cloro
SEO Strategy

Track ranks on SERP: beyond the blue links

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#Rank Tracking#SERP#SEO
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You are ranking #1.

Or at least, you think you are.

You check your keyword in Chrome Incognito mode. There you are, right at the top. You high-five your team.

But 5 miles away, a potential customer searches for the same term on their iPhone. You are nowhere to be found. Instead, they see a Google Map pack, two Reddit threads, and an AI Overview citing your competitor.

The “Single Truth” of ranking is dead.

In 2025, tracking ranks on the SERP (Search Engine Results Page) is no longer about checking a single position. It is about monitoring a fragmented, personalized, and AI-driven ecosystem.

If you are still reporting “Average Position: 3.2” to your boss, you are lying with data.

Here is the complete guide to accurately tracking your visibility in the modern era.

Table of contents

The illusion of “Rank #1”

Why does your rank check look different from your customer’s?

1. Geolocation is everything Google localizes results aggressively. A search for “best italian restaurant” in Downtown Manhattan yields completely different results than the same search in Brooklyn. If your tracker isn’t using UULE parameters to simulate precise coordinates, your data is generic junk.

2. Personalization history Google knows you visit your own website. It boosts your site in your search results because it thinks you like it. This creates a dangerous feedback loop of false confidence.

3. The Device divide Mobile SERPs scroll infinitely. Desktop SERPs have sidebars. A result might be “above the fold” on a desktop but buried under 4 ads on a phone.

What you actually need to track

Stop tracking just “Organic Position.” Start tracking Features.

The modern SERP is a mosaic. You can rank #1 organically but still be invisible if you don’t own the features above you.

The Checklist:

  • Organic Rank: The classic blue link.
  • Local Pack: The map with 3 businesses. (Critical for local SEO).
  • Featured Snippet: The “Position Zero” box at the very top.
  • AI Overview: The generative summary that pushes everything else down.
  • People Also Ask (PAA): The accordion of related questions.
  • Video Carousel: Often appears for “how-to” queries.

If you track “Rank 5” but there are 4 ads and a Map Pack above you, your actual visibility is zero.

Method 1: Google Search Console (The Free Truth)

GSC is the only tool that gives you data directly from the source.

Pros:

  • 100% accurate (it’s Google’s data).
  • Shows “Average Position” based on actual user views, not bot simulations.
  • Free.

Cons:

  • Delayed: Data lags by 2-3 days.
  • Aggregated: You can’t see “Rank in Austin vs. Rank in Dallas” easily.
  • No SERP Features: It doesn’t tell you why your CTR is low (e.g., because an AI Overview is stealing your clicks).

Best use case: diagnosing overall health and finding opportunity keywords.

Method 2: Commercial Trackers (The scalable way)

Tools like Semrush, Ahrefs, and SE Ranking simulate user searches from specific locations.

How they work:

  1. They spin up a headless browser (like Puppeteer).
  2. They use a proxy in the target city.
  3. They scrape the HTML.
  4. They parse the position of your URL.

The Problem: Most legacy trackers are struggling to adapt to AI Overviews. They often count the AI box as “Position 1,” messing up your organic history. Or they ignore it entirely, giving you a false sense of security.

Pro Tip: Look for trackers that specifically report on “SERP Features” and “Pixel Height” (how far down the page your result actually is).

Method 3: Building your own tracker (Python)

If you are a developer or data scientist, building a custom tracker gives you granular control. You can track Google AI Mode specific layouts or specific competitors.

You will need:

  1. Proxies: Residential proxies are mandatory to avoid CAPTCHAs.
  2. HTML Parser: BeautifulSoup or lxml.
  3. SERP API: (Optional) Services like cloro handle the scraping infrastructure for you.

Simple Python Logic:

# Conceptual logic for a SERP tracker
results = scrape_google(keyword="best crm", location="New York")

my_rank = None
ai_overview_present = False

# Check for AI Overview
if results.has_selector(".ai-overview-container"):
    ai_overview_present = True

# Find organic rank
for index, item in enumerate(results.organic_items):
    if "mydomain.com" in item.url:
        my_rank = index + 1
        break

print(f"Rank: {my_rank}, AI Overview: {ai_overview_present}")

For a deep dive on scraping the technical components, read our guide on how to scrape Google Search.

The blind spot: AI and zero-click

Here is the terrifying reality for SEOs in 2025:

You can do everything right and still get zero clicks.

Zero-click searches (where the user gets the answer on the SERP and leaves) are skyrocketing due to Google’s AI Overviews.

Traditional rank tracking fails here. If you rank #1 but Google AI answers the user’s question, your “Rank Tracking” report says “Success,” but your “Traffic” report says “Failure.”

You need to track “Citation” not just “Position.”

  • Is your brand mentioned inside the AI Overview?
  • Is your content the source of the Featured Snippet?
  • Are you the entity recommended in the Knowledge Graph?

Advanced tracking: Share of Voice

Move beyond “Rank” to “Pixel Share of Voice.”

This metric calculates what percentage of the screen real estate you own on the first page.

  • Rank #1 Organic: 10% screen share.
  • Rank #1 + Featured Snippet: 30% screen share.
  • Rank #1 + Map Pack + Ad: 60% screen share.

How to calculate it: You need a visual scraper (like Playwright) that measures the y-coordinate and height of your element.

Integrating AI visibility

Your customers aren’t just on Google anymore. They are on ChatGPT, Perplexity, and Claude.

A comprehensive tracking strategy in 2025 includes LLM Visibility Tracking.

  • Google SERP: Tracks your capture of demand (people searching keywords).
  • LLM Tracking: Tracks your capture of advice (people asking for recommendations).

cloro bridges this gap.

While you use standard tools to watch your Google ranks, use cloro to monitor your Share of Model. It tells you if ChatGPT is recommending your product, or if Perplexity is citing your blog post.

The future of tracking is hybrid. Don’t just count the blue links. Map the entire landscape.

Check what AI says about your brand Read our docs