Click conversion and channelling traffic have overtaken ranking as the principle measurables in the search engine optimisation and internet marketing sector, according to one expert.

Lee Odden, founder of TopRank Online Marketing, said that traditional ranking in search engine listings seems to be "on it’s way out", with most search engine optimisation firms instead at traffic and conversions over the past three to four years.

While ranking reports do offer "some value", Mr Odden recommends that visitor engagement and corresponding metrics would be a better area in which to target search marketing efforts.

"When the day comes that Google uses personalised search results across the board, everyone using Google will likely see something different when searching on the same phrase. What good would a ranking report do then?" he asked.

Earlier this month, Google revealed iGoogle – a set of upgrades to its search offering that will provide users with a more personalised approach to search.

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