{"id":652042,"date":"2025-02-03T18:10:23","date_gmt":"2025-02-03T15:10:23","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-volatile-have-google-rankings-really-been\/"},"modified":"2025-02-03T18:10:23","modified_gmt":"2025-02-03T15:10:23","slug":"how-volatile-have-google-rankings-really-been","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-volatile-have-google-rankings-really-been\/","title":{"rendered":"#How volatile have Google rankings really been?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a4bb0830ae59\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a4bb0830ae59\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-volatile-have-google-rankings-really-been\/#Rank_volatility_increased_by_26_in_2024_%E2%80%93_some_industries_saw_even_bigger_spikes_Explore_the_data_and_insights\" >Rank volatility increased by 26% in 2024 \u2013 some industries saw even bigger spikes. Explore the data and insights.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-volatile-have-google-rankings-really-been\/#The_average_level_of_volatility_in_2024\" >The average level of volatility in 2024<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-volatile-have-google-rankings-really-been\/#Is_increased_rank_volatility_a_lasting_trend_or_a_temporary_spike\" >Is increased rank volatility a lasting trend or a temporary spike?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-volatile-have-google-rankings-really-been\/#How_drastic_is_drastic\" >How drastic is drastic?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-volatile-have-google-rankings-really-been\/#Things_are_volatile_but_whos_counting\" >Things are volatile, but who\u2019s counting?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-volatile-have-google-rankings-really-been\/#More_volatility_Who_freaking_cares_Or_as_most_Search_Engine_Land_articles_put_it_why_we_care\" >More volatility? Who freaking cares?! (Or as most Search Engine Land articles put it: why we care)<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Rank_volatility_increased_by_26_in_2024_%E2%80%93_some_industries_saw_even_bigger_spikes_Explore_the_data_and_insights\"><\/span>Rank volatility increased by 26% in 2024 \u2013 some industries saw even bigger spikes. Explore the data and insights.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Some things in life are constant \u2013 Google rankings aren\u2019t one of them.<\/p>\n<p>If you\u2019ve been paying attention (or just reading this website), you\u2019ve likely noticed that rankings are becoming increasingly unstable. Industry veterans, with years of context, may feel this shift the most.<\/p>\n<p>That\u2019s why I believe SEO is evolving into something new. <\/p>\n<p>What that means \u2013 and whether the industry is adapting well \u2013 is a discussion for another time (TL;DR: we\u2019re not doing great, but we\u2019re not failing either. Change is hard).<\/p>\n<p>One key driver of this shift is SERP instability.<\/p>\n<p>What I\u2019d like to do here is explore that notion and give some concrete facts.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-average-level-of-volatility-in-2024\"><span class=\"ez-toc-section\" id=\"The_average_level_of_volatility_in_2024\"><\/span>The average level of volatility in 2024<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Rank was 26% more volatile in 2024 than in 2023.\u00a0<\/p>\n<p>It\u2019s not as simple as it sounds, which is why we\u2019ll look at multiple metrics to create a data picture as best we can.\u00a0<\/p>\n<p>However, if you looked at how much rank volatility increased in 2024 and compared it to how much it either increased or decreased in 2023, the answer would be 26% \u2013 at least on desktop.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"1079\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023.png.webp\" alt=\"Top categories by volatility change 2024 vs 2023 - US Desktop Data\" class=\"wp-image-451427\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-501x338.png.webp 501w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-800x540.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-168x113.png.webp 168w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-768x518.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-1536x1036.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Now, that\u2019s not universal across every sector of the web.<\/p>\n<p>For example, as you can see above, certain niche industries saw far higher volatility increases in 2024 relative to 2023.<\/p>\n<p>If your site helps folks relish information about their favorite snack, it might be over 50% more volatile (for the record, relish is no one\u2019s favorite snack).