SEO Personalization

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The Importance of SEO Personalization


Search Engine Optimization provides businesses and their websites the ideal amount of search engine traffic by utilizing keywords, sitemaps, backlinks, social media and more. SEO has a lot of different components, but to be truly effective, SEO cannot be “One Size Fits All.” This is why SEO personalization is so important; it provides a way for people to find you based on their specific requests, rather than just a generic search.

Personalization may include what kind of business you run, where your business is, what geographical areas you provide service to, where your customers/subscribers are or how those customers search for your content. Personalization is also dependent upon the experience users have when attempting to search for information; if you provide a website that caters to their needs and provides the information they are looking for you, you will “win” their click. There are a few aspects of personalization that should be taken into account to create the best marketing strategy possible.

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SEO Personalization

First Steps in SEO Personalization

The first step in any SEO marketing campaign is a keyword analysis. Google Analytics and a handful of other services provide these terms, and can give you an idea of how often someone is searching for your keywords, what words are most commonly used, and which words will get you the most traffic. Some of those keywords are personalized based on the service or the area.

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SEO Personalization

Socialization Makes a Difference

SEO management can become even easier with the right approach to social media. Search engines also track how many social connections, friends or communities you or your business have, what content you share that is spread across this population and how many people reference your materials via social networks.

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SEO Personalization

How Browsing History Optimizes Results

When a person uses search engines like Google or Bing, especially from a mobile device, they will often get a popup that asks if the search engine can “access your location.” By enabling this feature, search engines can map the services closest to the precise location. If a person does not allow this feature, Google, Bing and other search engines will access your browser history to calculate your previous locations to provide you the most accurate results.

Technical Optimization


Some aspects of SEO are much more technical than others, specifically ones related to links, codes, URLs, pages, sitemaps, tracking and redirects. If just thinking about all those things makes your eyes cross, don’t worry. Technical optimization may be overwhelming, but once you understand its purpose, it’s much easier to perform. For example, your keywords are the first building block of your SEO platform. Why not utilize different keywords to create different landing pages for the same website? There are a number of other ways to increase your technical SEO optimization as well.

SEO Personalization

Make sure URLs are neat

Have keywords
www.DenverPlumber.com/
waterheaterrepair instead of www.DenverPlumber.com/
1244234whp

SEO Personalization

Ensure that your website is running optimally

Make sure it loads quickly
and that broken links are
quickly taken care of

SEO Personalization

Create HTML and XML sitemaps

Update these when you change
or add keywords

SEO Personalization

Refer to analytics often

Track backlinks, organic clicks
and search engine ranking

All of these things can be performed using the right software or using an SEO management company. They will give you a good picture of what you’re doing right, how to improve what isn’t working well and what to get rid of because it’s not working at all. Personalization of SEO in the technical aspects can help set you apart from others, all you need to do is understand how to implement it.

SEO Personalization

Targeted Content

 

SEO Personalization

Watching Competitors’ Best Practices

 

First Steps in SEO Personalization

The first step in any SEO marketing campaign is a keyword analysis. Google Analytics and a handful of other services provide these terms, and can give you an idea of how often someone is searching for your keywords, what words are most commonly used, and which words will get you the most traffic. Some of those keywords are personalized based on the service or the area. For example, if a person’s water heater breaks in Denver, they’re not going to search for “plumber in Colorado,” they’re going to search for “water heater repair in Denver,” or their specific zip code. Also, if someone is searching for information about keywords, and your website contains that information, once again you “win” the click. For example, if someone wants to search “types of water heaters,” and you happen to have content with those keywords tagged, that person will check your website (optimized by your location tags, which we will discuss later) and you will get the conversion. This relates to website developers and online business owners because they can target their SEO keywords and tools to cater to this. The more people search for your keywords in a specific area or with a specific title, like “Water heater repair in Denver,” the higher up in the search ranks you will appear.

Socialization Makes a Difference

SEO management can become even easier with the right approach to social media. Search engines also track how many social connections, friends or communities you or your business have, what content you share that is spread across this population and how many people reference your materials via social networks. For example, if you’re a water heater repair person in Denver and you have social media accounts, major search engines track your presence on these platforms as well. If you share content like “Types of Water Heaters” and you get some likes or shares, search engines recognize that. When you use your personalized SEO keywords, links, anchor text, filenames, etc. on all these different sites, the number of times it is accessed is filed away in your ranking. If you have a thousand followers in the Denver area, or you share a coupon and it gets spread across groups of people, your SEO results will see a boost. By personalizing this aspect of your SEO and your business, you’re also making yourself seem more reliable, reachable and real in the digital landscape.

