How Google's Data Centers Work
Google operates a global network of data centers. When any rank tracker checks a keyword's position, it queries one of those data centers. Because data centers sync on slightly different schedules, two checks made at the same time can return slightly different results, even for the same keyword in the same location.
This applies to AgencyAnalytics, Ahrefs, SEMrush, and every other rank tracker. All tools query Google's live data, and Google's data centers don't always agree with each other perfectly.
Why the Same Keyword Can Show Different Positions
If a keyword was added more than once in Rank Tracker, for example, tracked across different campaigns, you may notice the two entries report different ranking positions. This is expected.
Each check pulls data from whichever data center Google routes that request to. Since data centers can be slightly out of sync, two checks made in quick succession may return different results. Neither result is wrong, they're both accurate snapshots from different points in Google's infrastructure.
Why Your Rankings May Differ From Other Tools
When you compare rankings in AgencyAnalytics to another platform, you're comparing two snapshots taken from different data centers, often at different times. Both tools can be reporting accurate data and still show different numbers.
There are also differences in methodology between rank trackers, including how often they check rankings and which data centers they query, that can contribute to variation. Small differences are completely normal.
❓ FAQ
How much of a difference is normal?
A variance of 1–5 positions between AgencyAnalytics and another rank tracker is completely normal. If you're seeing differences of 20 or more positions, that's worth investigating, it usually points to a configuration mismatch between tools.
What should I check if the difference is 20+ positions?
Compare these settings across both tools to make sure they match:
Location: Are both tools tracking the keyword for the same city, region, or country?
Search engine: Are both checking Google, or is one checking Bing or another engine?
Language: Is the keyword set to the same language in both tools? In AgencyAnalytics, language is configured per keyword alongside location. A mismatch here can cause Google to return entirely different SERPs, especially in multilingual markets.
A mismatch in any of these settings will produce significantly different results.
How do I know which ranking is accurate?
The SERP Snapshot in AgencyAnalytics shows you exactly what Google returned at the moment of the check. It's the most reliable way to verify the ranking AgencyAnalytics is reporting, because it's a direct record, not an estimate.
To view a SERP Snapshot, hover on any ranking in Rank Tracker and look for the SERP Snapshot option (or click here).
Does a discrepancy mean one tool is wrong?
Not necessarily. Both tools can be reporting accurate data and still show different numbers. A difference of a few positions doesn't indicate an error in either tool. If you're seeing consistently large discrepancies (20+ positions) with all settings matched, contact our support team and we can investigate further.
What to Check Out Next
Understand other common causes of ranking changes in Troubleshoot Inaccurate Rankings
Find answers to other common questions in the Rank Tracker FAQ
Learn how to organize your keywords in Manage Keywords in Rank Tracker