Since we do not send a clear signal to the search engines in the current setup, they start testing different URLs for a keyword. These days, URL 1 is stored for the search result for a keyword, next week URL 2, and on other days perhaps URL 3, 4, 5 or 6. The test scenario is carried out until the search engine has found clear evidence for itself.
But a search engine does not always find clues, so this interplay takes place not only over days, but also months and years. Therefore, it is the job of a website operator to support the search engine in this regard. After all, it is also in the interest of the website operator to be found with the right pages.
Fluctuating rankings as a result of keyword cannibalism
'Keyword cannibalism is not a bad thing, after all the pages rank in the search engines' is often said. Of course the page or any URL ranks for the keyword. It is not important that pages rank for the URL, but how they rank.
Due to the constant interplay and the search engines' attempts to hong kong mobile numbers list determine the right URL for a keyword, none of the pages on a website can develop permanently and sustainably for the keyword. On the contrary, the rankings are not persistent, but are subject to strong fluctuations - so that a keyword is in position 9 this week and in position 79 the following week.
On the other hand, there is usually a specific URL that best represents the topic (also from the company's point of view / the website operator's point of view) for the target group and should be "the one" URL in terms of utility value, CRO and other factors that can be found consistently in the SERPs .
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