How Browsing History Optimizes Results

When a person uses search engines like Google or Bing, especially from a mobile device, they will often get a popup that asks if the search engine can “access your location.” By enabling this feature, search engines can map the services closest to the precise location. If a person does not allow this feature, Google, Bing and other search engines will access your browser history to calculate your previous locations to provide you the most accurate results. If you own a water heater repair company in Denver, this can be good news for you if anyone is searching with your keywords in your area. However, if people do not frequently search from your area, they will not immediately see your information.

In addition, search engines are scary good at “autofilling” based on previous searches as well, which can help your SEO or hurt it. If a large number of people have looked up “water heater repair in Denver,” the odds are extremely high that you can place well in page ranks. However, if hardly anyone has searched for that, you will not have the benefit of numerous searches on your side. You will still place well in the ranks because of your keyword alignment, but not as well as if you had numerous searches on the same topic. There is not much you can do about how many people have previously searched for your specific business or content in your specific area, but you can alter your keywords, links and content in order to reflect the best SEO results possible.

Targeted Content

As just mentioned, it’s possible to get the technical parts of your websites to be personalized through your SEO implementation. It’s also possible to customize your website experience to increase your SEO. Not only does your website design need to be customized based on your SEO analysis, but it should also hold content that is related directly to your keywords. Your website interface can also help you increase your SEO ratings, as using keywords for different pages or for images can help users find the pertinent information you need. As mentioned before, linking different landing pages to different keywords gets you more hits. Once you have a hit from a keyword, that person can enter your website, browse around, and find more pertinent information.

For example, www.DenverPlumber.com can have content about the quality of water in the Denver area, the different trends in plumbing repair, local reviews of their services, or different products that they frequently use in their services. This way, people who search for “plumber in Denver” can access different information that lends credibility and reliability to your services. It is possible to increase the usability of your website by including specifications a person can click, like “Water Heater Repair,” or “Plumbing Installation” or “Winterizing Pipes,” so that the user has a great online experience. To get an accurate picture of what targeted content you should include, you can:

  • Run keyword analyses frequently
  • Understand where your clicks come from
  • Perform analytics on your “click rate,” user cookies, etc.
  • See which landing pages result in the most conversion

It is important to remember that people search for something based on their individual need. If your SEO platform or website does not manage to fulfill a person’s specific need, they will continue looking until they find it.

People are detailed in their searches, using “water heater repair Denver” rather than “plumbers in Colorado.” If your website content doesn’t provide the keywords matching their search, you will rank in the search results. By personalizing your content, and making sure it’s user-friendly, you can increase your SEO. In addition, having different landing pages, differing content and content specific to a number of issues, you are able to target more people. Instead of just providing a one-page website as a front for your business, you’re showing that you’re a fully operational business. This sets you lightyears ahead of your competition.

Watching Competitors’ Best Practices

Competition is healthy, especially in a free market. In the world of SEO, competition can also be a learning tool. When you’re starting a website, or revamping an old one, take a look at other people in your niche or market that are doing well with their online presence. Of course, take into account their professional layouts and general web design—if your website is basic and lacks flow, you’re not going to give the competition a run for their money. There are a number of other steps that can help you personalize your SEO to stand out from the crowd.

  • Perform keyword analysis often. It’s possible that your competition isn’t doing this, and you’ll catch a changing trend before they do—and boost your traffic because of it.
  • Check out the competition’s rank. There are some tools available for searching for your competition’s page or domain rank. This allows you to see what page they can be found on in search engines, and can provide you with the keywords they used to get there. You can use similar keywords, but attempt to make yours unique and personalized enough to get your brand recognized online.
  • Keyword optimization. When you check the competition out, see how much they utilize their keywords, whether in their landing pages, links, files, etc. If they use all of these tools, you can model your methods after this, but with your own spin on things. If they don’t utilize keywords except in their content, you know you’ve got the lead.
  • Don’t be a copycat. Check what your competition does well, but improve on it. Better yet, find where their weak link is, and make sure you cover that with your SEO implementation.

The best part about the Internet is that it connects so many different people from all walks of life. That same positive experience creates a challenge for webmasters to meet the demands of such diverse groups from different places. With the right tools, including personalization of your site, you can meet the needs of your target market.

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