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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
Personalization is pervasive
And the conversion is not a funnel is a spiral
Powerful is the Force
of Personalization
Search History

It is working also if you are not logged in
Language

The language you set Google up with and the
language of the content you usually consume
Social Connections (well… Google+)

Be sure to view this Whiteboard Friday by Rand Fishkin
Localization

Because Google knows where you are, always.
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)
Use geo-ranking tools
What can I do?

Work for obtaining bigger and
stronger relevance in the local
markets that matters the most to
your business
How?

Creating events and synergies
between Online and Offline visibility
Targeting local sites
Targeting local influencers
Use Social Media data for boosting your SEO
Psst… you can use the follower base of
your competitors
The tool I used is Followerwonk of Moz
The tool I used is Followerwonk of Moz
And it is great for journalists outreach
Other Factors
Browser Used
Device Used
Timing of Search
And all these factors act at the same time
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
Hey, that sound a lot like Hummingbird
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
Search Entities
Relationships between Search Entities
Probability Score
Re-Ranking of the SERPs
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
In plain English that means
If my web document is not in the search
history of people searching for a query
potentially related to it
Then what I must do is being linked and/
mentioned from another web document
that indeed is present in the personalized
SERPs of those users
Because doing so Google will assign a
Probability Score that may let me pop up in
their Personalized SERPs
TL;DR

Branding
Really targeted outreach
Learn about Really Targeted Outreach for Richard Baxter
Totally Implicit Queries

Making of Google a tool, which would give you answers
to things that matters to you, even when you don’t ask
(Larry Page)
Totally Implicit Queries

Watch this interview to Baris Gultekin shot at I/O 2013
HEY!
This is not SEOable!
Oh… it is!
Email Marketing to the rescue

https://developers.google.com/gmail/actions/overview
Final Thoughts

SEO in a silo is not enough for
“conquering” faithful customers
Final Thoughts

SEO must synergically interact with
all the other Internet Marketing
disciplines
Final Thoughts

And the same is valid for Social
Media, Content and Email Marketing
Final Thoughts

Because the sum of them is not 4,
but 5
Final Thoughts

SEO must become
Search Experience Optimization
Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes

Personalization and SEO
by Gianluca Fiorelli (@gfiorelli1)

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