Google has been focusing on search personalization with a great intent in recent years.
The idea has come to give a better search experience to every individual.
When an individual is different, the preferences would be different too.
So, why Google is trying to enhance search personalization and what are the factors needed to enhance the quality of the searching.
What Factors Leverage Search Personalization?
The factors that influence the search personalization comprise traditional relevancy factors and the search engine data of individual users.
Also, the personalized results depend on the logout or login time of the individual user-
- Search/Browsing History
- Social Media
- Device Type
How to Optimize Personalized Search?
As a business its’ always necessary to treat every customer in a particular way, i.e. the customer’s way.
So including personalization optimization in your SEO strategy would offer you better results.
1. Location Optimization
Location optimization is good for those who want to target specific markets or locally established.
So, you need to make it clear for people and search engines.
To optimize location targeting, you should have Google My Business listing.
GMB is the place where Google stores all the local information.
Ensure, you’ve completed the form of GMB and filled each datum carefully. Also, keep them updated whenever asked or need to do so.
Also, use local structured data. Ensure that the data works well on the mobile.
Remember, the most “near me” searches come from mobile.
Getting positive reviews of customers will also help.
As search results vary as per the location, you need to check rankings for every target location to see their individual performances.
2. Language Optimization
When you’re doing international SEO, language optimization is necessary.
It is useful when you’re targeting people of different dialects and want to offer them an amazing experience.
Remember, you can go for international SEO only when you are confident to do that else get negative results for your efforts.
It’s better to put your hands on the languages you know or try to gather each and every detail of the dialect you’re entering.
3. Social Media Optimization
Social media exposure is desirable for search personalization optimization.
This is why personalized results from social media take to organic listings.
What to do here is to create quality and engaging content that people like to share.
Use your Google Plus account as the posts from this social platform can appear in SERPs and your Google+ users can see these posts in their search results.
4. Mobile Optimization
When you’re focusing on search result personalization, never forget to add mobile in your strategy.
So go for mobile optimization immediately and make a responsive design for your website.
Following Google’s mobile-first indexing guidelines will save you from ranking drop that may arise due to mobility issues.
You can separately track desktop ranking and mobile to spot and fix any issues.
5. Search Intent Optimization
There are a number of search engines which make algorithms that try to understand user’s query in a better way. Google is the topmost player.
But, how is this related to search personalization?
To provide the best searching results, Google uses all its resources and that includes the personal data of users.
For instance, if a marketer runs a search lifestyle bloggers in Google and it then shows the locations in the city where the marketer actually is.
But, if the marketer has recently searched for lifestyle bloggers, then instead of the current location of the marketer, Google would show results related to other location.
It is quite difficult to optimize the things mentioned in the example, but can be possible to optimize for search intent-
- Suppose your potential users use voice to search for searching for your content. People generally go for natural language talking over their phones and voice assistants. Thus you should optimize for questions and long-tail keywords.
- When you create the vital questions that your users may ask, prepare content that resolves all those questions. Include internal linking between your related content.
Do you want to perform better in search engine, go for search personalization?
This could be useful when you’re able to apply all the strategies properly.
Here are the ways which will help you do better search personalization.