Search Personalization - What It Is and How to Use It

Personalized Search
“How do I get my site found on today’s Internet?”
Podcamp Philly
by John Doherty
Distilled
@dohertyjf

SEO as we know knew it has changed

http://www.opensiteexplorer.com
We still build links

We still make sure our site is easy to navigate

We still write awesome content

But figuring out where we rank has become increasingly hard

Since everyone sees personalized results.

Like these...

Should we fight them, or join them?

If you can’t beat them, join them!

A Quick Overview of Personalized Search

Personalization is not just your social networks, but it includes that.

If you +1 something…

It affects what you see
After the +1 – more videos!
Before the +1

And what your friends see!

Search engines base results off of location too.

Influences local in a big way

Compare to a non-local search

Your web history matters

The web history of others matters too! Mike saw…

This is what I saw depersonalized

Another example is search for “iPad”

Here’s the depersonalized one.

So how do I win?

Diversify your indexable assets

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

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

If you’re a local business…
Maps and reviews!

http://www.google.com/places
Claim your Places listing

http://www.slideshare.net/ipullrank/putting-your-business-on-the-map-with-local-search
Learn how to get listed from @ipullrank

Encourage relevant shares

Some Facebook Tips/Tricks

Get people to like your WHOLE site, not individual articles

Get people to comment on your site using Facebook (if it makes sense)

What about Google+ ??

First, remember that more and more people are joining

Encourage them to Encircle you!

Get people to +1 your whole site, not just articles.

But do get them to +1 articles and individual pages too!

You can checkthe impact in Google Webmaster Tools

The early bird gets the worm, so start implementing now!

What about Twitter?

Unfortunately Twitter turned off the firehose on Google

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.

Non-Manipulated
Manipulated
But don’t try to game them

Twitter is about Engagement

</rant>
Ok that’s over.

Can the social aspect be used for other purposes too?

You can use it for linkbuilding

Tools and Methodologies

Find others in your industry

Who follows you?

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

Drive Traffic to Your Site

This is in staged rollout
Mark Up Your Authors with rel=author

Get more relevant social shares

For the SEOs in the room

&pws=0
This depersonalizes search.

Google Custom Search Engines

Turn off web history

Thanks!
john.doherty@distilled.net
Twitter: @dohertyjf
G+: http://gplus.name/dohertyjf

http://www.johnfdoherty.com	70
http://localhost	22
http://paper.li	21
http://paper.li	21
http://feeds.feedburner.com	13
http://us-w1.rockmelt.com	4
http://a0.twimg.com	3
http://a0.twimg.com	3
http://translate.googleusercontent.com	1

Search Personalization - What It Is and How to Use It

by John Doherty

Accessibility

Categories

Upload Details

Usage Rights

9 Embeds 158

Statistics

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