Google rankings are dynamic and ever-changing, especially when searches are made by different people in different locations.
For example, a search for “car insurance” yields five out of 10 localized results for local directories like Yelp, local car insurance agents, and then national companies.
SEO is no longer about one type of rating. Google now serves different results based on query themes, the location of the user, personalization, devices used, and types of content available.
Has Google leveled the playing field, or is it making it harder to compete?