The Google Dance

Welcome to one of the most annoying (but exciting) things in SEO – The Google Dance.

The Google Dance refers to the high amount of volatility that a new asset (website, page, etc.) on your website experiences while Google is trying to determine what position to ultimately place it on its index.

Simple as that.

Put another way, the Google Dance is when Google is beginning to notice your page & gives it a chance in the SERPs (SERP = Search Engine Results Page).

I like to think of it like Google coming up to me and saying (in its best Captain Falcon impression) “Show me your moves!”

What this means practically, is that your newly published page that starts very low in the search engines (maybe like position 100?) will get bumped way up overnight to a higher position so Google can see how its users react.

If Google’s algorithm sees that people are clicking on your page, spending time on it, and enjoying the content they see, it will give you some kudos on that page and factor that in to its final determination on where to rank you.

Another way to put this, is Google changes the rank of your page (without any other ranking factors being affected) just to see what happens.

Related Reading

Aka Google lets you have your day in the sun.

And then usually after a day it will come crashing back down the SERPs.

Then it will come skyrocketing back up.

Then back down.

And the cycle continues for a while.

Your page bounces up and down the SERPs very volatilely until Google can determine where it should “fairly” rank it.

And then it will either stay there or slowly trend up/down depending on what your competitors are doing.

Here is an example of a site we have been tracking for a while that was doing a crazy Google Dance before finally stabilizing:

What this means is that in the beginning (new site, new page, new link building campaign, new anything) volatility is normal.

Let me say that again.

Volatility = Normal.

Didn’t think you were gonna have to do math while reading this post did you? Well, you did. One simple equation.

Volatility = Normal.

Volatility is normal, and it’s actually volatility is GOOD.

It’s a sign that your website is getting some attention from “The Big G”.

In the rest of this article I am going to go more in-depth about history, examples & strategy – but don’t feel like you need to keep reading to understand what the Google Dance is, because it’s really quite simple:

The Google Dance refers to the high amount of volatility that a new asset (website, page, etc.) on your website experiences while Google is trying to determine what position to put it in in its index.

The Old Google Dance

Historically, Google would update its algorithm periodically.

These days, Google claims the algorithm updates are pushed in real time.

So, the “old” Google Dance was the period right after an algo update (usually 3-5 days) when Google would push a major update of its new algorithm into the live SERPs and watch the entire index dance around.

This would be a period of high volatility.

Like Google musical chairs.

Or for some reason I instantly imagine that scene in the Disneyland Haunted Mansion where all the ghosts are dancing.

But as the saying goes, out with the old in the with the new.

For the rest of this article we are going to discuss the “new” Google Dance.

Which is what I described in the intro: “The high amount of volatility that a new asset (website, page, etc.) on your website experiences while Google is trying to determine what position to put it in in its index.”

Why does the Google Dance happen?

The Google Dance, from our research & experience, is caused (and amplified) by the following factors:

  • Age: Is it a brand new website or page? (newer = more dancing)
  • Competitiveness: How competitive is the keyword/industry/locale? (more competition = more dancing)
  • Link Building: How much link building are you doing?
    • More/new links: Building new links = more dancing
    • Strength of links: More powerful links = more dancing
  • Changes: Are you making huge changes to the page? (bigger changes = more dancing)
    • Launch a new webpage
    • Launch a new website
    • Website re-design/re-build

How long does the Google dance last?

Similar to the “why” of the Google Dance, the “how long” depends on the same factors.

More competitive terms seem to dance more, and dance (bounce) more drastically.

Similarly, if your page dances for a while and then stabilizes but does not land in the position you want (like if the Google Dance stabilized and you end up on Page 2) then you can re-dance later when you start building links again to try and get to page one.

Use the arrows on the carousel below to see the story of a Google Dance for the keyword “los angeles marketing company”

Can I prevent the Google Dance?

No.

Next question.

Google Dance Examples

Up to this point we have already provided some interesting examples of the Google Dance (maybe even very interesting, if I do say so myself).

But, we wanted to give you a few more.

Why?

To hammer home the notion that the Google dance is normal. It is expected.

So when your website start Google Dancing, and you inevitably get that sense of “oh shπŸ’©t what’s happening to my website?!” and you look like this in front of your computer:

You can take a deep breath, calm down, and remember all these examples we gave.

Oh and by the way, these are ALL examples of website we have ranked (either for ourselves, or our clients) that gave a heartstopping Google dance, but then ended up in the top spots of Google.

When the Google Dance happens, just continue to do all the normal things you would do according to best SEO practices, and don’t panic.

Don’t panic. And never leave home without your towel.

Example 1

  • Keyword: ford f150 headlights

Example 2

  • Keyword: pasadena seo

Example 3

  • Keyword: helo watch

Example 4

  • Keyword: divorce in pa

Example 5

  • Keyword: chattanooga seo

Final Thoughts

In summary:

  1. The Google Dance refers to the high amount of volatility that a new asset (website, page, etc.) on your website experiences while Google is trying to determine what position to ultimately place it on its index.
  2. The Google Dance is just Google trying to decide if it likes you (your website or webpage).
  3. Expect the Google Dance.
  4. When the Google Dance happens, just continue to do all the normal things you would do according to best SEO practices, and don’t panic.
  5. Volatility = Normal.
  6. Don’t panic.

Now get out there and Google dance like nobody’s watching.

Devin Schumacher

Devin Schumacher

Devin Schumacher is a digital marketing consultant, search engine optimization (SEO) expert and Founder of SERP Co. Devin also serves as an advisor to numerous e-commerce companies helping businesses grow by constructing, implementing and overseeing tailor-made online marketing strategies.