Lance and Anthony are talking about why rankings don’t matter as a metric during this week’s whiteboard session. There are a ton of factors that determine what actually gets served up and for who. Here are a couple of examples that break it down!

Whiteboard Session: Rankings (00:00 - 07:50)

00:15 - (1) Personalization plays a role in what gets served up to you in rankings (Factors: (1) intent, (2) demographic, (3) search history)00:52 - What you’ve searched for in the past can determine results in future searches (Ex: Electric car - Tesla, Toyota)02:35 - (2) Device (Mobile, Desktop) How what device your searching on can determine different results (Ex: Philly bars)04:12 - Google uses your device to help find what you’re intending to do04:34 - (3)Location (One of Anthony’s favorite examples!) Where you are determines what you’ll see in search results05:40 - Lance ties the three factors together, letting you know how Google decides what to show you when06:42 - Anthony describes how all the factors work together to serve up different results and why it’s impossible to put numbers on certain queries07:00 - Next week, Lance and Anthony will discuss metrics and KPIs that actually matter

Tune in next week to hear the guys breakdown metrics and KPIs that actually matter and why you should make your site the most relevant for your demographic.