8. Rankings

Do NOT trust rankings. See Rankings in the Methodology section for more on the personalization and diminishing value of rankings as a metric.

Just because you rank #1 or are on page 1 for a handful of terms does not mean your company is easy to find when it matters to customers. This is especially true since not everyone is looking for your products/services on Google.

We know this isn’t an action but it is an important piece of wisdom (at least we think it is).