Could Google Block Rank Trackers?

Have you ever considered the possibility of Google completely blocking rank-tracking tools?

It's not something many in the SEO world actively worry about, given how deeply ingrained rank-tracking is in our reporting methods. However, recent developments suggest it's worth pondering how long the current situation will last.

Google's Battle Against Rank Tracking Bots

Google's recent requirement for JavaScript to be enabled in order to view search results is a clear move against bots that scrape their search engine results pages (SERPs) - the very function rank trackers perform. Google has long communicated its stance against scraping activities, though historically, they've found it challenging to enforce.

Typically, Google faces a balancing act.

Blocking suspected bot activity is essential, yet any measures taken must avoid negatively impacting real users. Many SEO professionals who frequently use search operators will be familiar with the occasional verification prompts intended to catch bots. However, too many challenges can degrade the user experience significantly.

If you look too much like bot, Google challenges you with reCAPTCHA

Requiring JavaScript to view search results isn't groundbreaking - many other sites and services already do this - but it's a clear signal of Google becoming increasingly serious. This seriousness might stem from cost concerns, data protection against widespread scraping by AI tools, or perhaps an entirely different strategic objective.

The Rising Cost of Rank Tracking

Rank tracking with JavaScript enabled is significantly more resource-intensive, increasing both financial and environmental costs. As the scale of tracking grows, the cost factor becomes even more prominent. However, the real concern might be what's next on Google's agenda.

Could Google Require Sign-In for Search?

Imagine if Google required users to be logged in to perform searches. It sounds drastic, yet platforms like OpenAI and major social networks already follow this model successfully. If Google perceives a shift in user acceptance towards logged-in experiences, this might embolden them to introduce similar requirements.

Logged-in searches would leave distinct user footprints, making it far easier for Google to detect and block rank-tracking bots. While workarounds exist, each new obstacle adds complexity and cost to obtaining search data.

What's Next for Google and Rank Tracking?

It's not entirely clear how aggressively Google will pursue these changes, but the move towards JavaScript-based search results could be the first step of several.

The implications for SEO professionals, agencies, and businesses relying heavily on rank-tracking data are profound.

As the environment evolves, SEOs must stay alert to the increasing risks of relying exclusively on scraped rank-tracking data. Diversifying how we measure performance and success in search could soon become not just advisable but necessary.