Google regularly makes big announcements but a recent one that most influences internet marketing is the launch of the universal Google personalized search. The news was met with trepidation by some, with disinterest from others. Let’s take a closer look at what this means to your internet marketing efforts.
The Specifics Of Universal Google Personalized Search
Basically, Google personalized search means that everyone who uses Google will be shown customised results for a particular search – whether they want it or not and whether they are logged into their Google account or not. The results shown to an individual user are based on past behaviour such as which sites they’ve bookmarked, what sites they have clicked on when searching for certain keywords, what things they’ve searched for, and other metrics.
In terms of page rankings, when one user clicks through to a certain site, that information is stored and boosts the website’s rank for future related search results to that person only.
There is a way to opt out of this feature, but chances are that few internet users will take the time or effort to do so, plus there really is no reason to turn Google personalized search results off. After all, users are already accustomed to results based on their geographic location; this new personalized search just takes things several steps further. In addition, most of us are inured to personalized greetings from sites we’ve returned to and personalized ads targeted to our profile on social media sites.
How This Affects Internet Marketing
For one thing, organic search results will now differ greatly. Perhaps your site used to rank high for a particular keyword due to SEO techniques you’ve utilised. That value is now questionable because if a specific user’s behaviour doesn’t warrant it, your site will not disappear on their search results page. Of course, it is still good if you have achieved high ranking in non-personalized results, but now there is more to gaining traffic than simply optimising for keywords across the board.
Remember that when you check your website against ranking for certain keywords, the position of your site is influenced by your own searching habits. So if you visit your website often, it is going to appear at the top of your results page.
That domain name that you selected because it was easy to remember and contained your keywords? Well, that may not be as much of an advantage now. Each time a user directly inputs your URL into the search bar, they are bypassing Google and your site won’t come up on top when they do perform a search.
It is certainly not time to throw out all those search engine optimisation techniques you’ve learned in the past or put a halt to that PPC campaign. Instead, it is going to be critical that savvy internet marketers use the new information to alter their marketing plans in ways that will work with Google personalized search instead of against them.