Rankings are dead?

Here's a video interview from PubCon 2008 with Bruce Clay, CEO of Bruce Clay, Inc.,  in which he explains the current problem and the future problems with depending on rankings to measure SEO ROI. To sum it up in one sentence - everyone's search results are going to different and as search engines get better at targeting search behavior - the SERPs will be even more unique for each unique search user.

So, how to judge the effectiveness of your search efforts? Back to the basics - traffic and conversions.