This document discusses search engine optimization (SEO) personalization. It begins with an introduction of the author and their experience in digital marketing. Next, it explains that SEO personalization tailors search results to an individual based on their search history and online activity. Some potential pitfalls of personalization are privacy concerns and "filter bubbles" where users only see information they want. The document then provides examples of how location, search history, and other user factors can influence results. It concludes with recommendations for businesses to engage customers through content marketing, data highlighters, advertising, social media, and mobile optimization.

1. +
SEO & Personalisation
© Sandra Hennessy 2010- 2014
Sandra Hennessy
Be Dynamic
087 8348279
#sbpseo

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

3. + Personalisation history lesson
#sbpseo

4. + Have you searched for yourself?
#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
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8. + Example 2 – Searchers Location
Search: 4 star hotels (from home office in Cashel) and bank
of Ireland (in Lisburn)
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9. + Example 3 – Search Specific Location
Search: dentist Dublin 2
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10. + Example 4 – Search Plus Your World
Search: Linda Barker
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11. + Example 5 – Search Plus Your World
Search: social media news
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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

13. +
What can you do?
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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
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21. + Key Takeaway
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22. + Thank You
#sbpseo
087 8348279 OR shennessy@bedynamic.ie
Twitter: @sandrahennessy
Facebook: www.facebook.com/BeDynamicIreland
© Sandra Hennessy 2010- 2014. Presentation cannot be copied or reproduced without prior permission of Sandra Hennessy T/A Be Dynamic