Why Google Search Results Vary & How Changes Affect Search Engine Optimization (SEO)

"Why do Google search results fluctuate and how does it affect SEO?" is a frequently asked question about Google search results. It's important to keep in mind that the way Google displays different aspects can vary based on the device and other factors.

Some factors are:

Previous Google Searches on a Single Device

Do you recall all of the things you've looked up on Google in the past? Probably not, but Google probably does, or did until you cleaned your browser cache and cookies. If you search for similar phrases frequently, Google will remember this and provide you with results based on previous searches. This can be particularly deceiving for companies who are accustomed to looking for their own company name or certain keywords on a daily basis. Repeated searches for a certain keyword phrase may cause a particular firm or webpage to appear highly favoured in the results pages and gradually move higher in the search results.

Previously Clicked Google Links

Your results will alter over time if you've searched Google using the same keywords and phrases and clicked on certain links from the results Google gave. Pages that you visited as a result of clicking on links in Google's results may begin to appear more frequently in your results, frequently moving higher on the page, potentially giving the impression that a website page is ranked higher than it is.

Google Account Use

Google accounts are used by millions of individuals to access Gmail, Google Drive, Google Voice, and dozens of other services. A Google account can be used on several devices at the same time, resulting in a massive web of user data that Google can collect and utilise to fine-tune search criteria for a particular Google account.

If you are connected into your Google account while searching on Google, Google will utilise this data to assist refine your search based on your previous searches. If you want to try it out for yourself, look up anything common that you look up regularly, then log out of your account and look it up again.

In many cases, the results of your Google search will differ.

The Device Used for Searching

Over the course of a year, Google updates its algorithms hundreds of times, but only a few are big enough to deserve notice. This modification mostly affected how the website worked on mobile devices like tablets and smartphones. If you have a wonderful website but don't have a mobile version or a responsive design, your Google ranking will most likely fluctuate from device to device, and mobile devices are often not in your favour.

The Type of Search You Perform

As you might think, the results you get will be heavily influenced by what you're looking for. If your keywords include products that are frequently purchased online, you may see more shopping links and results for e-commerce pages in your search results.

Google Paid Ads Present on the Page

It's no secret that Google places advertisements on its Search engine results pages (SERPs). Some text-based advertising appears at the top of the first page of results, while others appear off to the right. There is advertising at the end of the 10 blue links from time to time. Product searches on Google may result in the display of Google Shopping Ads or Product Listing Ads (PLAs) in the SERPs (SERPs). Relevant products from sponsored sponsors will be displayed in these adverts. A photo of the product, the name of the merchant, and the price will all be included in a shopping or product listing ad.

Changes to a website or its content

Over time, websites and webpages change. Some websites change on a regular basis. These changes may have an influence on SEO and how a page appears in the SERPs for a specific search keyword. In other words, Google can drop a web page's rating and it will no longer appear in the search results for a specific search query. New web pages, on the other hand, may appear and rank higher for a particular search query, pushing other pages off the first page (or first few pages) of search engine results. Newer, more recent content can have an impact on older, possibly out-of-date content.

Your Geographic Location

Google extensively relies on location services, which means that your search results will often reflect your device's location settings. If you search for "plumber," the top result will most likely be a plumber in your area. This can be advantageous for local businesses looking for clients in their immediate area.

Other Informational Elements

The search results page has also been updated with a number of new features. Depending on the type of search and the search phrase entered, these items will be displayed or not.

For example, while searching for a product (Dell Laptop) against a location (United Kingdom) or a person (Boris Johnson), the components that display on the search results page can differ dramatically.

This is a Google SERP feature that displays a website's primary (home) page as well as links to the site's other top content. According to Google, these are the most popular pages on that website.

Additional information presented in these text-based search results includes an enlarged amount of text in the description, photos, product ratings, number of reviews, and product pricing.

An address, store hours, a Google reviews summary, links to the business's website, and driving directions are all included in the Local Pack.

A carousel is a horizontal presentation of content arranged in square blocks that are relevant to the search query.

Time of Searching (Seasonal Searching)

For businesses that rely on seasonal traffic, such as eCommerce enterprises that rely on seasonal purchase trends, the time effect on tailored search can be very important.

Let's assume you're looking for winter apparel, particularly leather coats, in the winter; you won't find that item in the summer or spring. Winter clothing retailers will see fewer clients and searches during the summer, but a larger audience during the winter or right before it. Some websites, particularly those with seasonal clothes and news-like information, may need to consider the "freshness" algorithm while deciding on their content and subject matter. A site selling seasonal clothes or breaking news, or one with a continuously changing subject matter, may need to reconsider its content strategy or learn to live with variable SERP rankings.

Why Time Matters for SEO

In most cases, time will not be a significant factor in day-to-day SEO. Seasonal traffic can play a large role for some online businesses and eCommerce brands that rely on seasonal purchase trends as time's effect on tailored search. Some websites, particularly those with news-like information, may need to consider the "freshness" algorithm while deciding on their content and topic matter. In some searches, the freshness algorithm isn't employed. A site with continually changing subject matter may need to reconsider its content strategy or learn to deal with variable SERP ranks.

Business Keyword Rank Checking

The results of a Google search differ. It's not as simple as it appears to check the ranks for a certain keyword phrase for your company. The criteria listed above have an impact on the search results returned by Google. How do you tell if a website or web page ranks for a specific keyword phrase when there are so many elements that go into Google's algorithm? There are techniques to acquire a more impartial perspective of where a website ranks for a certain keyword phrase, keeping in mind that rankings can fluctuate multiple times a day naturally.

What You Can Do

When monitoring SEO on a daily basis, you can compare data from similar time periods to limit changes in outcomes. Though it's unlikely that this will have a significant impact on your metrics. It's also a good idea to go back and edit or refresh any content that isn't evergreen. If you see that traffic to certain pages is dwindling, you can go back and update them with new material. It's critical to optimise material on your website, blog, social media, and Google posts for the time period in which you want your listings to show. You'll need a strong seasonal SEO plan to do this. It's essential to generate evergreen content that targets evergreen keywords if you want to receive more long-term, consistent search traffic.

Google Search Results Vary; So Should Your SEO

The results of a search are continually changing. They are always evolving. Not only when it comes to the well-known list of ranking elements, but also when it comes to unique factors that change from one user to the next. While some factors outside our control influence Google organic search results (such as Google data centre locations), the ones listed above can be optimised.

Conclusions & Takeaways

Google is an extremely useful and powerful Internet tool. It provides a comprehensive mechanism for locating, aggregating, and combining data from any location on the Internet. While Google provides a speedy response for a variety of data kinds and time ranges, it is not uncommon for Google search results to differ, even when using the same device and the same search word.