How is Google’s Personalized Search Affecting SEO

SEO, which is short for search engine optimization, is the game of gaining ranking on the search engine results pages (AKA – SERPs) like Google, Bing, and Yahoo. The value of a search engine is in how relevant the search results are once a user performs a search. If the results are relevant, then the search engine did its job. If it does not show the user what they are looking for, then the user needs to search for a different word or phrase. This can become very frustrating to the user, and they eventually look for a different search engine.

In the past, you could gain rankings on search engine results pages by putting in keywords on your website, filling out all of the meta titles and descriptions, tagging your images, and back-linking, but as always, Google is changing the rules of the game. It is now considering the human element while taking into account user engagement and interaction as a factor to determine how to rank websites.

 

View tools that you can use to help with SEO and personalization efforts >>  Google Analytic’s Optimize

 

Here Are 4 Of the Bigger Factors Google Uses to Personalize Search

Your GPS Location or IP Address

If a homeowner has their GPS active on their mobile device, Google will use that information to identify their location and determine results using this factor. If a person is on a computer doing a search, Google will extract their IP address to identify their location. Although IP addresses are not always the most accurate, it will at least give an idea of your location.

 

If you don’t believe us, click on this link and Google will tell you where you have been >> Google Map’s Timeline

 

Search and Browsing History

Usually, one of the best indicators of what a homeowner is looking for is in their history. Google will take into account websites that a homeowner has visited and the interaction they had with that website. The theory is that if they interacted and spent time on a website, they found the information valuable. So, the next time they do a search that is relevant to that website, it will be served up in the results for them to easily find again.

Social Media

Social media adds to any marketing campaign - seo marketingSocial media can be looked at as a big asset to a home remodeling company and can increase Google search engine rankings by posting valuable content. How does this affect Google’s personalize search? By simply creating a Google+ account, you are in-turn submitting valuable demographic information to Google. There is, however, the debate over Twitter, Facebook, and other social platforms, and if they affect rankings. In our experience, we have noticed that our clients with better social engagement tend to rank higher.

Mobile vs. Desktop

Google’s SERP’s have become so different now that it is better to treat them as two separate search engines. Google has made it impossible for a non-mobile friendly website or web page to rank high in mobile search. Websites that have a web design strategy and are mobile friendly, get ranked higher in the mobile SERP’s. Makes sense, right?

Here is a tool to see if your website is mobile friendly >> Mobile Friendly Test – Google Search Console


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