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)