Within SEO, as part of a thorough Digital Marketing strategy, search engine ranks tracking is definitely a helpful concern in order to check the results and evolution of your tactics, but getting obsessed with the meaning of them could not improve your performance that much.
Regarding to Google, Bing and some other Search Engines, sometimes local and personalisation factors, besides daily index crawling can confuse marketers jobs, and understanding these kind of changes and how affect rankings can provide common sense about the hard and long task of optimising a site.
Measuring keyword ranking is easy to get sucked into because it’s so visible. When you type in the all-powerful keyword and see your listing there at the top, it feels good. The problem with putting too much emphasis on this metric is that the search results aren’t always consistent. Google’s results will vary based on a number of different criteria. Let’s look at the two most common.
- Location. Your search results are tailored to the location from which you are searching. This plays a big role in local search, of course, but it impacts organic rankings as well. Let’s say you are in a new city, and you are looking for a coffee shop; if you search for “coffee shops,” it will display results near you. If you were to do the same search in your hometown, the results would be very different.
- Personalization. Google and the other search engines are constantly collecting information on how you personally search. They use this information to serve you with more relevant results. If you have a Google, Bing, Yahoo or other search-connected account, they will look at your browser history and navigational behaviors and alter the SERPs to best match your preferences.
As you can see, these two simple variables can drastically impact rankings.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.