Jill Whalen, from Highrankings.com, posts an article advocating a Galileo-type paradigm shift for most web professionals. Rankings do not matter. Search results are personalized by location, cookies, and previous browsing and search history. So, that means no matter what search ranking your SEO professional is reporting to you, there’s no way for anyone other than the person searching at the keyboard to see how the results unfold. Don’t buy into the “rankings!”
Why?
Because they don’t actually exist.
“The fact of the matter is that for many years there’s been no such thing as ‘a ranking.’ Oh, sure, there’s the ranking that a keyword had when someone clicked to a page of your site, but just because that page showed up #1 or #2 or #10 for one person doesn’t mean that anyone else saw your page in the same position in the search results. Someone else may have not seen your page show up at all.”