Podcast Summary: Voices of Search – "Will traditional rank tracking become obsolete for retail brands within two years?"

Date: October 15, 2025
Host: Tyson Stockton
Featured Guest: AJ Girgic, Bodify
Episode Theme: The relevance and future of traditional rank tracking in SEO for retail brands

Episode Overview

In this succinct yet insightful episode, Tyson Stockton and AJ Girgic tackle the provocative question: Will traditional rank tracking become obsolete for retail brands within two years? The discussion focuses on the evolving landscape of SEO metrics, the reliability of traditional tools, and the crucial roles these analytics play in guiding business strategy and stakeholder communication.

Key Discussion Points & Insights

1. The Fate of Traditional Rank Tracking

• AJ Girgic (Sell):

  • AJ argues that traditional rank tracking has already become obsolete for retail brands—not in the next two years, but as of September 10th, 2025.
  • He emphasizes that data from leading box retailers demonstrate traditional rank tracking is no longer a standalone reliable source.
  • It remains "directionally pretty correct," but "the game is over" for rank tracking as a comprehensive metric.
  • The implication is clear: brands relying solely on rank tracking are missing the bigger picture.

  Notable Quote:

  "So I'm going to say sell because it already happened. I could tell you when it happened. It was September 10th of this year. That's when it happened."
  – AJ Girgic (00:52)

  Notable Quote:

  "It is no longer. The game is over. Like, it is no longer that world and it's never coming back."
  – AJ Girgic (01:33)

2. Rank Tracking: Still Useful, But Limited

• Despite its obsolescence for detailed guidance, both Tyson and AJ acknowledge that rank tracking can offer a rough, directional view of SEO performance.

• There’s value in monitoring as one input among many, but it is no longer sufficient for in-depth analytics or strategic pivots.

  Notable Quote:

  "Should you look at it? Yes. Is it directionally pretty correct? Yes. But it is no longer... and it's never coming back."
  – AJ Girgic (01:28)

3. The Role of SEO Metrics: Stakeholders and Strategy

• Tyson reinforces that in SEO, regardless of whether you're discussing traditional ranking or measuring visibility in AI-driven ecosystems like ChatGPT:

  • The primary value lies in (a) managing internal stakeholders and (b) shifting strategy based on actionable insights.
  • When a metric no longer serves these two crucial functions, it ceases to be worth the effort.

  Notable Quote:

  "Whether it's rank tracking or visibility in ChatGPT, whatever other system, you have two main value points: managing stakeholders within your organization and guiding and shifting strategy."
  – Tyson Stockton (01:53)

  Notable Quote:

  "Once you're not getting value in one of those two areas, it's probably a waste of your time."
  – Tyson Stockton (02:06)

Memorable Moments & Quotes

• AJ Girgic pinpoints the "end date" for traditional rank tracking (00:52)
• Both participants agree rank tracking's reliability and value have sharply diminished, with Tyson highlighting that all SEO metrics must ultimately serve strategy and stakeholder management (01:53)
• Discussion of actionable data — AJ references his willingness to share proprietary data from the world’s largest retailers, underscoring the seriousness of this shift (01:16)

Notable Timestamps

• 00:43 – Tyson Stockton introduces the core question: will rank tracking become obsolete for retail?
• 00:52 – AJ Girgic declares rank tracking "already obsolete," specifying September 10th, 2025 as a turning point.
• 01:28 – AJ elaborates on why rank tracking is not a single source of truth but can still offer directional guidance.
• 01:53 – Tyson summarizes the indispensable value points for any SEO metric: stakeholder management and strategic direction.
• 02:06 – Reflects on the diminishing returns of rank tracking if not serving those core purposes.

Conclusion

This episode marks a definitive stance on the trajectory of traditional rank tracking for retail brands: it’s already obsolete as a sole SEO metric. Tyson and AJ urge brands to shift toward more holistic, multi-metric approaches that support business strategy and stakeholder communications. The blunt, data-driven tone of the conversation makes it clear—the SEO industry is already living in the new world of visibility and engagement metrics.