Google rankings keep shifting occasionally. In spite of consciously employing the same set of keywords, and SEO strategies, the ranking of websites are susceptible to changes. In fact these variations are bought about intentionally.


Let us further check on what really cause these changes?

The algorithm is the basis of SERP. Updates and changes will definitely impact the ranking of websites. Such amendments happen at regular intervals of time.

Google's Ranking

  • Frequently visited links:

Going back to a particular link for information automatically shows it on the result page more often. This gives an impression that it has been ranked high on SERP.

  • Google ads:

Google ads are placed either on the top of the page or right side of the web page. The position of such ads differs depending on the browser used and so does the ranking appear to vary.

  • Competitiveness:

Your competitors may have genuinely implemented strategies to outdo you in the keyword ranking list. This could also result in a toss of your SERP.

Tackling Google amendments:

To understand the amendments of the search engine, let us consider Penguin, Panda and Hummingbird which are three publicized updates since 2011.

Google Algorithm Overview


This update was done in 2011 with the intention to give back the most relevant and high-quality search results to users. Panda primarily checks for the quality of content on any web page. It looks for the relevancy, uniqueness and value which the content delivers. Panda examines the content and helps in categorizing the low-quality websites from the high-quality websites. Low-quality websites are deemed so due to duplicated content or content which is not educational and renders no value to the users.


Penguin was launched in 2012 with the aim of focusing on the quality of links in the websites. It checks the quality of links and does not accept unwanted linking to irrelevant content, link stuffing and purchasing links to raise SERP ranking. Penguin supports web pages which either original, unique links or which are redirected to authorized, high-quality links useful for the visitors. This way it marks your web page as a rich source of information and gives you a higher ranking on SERP.


Hummingbird was released in August 2013 and it revitalized the complete working of Google search engine. Instead of simply looking out for keywords, Google now checked for better matches which could suit the search phrases. It could question itself about the searches and throw out the most relevant answers. Content which satisfied these requirements would earn a better ranking in this scenario.

Google continues to update itself at regular intervals and expects websites to consider and work based on these set of regulations with the sole intention to deliver the best. A detailed write up on ranking fluctuations will follow to enhance cognizance about the same.

Optimizing websites and content with a granular understanding of cardinal aspects will definitely help marketing strategists to not only earn a better ranking but also improve the overall quality and reach of their website. Educative and useful content will drive traffic thereby elevating your online presence and the preference on Google ranking automatically.

Get a good hold on these technicalities and strike the right chord with your target audience!