Time to tackle another trend in SEO that may not necessarily be accurate: There’s an increasingly negative attitude towards keyword rankings as viable metrics of SEO success. I’m going to argue that keyword rankings are still valuable and should be an integral part of your SEO reports.
Over the years there have been many changes to the SERPs that, according to some, heralded the end of keyword rankings. From Local Search to Universal Search, every new tweak and addition to the results pages was seen as another apocalyptic event that now, Once And For All, made for keyword rankings truly useless.
The most recent Google features that have once again reopened the assault on keyword rankings are Personalized Search and Social Search. These would really make any monitoring of keyword rankings utterly and totally obsolete, some claimed.
That’s, of course, not quite the case.