Personalization has been a part of Google’s search results for years, but it’s become more important now and will be in 2016. There’s no question that Google is a powerhouse for data analytics, mining, and optimization. Personalization occurs when the search engine user is logged in. Some marketers don’t realize that it’s also a part of incognito searches.
Personalization is the term given to search query results relative to certain information obtained from the user. This can be an IP address, geographic location, and previous searches. When a user logs in to Google, Google takes much of the user’s previous activity into consideration when displaying results. Even using different browsers can have various search engine results.
You can try it out for yourself. Do a search while logged in and then perform a search while logged out. If you have the capability, perform a search from a different IP in another country. You’ll notice completely different results. The reason behind this is that Google wants to give the user the most relevant results.
SEOs need to take this data element into consideration when analyzing search results and rank. It can also be used as an advantage. If you rank well for one query, you can rank well for others. One part of personalization is that Google ranks a site more prominently if the user continues to click on the same site for various queries. If Google believes that the user prefers your site from other queries, it’s possible that your site will rank due to personalization for other queries.
There isn’t much to wrap up with personalization, but it’s an important part of Google’s AI. Always consider this factor when performing keyword analysis or doing any research for your brand.
When doing your research, consider these factors for personalization:
The user’s location and search history make a difference in ranking
Even a different browser can change the way search results are shown
Third-party analytics software must use different proxies to see results from different Google top-level domains, but they still can’t take user personalization into account
Engaging users and creating campaigns that help them remember your brand will increase your rank even within personalized results
Did we cover everything? Not even close. The days of understanding and gaming Google are for the most part behind us. In 2016 and forward, adhering to the fundamental SEO practices that have worked for years and integrating those with new media delivery platforms is going to be the recipe for success.
Personalization is the term given to search query results relative to certain information obtained from the user. This can be an IP address, geographic location, and previous searches. When a user logs in to Google, Google takes much of the user’s previous activity into consideration when displaying results. Even using different browsers can have various search engine results.
You can try it out for yourself. Do a search while logged in and then perform a search while logged out. If you have the capability, perform a search from a different IP in another country. You’ll notice completely different results. The reason behind this is that Google wants to give the user the most relevant results.
SEOs need to take this data element into consideration when analyzing search results and rank. It can also be used as an advantage. If you rank well for one query, you can rank well for others. One part of personalization is that Google ranks a site more prominently if the user continues to click on the same site for various queries. If Google believes that the user prefers your site from other queries, it’s possible that your site will rank due to personalization for other queries.
There isn’t much to wrap up with personalization, but it’s an important part of Google’s AI. Always consider this factor when performing keyword analysis or doing any research for your brand.
When doing your research, consider these factors for personalization:
The user’s location and search history make a difference in ranking
Even a different browser can change the way search results are shown
Third-party analytics software must use different proxies to see results from different Google top-level domains, but they still can’t take user personalization into account
Engaging users and creating campaigns that help them remember your brand will increase your rank even within personalized results
Did we cover everything? Not even close. The days of understanding and gaming Google are for the most part behind us. In 2016 and forward, adhering to the fundamental SEO practices that have worked for years and integrating those with new media delivery platforms is going to be the recipe for success.
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