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Do Search Rankings Matter?

Search engine result pages, also known as SERPs, have evolved from a simple list of 10 results on a Web page into local and personalized listings. As SERPs shift, Peter Meyers wants to know if rankings still matter. So, he collected data to analyze a ranking drop for a client's primary keyword.

Meyers analyzed direct keyword traffic, looking at Google rankings and weekly search traffic for that same keyword. Then he looked at long-tail organic traffic. Stepping through the results, his research shows whether rankings matter.

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