How to Protect Your Business From SERP Volatility

Google is working hard to make it easier for users to find information. And sometimes the search engine updates its tools to improve the search engine results page (SERP). Search engine updates are meant to help users, however creators often find Google updates frustrating as they have to change their methods to keep up with the changes.

The latest SERP changes included the recent “Useful Content” and the May 2022 core update. Both of these updates should improve the relevancy of results on the SERP page with useful and helpful listings.

As the Internet changes, so do the needs of the search engines that crawl these pages. And as a result, the creators may notice changes in the operation of the site, but the difference is not due to the adjustment of the algorithm.

Google’s major update didn’t violate their webmaster guidelines or change the algorithm, so websites that made it into the SERPs might have been overrated prior to the updates, and those that were up might have been underrated. Ultimately, the new fixes help users find better content when they search on Google.

Questions to ask about the quality of your content

Before you make significant changes to your website to weather SERP volatility, you need to take a look at what’s already in place. Is yours content affects your ranking in search results. The more original your research, information and analysis, the more you will improve your ranking.

As Google works hard to remove redundant information from its SERPs, it ranks sites higher if they have useful information that is unique and effective.

Consider these questions about the quality of your website content:

  • Have you detailed the content of your pages?
  • Does your website provide unique content that is not rewritten or copied?
  • Is your original content valuable?
  • Will the user find your title useful and descriptive?
  • Is your title factual and informative, not shocking like clickbait?
  • Should you share your content with friends or colleagues?
  • Can a useful resource link to your content?

Questions about experience and expertise

In addition to content, Google also keeps a close eye on the voice and perception of your content. The site looks at sources and evidence that makes the content factual. Web admins need to consider authority when creating content as SERP volatility changes rankings based on experience and experience.

  • Does your content or website have an author page that demonstrates the authority of the content creators?
  • Is your content trusted and recognized by experts in the field?
  • Do experts write the content of your site?
  • Does your content contain verifiable factual errors?
  • Would you trust your money or life to information in content?

professional quality

SERP rankings also depend on content presentation. For example, websites with significant spelling and grammatical errors rank below sites with flawless mechanics.

Websites with well crafted and carefully crafted content will rank higher than fictional content hastily added to platforms. In addition, the content must be translated to mobile and desktop devices.

If you notice that your site’s rankings have dropped since the latest updates, take a close look at your content. Look at the positives of high-ranking content first, and then look at lower-ranking content. Google prefers content with expertise, authority, and trustworthiness – so where does your content fall short?

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What is human content?

With the newest “Useful Content” updates, content that brings satisfaction will rank higher than frustrating content. Search engine results should be of value to users, possibly adding value beyond their original search tag. If your content primarily meets the needs of people, then your content will excel in SERP volatility.

People-focused content is suitable for a site with an audience of similar content. For example, if you have a car dealership, your content should be about cars and car care. Therefore, the content should show the depth of knowledge about the use of the product or service.

Higher ranked sites primarily focus on content that helps their customers. Content should offer a satisfying experience that makes customers feel like they’ve learned something about a topic.

How is human-targeted content different from search engine-targeted content?

Companies and organizations often create their content to rank high in search results. However, you can help your website by setting target your content.

Your content should not only focus on SEO, but also on the customers you want to reach. Consumers don’t want to read content overloaded with SEO terms. The Google Guide to SEO explains how developers can create content with SEO without going over the top and turning away clients.

Content creators develop content primarily for search engines to impress the Google algorithm, so the content doesn’t generate interest or satisfy people who are looking for knowledge or answers. Sites that focus on rankings, not people, create a variety of content on unrelated topics, hoping that something will “shoot” and go viral.

When bots or automated apps write your content, the content will inevitably have a fake voice, which lowers its rankings. People write people-centric content. Search engine-targeted content usually follows trends rather than focusing on real questions your customers might have.

Your content may also rank lower because it doesn’t accurately answer a real question, such as when a new movie hits theaters.

How to make your site secure from updates

After all, Google is updating its tools to help those who use its search engine. Organizations can help themselves (and avoid SERP volatility) by being thoughtful and deliberate about the content of their websites. Google wants users to find accurate information on trusted sites. If you have disabled content or content created by a bot primarily for search engines, your site may drop in rankings.

As Google relies on artificial intelligence to learn about useful and unhelpful content, Google and its tools will only become more efficient at ranking human-friendly content over search engine-friendly content.

Useful content will withstand the volatility of SERPs compared to content for the sake of content. You can help your site by removing useless content and enhancing useful words and videos.


Focusing your content on your product and service to help your customers will help your site rank higher in the search engine. Edit your content and hire writers to attract readers. Keep in mind that websites don’t have to post content daily to rank high. They should have regular releases, but you should focus on quality rather than quantity.

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