SERP Volatility Insights for Better CTR Understanding

SERP Volatility Insights for Better CTR Understanding
Ramesh Karki |

Traditionally, marketers have tracked rank fluctuations as a measure of SERP volatility. They believe that changes in the SERP due to search algorithm updates and competition are reflected in rank fluctuations, and that this can help explain why clicks and conversions rise or fall.

However, this limiting measure worked when the SERP landscape was much simpler. In the past, SERPs consisted mostly of organic listings with a few paid ads. Today, there are many more SERP features, such as featured snippets, knowledge panels, and related searches. As a result, monitoring only traditional ranking fluctuations will not give you the complete picture of SERP volatilities impacting your search performance. You could find yourself in a situation where your rankings are improving, but your clicks and conversions are declining.

Existing tools in the market lack the ability to offer a complete view of SERP fluctuations. However, our tool, with its True Rank capability, provides precise insights into your and your competitors’ listing positions on the entire SERP page, along with the SERP features gaining visibility.

With GrowByData’s  Search Intelligence tool, marketers can access a granular and comprehensive understanding of the SERP volatilities that impact performance, allowing them to stay ahead of SERP fluctuations.

What is SERP Volatility?

SERP (Search Engine Result Page) volatility is the degree to which the order and content of search engine results pages (SERPs) change. This can be caused by a variety of factors, including algorithm updates, new features, and changes in user behavior.

High SERP volatility can make it difficult to maintain consistent visibility and performance on the SERPs. It can also be challenging to stay on top of emerging SERP features and jump off of declining SERP features. However, SERP volatility can also be an opportunity. If you can understand how the SERPs are changing, you can use this information to improve your website’s ranking and visibility.

Why is tracking and monitoring SERP volatility essential?

External factors significantly affect marketing performance on platforms like Google, Amazon, and Walmart. Keeping a close eye on the SERP fluctuations is vital to maintaining and enhancing your visibility on the search results page. The significance of SERP features can vary based on factors such as category, location, and device.

Our report provides detailed information on popular SERP features for specific categories in precise locations and devices. Leveraging these insights can give you a competitive edge, allowing you to target the most important SERP features strategically and improve your overall visibility across the search results page rapidly.

What do we provide?

GrowByData SERP Volatility offers a comprehensive overview of SERP feature changes within a defined timeframe. This view can be tailored based on specific keywords, product categories, geographical locations, and devices.

You can use SERP Volatility to:

1. Gain insights into your  current SERP landscape 

Analyze the SERP components within your keyword landscape. Obtain visibility into SERP features across different geographies and categories, enabling informed search marketing campaigns, content strategies, and advertising decisions.


Explore the Apparel & Accessories Marketing Category SERP Features Trend Report.

2. Measure the overall SERP volatility in each category, location, or device.

Identify which components are emerging and contracting in the SERP. This includes understanding which SERP features are becoming more or less popular, and which keywords are starting to rank higher.

Which components are emerging and contracting in SERP? Get alerts on new components, significant changes, or decreases in current components’ real estate in the SERP that impact advertisers’ performance. This information can help you stay ahead of the curve and make changes to your website to improve your chances of ranking higher.

serp trends in each category, location, or device

Compare the trend of each SERP feature to itself in the previous month to decide whether or not to invest more resources in that feature.

For example, if you see that the People Also Ask feature has been more popular this month compared to the previous month, you may want to consider investing more resources in optimizing your website for this feature.Understand which SERP features are getting above-the-fold visibility on the SERP.

avg listings per search

3. Understand which SERP features are getting above-the-fold visibility on the SERP.

Just knowing which SERP features are popular is not enough to make the best strategic decisions. You also need to know which SERP features are above-the-fold, so that you can target and plan to show up under those features to improve your total performance on the SERP.

Just knowing which SERP features are popular is not enough to make the best strategic decisions. You need to know which SERP features are above the fold so that you can target and plan to show up under those features to improve your total performance on the SERP.

serp features visibility

4. Get detailed insights and analysis on specific SERP features and the competition within each SERP features

Analyzing and monitoring various popular SERP features can help you understand which features are most important to your target audience  based on the share of voice. You can also use this information to track your competitors’ performance and identify opportunities to improve your own.

leaders by serp features

You can leverage the historical trends graph to track the advertising efforts of your competitors and other major players in your industry. By tracking the historical trends of advertising pushes and pauses by giants like Amazon and Walmart to strategize campaigns, allocate budgets wisely, and mitigate external threats to advertising costs.

historical trends

5. Track the SERP volatility of groups of keywords most important to your marketing campaigns

Dive deeper into the SERP analytics with insights into what SERP features are being dominated by which competitor. This will help you see who you are competing with for each SERP feature, and design targeted tactics to outperform your competitors.

competitive tactics

6. Understand your competitors in the Market

Gaining insights into your competitors and identifying major players within a specific category helps you strategize and plan to outperform them.

category mix trends

7. Optimize your SERP performance with Striking distance keywords

There are now more SERP features than ever, such as Product Listing Ads (PLAs), SERP product refinements, featured snippets, People Also Ask (PAA), Local Map Pack, and Google Popular Products. These features can take up a lot of space on the SERP, so even if you’re ranked in the top 10, your listing may not be visible without scrolling. Striking distance keywords give you an opportunity to improve your SERP performance without having to rank in the top positions. By targeting these keywords, you can increase your chances of appearing in the above-the-fold section of the SERP and getting more clicks.

striking distance keywords

Benefits of GrowByData SERP Volatility

Maximize the benefits of GrowByData SERP Volatility with the following key points:

  • Competitor Tracking: Monitor your competitors’ SERP volatility, identify targeted SERP features, and assess the impact of Google algorithm changes on their performance.
  • SERP Competition Analysis: Gain insights into winning and losing competitors per SERP feature, track rank improvements, and observe changes in share of voice.
  • Stay Ahead of Updates: React swiftly to Google algorithm updates, ensuring you remain ahead of the competition and adapt to the evolving search landscape.


The ever-changing SERP landscape poses challenges in staying updated with trends and optimizing your website for success. However, with GrowByData’s Marketing Intelligence, you can effectively track keyword landscape changes, identify SEO opportunities, and stay ahead of the competition. By leveraging this valuable information, you can make informed decisions to optimize your website for the SERP and maximize your marketing ROI. In a nutshell, GrowByData;s Marketing Intelligence empowers you to navigate SERP fluctuations and achieve the best results from your marketing endeavors.