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Search Personalization - What It Is and How to Use It
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Search Personalization - What It Is and How to Use It

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An overview of search personalization, ways to use social to influence search, and how SEOs can turn it off if needed.

An overview of search personalization, ways to use social to influence search, and how SEOs can turn it off if needed.

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Search Personalization - What It Is and How to Use It Presentation Transcript

  • 1. Personalized Search
    “How do I get my site found on today’s Internet?”
    Podcamp Philly
    by John Doherty
    Distilled
    @dohertyjf
  • 2. SEO as we know knew it has changed
  • 3. http://www.opensiteexplorer.com
    We still build links
  • 4. We still make sure our site is easy to navigate
  • 5. We still write awesome content
  • 6. But figuring out where we rank has become increasingly hard
  • 7. Since everyone sees personalized results.
  • 8. Like these...
  • 9. Should we fight them, or join them?
  • 10. If you can’t beat them, join them!
  • 11. A Quick Overview of Personalized Search
  • 12. Personalization is not just your social networks, but it includes that.
  • 13. If you +1 something…
  • 14. It affects what you see
    After the +1 – more videos!
    Before the +1
  • 15. And what your friends see!
  • 16. Search engines base results off of location too.
  • 17. Influences local in a big way
  • 18. Compare to a non-local search
  • 19. Your web history matters
  • 20. The web history of others matters too! Mike saw…
  • 21. This is what I saw depersonalized
  • 22. Another example is search for “iPad”
  • 23. Here’s the depersonalized one.
  • 24. So how do I win?
  • 25. Diversify your indexable assets
  • 26. ALT tags <a href=“/images/rock-climbing.jpg”><imgsrc=“/images/rock-climbing.jpg” alt=“rock climbing” /></a>
    Image Sitemaps: http://www.google.com/support/webmasters/bin/answer.py?answer=178636
    Images are great
  • 27. Google’s advice in creating video sitemaps: http://www.google.com/support/webmasters/bin/answer.py?answer=80472
    Videos are a good way to diversify
  • 28. If you’re a local business…
    Maps and reviews!
  • 29. http://www.google.com/places
    Claim your Places listing
  • 30. http://www.slideshare.net/ipullrank/putting-your-business-on-the-map-with-local-search
    Learn how to get listed from @ipullrank
  • 31. Encourage relevant shares
  • 32. Some Facebook Tips/Tricks
  • 33. Get people to like your WHOLE site, not individual articles
  • 34. Get people to comment on your site using Facebook (if it makes sense)
  • 35. What about Google+ ??
  • 36. First, remember that more and more people are joining
  • 37. Encourage them to Encircle you!
  • 38. Get people to +1 your whole site, not just articles.
  • 39. But do get them to +1 articles and individual pages too!
  • 40. You can checkthe impact in Google Webmaster Tools
  • 41. The early bird gets the worm, so start implementing now!
  • 42. What about Twitter?
  • 43. Unfortunately Twitter turned off the firehose on Google
  • 44. The Tweet Effect: How Twitter Affects Rankings - http://mz.cm/mXFt8H
    A Tweet's Effect On Rankings - An Unexpected Case Study - http://mz.cm/oVIKbj
    Do Social Signals Drive Traffic? - http://mz.cm/pXuWsZ
    Twitter shares do still affect rankings though.
  • 45.
  • 46. Non-Manipulated
    Manipulated
    But don’t try to game them
  • 47. Twitter is about Engagement
  • 48. </rant>
    Ok that’s over.
  • 49. Can the social aspect be used for other purposes too?
  • 50. You can use it for linkbuilding
  • 51. Tools and Methodologies
  • 52. Find others in your industry
  • 53. Who follows you?
  • 54. From Seer Interactive:
    http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/
    From my site:
    http://www.johnfdoherty.com/link-prospecting-with-twitter-tools-and-apis/
    Some Methodologies
  • 55. Drive Traffic to Your Site
  • 56. This is in staged rollout
    Mark Up Your Authors with rel=author
  • 57. Get more relevant social shares
  • 58. For the SEOs in the room
  • 59. &pws=0
    This depersonalizes search.
  • 60. Google Custom Search Engines
  • 61. Turn off web history
  • 62. Thanks!
    john.doherty@distilled.net
    Twitter: @dohertyjf
    G+: http://gplus.name/dohertyjf