Historically speaking, search engine rankings have been about measuring and tracking certain keywords.
But now the meaning of ranking a website is slowly evolving into something different. As you may know, Google has been experimenting with “personalized search results”:https://www.rankbydesign.com/search-engine-results.htm for a while. But now the lab is taking it a bit more seriously.
In the coming months ahead you will soon begin to see your results gradually change as they update their algorithm to implement personal search as a standard whether you have a Goggle account or not.
What does this mean for all your SEO efforts? Well, ranking as we know it, will take on a new meaning. Maybe instead of it being associated with a specific number on a page, it will soon become a way of describing how certain keywords may bring you better traffic than others.
SEO has always been about creating sites with quality content for both the Search Engines and your visitors. But now the maintaining overall SEO health if your site, studying Google Analyitics and increasing sales conversions will make up what it takes to be a “well-rounded” SEO expert.