What is a Rank Checking Tool?

The internet is saturated with SEO rank checking tools, each claiming to show you where your website stands on Google for your selected keywords.

Most keyword rank checking tools only require you to input a keyword. Then, their bot crawls Google, collecting data to give you a number that supposedly represents your Google ranking for that phrase.

Sounds amazing, right? Sure, but that’s all it is—a fantasy. The reality is, keyword rank checking tools aren’t very helpful. MORE: SEO Basics

The Ranking Myth: Website Ranking Doesn’t Exist Anymore

Years ago, SEO rank checking tools were relatively reliable. They could give you a decent idea of your website’s performance and let you monitor your SEO rankings.

But those days are gone. Google’s ranking algorithm has become much more complex. Numerous new factors now influence your site’s position on an individual’s Google search results page. Here are a few examples:

• Search History: Google personalizes search results based on a user’s past browsing activity.
• Geography/Local Results: Google displays different search engine result pages (SERPs) based on a person’s location and home address.
• Social Media: Google prioritizes pages that a user’s friends have +1ed, showing preference to personal recommendations.
• Device: SERPs can change depending on the device used for searching.

Android users experience even more customization with Google Now, which factors in their favorite real-life spots and daily commute.

These dynamic elements make it impossible for an SEO rank checking tool to definitively determine your website’s ranking. Each user sees a unique version of the search results. One person might find your website in the 1st, 3rd, or 5th position on Google, while another might not see it at all.

Would you even trust information from a site like this? It seems questionable.

The days of users searching Google with a clean browser, devoid of cookies and search history, are over. Today, people browse while logged into their personalized Google accounts. This means Google constantly tracks their online behavior and tailors search results accordingly (which is concerning for reasons beyond just proving the inadequacy of keyword rank checking tools).

Why Rank Checking Tools Limit Your Perspective

A single website can rank for thousands of different keywords and their variations. Even if you could accurately determine your ranking for a specific keyword, it wouldn’t tell you much in the grand scheme of things. What about the hundreds of other keywords people use to find your site? Focusing too heavily on a few select keywords can create tunnel vision. You become fixated on a handful of terms while overlooking other, less obvious keyword opportunities.

Better Alternatives to Rank Checking: Google Analytics & Webmaster Tools

You came here seeking keyword rank checking tools, and now I’ve burst your bubble. Don’t worry, we won’t leave you stranded. Marketers often turn to SEO rank checking tools to assess website performance. Both Google Analytics and Google Webmaster Tools can achieve this, plus a plethora of other amazing things no keyword rank checker could ever do.

• In Google Analytics, navigate to Acquisition > Keywords > Organic to see the keywords driving traffic to your website.
• Behavior > Site Content > All Pages reveals your most popular pages, giving you a general idea of what topics resonate with your audience. This information can spark ideas for new, related keywords to target.

Google Webmaster Tools also provides a wealth of information.

• Search Traffic > Search Queries displays the keywords people use to find your website. You’ll also see impressions, clicks, click-through rate (CTR), and even your average position for each keyword (yes, this shows keyword ranking, but remember, it’s an average and can fluctuate significantly between users).

Webmaster Tools also lets you view external links pointing to your site, internal links, how Google is indexing your content, and much more.

Rank Checking is Outdated

The SEO landscape is rapidly changing. It’s time to ditch outdated tools and old-school SEO practices. Success in online marketing requires staying ahead of the curve and embracing new, evolving strategies.

Even with Google Analytics and Webmaster Tools, it’s crucial to avoid getting bogged down in the ranking game and fixating on a few obvious keywords.

Keyword rank checking tools aren’t inherently bad (aside from the fact that most are ineffective). The problem is that they promote the idea that keywords are all that matter. This is a dangerous mindset as Google continues to refine its algorithm and intentionally disrupt traditional keyword ranking methods.

The truth—though it may sound as idealistic as a Disney movie—is that successful online marketing (and therefore, successful SEO) today is about creating high-quality content and embracing creativity. SEOs need to understand their audience’s intent and target it with precision. Do this, and you’ll naturally climb to the top of Google’s SERPs—no ranking tools necessary.