If your business relies on Google search rankings to measure how well your website performs, you may have noticed something strange. One week your website appears to be ranking extremely well. The following week, your ranking report suggests it has disappeared. You can even perform the same Google search on several computers at roughly the same time and see different results.
That does not necessarily mean your website has suddenly lost its rankings. The bigger issue is that Google search rankings are becoming much harder for third-party software to measure consistently.
Google does not show everybody exactly the same results
Google has confirmed that search results can differ depending on factors including location, device, search history, personalisation and timing. Even changes to Google’s ranking systems can take time to roll out across its different data centres. This means two people performing the same search may see slightly different results.
This becomes particularly noticeable with local searches. Someone searching for an electrician in Geelong from one suburb may receive a different set of results from someone several kilometres away. Their device, Google account and previous searches can also influence what they see. For businesses, this means there is no longer a single universal Google search result that everyone sees.
Ranking software is also finding Google harder to access
Another issue affects keyword reporting. Most search ranking software must automatically run large numbers of Google searches to determine where websites appear for particular keywords.
Google specifically identifies software that automatically searches Google to determine website rankings as automated traffic. It states that scraping search results for rank-checking without permission violates its policies. Google can therefore challenge or block this automated traffic, and when this happens, ranking software may temporarily be unable to see a result that is still visible to a real person using Google normally.
This can create reports where a keyword appears to fall dramatically, disappear altogether and then return several days later. Don’t assume every one of these movements represents a genuine change in your website’s Google visibility.
Has AI made the problem worse?
This is where things become less certain. Google has not publicly said that restrictions on automated ranking tools are specifically designed to prevent Artificial Intelligence (AI) systems from collecting its search data. However, I think AI is likely part of the broader picture.
Search data has become extremely valuable. AI platforms, search tools and software companies all want access to information about what Google is displaying and how its results are structured. At the same time, Google has become increasingly focused on controlling automated access to its search results.
Whether AI is the direct cause or simply part of a much larger change, the practical outcome for businesses is the same. Automated keyword tracking is becoming less straightforward and there will be times when the software does not provide a complete picture.
Does keyword tracking still matter?
Yes, absolutely. Keyword rankings remain a useful way to understand whether your website is visible for the services and products you want to be found for. If your business consistently ranks well for relevant searches over time, that information remains valuable.
What is changing is how much confidence we should place in one individual ranking result on one particular day. A sudden change from position one to position 30 should not automatically trigger panic. Instead, rankings should be reviewed over time and alongside other information.
Google itself recommends using Google Search Console and Google Analytics together to understand how people find and use a website. Search Console can show impressions, clicks and search queries, while Google Analytics can show what visitors do after arriving on the website.
Conversion data is becoming more important
For small to medium businesses, this is probably the biggest change in thinking required. Being number one on Google looks good on a report, but the real purpose of Search Engine Optimisation (SEO) is to help suitable customers find your business and take action.
That means businesses should increasingly be monitoring website conversions alongside rankings. Depending on the business, these conversions could include phone calls, contact form submissions, quote requests, bookings, purchases or other meaningful enquiries.
If your ranking software shows some unusual movement but your organic website traffic, enquiries and conversions remain strong, there may be no genuine problem. On the other hand, if rankings, organic traffic and conversions all decline over a sustained period, that deserves closer investigation. This broader view gives businesses a far more reliable understanding of whether their digital marketing is actually working.
Talk to your digital marketing provider about what they are seeing
If your business receives regular keyword ranking reports, ask your digital marketing agency or internal marketing team how they’re handling these changes. They should be able to explain whether they are seeing inconsistencies in ranking data, what other information they are using and how they determine whether a ranking movement is genuine.
Keyword rankings are still useful. They simply need to be interpreted properly. Google search is becoming more personalised, automated tracking is becoming harder, and AI is changing the way information across the web is accessed and presented.
For business owners, the answer is not to stop measuring performance. Instead, measure it more intelligently by looking at ranking trends, Google Search Console data, website traffic, and, most importantly, whether the website is generating genuine enquiries and conversions.
If you would like GOOP Digital to review how your website is performing across Google search, SEO and conversion tracking, contact GOOP Digital.