My excuses for why Rankings aren’t all they are cracked up to be!

They change so often. Try doing a search, search again and now…. search again – are they the same?

I am on the phone with you and we are comparing rankings. I am in London and you in New York. I bet we see different results. The major players try to help with geo-targeting results. Especially if you have a geography in the search term.

You see ranking different to me?! Are you logged into your Gmail account when searching in Google. I bet the boss has been obsessing about a competitor, on their site for days. And then searches for us, we won’t be there and the competitor is there in natural search and PPC. The engines believe is you have been to site a lot, then you like it and gives you it more in your personalized results.

Vanity terms. People always talk about the vanity terms of very precise terms/phrases. But being high on this term may not be the terms that will actually make your money. You can always use your PPC campaigns to validate and if necessary educate your stakeholders. Maybe you too focus on these terms and you wonder why with a good position the $$$ isn’t rolling in!?

Universal or blended search. It seems and from bitter experience you get a #1 ranking and then the engines decide to put a map, with listings, reviews, news, stock information or a image above the classic one spot. So your potential click through rate has vanished!

Although I always love a number one ranking. And still a secret objective!

2 thoughts on “My excuses for why Rankings aren’t all they are cracked up to be!

  1. Mark

    We tackle this problem by:

    1) Using servers based in the country they are checking results for

    2) Collecting CTR data on universal/blended results to investigate potential click-share

    3) Not using personsalised search (as it’s still way, way in the minority and your default signed in results should be the same)

    4) Keyword targeting based on revenue value (conversion / opporunity / current ranking).

    Out of interest, what 4 studies did your CTR data come from? (Publishing soon) looks quite different.


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