You’ve probably heard this before: “We don’t care about ranking. Traffic is what we measure.” While there is truth in this, it’s also a bit deceptive.

Sure, there is no true top 10 anymore. With geo-location, personalization, and other factors, you can no longer pull up a definite top 10 and know you are seeing what anyone else is seeing.

In fact, my agency no longer calls it ranking, we call it positioning because ranking has definite numeric order and stop and end points where positioning is a more loosely defined placement within the SERPs.

That being said, and as much as relevant, converting traffic is the most important metric when measuring the ROI of you investment dollars, the difference between 1st and 5th and 5th and 10thgreatly affects the flow and amount of that traffic, so even if we can’t be sure how everyone is seeing the site in the SERPs, we can have a good idea of the opportunities for traffic increases and where drops and where these are happening if we follow the keyword positions.

Position does matter. Rankings maybe not.