What is Personalized Search?
When it comes to searching on the web, there are different kinds of ways to perform a search. While there are broad and general searches that are used by people, it is not safe to assume that everyone searches the same way. Everyone is unique in their own way and that’s what makes them special. Google and other search engines take note of this and are aware that there are different ways people can search online and have used this as the basis of search personalization. Search personalization is a way for search engines to better understand what you like and what you don’t like, as well as showing results you will most likely be looking for based off your location and language. An example of this would be if you were to search for a service, Google would show results of places that provide said service in your city or around it. If someone else did the same search in a different area it would show services around their location.
How to Perform Better in Personalized Search
If you have a local-based business then you should consider optimizing your website so that you appear in personalized searches across the web. Adding personalization optimization in your SEO strategy will be a benefit as it can garner more traffic and potential leads to your website. Below are five different ways you can optimize for personalized searches.
Optimize For Locations
If you target specific markets or have a few locations you will need to make that clear for both people and search engines, if you are to create content that pertains to certain locations. The first thing you will want to do is create a Google My Business profile. This is where Google displays all your businesses information in one place and is also directly linked to Google’s local three pack. Use this platform as a way to include everything about your website such as the URL, hours, address, holiday hours, description etc. In addition to this, you will want to include local structured data, or schema markup, which is code that tells search engine bots what location the content is to be categorized for.
Optimize for Languages
If your target audience includes people of different nationalities that may speak another language, you may want to make sure that your website can be viewed and translated into their native tongue. When crafting your website and content you will want to consider which kind of site will work best. You could have a website with multiple languages to target one country where people speak different languages. You could also have one website that targets no specific country but just targets multiple languages. Your best bet is to choose a website that targets multiple languages without targeting a specific country. Then that way Google can translate the website and its content to the preferred language of the user.
Get Social Media Exposure
The tricky, but also helpful, the thing about personalized searches and social media is that the social media posts related to the search can take the place of organic listings. Simply saying that instead of a link to your website in the search results, posts from social media accounts talking about the search in question can take your website’s place. While some may see this as a bad thing, this can be beneficial to your website if your social media posts are related to the personalized search being performed. The best way to go about this so that not only your website appears in search results but also your social media posts is to create quality content that people will want to share and is relevant to what potential searches could be. Do research on what types of posts appear in search results and use that knowledge to start creating posts that could potentially show in results.
Optimize for Multiple Devices
It is common knowledge that more people are using mobile devices in everyday life. With this in mind, it is imperative that you have a website that is not also responsive so it looks good on different devices, but a site that is optimized for mobile devices as well. Google has been shedding light on the importance of mobile optimization with their mobile-first indexing update and their mobile speed update. One of the biggest factors in optimizing for mobile devices is how fast your website loads on multiple devices. A general rule of thumb is that if your website does not load within three seconds then users will most likely leave your website to one that loads faster. You can test your site’s desktop and mobile speed with the use of Google’s Page Speed Insights. This is a device that shows webmasters what the current website speed is, while also giving advice on how to properly increase your website’s speed.
Focus on Search Intent
Search engines, with Google being at the forefront, do their best to understand the meaning of your search query and provide the best results. They use as many resources as possible to make sure the results best fit the search that is being performed. In order to have your content to appear for personalized searches then optimizing for search intent is what you should consider. If your users search for your content using voice search, then you will need to optimize for questions and long-tail keywords. When it comes to crafting your content, you should naturally include answers that you think users will be asking and use internal links to connect relevant content. Another step you can take to tell search engines the type of content you have on your pages is to use structured data, schema markup codes, to specify events, creative works, local businesses, etc.