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Terrible take on the part of the SEO company.
Results ARE highly localized and highly personalized but a simple ‘incognito’ check isn’t a meaningful evaluation of ranking except as a spot check for specific users.
Search Console has limitations on its ranking reporting especially as you try and get more granular and filter data more, but it is hard to deny that it is one of the best SEO tools (period) for keyword ranking and ranking insights.
