A viewer asks, "Why am we ranked on page 3 sometimes, then sometimes we are out of the top 100 search results, then a few days later, we are back on page 2 or 3?" This phenomenon of rankings fluctuation is known as the "Google dance". This occurs because Google has billions of web pages to evaluate, and probably hundreds (sometimes thousands) of pages that could possibly satisfy a given search query. They need to "push" certain web pages to test them, and see how they perform, to get real user signals, and find out if they are worthy of being pushed higher in the rankings. When your web page drops out of the rankings, then reappears, this is usually because other web pages were temporarily "given a push". The fact that your web page was placed back at it's former position shows it was worthy of hanging around page 2 or 3. Many SEOs believe that the Google algorithm treats the search results on Page One differently than all the other subsequent pages in the results. Some web pages are temporarily elevated to Page One, only to fall back down the rankings to page two. Occasionally, pages that match the search intent of the majority of searchers end up sticking in the Top Ten results. When your web pages receive this promotion to Page One of Google, and they remain on the first page, that means you are doing something right. These are the best pages to analyze, as moving them from position 6-10 to positions 1-5 will statistically give you more traffic than elevating a web page from 11-20 to 1-10.
How do you keep a web page from dropping out of the top 100?
1. Look at what Google is currently rewarding. By analyzing the search results on Page One, and seeing what content and functionality they provide, that will give you clues as to what to include on your web page.
2. Build relevant links to that page. Getting hyperlinks from industry sites, or pages that are topically related to that page will help tell Google people think this page delivers value.
3. Look like a big brand. Claim your social profiles and publish content on them. Get listed on industry directories and sites that provide lead generation. Get mentions, links, and social shares for the content you want to promote. Publish videos, sponsor events, show online activity in your industry. These are things that larger brands do to build brand awareness, generate leads, and acquire customers.
#LockedownSEO #seoRankings #GoogleDance
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