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Rank tracking is one of the most basic elements of SEO performance monitoring and reporting. Yet, as much as we’ve talked about how the world of SEO has evolved into what it is today, we still think of rank tracking as well… rank tracking. However, if SEO has moved past a linear look at “the keyword” then why do we still undertake a monolithic approach to rank tracking? That’s why I’m going to show how the situation on the Google SERP has changed and why it means a new approach to rank tracking is needed!