Why does my keyword rank appear differently in the rank tracker than in Google?

Rank trackers typically simulate a neutral, depersonalized search — often using a specific location, device, or language setting. But when you Google something, even incognito, your IP, browser fingerprint, and previous behavior still subtly influence results. Read more about how Google ranks websites.

The position shown in Morningscore is the closest possible approximation to the actual ranking because we perform an unfiltered search without bias for location, history, or other unit information. A "neutral" search, so to speak.

That's the reason why your keyword rank will sometimes appear differently in the rank tracker than what you find when search for the keywords you're tracking.

Your own search WILL be biased, and you will most often find your domain in a higher position than most others will.

In addition, the position shown is a national average. There can be big differences in how you rank for the same keyword in two different cities - especially if it is a local keyword (even if the city name is not specified in the keyword).

Updated on: 04/07/2025