Whether you get reports from a specialist like King Kong or go through the whole analytical process alone, the performance of a keyword in search engine rankings can be difficult to predict over time. While looking at reports from one month to the next, you may notice that keyword performance fluctuates. This is due to a number of factors, including changes in search engine algorithms and competition from other websites.
Changes in Search Engine Algorithms
Search engines like Google regularly update their algorithms to improve search results for users. This means that the process for determining which websites rank for a given keyword can change from one month to the next; this is why keeping up to date with the latest algorithm updates is critical when implementing an SEO strategy. Sadly, what works one month may not be as effective the next.
Competition from Other Websites
The more competition there is for a given keyword, the harder it will be for you to rank for it. This is because the search engine algorithm will be comparing your website against those of other sites to determine which one should rank highest; if many other websites are competing for the same keyword then it can become increasingly difficult to boost your position. As well as looking at overall competition levels, you may wish to research specific competitors who have particularly strong rankings and look at how you can improve your website to stay ahead of them.
With these two reasons in mind, it shows the importance of never standing still with your keyword choices. Your website should always be adapting and evolving, just like the search engine algorithm itself. Monitoring your performance closely can help you to make small changes when required that could give you a competitive edge over other websites competing for the same keywords.
This isn’t something that should take up too much of your time, but it is definitely an important task that can’t be overlooked. If you don’t keep track of your keyword performance, and make the necessary changes when needed, it could mean a significant decrease in search engine rankings and therefore traffic to your website. Therefore, it’s always best to contact an SEO company if you can’t dedicate the right time to the task.
Ultimately, keyword performance fluctuates because of the ever-changing search engine algorithms and competition on the web. Search engines are constantly improving and changing their algorithms, making it difficult for website owners to keep up with them all the time. Additionally, as more websites begin using certain keywords, the competition for those particular keywords can become fierce, making it hard to get a spot at the top of search engine rankings without doing extensive optimization work.
If a keyword drops two positions, it could be because of a competitor’s new keyword strategy. It could also be because the search engine algorithm was updated and this caused certain pages to rank higher than yours did previously. In any case, understanding why your keyword performance may have changed can help you make more informed decisions when it comes to improving your website’s SEO.
When performing SEO, it’s important not to get caught up in the small fluctuations of your keyword performance. Instead, focus on long-term objectives and look for trends over time. As you continue to optimize your website and resources, you should start to see that the fluctuations become less frequent and more stable. If your ranking improves by 40 positions in one year, small declines of a couple of places every so often aren’t particularly damaging!