Google’s Random Rankings – Pt. 1
The purpose of this post is for me to give you my opinion of what’s going on with position differences in Google’s search results. You know how one ranking tool tells you one thing, but manually you see another? Or, have you noticed that the rankings change when you sign into (or out) of your Google account? Well, this has been going on for years now. But lately it’s been getting crazy… a little too crazy.
For example; Raven tools may say that you are in the 9th position in Google, but when you check, you’re #13, and/or Rank Checker says you’re #16, but then you sign out, you see yourself at #21.. What’s really going on????
Over the course of this 3 part series, I will explain to you why your results are different from each other, and from the tools we use for rank checking.
Rankings Based on User Data
Years ago we noticed how rankings would change for users based on if they were signed in or out. If signed in, Google would provide results based on your historic search habits/history. Then they incorporated features that would provide you with results based on what your Gmail friends liked, shared and/or visited. On top of that, Google can tell if you like sites with videos or sites with 500 or more words of rich content (based on analytics and other click data). They will then provide you with results that’s fitting for you. This is something Google is proud of; proving its’ users with a experiences/results relevant to YOU.
Rankings Based on Regional Data
But that wasn’t enough for Google. They had to take search preferences and historic data to another level. They realized different regions have relevant topics and different sites pertaining to them. For instant, if you live in Georgia and are looking to buy a car, Google will likely provide sites closer to Georgia (mentions Georgia or trafficked a lot by Georgia residents), then lastly consider California classified sites (even though you said nothing about Georgia in your search query). Or, say you live in a town where your local minor league baseball team is popular, more popular than the major league team located in another city. Chances are if you search the mascot name, the results will pertain to the local team first. Why is that? Google wants to deliver the best results to you. And if they noticed that the last 100 people in your local town that search for that team meant the local minor league team, then they will assume that’s what you meant too. In a way, we are all guinea pigs helping Google understand how everyone searches/reacts.
Google analyzes this data and recognizes trends or seasonality of phrases and takes these stats to an even greater level; which is half the reason why they needed multiple data centers all over the world, to help them deliver fast and accurate results.
In short, Google knows yours’ & everybody’s search habits and history and has a better idea of what you want than you, (sometimes) and since we are all different, we may all likely have different results (signed in or not)
(NOTE: Google still knows you even when you’re signed out, you have IP’s, computer ID’s, Browser Cookies and habits, sometimes incredibly hard to hide.) Anybody think about Minority Report or Eagle Eye yet?
Part 1 – Results are Different for Everyone
- Results based on being signed in
- Results based on historic data
- Results based on location
Part 2 – Multiple Data Center Indexing & Caching
- Google has data centers nationwide
- We get results from different data centers
- Some data centers are used for testing
- Which data centers do tools & API use?
Part 3 – Universal Results & Tying it all Together
- Local, video, social, shopping & news results
- More than 10 results on page creating overlap
- Results not always coming from same data centers
- Since all the results are different… Recognizing trends
- Consider reporting average rankings (like GWT)
Other SEO Related Blog Posts:
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your lucky you are seeing results at least close to the rankings.. I have used various ranking tools and see ranked 265 and i am on page 2.. or other way around says i am on page 2 but really now where to be found.
This is definitely true, I see it with my clients pretty often. Google search results are becoming more and more "user" defined and also location referenced. This is why it is a major priority to build strong local search weight, Google places, Yp.com, Manta, etc are all great for strengthening your search rankings in a given area.
nice breakdown and advice im always looking for more ways to break into more competitive search results
I've been always asking myself why some software show different numbers then the SERPs. Now i know.
also for me this information became understandable. thanks to author for post
Hey James,
I actually noticed this intuitively, as I see my sites I viewed pop up a lot more in search quires. Which was annoying when seeing how high or far back your webpages are ranked in google. I'll sign out not when doing research! It makes sense that things can vary. At least now I know why, that's bud…love the blog!
yeah, I know how you must feel.
It's always good to know, if researching results are the same like those in reality.
Yeah the google dance can be a crazy thing, at least this adds some more sense to it.
I can understand your point of view but it really irritates some time. I usually forget to sign out my Google account.
Since yesterday also available on Google.be, but i don't know if i like it…for small companies it will be harder to compete to those with many likes…
Very useful article… This happens every time I check the ranks..
All valid points there James. Have you also thought about how blended search results are showing varying rankings? For example,Raven tools may be counting image, news, and video results when ranking, therefore pushing rank placement down.
I've found that this is somewhat attributable but not in all cases, so there are obviously other factors like the one's you've mentioned in this post for the "random rankings".
Hey Sam, Your point is VERY true. That's why it's the 1st point of part 3 of this series.
Great stuff! The trend for quite a while now has been continue to make search more and more personalized and more and more localized. Only makes sense.
Hello,
Reallu good stuff I liked it and keep on coming….
As a newbie to all this seo, I have found similar results when doing google searches. I have found that the location of the site does make a difference to the results given for search terms. It seems that those eggheads at google are constantly changing the goalposts which keeps us all on our toes.
Given the complexity of googles system, I don’t think we will ever see a true seo expert. I mean how can we keep up with everything the search engines are up to. We can only get a general idea of techniques that seem to work but these may not work in every case.
It’s comforting to know that this drives other people crazy too, not just me. I can’t tell you how many times it’s seemed like I had cracked page one for “book editing service,” only to find that I was still on page two.
Although I must say that good content never lies. Ultimately, with good content, I WILL crack page one (but I’m not going to hold my breath for when, haha).