<\/p>\n<p>However, what was almost universal was that all but one of the vertical\u2019s Semrush tracks saw an increase in rank volatility in 2024: <\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" alt=\"Average Volatility Level by Categories\" class=\"wp-image-451428\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-1096x1536.png 1096w\" data-lazy-sizes=\"(max-width: 1142px) 100vw, 1142px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories.png.webp\" alt=\"Average Volatility Level by Categories\" class=\"wp-image-451428\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-1096x1536.png 1096w\" sizes=\"auto, (max-width: 1142px) 100vw, 1142px\"><\/figure>\n<\/div>\n<p>All but one vertical (Real Estate) saw what I would call a \u201cnoticeable\u201d increase in rank volatility over the course of 2024 compared to 2023 (which itself was \u201cnoticeable\u201d).\u00a0<\/p>\n<p>I want to highlight that the data shows average volatility \u2013 already high in 2023 and even higher in 2024 (except for Real Estate).<\/p>\n<p>I don\u2019t always report on desktop versus mobile when discussing Google algorithm updates.\u00a0<\/p>\n<p>In <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>, the numbers across devices are close enough that it doesn\u2019t justify wasting your time.\u00a0<\/p>\n<p>In this case, the difference between devices was clear \u2013 a full 10 percentage points.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1079\" alt=\"Top categories by volatility change 2024 vs 2023 - US Mobile Data\" class=\"wp-image-451429\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-501x338.png.webp 501w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-800x540.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-168x113.png.webp 168w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-768x518.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-1536x1036.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1079\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data.png.webp\" alt=\"Top categories by volatility change 2024 vs 2023 - US Mobile Data\" class=\"wp-image-451429\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-501x338.png.webp 501w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-800x540.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-168x113.png.webp 168w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-768x518.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Top-categories-by-volatility-change-2024-vs-2023-US-Mobile-Data-1536x1036.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>While the desktop SERP was 26% more volatile in 2024 than in 2023, the mobile SERP was \u201conly\u201d 16% more volatile.<\/p>\n<p>The disparity between devices continued all the way down to the niche level.<\/p>\n<p>On desktop, the Health vertical, for example, was not one of the niches that saw the most increased volatility in 2024. On mobile, as shown above, it clearly was.<\/p>\n<p>That\u2019s not because keywords associated with the medical field were so much more volatile on mobile.<\/p>\n<p>The numbers for the Health niche are quite similar across devices. The disparity is largely due to other verticals having higher rates of volatility in 2023 on mobile than on desktop:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" alt=\"Average Volatility Level by Categories - US Mobile Data\" class=\"wp-image-451430\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-1096x1536.png 1096w\" data-lazy-sizes=\"(max-width: 1142px) 100vw, 1142px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data.png.webp\" alt=\"Average Volatility Level by Categories - US Mobile Data\" class=\"wp-image-451430\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Average-Volatility-Level-by-Categories-US-Mobile-Data-1096x1536.png 1096w\" sizes=\"auto, (max-width: 1142px) 100vw, 1142px\"><\/figure>\n<\/div>\n<p>If you look at ecommerce, the vertical had literally the same level of rank volatility on both desktop and mobile in 2024. However, on mobile, the volatility average was 5 points higher.<\/p>\n<p>The gap between the mobile and desktop volatility increase is due to the higher levels of mobile volatility in 2023, which resulted in less of an increase relative to 2024.<\/p>\n<p>However, the levels of absolute volatility are the same across devices. (Again, using the Shopping vertical, the average volatility was at 8.5\/10 on both devices in 2024.)<\/p>\n<p>By the way, a volatility score of 8.5 is out of this world.<\/p>\n<p>All these numbers, when factoring in the volatility levels in 2023 and then the increase of them in 2024, are out of this world.<\/p>\n<p>The SERP is not safe.<\/p>\n<p><strong><em>Dig deeper: How to diversify your traffic sources<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-is-increased-rank-volatility-a-lasting-trend-or-a-temporary-spike\"><span class=\"ez-toc-section\" id=\"Is_increased_rank_volatility_a_lasting_trend_or_a_temporary_spike\"><\/span>Is increased rank volatility a lasting trend or a temporary spike?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>An increase in average volatility in 2024 doesn\u2019t tell the whole story.