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Measured daily

Google SERP volatility index

Every day we check the Google top 10 for the same panel of keywords across many industries and measure how much it changed since the day before. Spikes often mean Google is rolling out an update, confirmed or not.

The volatility index starts collecting data with the first daily run. The chart appears after two days.

How the volatility index is worked out

For each keyword we compare today’s top 10 URLs with yesterday’s. A URL that kept its position scores 0; one that moved scores the size of the move; one that entered or left the top 10 scores the maximum. The day’s score is the average across the panel, scaled from 0 (nothing moved) to 10 (the whole page changed).

The panel is fixed, so the numbers compare from one day to the next. It runs on US desktop results. A single keyword can swing a lot on its own, so read the trend, not one day.