Impact of Personalization on SEO

Guna

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There are no static top 10 rankings in the search engine result pages for google. The search results are not the same across all the users for Brand name searches. But if one wants to rank among the non-branded keywords, SEO techniques are needed.

A lot of people are of the opinion that personalization might result in the demise of SEO. But woman social network user.jpegthen there are others who believe that SEO is an ever-evolving process, and is still relevant. What seem to have been out of favor are the rankings. This means that there are no static top 10 rankings in the search engine result pages for google. The search results are not the same across all the users for Brand name searches. But if one wants to rank among the non-branded keywords, SEO techniques are needed.

Most traffic will come from the rankings for the terms which are frequently searched in the internet. Search engines like Google, use information from the power users. As for the part-time searchers, the results will take some time to appear. Previously Google used to offer personalized search only for the signed-in users which meant that they gave personalized search results to only those users who had enabled the system of web history in their Google accounts. Now the personalized search system is available for signed-out users also. Because of this customized search process, the results now will be based on 180 days of search activity which is mainly linked to an anonymous cookie in the browser of the user.

But even if you clean the cookies on a regular basis, it does not mean that you will have good results. The information which is available of the search results of 180 days is often conflicting. There are some who do not even disable the cookies for a longer time. A personalized search procedure becomes difficult in that case. In order to have the attention of the desired traffic, you still need a good ranking in a personalized search system. According to experts, sometimes you just need to focus on the quality of the traffic.

If you really want to appear in the personalized results of the traffic, you should know them better. You need to provide all sorts of content for them. Moreover the search engines should also have the content so that they get what they seek. Previously the e-commerce model drove the traffic into the purchase cycle and soon there would be more conversion. If you want to create brand loyalty among customers, the approach will be slightly different. Even now you will need qualified traffic to have greater conversion rates, but you will need to do more. All websites do not have that content which can answer all the problems which people search for in the search engines. This was called ‘finding the hidden keyword’.

 
If you really want to know what people are really searching for, you will have to understand the demands and needs of the target market. At times, you need to do a thorough research and classify the groups. You will have enough hints about the behavioral pattern of the keyword search process. The information can be accumulated from internal search portals and search engine referrals.

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About Guna

Guna Guna is Web Solutions Architect and  Consultant focused on developing and implementing turnkey SEO, SEM, Social Media Marketing, and Web .... more info


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