<\/p>\n<p>We need to determine if a single event skewed the data \u2013 perhaps one or two months of extreme volatility.<\/p>\n<p>The answer? No.\u00a0<\/p>\n<p>Volatility in 2024 was widespread. Except for July (and to some extent August), the year was consistently more volatile from the start.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" alt=\"SERP Volatility Trend by Monthly Average Volatility - US Desktop Data\" class=\"wp-image-451431\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-507x338.png.webp 507w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-800x534.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-169x113.png.webp 169w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-768x512.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-1536x1024.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp\" alt=\"SERP Volatility Trend by Monthly Average Volatility - US Desktop Data\" class=\"wp-image-451431\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-507x338.png.webp 507w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-800x534.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-169x113.png.webp 169w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-768x512.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-1536x1024.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>July 2023 is interesting to recall because there was no official update.\u00a0<\/p>\n<p>The volatility you see above in July 2023 was the result of an odd and ongoing period of extreme rank volatility that h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ened around the middle of that month:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"329\" alt=\"SERP Volatility - July 2023\" class=\"wp-image-451432\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023.png.webp 640w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023-600x308.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023-200x103.png.webp 200w\" data-lazy-sizes=\"(max-width: 640px) 100vw, 640px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"329\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023.png.webp\" alt=\"SERP Volatility - July 2023\" class=\"wp-image-451432\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023.png.webp 640w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023-600x308.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-July-2023-200x103.png.webp 200w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\"><figcaption class=\"wp-element-caption\"><em>Image courtesy of Search Engine Roundtable<\/em><\/figcaption><\/figure>\n<\/div>\n<p>The upshot and the importance of the data is that it means we\u2019re not just in a more volatile rank period that may or may not abate.\u00a0<\/p>\n<p>Rather, it would appear we\u2019re in a new scenario of what volatility on the SERP looks like.\u00a0<\/p>\n<p>I can only speculate that it will get worse as Google has been reported to say they are moving to continuous and ongoing algorithm updates.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-drastic-is-drastic-nbsp\"><span class=\"ez-toc-section\" id=\"How_drastic_is_drastic\"><\/span>How drastic is drastic?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Another question neither the average level of volatility nor the volatility trends answer is how volatile?\u00a0<\/p>\n<p>Meaning, how drastic is the rank movement?\u00a0<\/p>\n<p>It\u2019s entirely possible that smaller micromovements are a big part of the more volatile SERP (which, for the record, was already incredibly volatile for years \u2013 more on that later).\u00a0<\/p>\n<p>Standard deviation is one of the best metrics to measure rank volatility.\u00a0<\/p>\n<p>When you look at the baseline and how far off the volatility is, rank volatility is noticeably less drastic:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" alt=\"Image courtesy of Search Engine Roundtable\" class=\"wp-image-451433\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-1096x1536.png 1096w\" data-lazy-sizes=\"(max-width: 1142px) 100vw, 1142px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category.png.webp\" alt=\"Image courtesy of Search Engine Roundtable\" class=\"wp-image-451433\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-1096x1536.png 1096w\" sizes=\"auto, (max-width: 1142px) 100vw, 1142px\"><\/figure>\n<\/div>\n<p>Every vertical saw a decrease in the standard deviation relative to 2023, aside from one (and the \u201c<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>\u201d SERP is its own beast).\u00a0\u00a0<\/p>\n<p>Now we have a scenario where the \u201camount\u201d of volatility increased, but the extent of the movement itself decreased relative to 2023.\u00a0<\/p>\n<p>Do not mistake that for \u201cOh, rank isn\u2019t fluctuating in a drastic manner.\u201d It\u2019s relative to 2023, not in absolute.