Services
About
Blog
Contact
If you felt like 2024 was a rollercoaster for search rankings, you weren’t imagining it. SERP volatility surged by 26% across all industries, making SEO more unpredictable than ever. From AI-driven algorithm updates to a widening gap between strong and weak strategies, the search landscape kept businesses on their toes.
According to BrightEdge, B2B and technology companies generate 2X more revenue from organic search than any other channel. For SaaS businesses, this means it’s a direct driver of revenue. With 2024’s ranking volatility, relying on organic search for growth requires an adaptable and resilient SEO strategy.
The companies that invest in high-quality content, AI-friendly optimisation, and technical SEO best practices will be the ones that weather Google’s ranking shifts and continue to grow. In a landscape where change is the only constant, resilience and adaptability will separate industry leaders from those left behind.
Google rankings were significantly more unstable in 2024, with 256 days of the year experiencing heightened rank fluctuations. This means that for over two-thirds of the year, websites saw noticeable ranking changes.
Google’s aggressive AI integration into search likely fueled these fluctuations. With AI-powered search experiences reshaping the SERP, traditional SEO tactics became less reliable, forcing businesses to rethink their strategies.
With more volatility came increased differentiation between strong and weak SEO strategies. Websites that prioritized high-quality, user-first content maintained better stability, while those relying on outdated tactics struggled.
Standard deviation for each category in 2023 and 2024:
Here is the data for 2020 and 2021 regarding standard deviation for each category:
For SaaS businesses relying on organic search, this volatility underscores the importance of a resilient SEO strategy. Here’s what to focus on moving forward:
Google continues to prioritize content that genuinely solves user problems. SaaS brands should invest in in-depth guides, case studies, and authoritative resources that align with user intent.
With AI-powered search snippets and generative results, optimizing for traditional blue links isn’t enough. Structured data, entity-based SEO, and interactive content will help SaaS brands remain visible.
From Core Web Vitals to schema markup, strong technical SEO can help stabilize rankings in a turbulent search landscape.
2024’s ranking rollercoaster proved that static SEO strategies no longer work—adaptability is now the key to staying competitive. For SaaS businesses, where organic search is a direct revenue driver, maintaining visibility means embracing AI-driven changes, user-focused content, and technical excellence. Those who evolve with the search landscape will not just survive but turn volatility into an opportunity for growth.
Are you prepared for the next wave of search changes? Now’s the time to future-proof your SEO strategy!
Michael is a Partner at Conifr and oversees operations. Michael has been in web development, digital marketing, and analytics for nearly two decades, with experience running agencies and leading in-house marketing teams. He has led integrated digital marketing teams for both paid search and SEO across household name brands, such as Norwegian Cruise Line and 1-800-Pack-Rat. Michael specializes in strategy, business development, and analytics. Before Conifr, Michael was the Chief Marketing Officer at a sustainability focused online gaming startup.
Please fill out the contact form here or email us at info@conifr.com. We look forward to hearing from you!
We are based in Bend, OR but have team members across the United States and work with companies throughout North America and Europe.
