Google recently changed from an opt-in approach for personalised search results (for logged in users only) to an opt-out policy for logged out users. When Google can’t track logged in individuals, it will broaden to the computer level and use a cookie to track the behaviour. What does this mean for your search engine optimisation tactics?
A first thought is that it enforces the importance of brand building, and not merely search listings.
Imagine for a moment that you’re a challenger brand, and have targeted search terms where you’re ranking above a well-known competitor. However, regardless of how enticing your listing is, many first-time users may still chose to click on the more well-known competitor. This will result in a demotion of your brand in these people’s search results the next time they search for the same product.
In order to change this behaviour and gain eyeballs and clicks, simply putting more money into traditional SEO tactics is probably not going to cut it, since you are prevented to rank higher due to personalisation.
Instead branding tactics will prove more important to create awareness and at least aided recall, and ultimately get you the clicks. Thus an integrated approach to search is becoming increasingly important in a personalised search world.
3 personalized SEO support tactics
- Revise your page titles and meta descriptions to pull people in with clear USPs and call to action
- Run display in addition to search, which has a positive syngery effect on search click through rates
- Set up a PPC campaign to support your SEO listings to achieve initial clicks and increase brand interaction, which (assuming there’s a good user experience on the other side of the click) will lead to return visitors
Have you noticed any changes in traffic pattern yet – positive or negative? And what tactics are you building around it?
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