An important factor for any business to consider when it comes to Search Engine Optimization (SEO), and SEO strategy, is personalized search results. Personalized search results are not really a new development in web marketing, but with an increase in voice search, and changes and developments to machine learning, it can be important to understand how this works. So what are the implications of personalized search, and what can it mean for SEO? Well, here at Pumpkin Web Design, we are Preston’s leading web design and web marketing professionals. We provide valuable web design, SEO, and content marketing solutions to a range of clients, across the North West, including Southport and Wigan, as well as Manchester. As a result, we have produced this guide to personalized search and SEO for SMBs.
What is personalized search?
Personalized search has been around for some years now. Ever wondered why you get one set of search results, while your friend gets another? That’s because many factors come into play when the search results are displayed on the search engine results page (SERP), so that the results can be tailored to suit the predicted needs and requirements of each specific user, at the time of searching. As a result, no two people will have the same search engine results, even if they are browsing in incognito mode. And while this does ensure that each user has the most specific and helpful set of results, it can make it challenging for SMBs and local businesses to succeed.
Which factors can influence personalized search results?
The results that your potential customers, and even you yourself will see when using a search engine, are generally based on three key identifiers. These include:
- Your country- This makes sense as searching for some items can bring back different results, depending on which country you are in. Searching for Football in the USA for example will return American Football information, while someone in the UK would see the Premier League.
- Your location- Again, this is a personalized search that really makes sense. If you are looking for a plumber or an electrician, you need someone in your area. As a result, the search results will be tailored to you because of your location. This is why local SEO is so important to small local businesses.
- Your personal history- All your searching and the websites you visit are recorded by Google. This can then be used to personalize your SERP depending on which websites you have visited previously.
Personalized search and SEO for SMBs
In terms of SEO, personalized search has an impact on where your website will be ranked for various keywords, and this can differ for different people on different search engines and different devices. The most important thing for businesses is to produce original and valuable content to rank highly, regardless of who searches and where from.
For more information or for professional web design and web marketing support, get in touch with the team today, here at Pumpkin Web Design.