What are the reasons for unstable website ranking fluctuations?

　　In theory, the ranking of keywords determines a website's traffic, and regularly reviewing keyword rankings is the job of every SEO practitioner. In past work we may have encountered a situation like this: keyword rankings fluctuate frequently and are highly unstable. It often leaves SEOers completely baffled — we clearly haven't over-optimized, so why does this problem still occur? Below, the Zhiliaonet editor will explain it to everyone:

　　1. The website hasn't passed its review period

　　Generally speaking, a new site will have an evaluation period. This is a very, very basic piece of knowledge. It's like a new employee joining a company, who will also have an internship period. During the internship, the BOSS will generally put you through the wringer — serving tea, pouring water, cleaning up. Only after making it through to becoming a regular employee will the good days come. However, even after working for many years, because of aging and declining ability, there is still the risk of being fired. Most websites may rank on the homepage within a short period of time. The search engine's evaluation period for a new site is 3-12 months. In the initial stage, the search engine will give the new site special weight, so having a ranking does not mean it is stable.

　　2. Changes to the website's TDK

　　Making TDK changes to a website can easily arouse the search engine's displeasure, making the search engine feel that the website is unstable, thereby causing the website to be demoted in weight. Before the search engine indexes our website, if we must make changes to the site, we should try to complete them all at once and then officially launch it; avoid modifying back and forth, as this will affect the spider's crawling.

　　3. The website's click-through rate

　　Nowadays, many SEO optimizations include average click-through rate in the algorithm to estimate rankings, using the click-through rate of search users to judge the ranking of each website. When dealing with this kind of algorithm, our pages need to have good titles and keywords; a clearly conceived title and keywords make it easy for users to browse the website with a purpose.

　　4. The website has been hacked

　　A website being "hung with malware" means that hackers, through various illegal methods, enter someone else's website without authorization to modify code or implant viruses and other content. This situation is impossible to guard against and is a real headache, so website technicians must regularly and promptly check our website; if the site has been compromised, it must be repaired in time.

　　5. Unstable servers

　　The prerequisite for building a website is having a stable server to provide us with a good network environment. But often, out of a desire to save money and time, people buy inferior servers, ultimately causing the website to run slowly or fail to open, and naturally the ranking will drop.

　　6. Weight changes

　　Weight changes will also affect the ranking of the entire site. Generally, the phenomenon of rising SEO rankings is common in new sites; after the sandbox period, overall rankings rise, and keywords that previously had no ranking also start to rank. If a website loses weight or is K-ed, it will directly cause the website's ranking to drop.

　　7. Website friend links

　　For webmasters, friend links are one of the most commonly used website optimization techniques. However, this is also one of the factors most easily overlooked by many webmasters during optimization. Generally, adding around 35 friend links to a website is most appropriate; too many friend links will instead bring very serious problems to your website. If a website that has a friend link with your site is demoted by the search engine, then your website is also very likely to be dragged down with it.

　　8. Search engine algorithm adjustments

　　If you haven't adopted any special strategy to optimize a website over a certain period, but find that the website's ranking is fluctuating frequently, this is very likely because the search engine's algorithm is being adjusted. As for search algorithms, within the search engine they are iterated and updated almost every day, especially major reforms, such as: the traffic tilt after the launch of Xiongzhang Hao.

　　9. Search engine search index

　　The birth and demise of a popular keyword has a cycle. For example: in earlier years, the average daily search volume for the word "SEO" reached as high as 15,000 in 2012, while in 2018 the average daily search volume was around 4,000. Because the overall search volume has decreased, clicks have relatively decreased, and its ranking will naturally fluctuate somewhat. This problem is an irresistible factor.

　　The above is the entire content of "What Are the Reasons for Unstable Website Ranking Fluctuations?" It is only for webmaster friends to interact, exchange and learn. SEO optimization is a process that requires persistence, and I hope we can all make progress together.