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This week, Rand has some soothing advice about tracking rankings. Don’t worry too much, as ranking by itself is not the be all and end all!

Position vs Traffic

Your position can change day to day due to various factors. Looking at search traffic can be better to use as a Key Performance Metric.

Engines and Tool Inconsistencies

The following factors can all influence your rankings, so keep them in mind when looking at them.

  • Geography

  • Time

  • Data centre

  • Personalisation

  • Vertical results

Use Aggregate Data

It can be helpful to correlate position and search demand, as you can see what you did or didn’t do to affect the rankings.