Personalization is playing a bigger role in Search and Google especially.
Let's understand what are the personalized SERPs, what factors are at the base of personalization and how we can take advantage from that as SEOs.
Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes
Personalization and SEO
by Gianluca Fiorelli (@gfiorelli1)
Disclaimer:
this speech is based over one firm statement
SEO in not a tactic.
SEO is a strategy that uses tactics for
obtaining a purpose:
qualified organic traffic.
Why are you asking me for rankings when they
all see different search result pages?
Maybe because you “forget” Personalization
Taken from What do the public understand about Search
Consider competitive research with
personalization in mind
67% of the time your rankings won’t
appear in the localized SERPs of
other cities
(data from Linkdex)
Food for Thoughts
40% of Internet Time Now On Mobile
Devices
(data from Comscore – 2/13)
40% of Mobile Users
use their devices at
home watching TV
(data from Nielsen– 2012)
Forget about (not provided) keywords
Think about queries
QUERY
=
Explicit Query
+
Implicit Query
“Stazioni del metro di Milano”
Explicit Query
Android 4.3 on the street in Milan
Implicit Query
From Keywords to Contexts: the New Query Model
Search Entities
• A query a searcher submits;
• Documents responsive to a query;
• The Search Session during which the searcher submits
the query;
• The time at which the query is submitted;
• Advertisements presented in response to the query;
• Anchor text in a link in a document;
• The domain associated with a document
More in this post by Bill Slawski
Pay Attention to This
A relationship between a first entity that has insufficient support
(e.g., not enough search history data) to associate a given
property with the first entity and a second entity that does have
sufficient support to associate the given property with the second
entity can be identified, and the given property can be associated
with the first entity with higher confidence
More in this post by Bill Slawski