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Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes
Personalization and SEO by Gianluca Fiorelli (@gfiorelli1)
SEO in not a tactic. SEO is a strategy that uses tactics for
obtaining a purpose: qualified organic traffic.
Disclaimer: this speech is based over one firm statement
Why are you asking me for rankings when they
all see different search result pages?
Maybe because you “forget” Personalization
Taken from What do the public understand about Search
Personalization is pervasive
And the conversion is not a funnel is a spiral
Powerful is the Force of Personalization
Search History
It is working also if you are not logged in
Language
The language you set Google up with and the language of the content you usually consume
Social Connections (well… Google+)
Be sure to view this Whiteboard Friday by Rand Fishkin
Localization
Because Google knows where you are, always.
Consider competitive research with personalization in mind
67% of the time your rankings won’t appear in the localized SERPs of
other cities (data from Linkdex)
Use geo-ranking tools
What can I do?
Work for obtaining bigger and stronger relevance in the local
markets that matters the most to your business
How?
Creating events and synergies between Online and Offline visibility
Targeting local sites
Targeting local influencers
Use Social Media data for boosting your SEO
Psst… you can use the follower base of your competitors
The tool I used is Followerwonk of Moz
The tool I used is Followerwonk of Moz
And it is great for journalists outreach
Other Factors
And all these factors act at the same time
Browser Used
Device Used
Timing of Search
Food for Thoughts
40% of Internet Time Now On Mobile Devices (data from Comscore – 2/13)
40% of Mobile Users use their devices at home watching TV
(data from Nielsen– 2012)
Forget about (not provided) keywords Think about queries
QUERY =
Explicit Query +
Implicit Query
“Stazioni del metro di Milano” Explicit Query
Android 4.3 on the street in Milan Implicit Query
From Keywords to Contexts: the New Query Model
Hey, that sound a lot like Hummingbird
Search Entities
• A query a searcher submits; • Documents responsive to a query; • The Search Session during which the searcher submits the query; • The time at which the query is submitted; • Advertisements presented in response to the query; • Anchor text in a link in a document; • The domain associated with a document
More in this post by Bill Slawski
Search Entities
More in this post by Bill Slawski
Relationships between Search Entities
Probability Score
Re-Ranking of the SERPs
Pay Attention to This
More in this post by Bill Slawski
A relationship between a first entity that has insufficient support (e.g., not enough search history data) to associate a given property with the first entity and a second entity that does have sufficient support to associate the given property with the second entity can be identified, and the given property can be associated with the first entity with higher confidence
In plain English that means
If my web document is not in the search history of people searching for a query
potentially related to it
Then what I must do is being linked and/mentioned from another web document
that indeed is present in the personalized SERPs of those users
Because doing so Google will assign a Probability Score that may let me pop up in
their Personalized SERPs
Branding Really targeted outreach
TL;DR
Learn about Really Targeted Outreach for Richard Baxter
Totally Implicit Queries
Making of Google a tool, which would give you answers to things that matters to you, even when you don’t ask
(Larry Page)
Totally Implicit Queries
Watch this interview to Baris Gultekin shot at I/O 2013
HEY! This is not SEOable!
Oh… it is!
https://developers.google.com/gmail/actions/overview
Email Marketing to the rescue
Final Thoughts
SEO in a silo is not enough for “conquering” faithful customers
Final Thoughts
SEO must synergically interact with all the other Internet Marketing
disciplines
Final Thoughts
And the same is valid for Social Media, Content and Email Marketing
Final Thoughts
Because the sum of them is not 4, but 5
Final Thoughts
SEO must become Search Experience Optimization
Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes
Personalization and SEO by Gianluca Fiorelli (@gfiorelli1)
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