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Bench-marking Organic Rankings :

People really love to check their search rankings. Many companies want to use this as a measurement of SEO progress over time, but it is a bit problematic, for a variety of reasons. Here is a summary of the major problems with rank checking:

• Google results are not consistent:

• Different geographies (even in different cities within the United States) often give different results.

• Results are personalized for logged-in users based on their search histories, and personalized for non-logged in users as well based on their navigational behaviors within the SERPs, browser history, location data, and more.

• No rank checker can monitor and report all of these inconsistencies (at least, not without scraping Google hundreds of times from all over the world with every possible setting).

• Obsessing over rankings (rather than traffic) can result in poor strategic decisions:

• When site owners obsess over rankings for particular keywords, the time and energy they expend on those few keywords and phrases often produces far less value than would have been produced if they had spent those resources on the site as a whole.

• Long-tail traffic very often accounts for 70% to 80% of the demand curve, and it is much easier to rank in the long tail and get valuable traffic from there than it is to concentrate on the few rankings at the top of the demand curve.

So, indulge your desire to check rankings by going to the search engine and typing in a few queries or use a tool like Authority Labs (http://authoritylabs.com/) and automate it, but be sure to also keep an ongoing focus on your visitor and conversion statistics.

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