One of the perks of working agency side is access to a plethora of tools and a plethora of Analytics accounts across verticals. I also watch the Google SERPs religiously and use a few tools (SERPmetrics and Mozcast) to keep an eye on the algorithm and flux. It’s always good as an SEO/online marketer to keep an eye on the search results and see the changes broader.
Today I looked at the SERPmetrics flux capacitor and saw this:
And Mozcast showed this flux:
Then I looked at a couple of clients in our Distilled portfolio and saw this traffic:
Something has happened recently in the search results, so I did a bit more digging.
Because this is across multiple verticals, this signals to me that it’s not an isolated incident.
First off, it’s non-branded organic that has gone up –
And the number of keywords that the sites are ranking for are not significantly higher to cause this search volume –
Actually, the increase for both clients has been for head terms that are relatively competitive that they have been competing for for a long time.
Diagnosing What Happened
Whenever I see something weird going on in the SERPs, I do the following:
- Engage on Twitter. You think I’m kidding, but I’m not;
- Check SERPmetrics Flux and Mozcast for tracking of fluctuations;
- Filter out branded keywords from Google Analytics;
- Compare one week to the previous, see what keywords have gained;
- Draw conclusions and adjust.
I suspect that we’ve seen a recent Panda update, or an iteration on the Penguin algorithm, or both at the same time. It would surprise me if Google <tinfoil hat> rolled the two together to throw us off</tinfoil hat>.
What do you think?