What is SERP Volatility?
SERP volatility refers to the fluctuation or changes in the search results page rankings of a keyword or search query.
Webpages do not appear in the same position on search results pages. Their positions change over time. This is called SERP volatility. When the position changes rapidly, the keyword the page ranks for is said to have high volatility. Similarly, when the volatility is slower or infrequent, the keyword is said to have a low volatility.
SEOs typically monitor SERP volatility to understand the competitiveness and dynamics of a keyword’s rankings. A high volatility is also commonly experienced during algorithm updates. This helps to identify unconfirmed search engine algorithm updates.