You can use this table to compare rankings for your chosen keywords versus your selected competitors. Generally speaking, KPIs based on your analytics data are more reliable metrics to monitor; this is due to Google in particular tailoring their results based on testing, localisation and personalisation. Despite this, Analytics SEO offers some of the most accurate keyword rankings available in the market and we recommend keyword rankings are regularly monitored. They are often the most understood and compelling types of data to use when communicating to clients and stakeholders. Competitive keyword rankings are also strongly recommended for use in pre-sales pitching (and research). This component offers some of the most useful insights in the software in relation to keyword rankings, as it benchmarks your performance against your competitors and this is one of the most important SEO concepts to grasp. Keyword rankings are often a leading indicator to help analyse a campaign’s performance, although Analytics SEO recommends that conversions, organic visits and other visitor- related metrics in your analytics data should be considered to hold more weight. It is also best practice to consider multiple metrics and that these are not necessarily always the same metrics, but based on the SEO campaign you are actually running for that particular client at that time.