<\/p>\n<p>If we take the Dolorean to 88 mph, we\u2019ll see that back in 2021 standard deviation, outside of News, ranged between 1.15 and 1.69:\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1242\" height=\"1308\" alt=\"Standard Deviation for Each Category - 2021\" class=\"wp-image-451434\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021.png.webp 1242w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-321x338.png.webp 321w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-570x600.png.webp 570w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-107x113.png.webp 107w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-768x809.png.webp 768w\" data-lazy-sizes=\"(max-width: 1242px) 100vw, 1242px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1242\" height=\"1308\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021.png.webp\" alt=\"Standard Deviation for Each Category - 2021\" class=\"wp-image-451434\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021.png.webp 1242w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-321x338.png.webp 321w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-570x600.png.webp 570w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-107x113.png.webp 107w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Standard-Deviation-for-Each-Category-2021-768x809.png.webp 768w\" sizes=\"auto, (max-width: 1242px) 100vw, 1242px\"><\/figure>\n<\/div>\n<p>That range in 2024 (again outside of News) is 1.3 \u2013 2.5. Rank is not \u201cless volatile\u201d over time.\u00a0<\/p>\n<p>The average level of rank fluctuation may not be as drastic as in 2023, but as a paradigm, we are not even close to the levels seen in 2021 and have surpassed the higher extremes of rank movement seen in 2020.\u00a0<\/p>\n<p>Back in 2020, we were looking at standard deviations above 1. Now, we\u2019re talking about deviants above 2 (of which I have four above 2 at home).\u00a0<\/p>\n<p>We can still pull back another layer.\u00a0<\/p>\n<p>Is the reason the standard deviation is higher overall related to a few strong spikes of colossal rank volatility?\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" alt=\"Difference Between Max and Min Score Each Year\" class=\"wp-image-451435\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-1096x1536.png 1096w\" data-lazy-sizes=\"(max-width: 1142px) 100vw, 1142px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year.png.webp\" alt=\"Difference Between Max and Min Score Each Year\" class=\"wp-image-451435\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year.png.webp 1142w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-241x338.png.webp 241w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-428x600.png.webp 428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-81x113.png.webp 81w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-768x1076.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Difference-Between-Max-and-Min-Score-Each-Year-1096x1536.png 1096w\" sizes=\"auto, (max-width: 1142px) 100vw, 1142px\"><\/figure>\n<\/div>\n<p>That doesn\u2019t appear to be the case.\u00a0<\/p>\n<p>The above graph shows a narrowing of the gap between the minimum and maximum levels of volatility.\u00a0<\/p>\n<p>The difference between minimum and maximum volatility in 2023 was 8.1 points, down to 7.2 in 2024.\u00a0<\/p>\n<p>That\u2019s a less drastic \u201cspiking\u201d of max volatility (relatively speaking).\u00a0<\/p>\n<p>There are two (if not more) possible reasons for this:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>The minimum score was higher, meaning we started at a higher level of volatility, which would make the gap between the minimum and maximum levels of volatility narrower.\u00a0<\/li>\n<li>There were fewer large spikes but overall more \u201cless drastic\u201d rank movement so the levels just never got as high in 2024. Thus, the gap between the minimum and maximum levels of volatility is narrower.\u00a0<\/li>\n<\/ul>\n<p>If you look at all the data together (see, there\u2019s a method to my madness), some signs point to more volatility that is less drastic overall.\u00a0<\/p>\n<p>Why?<\/p>\n<ul class=\"wp-block-list\">\n<li>The average amount of volatility is up in 2024.<\/li>\n<li>The rank movement is less drastic overall in 2024 (see standard deviation).<\/li>\n<\/ul>\n<p>Thus, to apply Occam\u2019s Razor (which has nothing to do with actual razors), the most likely scenario behind the narrowed gap between minimum and maximum volatility is that the volatility, while more frequent, did not get as many \u201chighs\u201d as it did in 2023.<\/p>\n<p>However, the counterargument would be the month-by-month volatility trends we saw above (adding here again for convenience), which show that the jump in the amount of volatility was steeper in 2023 than in 2024:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" alt=\"SERP Volatility Trend by Monthly Average Volatility - US Desktop Data\" class=\"wp-image-451431\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-507x338.png.webp 507w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-800x534.