Everflux refers to the constant change of position of websites in Google search engine result pages.
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More about Everflux
Everflux is a portmanteau of “ever” and “flux” for fluctuation, and literally means “a state of constant variation.” It describes the phenomenon of site positions in SERPs shifting by a few places within a short time period. Sometimes new websites achieve a prominent position in the search engine’s index, simply by virtue of being new and offering fresh content.
Typically however the algorithm self-corrects and the site move down the rankings shortly thereafter.
Google Everflux is based on two-step process Google uses when it updates its index: the “Fresh Crawl” and the “Deep Crawl.” The fresh crawl is carried out on a continuous basis. Google scours the network continuously for new content and integrates it as quickly as possible into a separate index.
Websites can be listed within a few minutes in the SERPs, even ranking near the top of search result listings simply because they are so new.
The phenomenon of indexing new content quickly and enabling it to occupy a high position, is part of the Google Everflux. However, this positioning is not permanent. Google’s deep crawl will set the stage for a final decision on page ranking.
The Fresh Crawl collects only relatively superficial information for the Google index. Deeper subpages will be recognized usually only after a Deep Crawl.