularly to understand the impact of the changes on the visibility of your content. Any drastic change in SERP Volatility could be an indicator of a new algorithm update which can affect your page ranking.
SERP Volatility's Role in Digital Marketing
SERP Volatility plays a crucial role in digital marketing strategies. The fluctuation can directly influence a website’s visibility and thereby affect user traffic and conversions.

Staying aware of SERP volatility helps businesses understand how their website’s ranking is changing. This can provide insights into whether their SEO strategies are effective or need adjustments.
By monitoring SERP Volatility, marketers can optimize their digital marketing efforts to align with algorithmic changes. This way they can maintain or even improve their website rankings.

It’s also important to be vigilant about any significant rise in SERP volatility as it often signifies a major algorithm update from search engines.
Therefore, understanding and tracking SERP volatility can be considered a strategic tool for digital marketers looking for achieving optimal results from their SEO efforts.
SERP Volatility Examples
A good example of SERP volatility is when Google releases major updates like the ‘Broad Core Updates.’ These updates generally result in noticeable changes in SERPs. Websites may experience sudden drops or increases in organic search rankings.

Another SERP Volatility example is when Google makes changes to the layout of the SERPs, like adding or removing ad spaces or featured snippets.
The Google ‘Medic Update’ is a renowned example, which had a strong emphasis on the Expertise, Authoritativeness, and Trustworthiness (E-A-T) of web page content.

It led to significant volatility, impacting medical and health-related websites largely.
Another instance of SERP volatility can be observed when search engine add or remove SERP features. These features can include image packs, carousel, knowledge panels, etc., which directly alter the search page's layout and composition, often resulting in ranking fluctuations.