Why is your dealership at the top of search results one week and buried on the second page the next? The answer is SERP volatility.
SERP is short for Search Engine Results Page(s) and is a quick way to refer to the page of websites returned on any search query. The goal of SEO and SEM is to be as high as possible on that SERP. Yet week to week, your dealership’s position can vary, and sometimes not even be on that all-important first page. The variance on where you wind up on a relevant search factor is what SERP volatility is.
What causes SERP volatility?
A combination of two major factors. The first is that Google and other search engines are constantly tinkering with their algorithm. Even a tiny change could have a significant effect on the positioning of your site. The second factor is that everyone out there is trying to optimize their sites for SEO, not just you. Remember, SEO is a continuing journey rather than a goal that can be finished and ignored.
How does SERP in the automotive industry compare with others?
SEMrush conducted a study wherein they ranked SERP volatility from 1-10, with anything above 5 being considered high. The good news is that the automotive industry came it at 4.3, below not only that all-important threshold, but also below average overall. Many other industries also have to deal with a discrepancy between desktop and mobile SERPs, but the automotive industry does not.
While this is good news, you should remain focused on maintaining SERP rankings. Your competitors will be.
Remember, SEO is a continuing journey rather than a goal that can be finished and ignored.
What should you do?
If you’re experiencing a level of SERP volatility that concerns you, the first thing you should do is consult with your DealerOn Customer Success Manager. We have the experience and knowledge to guide you through any volatility and to keep your SEM strong. And if you don’t have a DealerOn Customer Success Manager, head over to DealerOn.com and schedule your free demo today.