{
  "slug": "domain-movers-count",
  "name": "Domain movers",
  "aliases": [
    "SERP-wide movers",
    "Domains gaining and losing page-one space",
    "Market movers"
  ],
  "definition": "Which domains gained or lost results-page presence across the tracked demand during a window, the answer to 'who benefited' when the market moved.",
  "category": "SERP volatility",
  "type": "raw measure",
  "unit": "domains observed moving, each carrying its own presence counts",
  "direction": "neutral",
  "verification": "review",
  "aggregation": "One row per domain per day per platform and results-page feature, carrying summed slot, query and URL counts. There is no movers measure at all; a count of movers is something the reader assembles by choosing a movement cut-off.",
  "grain": "One domain, on one day, for one platform and results-page feature.",
  "dimensions": [
    "domain",
    "platform",
    "results-page feature",
    "date"
  ],
  "requiredFilters": [
    "date range"
  ],
  "sources": [
    "rank-tracking"
  ],
  "reports": [
    "serp-volatility-report"
  ],
  "skills": [
    "update-week-check",
    "competitor-deep-dive",
    "anomaly-investigator"
  ],
  "verbs": [],
  "rungs": [
    "R2"
  ],
  "levers": [
    "L2"
  ],
  "questions": [
    "Which kinds of sites gained during the update?",
    "Who took the space we lost?",
    "Did publishers or retailers benefit?"
  ],
  "caveats": [
    "The set of domains is whatever appeared on the tracked results pages, not a curated competitor set, most movers will not be competitors in any commercial sense.",
    "A domain gaining presence on a tracked demand set is not a domain gaining traffic; presence is slots on a page, and click behaviour is not observed here.",
    "There is no movement threshold in the data, and no movers measure in the dataset: \"a mover\" is a judgement the reader imposes, so two readers produce different mover counts from the same day."
  ],
  "freshness": "~1 day behind, daily observation, available the following day.",
  "failureModes": [
    "Quoting a mover count as if the threshold were defined in the product.",
    "Treating publisher and community domains that gained space as addressable competitors.",
    "Reading presence gains as traffic gains."
  ],
  "notSameAs": [],
  "related": [
    "serp-volatility-index",
    "page-one-footprint-retention",
    "competitor-share-by-rank-bucket",
    "market-share-leader"
  ],
  "workflows": [],
  "lastVerified": "2026-08-04"
}