In the early years of SEO, ranking was the primary measure of success.
SEO professionals focused on ranking #1 for their desired golden keyword and relied heavily on rank tracking tools to monitor their improvement over time.
Over the years, SEO pros quickly learned that ranking alone is a poor indication of success.
Ranking #1 for a keyword means little when that keyword brings little relevant traffic or few conversions.
This realization prompted SEO pros to combine rank tracking with other metrics, such as organic search traffic and conversions.
Should We Track Ranking?
As Google improved over the years, tracking keyword rank has become more difficult on the most widely used search engine.
Among the problems with rank tracking:
Google Doesn’t Like Keyword Tracking Tools
Google has to spend money to keep the search engine alive. Its primary source of revenue comes from ads and sponsored results.
Rank tracking tools visit search engines and use the server resources; however, they do not contribute to Google’s revenue flow because they don’t click on the ads.