Haven’t you heard? Keyword ranking reports are dead. It’s not a joke. They’re dead, kaput. Not only are they unreliable, but they aren’t a sensible way to measure the online performance of your business.
Google has changed a lot over the past few years. Since the Pigeon update, search results have been tailored to the user’s location, search preferences, browsing history, and time of day. This means that no search results are the same.
Rankings fluctuate throughout the day and websites that rank number 1 in a user’s search might be on page 2 or 3 for another.
The examples below are search for arts and crafts comparing to a browser with history compared to a fresh browser with no history, as you can see there are URLs that only appear in one user's search and the positions are not the same.