Personalization of Search

Personalization search results have left many enthralled on how search engines like Google and Bing know exactly what they are looking for. Search engines have become quiet smart nowadays; if you don’t believe it, try it for yourself! Put your name in the Google search engine and you will be surprised to see the results. The personalized search feature enables you to dominate all search engine result pages by showing all your social media profiles on the first page.

The question comes down to why didn’t other people having the same name as you appear in your search engine results?

Well, with the advent of the personalized search result feature, Google and all other popular search engines now bias their search results according to a particular user. This means that if two searchers are looking for same terms, they will get to view different search results.

What is Personalization in Search?

Personalization search is a new, smart and default feature that enables search engines to provide users  with best possible and most relevant search results. This feature tries to get closer to the user’s intended search.

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Like Google and Bing, other search engines are also now incorporating a personalization feature. A Russian Search engine, Yandex, also recently rolled out the personalized search function; however, it does not have a full personalization feature. The reason is, though a majority of people find this feature quite useful and time saving, they don’t like all the results to be bias. Therefore, Yandex offers a certain degree of personalized search.

Key Factors for Personalization of Search

Search engines like Bing and Google keep track and collect specific information about users. Search engines have now started keeping track of user’s previous queries, web history, geographic positions, social media connections and browsers language.

Prior Queries

If you have searched for “scuba diving” and right after that you search for “Malibu”, the personal search feature also includes search results for “scuba diving Malibu”

Web History

This helps search engines for showing you personalized results. Web history includes queries made and pages in the search engine results clicked and visited.

Social Media Connections

The Google Social Share Search integrates search results from one’s friend and contacts on Google accounts. With this you can see background images of people you already know in the search engine results pages. Besides Google, other search engines are also actively using social media shares from different channels like Twitter, Facebook and other sharing tools for enhanced personalized search results relevant to the user.

Geographical Position

This feature enables search engines to identify your IP address and show relevant query results according to your location.

International Personalized Search

This feature works across languages too. If you live in Germany and you type Rock of Ages, you would probably get search results related to Rock-Open Air in Seebronn. The results will display rock concerts about to take place in Seebronn while you meant to find results related to Tom Cruise’s movie the Rock of Ages. But had you searched for Tom Cruise before you typed Rock of Ages, you will get the desired results. This means, search engines offer personalized searches according to different locations. Therefore, in order to get your desired search results internationally, you first have to help the search engines understand exactly what you want. Once the search engine understands your queries, it will start delivering you the specific results you want. Then you don’t have to insert different and numerous keywords to browse through relevant results.

Does Personalized Search Affect Your Search Engine Optimization Strategies?

Your business website search result page ranking is quite important. If you website is listed in the top search results, your business will attract more web traffic and get more customers. Also, being among the top search results helps increase brand visibility and impactful brand identity.

Denying the fact that personalized search has zero impact on your SEO strategies is like running away from reality. The truth is that though this feature does not completely bring your page ranking down, it only affects the results of a fraction of all users; still it has definitely given marketers a good run for their money. Now brands have to gear up and push their search engine optimization strategies up a notch.

Keyword Stuffing Does Not Work Any More

Keyword stuffing and creating pages of content will not secure you a spot in the top searches. Now businesses have to modify their SEO strategies to make things work in their brand’s favor.

High Quality Content with Relevant Keywords

First, businesses must identify the relevant keyword phrases to be on the top SERP. This can be done by closely studying your marketing automation analytics. Once you identify the keyword phrases, then it’s time to create high quality content to stay among the top search engine results.

Learn how your customers track you through organic searches, keywords they usually use to find your blogs and social media pages. This will help you create content that appeals to your buyers and also helps you direct your SEO strategies in the right direction.

Publish Content on Industry Specific Blogs

Like it’s said, content is king, try to create product related problem solving content. Post content on industry specific blogs. Make sure your quality content can be easily shared on popular websites.

Optimize for Personal Search

If you keep on creating quality and unique content based on relevant keywords and posting it actively, search engines will pick you and place you on top SERPS.

Your business goal of being visible on your likely buyers personalized search results is only possible if you focus on content marketing, lead generation and also lead nurturing. This will help you make your way to the top.

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