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-169x113.png.webp 169w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-768x512.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-1536x1024.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp\" alt=\"SERP Volatility Trend by Monthly Average Volatility - US Desktop Data\" class=\"wp-image-451431\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-507x338.png.webp 507w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-800x534.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-169x113.png.webp 169w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-768x512.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/SERP-Volatility-Trend-by-Monthly-Average-Volatility-US-Desktop-Data-1536x1024.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>It\u2019s not hard to see. August 2023 and August 2024 show just about the same levels of volatility. But look where the amount of volatility started in 2023, far lower than in 2024.\u00a0<\/p>\n<p>One might speculate that if the amount of volatility spiked like it did in 2023, so did the levels of volatility.<\/p>\n<p>This is a fancy way of saying, I don\u2019t know \u2013 which I am not supposed to say in official SEO articles. (So you didn\u2019t read that).\u00a0<\/p>\n<p>But it also brings me to my next data point. The pivots are so good here it feels like a podcast.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-things-are-volatile-but-who-s-counting-nbsp\"><span class=\"ez-toc-section\" id=\"Things_are_volatile_but_whos_counting\"><\/span>Things are volatile, but who\u2019s counting?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Me.<\/p>\n<p>I am counting.\u00a0<\/p>\n<p>Did you know that Semrush only recorded 15 days or low volatility in 2024?\u00a0<\/p>\n<p>Of course, not. Who would actually know that off the top of their heads? That\u2019s just weird.\u00a0<\/p>\n<p>But it\u2019s true.\u00a0<\/p>\n<p>On desktop, there were just 15 days of low volatility and just 83 days of \u201cnormal\u201d volatility.<\/p>\n<p>For the record, yes, 2024 has 366 days, not 365. It was a leap year. I know how to add numbers.\u00a0<\/p>\n<p>So, just assume there is one less day of high volatility to make yourself feel better.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1042\" alt=\"Volatility Level Breakdown by Year - Desktop\" class=\"wp-image-451436\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-519x338.png.webp 519w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-800x521.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-174x113.png.webp 174w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-768x500.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-1536x1000.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1042\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year.png.webp\" alt=\"Volatility Level Breakdown by Year - Desktop\" class=\"wp-image-451436\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-519x338.png.webp 519w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-800x521.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-174x113.png.webp 174w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-768x500.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-1536x1000.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>By the way, that means a 64% reduction in the number of days of low volatility in 2024 and a 39% reduction in days of normal volatility.\u00a0<\/p>\n<p>Conversely, there was a 19% increase in \u201chigh volatility\u201d days in 2024 and an absolutely <strong>massive<\/strong> increase of 80% in \u201cvery high volatility\u201d days!\u00a0<\/p>\n<p>Slightly different on mobile with a few more days of low volatility throughout 2024 (although the number of high volatility days was the same):\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1042\" alt=\"Volatility Level Breakdown by Year - Mobile\" class=\"wp-image-451437\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-519x338.png.webp 519w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-800x521.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-174x113.png.webp 174w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-768x500.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-1536x1000.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1042\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile.png.webp\" alt=\"Volatility Level Breakdown by Year - Mobile\" class=\"wp-image-451437\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-519x338.png.webp 519w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-800x521.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-174x113.png.webp 174w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-768x500.