2. + A bit about me
Digital marketing training & consultancy since 2002
Training, mentoring & lecturing: DMI, Irish Times Training, Fáilte
Ireland, Enterprise Ireland, ISME, IIA, LEO’s etc.
Own business 2010 - Be Dynamic
Shennessy@bedynamic.ie
@SandraHennessy
/BeDynamicIreland
ie.linkedin.com/in/sandrahennessy/
#sbpseo
5. + What is SEO personalisation?
“Personalized search refers to search experiences that are tailored
specifically to an individual's interests by incorporating information
about the individual beyond specific query provided”
Wikipedia
“It is about ensuring what the search engine perceives are the most
relevant web pages are returned to that specific user based on their
previous search history and online activity”
Me
#sbpseo
6. + Some pitfalls of personalisation
Why it may be a bad thing
Privacy concerns
Decreases likelihood of getting new
results
Google auto complete – history
appears in search terms being
suggested
Filter bubbles: where searchers only
see information that they want to
rather than discovering new
information
(Eli Pariser
http://www.ted.com/talks/eli_pariser_beware_
online_filter_bubbles?language=en )
#sbpseo
7. + Example 1 – Search History
Search: are my search results being indexed
Friday 05th Sept Sunday 07th Sept
Yoast from
No. 5 to no. 4
Moz from
no. 10 to no. 8
#sbpseo
8. + Example 2 – Searchers Location
Search: 4 star hotels (from home office in Cashel) and bank
of Ireland (in Lisburn)
#sbpseo
9. + Example 3 – Search Specific Location
Search: dentist Dublin 2
#sbpseo
10. + Example 4 – Search Plus Your World
Search: Linda Barker
#sbpseo
11. + Example 5 – Search Plus Your World
Search: social media news
#sbpseo
12. + Key factors
Search history,
websites visited
(organic and ads)
transactions from
ads etc.
https://support.google.com/acc
ounts/Search Plus answer/54068?hl=en
Your World
Mobile search:
Do you have a
mobile site?
Location
Actual location &
location in search
#sbpseo
14. + Content Marketing
Create compelling content that your customers will engage with
Build search and visitor history on your site
Attract customers at different stages of the buying cycle
#sbpseo
15. + Data Highlighter
Enables Google to display and present your data in a relevant way
#sbpseo
16. + Advertising
Remarketing and ad extensions
Building search and transaction history
https://www.youtube.com/watch?v=TCDZQgVSPVY #sbpseo
17. + Google + & YouTube
Google Places Listing www.google.com/places
Use YouTube and Google + to network and build a community
#sbpseo
18. + NAP Details
Name, Address and Phone details – the same across all sites
Put location map on your website
#sbpseo
19. + Mobile Site
Build a responsive/mobile site
#sbpseo
20. + Social Sharing & Endorsing
Include social sharing buttons on all key content
Get people sharing , endorsing and linking to your content
#sbpseo