Knowledge Base

I wanted to take a moment to provide some insight into why you may see variations in your Google rankings from time to time — even when searching for the same keywords.

Search rankings are influenced by hundreds of constantly shifting factors, and several of those can cause your results to look different from one search to the next. Some of the most common include:

Google customizes results based on where you (or your device) are located. A search done in your office may look different than one performed a few miles away. This helps users find nearby options that are most relevant to their exact position.

Search trends and ad competition can shift throughout the day. For example, if more competitors are running ads or seeing higher engagement at a certain time, that activity can temporarily impact organic rankings and map visibility.

Google tailors results based on your browsing behavior, including past clicks, sites visited, and even login activity. This means that two people searching for the same term can see entirely different results. Clearing your cache or searching in a private/incognito window will often show a more neutral view.

Mobile and desktop searches can also differ slightly. Google may prioritize map listings or mobile-optimized websites more heavily for users searching on a phone.

Lastly, Google’s algorithm evolves daily. Small updates happen frequently, and larger ones roll out several times per year. These updates can shift rankings as Google tests and refines how it displays the most relevant information to each searcher.

In short, fluctuating rankings are normal — and in most cases, they’re a reflection of Google’s ongoing effort to personalize search results for every user. Our team monitors your visibility over time using consistent, neutral tracking methods so we can measure true SEO performance, independent of these variables.