Shall I care about rankings?

Since I got interested in studying for my next degree, I get so much news from universities about their ranking positions. "We have been ranked by X Media #13 worldwide for student experience." or "We are the best university in the world according to Y Media from Z country." At the same time, I read today that very established universities are deciding not to participate anymore in certain rankings. Some other media companies decide to stop publishing rankings. So, shall I care about rankings? 

University rankings are coming in all forms and shapes. Some of them have sophisticated scientific methodologies with transparent rules to participate. Some others are basically marketing pitches that help promote specific institutions. 

As a rule of thumb, it should give you an initial orientation about which universities are out there and which programs are evaluated in the rankings. Probably in your list of decision-making criteria, rankings should not be in your top 5. 

Here is what is more important than rankings: 

Career goals matching program focus

You do your degree for a certain purpose. If your career goal is to work in the luxury fashion industry, don't choose a university that does not have specific courses or networks related to this industry, even though it's ranked #2 in the world, you get admitted and you can afford it. 

Valuing Student Experience

If your degree is an excuse to leave your home country and you want apart from studying explore a new culture, language, and  diverse environment, don't choose a university that emphasizes in their academic excellence, Nobel Prize winners, and research, even though it's ranked #1 in the world, you get admitted and you can afford it. 

Follow Your Passion

This is a real case: a candidate admitted to several top business schools decides for the lowest ranked institution because that institution is in the same town as his favorite football club. According to him, the quality of education in any of those schools I got in is similar, so why not studying and be able to watch live all home matches of my team? 

A non-ranked university can still be very attractive to many students if they have discovered their niche and are extremely good in what they are doing. These universities might be too small to be eligible to participate in rankings or deliberately decide not to participate as there overall position might not be aligned with their intended positioning. 

Tip for Eduardo: If universities use their ranking position as sales argument rather than looking at your fit with the school, just look for another institution.