Why Your Google Search Rankings Keep Fluctuating and How to Stabilise Them (Part 2)

Many ranking fluctuations are not caused by a single event. They are the result of underlying SEO problems that quietly weaken performance over time.

Understanding these patterns helps prevent repeated drops.

Weak Information Architecture

Information architecture plays a major role in ranking stability. When site structure is unclear, Google struggles to understand:

• Which pages are most important
• How topics relate to each other
• Where authority should flow

Common issues include:

• Orphan pages with no internal links
• Blog posts disconnected from service or category pages
• Overlapping content targeting the same SEO keyword

When architecture lacks clarity, rankings fluctuate as Google tests different URLs for the same intent.

Inconsistent Internal LinkingInternal links act as relevance and priority signals.

Ranking volatility often increases when:

• Old content stops receiving internal links
• New pages are published without contextual links
• Navigation changes reduce crawl paths
• Anchor text becomes inconsistent or generic
• Stable rankings depend on consistent internal reinforcement, not one-off optimisation.

Over-Optimisation and Keyword Saturation

Overuse of a target SEO keyword can cause instability rather than strength.

This includes:

• Repeating keywords unnaturally
• Forcing exact match headings
• Overloading internal anchor text
• Writing for algorithms instead of users

Google’s language understanding systems reward natural coverage of topics, not mechanical repetition. Pages that feel forced often rise briefly, then fall.

Technical SEO Mistakes That Trigger Sudden Ranking Drops

Technical SEO mistakes are one of the fastest ways to introduce ranking volatility, especially on large or growing websites.

Indexation ConflictsIndexation issues are common causes of unexplained drops.

Watch for:

• Pages accidentally marked noindexIncorrect canonical tags
• Parameter URLs being indexed
• HTTP and HTTPS conflicts

When Google receives conflicting signals, it may temporarily remove or deprioritise pages while resolving them.

Rendering and JavaScript IssuesModern websites rely heavily on JavaScript, but improper rendering can disrupt rankings.

Common problems include:

• Content hidden behind scripts
• Delayed loading of critical text
• Blocked resources in robots.txt
• Client-side rendering without fallbacks

If Google cannot reliably render content, rankings become unstable.

Core Web Vitals Regression

Performance changes can affect rankings indirectly.

Large layout shifts, slower load times, or interaction delays may not cause immediate drops, but they weaken competitiveness over time. When competitors improve performance, your rankings may slip.

Why Content Updates Sometimes Cause Rankings to Drop

Many site owners update content expecting instant improvement, only to see rankings decline.

This happens because not all updates are beneficial.

Removing Valuable Signals

When updating content, it is easy to:

• Remove sections that earned backlinks
• Change headings that ranked well
• Overwrite language that matched intent

Google may reassess the page and temporarily reduce visibility if key relevance signals disappear.

Know more https://www.digitalzoop.com.au/google-search-rankings-changes/