Why rankings are tricky#
- Results vary by location, device, language and search history.
- SERP features (AI Overviews, maps, videos) mean “position 3” can be far down the screen.
- One page ranks for hundreds of queries; tracking 20 keywords shows a small slice.
Two ways to track#
| Method | Strengths | Limits |
|---|---|---|
| Search Console average position | Free, real data, every query | Averages across locations and devices; data delayed ~2 days |
| Rank tracking tools (Semrush, Ahrefs, SE Ranking, AccuRanker) | Daily checks, specific locations, competitors, SERP features | Paid; a sample of keywords |
Good practice#
- Track keywords that map to business goals, grouped by topic or page.
- Set the right location — national, city or grid-based for local businesses.
- Report trends over weeks, not daily wobbles.
- Always pair rankings with clicks, traffic and conversions.
Related: organic traffic, SEO reporting, local pack.