Case Study: How Much Do Rankings Matter?

We’ve heard a lot of speculation lately about the future of rankings – the SERPs are clearly evolving, and what was once a simple list of 10 results has gradually become personalized, localized, and wikified. It begs the question: As the SERPs diversify, do rankings matter as much as they used to? Recently, I had an opportunity to collect some data on this question. Earlier this year, a client suffered a ranking drop for their primary keyword (likely connected to Google’s alleged brand-related changes), which has recently recovered. So, I decided to run some numbers to see how that ranking drop and subsequent recovery affected search traffic.

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