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Check and Monitor the Stability of Rankings Before Engaging


Hi guys. And welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation is checking the stability of rankings before you designate need a keyword target. That's a very long jargony title, and I'll get more into the details of it soon, just to kind of understand what we're talking about, is when you're picking keywords that you want to rank for, there are some checks that I would actually recommend to help you identify those targets.

But before we begin, I want to introduce the tea we have today. This is not the actual box that it comes in, but I just leave it in this tea. It's a Pu'Er cake that I tend to drink every so often. I've had Pu'Er a lot on this channel, but this is a little different. You can see by the tea, it's kind of caked up like it's really smashed together, so that's kind of how you can see it right now. So this is a tea that was gifted to me to... One of my uncles is a big tea guy, and so he has kind of helped awaken my love for tea as well.

But let's go ahead in talking about this topic. So the reason why this is so important is that when you're trying to rank for keywords in Google, oftentimes what most people do is they'll Google a keyword, they'll look at the search results, see who's ranked on the first page, and then they'll probably look at where they're ranked, and then they'll make their entire strategy based on that. The issue is that Google is famous for updating their search results every day, every hour, and so on and so forth. Therefore, measuring all of your research and data on one point in time that you did the Google search can be faulty because you may have Googled the keyword at a time where they were doing some testing or changing the search results, and so all your data and speculation might be false.

So the reason why this is so important that when you're choosing keywords, you also want to measure the stability of those keyword rankings for that keyword. So what I mean by that is, I had a client who were looking at different keywords to rank for. And one of them that popped up was this keyword that we were interested in, we looked in the first page, and we saw like, okay, there's a slot on there where a competitor of ours is ranking on the first page and we think we can beat them out. So let's go ahead and start looking into it. But before we went in there, I said, let me do a quick check first, and so I went into my SEO tools and I use [HRS, 00:02:12] but I believe a lot of SEO tools can do this. I said, let me look at that keyword first.

And actually when we looked at that keyword, in the last six months the top five position had all been very volatile, especially that competitor that we were looking at. They were ranked on the first five within the last month, but in the months before that they were not. They were coming in and out every other month. So that shows us that keyword Google was still testing to figure out what is the best results to have. So even though we see our competitor there right now, Google is still having them jump in and out. That might be an indicator that Google was not sure about what to do with the search results, therefore, that slot that we think is available may not be available in the future as they keep testing.

So sometimes it is worth, when you're looking into keywords, to identify how stable the search results were over a period of time. Because if they are stable, then you can feel a little bit more confident that, okay, it's stable, Google knows what they want to show here, so let's try to rank on the first page for this. But if it's very volatile and it's changing all the time, you could try all the best you can do to try to rank on there, but if Google said, "You know what? We don't really like sites like yours anymore. This is more of an informational Google search assault rather than commercial," then no matter what you do, you're not ranking on the first page. So therefore you want to check the stability of the rankings over time to give you a realistic idea of if you have a chance to be able to rank for it.

So hopefully that will help you when you're trying to identify keyword targets for your SEO and your site. You really want to monitor if you can check the stability of the rankings. And to do so, you can use a bunch of SEO tools to do so but hopefully that was valuable for you guys. Hopefully that will help in your day to day. If you guys found the valuable, please like and subscribe. And I'll pour out my team now, and I hope to see everybody again soon. Thanks.

Ooh, that's hot.

Jason Khoo

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.