Over the last few days I have repeatedly gone back and forth from the #1 to the #2 position at Google for the keyword “greed”. I’m running a tight race with a “Seven Deadly Sins” site and its entry on greed — to which I won’t link, of course, for fear of further legitimizing those troublemakers.
Marginally more seriously, it is interesting how often I’ve moved back and forth. I have (apparently wrongly) been under the impression that Google rankings were fairly stable, at least until the company reworked its algorithm or did a massive database update. But such is demonstrably not the case.
While it has no more than drive-by financial meaning at my site, imagine if your carefully constructed mortgage site kept flitting up and down in the Google rankings from day-to-day, with the commensurate impact on traffic and Adsense earnings. Would be wildly stressful, me-thinks, like building a gas station along a popular freeway, only to have the highway move random distances towards and away from your station every morning.