It is obviously not possible to sit back and relax once your website has reached the desired high rank as per the status declared by major search engines. But it isn’t so easy. Search Engine Rankings given by search engines change on a constant basis because of reasons being changing of algorithms by search engines resulting in a shift of rank of everyone, change of the content strategy of competitors, and sites being constantly dropped and added to the index. It is essential for your success to constantly monitor your search engine rankings.
Ranking algorithms are changed by search engines like Google in particular on a regular basis. Many a times, these changes are just minor and hardly affect these sites. But many a times these are major changes which affects the rankings of the websites both negatively and positively. Not only does rankings change when there are changes in algorithms, but also rankings fluctuate based on what the competitors do regarding their efforts towards Search Engine Optimisation. It is important to constantly keep an eye and monitor your website’s rankings regardless of why there are changes in the rankings.
Monitoring of the rankings on a monthly basis is a good option. It would be practically impossible to monitor your rankings on the thousands of search engines where you have been indexed, and that too on a daily basis. Most of the time you wouldn’t notice a change in your rankings; but if you do, don’t fluster yourself out. It might be worked on so that your rankings can be increased.
Google Webmaster Tools is a great way to keep an eye upon your rankings in Google. You can get ranking and visibility in Google by just a click. There are many tools that offer ranking search. But they have a lot of disadvantages and these tools would need local crawlers for accurate reporting when personalised search becomes important. It is indeed incorrect to share excessive ranking information with clients and managers. Many of these do not understand the basics of SEO and they will blame individual effort for each ranking change though it might be a result of an algorithm change or the effort of your competitor.
Ranking information is monitored to check whether the efforts are aimed at the correct direction. By keeping a track of the search engine rankings, one can learn about the following:
Keeping a track of your established competitors, their efforts to improve their rankings.
Spotting your new competitors timely and understanding their tactics.
Learning about new and emerging SEO techniques.
Understanding how algorithm changes in search engines effects your competitors
While monitoring and keeping a track of your rankings some other bonus features which can be used for better understanding of results are as follows:
Using of the sorting feature with the help of which the latest results can be viewed.
You could even bookmark you own websites, or your favourite ones to track them only.
The results can be exported to Microsoft Excel where the results can be arranged in an organized form.
This is what I learnt from SEO Perth as to why it is important to monitor your search engine rankings on a regular basis.