December 19, 2012
I know that you know that rankings are not the way to measure the success of your SEO campaign. After all, if you've been reading this newsletter for any length of time, I certainly mention it often enough. So I was caught off guard by the outcry of many in the SEO community when Google finally told SEO tool companies that they no longer had permission to scrape their search results to run automated ranking reports. My main thought was, "People still run ranking reports? Wow…weird." But it shouldn't have surprised me too much because no matter how often I've talked about it being a useless measurement, it's always been an easy one. Which in turn caused many SEOs who didn't find much value in rankings to report them to clients anyway.
For those of you who are addicted to your rankings reports (or who have clients or bosses who are), today's article, "Why Running Ranking Reports Is a Fool's Errand," is for you. Enjoy! – Jill