15 Dec

SERP Ranking Confusion

There was a time when the search engine results page that you saw was the same SERP that I saw. That changed a couple of years ago with personalized search. The results Google would show you would changed based on your web history. Visit your company site more often and that page would start to show up at the top of the listings, for YOU.

The variation in search engine results pages meant that you couldn’t be sure how well your site was being ranked. I never subscribed to the “be number one for your keyword” mentality. Sure it’s important to rank well but I”d rather focus helping you generate more sales by getting more qualified visitors to your site. Yes, sometimes that means ranking well for a popular search term but your ranking in the SERPs does indicate how well your site is doing.

Up until a few days ago if you wanted to wanted to see the results without customizations you simply logged out of your Google account. That is no longer the case. Google now customizes searches for everyone regardless of whether you are signed in or not. You can still see the search results without customizations by clicking on the “view customizations” link. From that page you can view “without these improvements”.

view customizations

view customizations

Search marketing just got a bit harder. It will be more difficult for you to overcome the inertia created by the the preferences of your client if you are not already well placed in the SERP. Once your client finds the site they like unseating the incumbent will be much harder. It might be time to invest in Google Adwords in order to get your ad in front of your clients.