If you run a local business website, you might have noticed that your rankings in Google sometimes jump around a lot. One day you’re on page one, and the next day you drop 10 or even 30 spots. This can be confusing and frustrating, especially if you’re working hard on your SEO with branded assets, citations, and links. Why does this happen? Is it normal? And what can you do to stop the wild swings and keep your site moving steadily up the search results?
We’ve explored these questions by looking at common causes of ranking fluctuations and how to fix them. In this article, we’ll share clear steps to help you understand why your rankings bounce around and what you can do to create a stronger, more stable presence in Google’s search results.
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Why Do Rankings Bounce Around So Much?
Ranking fluctuations happen for many reasons, and some are normal in Google’s system. Google is always testing and adjusting how it ranks websites, especially for newer domains or sites in competitive markets. But big jumps of 10 to 30 positions usually mean something is not quite right or could be improved.
One common cause is that your website might have pages that compete with each other. This happens when multiple pages on your site try to rank for the same or very similar keywords. Google then gets confused about which page is most relevant. This is often called “cannibalization” or competing pages. When this happens, your rankings can bounce because Google shifts between those pages trying to decide which one should rank higher.
Another factor could be your internal linking structure. If your site doesn’t clearly show which pages are the most important for each topic, Google may have trouble figuring out the best page to rank. Proper internal linking helps guide Google and users to the right content, which can reduce ranking swings.
External links also play a role. The number and quality of backlinks your site has compared to your competitors can affect ranking stability. If your competitors have stronger or more relevant backlinks, Google might move your pages up and down as it tests the link signals.
Check Your Knowledge Graph and Brand Presence
One of the most important but often overlooked parts of local SEO is your brand’s presence in Google’s Knowledge Graph. This is the box or panel that shows up in search results with important details about your business, like your location, contact info, and reviews.
Strong branded assets and citations help build this knowledge graph. But how do you know if your brand presence is strong enough? Here’s a simple way to check:
- Use a browser geolocator to set your location to the city where your business is based.
- Search for your brand name in Google from that city.
- Look at the top two pages of search results (about 20 results total).
Your goal is to see at least 16 out of those 20 results showing pages that mention your specific business location or branded assets. This means 80% or more of the results should be about your business.
If you don’t see this level of brand presence, it’s a sign that your knowledge graph is not well developed. This can cause ranking instability because Google isn’t confident about your business’s relevance or authority for local searches.
In this case, building more branded assets and citations is a good first step. These can include listings on local directories, social profiles, press mentions, and other external pages that reference your business and location.
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How to Fix Ranking Fluctuations Step-by-Step
Now that we understand some of the reasons behind ranking jumps, here’s a clear plan to help steady your SEO performance:
1. Identify Competing Pages on Your Site
Look through your website and see if you have multiple pages targeting the same keywords. For example, if you run a tree service, do you have several pages about “tree removal” that are very similar? If yes, this can confuse Google.
Try to combine similar pages or clearly differentiate their content and target keywords. Make sure each page has a clear purpose and unique focus.
2. Improve Internal Linking
Use internal links to point Google and visitors to your most important pages. This helps Google understand which pages you want to rank for specific topics.
For example, from your blog posts or service pages, link to your main location pages or key service pages using relevant anchor text. Avoid linking randomly or too much to less important pages.
3. Build and Strengthen Your Brand Presence
If your knowledge graph is weak, start building more branded assets. These include:
- Local business listings on sites like Yelp, Yellow Pages, and industry directories
- Social media profiles that clearly state your business name and location
- Press releases or local news mentions
- Reviews on Google My Business and other platforms
These assets help Google recognize your business as a real, trustworthy entity in your area.
4. Perform a Competitive Link Analysis
Look at your competitors who rank well for your main keywords. Analyze their backlink profiles to see:
- How many backlinks they have
- Where those links come from
- The types of anchor text they use
- How relevant their links are to your business topic
This will show you if you have a link gap or if your links are less relevant or diverse. Use this information to build better backlinks that match or exceed your competitors.
5. Consistently Monitor and Adjust
SEO is ongoing. Keep checking your rankings, brand presence, and backlinks regularly. If you see new ranking fluctuations, review your pages, links, and brand assets to spot possible causes.
Use tools that simulate local searches by geolocating your browser to your business city. This helps you see what potential customers see and how Google is ranking your business locally.
Why Brand Building Comes First
Before diving deep into link building or other SEO tactics, focus on your brand’s foundation. Building a strong brand presence online gives all other SEO efforts more power. When Google clearly understands your business and location, it’s more likely to reward your site with stable rankings.
Think of brand building as creating a strong base for your SEO house. Without a solid base, the house wobbles no matter how good the walls or roof are.
Final Thoughts
Ranking fluctuations can be frustrating, but they are not uncommon. By checking for competing pages, improving your internal linking, building your brand presence, and analyzing your backlinks compared to competitors, you can reduce the ups and downs and help your site climb steadily.
Remember, SEO is a process. It takes time and consistent effort. But by focusing on the right areas, you can make your rankings more stable and improve your visibility in local search results.
Frequently Asked Questions (FAQ)
Why do my rankings jump up and down by 10 to 30 positions?
This usually happens when Google is unsure which page on your site to rank for a keyword, or when your brand presence and backlinks are not strong enough compared to competitors. It can also be due to testing and updates in Google’s algorithm.
What are competing pages, and why do they cause ranking problems?
Competing pages are multiple pages on your website targeting the same or very similar keywords. Google gets confused about which page to rank, causing ranking fluctuations. Fix this by combining or differentiating your pages.
How can I check if my brand presence is strong enough?
Use a browser geolocator to set your location to your business city, then search your brand name in Google. Check if most of the top 20 results mention your business and location. At least 16 out of 20 results should be branded or supporting pages.
What should I do if my knowledge graph is weak?
Start building more branded assets like local citations, social profiles, reviews, and press mentions. These help Google recognize and trust your business.
How do I perform a competitive link analysis?
Look at your top competitors’ backlinks to see how many links they have, where they come from, and their relevance. Use this information to guide your own link-building efforts to close the gap.