Everyone is distinct. So why should each user’s Google search results be the same? That is the fundamental element of search personalization. When search engines are more aware of your preferences, it can be useful. Google was actively involved in search personalization a few years back.
Now, the personalization of search is “extremely low,” with locality and language being the primary variables that affect what various users see for the same query. In this article, you will get an overview of Personalized Search and how to optimize personalized searches.
What is a Personalized Search?
A personalized search is one in which a user’s location, past searches, and preferences are taken into account when the search engine customizes the results.
In order to improve the user experience and establish itself as a leading search engine, Google originally presented the idea of personalized searches in 2004. To determine the customized search results, Google ties in a user’s browsing history, bookmarks, and Google services (such as Gmail, Google+, etc.). Websites that users frequently visit have a tendency to appear higher on search engine results pages (SERP).
By displaying relevant products, businesses now employ search personalization to improve the shopping experience for customers.
The Benefits of Personalized Search?
Demand for accurate, personalized content rises as consumers get used to seeing search results customized to their particular tastes and location. You may use personalization for SEO to optimize the potential of your website content to drive conversions by creating material that is tailored for both your audience and Google’s algorithm.
For reference, suppose you need to visit Bank and you live in the UK. Google will provide the closest Bank services if you type in “Banks near me” based on the UK city or neighborhood you are closest to.
There are actions you can take if you run a sizable chain of Bank services across the UK (this is all hypothetical, of course).
- The first step is to make sure that your website is optimized with dynamic material that informs Google (and me, the user), that you have a location “near me”.
- The second step is making sure each location you operate has its own Google My Business listing, which you can link to from your website.
But let’s go a little bit further with this. Let’s imagine that as a result of your previous queries and places I’ve been, Google has discovered that you are in the UK. Even though you didn’t exactly type in those keywords, if I simply search “Banks”, you might immediately see Bank services in the UK. Furthermore, Google’s predictive autocomplete engine can present me with search options.
How to Optimize for Personalized Search?
You should think about including personalized optimization into your SEO plan if you are aware that search results may be slanted in favor of your potential customers because, for instance, your business is based locally.
The categories you can optimize for are listed below:
Optimize for Locations
If your content is more or less universal for users from any place, you shouldn’t concern about this one. But you must be transparent to both search engines and consumers if you target particular markets or your company has many locations.
Make sure you have a Google My Business listing first. Google gets all of the local data for its local packs and local knowledge graphs from this source.
Verify that all the information is present, including the name, address, phone number, website link, images, descriptions, etc. Think about utilizing regional structured data. Also, please check that everything functions perfectly on mobile.
Optimize for Languages
When it comes to international SEO, language optimization is a must. If you want to give your target audiences a seamless experience and they speak different languages, you should use it.
This is a challenging situation because foreign SEO is only worthwhile if you are confident in your ability to execute it properly. Without it, you risk having a really nasty case of poor UX. You should first choose the international website format that best meets your needs.
Three well-liked choices are as follows:
- A single multilingual website for a single nation where numerous languages are spoken
- A single website with a global audience and several languages
- The content in both of these instances can be the same
Get Exposure to Social Media
The challenge for SEO experts in this situation is that social media’s personalized results are taking up space that should be occupied by organic rankings. Yet, it also indicates that this area may be taken up by your social media posts.
The best and most obvious thing to do in this situation is to provide engaging content that users would want to share. Keep your Google Plus account active since people who follow you there will still be able to see your posts in their search results if they have Google Plus accounts.
Also, as you can tell by looking at search results, Google and Twitter work closely together, so it’s feasible that this social networking site will start to offer more personalized and quality content in the future.
Optimize for Multiple Devices
It is essential to optimize for mobile searches, and the first step is to use responsive site design.
If you follow Google’s suggestions for mobile-first indexing, you shouldn’t see any ranking decreases as a result of mobile-related difficulties. Additionally, you may identify and address any issues by tracking rankings individually for desktop and mobile.
Also, you must make sure that your mobile sites load quickly in light of the Mobile Speed Update. When I say fast, I mean under two seconds, which is typically fast enough for the user to stay on your page.
Focus on Search Intent
Several search engines make an effort to analyze your query and deliver the most relevant results. When it comes to resolving search intent, Google appears to be an A-level student among its competitors.
Google makes use of all of the tools at its control in its quest to provide the best-matched results. All of its user’s personal information is included in this.
When optimizing your website for personalized searches, there are still a few things to keep in mind even though Google personalized search has become much lighter and better in recent years. What search results in Google your target audience sees depends critically on all of these criteria. As a result, you must be sure to take all possible steps to impact personalization.
Note that personalization prevents a consistent search experience. In order to increase your search exposure and reach your target audience, you must consider SEO.