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Volatility-Level-Breakdown-by-Year-Mobile-1536x1000.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>However, there were 12 fewer \u201cvery high\u201d volatility days on mobile in 2024, so that\u2019s good.\u00a0<\/p>\n<p>But mainly, none of it is good. <\/p>\n<p>Roughly 78% of 2024 was volatile, with 36% of the year being very volatile (desktop). That feels like a nightmare. For many, it was and still is.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-more-volatility-who-freaking-cares-or-as-most-search-engine-land-articles-put-it-why-we-care\"><span class=\"ez-toc-section\" id=\"More_volatility_Who_freaking_cares_Or_as_most_Search_Engine_Land_articles_put_it_why_we_care\"><\/span>More volatility? Who freaking cares?! (Or as most Search Engine Land articles put it: why we care)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You.\u00a0<\/p>\n<p>At least you should. Our conception of what Google is as a marketing channel is starting to shift.\u00a0<\/p>\n<p>First, the results are less than stellar at times.\u00a0<\/p>\n<p>I was Googling a medical condition, and I was forced to choose between the same content from different websites such as the Mayo Clinic, Web MD, whatever, or <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Reddit<\/a>.\u00a0<\/p>\n<p>That\u2019s like having to choose between strawberry ice cream or strawberry ice cream with nuts.<\/p>\n<p>Then there\u2019s the whole LLM thing, AI search engines and AIOs, AI-generated content, AI something whatever, and yada, yada, yada.<\/p>\n<p>And then, on top of that, content consumption trends have totally changed IMHO (they\u2019re constantly changing, BTW).<\/p>\n<p>Oh, and I forgot about Reddit being firehosed into the SERP. (Would you like sprinkles on that ice cream?)\u00a0<\/p>\n<p>On top of all of that, the SERP is a heap of volatility. That\u2019s a lot.\u00a0<\/p>\n<p>It\u2019s like Thanksgiving dinner with your family <strong>and<\/strong> your in-laws, and all that\u2019s being served is boiled tofu.\u00a0<\/p>\n<p>Also, they don\u2019t have a TV, so you can\u2019t watch football, and they don\u2019t have beer; they have Zima from 1992.\u00a0<\/p>\n<p>So what should you do about it?\u00a0<\/p>\n<p>I didn\u2019t say I was giving advice; I was just showing why you should care.<\/p>\n<p>What you should do about it is a whole other conversation. And yeah, it goes far beyond \u201cdiversify your channels\u201d or \u201caim for owned audiences.\u201d\u00a0<\/p>\n<p>Personally, I think it means taking a very hard look at how we approach audiences and <strong>resonate<\/strong> with them.\u00a0<\/p>\n<p>Let that sink in for now.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Mordy Oberstein\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/images\/authors\/MordyOberstein-lg.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/images\/authors\/MordyOberstein-lg.jpg\" alt=\"Mordy Oberstein\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Mordy Oberstein<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=MordyOberstein&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/mordyoberstein\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tMordy is the founder of <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.unifybrandmarketing.com\/\">Unify, a brand development consultancy<\/a>. He&#8217;s also the Head of SEO Brand at Wix and a communications advisor for Semrush. Renowned for his history of repositioning brands successfully, Mordy is also the author of numerous SEO studies, a frequent conference speaker, and sits behind the mic of the SERP&#8217;s Up podcast.\u00a0\u00a0\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-rankings-how-volatile-451424\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rank volatility increased by 26% in 2024 \u2013 some industries saw even bigger spikes. Explore the data and insights. Some things in life are constant \u2013 Google rankings aren\u2019t one of them. If you\u2019ve been paying attention (or just reading this website), you\u2019ve likely noticed that rankings are becoming increasingly unstable. Industry veterans, with years&#8230;<\/p>\n","protected":false},"author":1,"featured_media":652043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/How-volatile-have-Google-rankings-really-been.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,78070],"class_list":["post-652042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/652042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=652042"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/652042\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/652043"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=652042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=652042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=652042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}