Personalized search and SEO

This gap is not in optimization technology gaps. For example, the title labelling method on the webpage, keyword deployment, website structure arrangement, etc., these optimization techniques have not changed significantly in recent years, and there is no difference between domestic SEO and international level.

After all, how many places can be optimized on a website? So much, much the same. The real difference lies in the sensitivity and grasp of the new search engine technology and its impact on the SEO industry.

I mentioned it in a previous post. About a year ago, the most popular topic in the international SEO community was social search. However, the domestic discussion of the relationship between social search and SEO has never been lively. This is related to the lack of heavyweight social networking services in China.

In the past six months, there have been two very hot topics in the international SEO community, and they are also less discussed in China. One is personalized search and the other is integrated search. Let’s talk about personalized search today.

Personalized search or search personalization refers to the search engine’s search results that are more suitable for this user based on the history of the user’s search. These search history records include keywords searched by users, clicks in search results, access to websites, bookmarks, and more.

The search engine analyses the user data and analyses it. When the user searches for new keywords, it can return more targeted search results, thus improving the user experience.

For example, when using Google, if you log in to any Google account and don’t turn off web history, your search history will be recorded by Google. If you don’t want to use personalized search, you’ll need to turn off web history in your Google Account settings or sign out of your Google Account while searching.

Many people’s biggest doubts about personalized search are privacy issues. To return targeted results, Google and other search engines must record more user information. Think about the privacy risks that AOL had caused when it leaked search records. We can imagine what Google means by recording more of this information.

These have little to do with SEO and will not be discussed.

What impact does personalized search have on SEO?

When there is no personalized search, everyone sees the same search results. With personalized search, the search results I see can be very different from the results you see. Regardless of how the site’s SEO is done, this difference will exist.

So do not do SEO, how to do SEO, in order to make all users see your website in front? In theory, this is almost impossible.

The optimization method used by SEO must be completely changed. There is no suitable optimization method for the website. The people who do SEO pay more attention not to the page ranking, but to improve the user experience, so that users can put your website into bookmarks, more visits and more clicks. Only in this way, the search results of this user can appear more of your website.

At present, personalized search has not been clearly manifested, and the impact on SEO is still not clearly understood. However, given the emphasis on personalized search by people inside search engines, it can be expected that personalized search will have a significant impact on the way SEO operates.

It is said that this kind of personalized search is a good way, and people of search engines are also emphasizing that personalized search is the trend of future search. However, I still feel that it is very difficult to make personalized search reach the level that can really improve the user experience.

The principle of personalized search is to predict the true purpose of the user when making a new search based on the search and access records. For example, if I search for the word “Paris”, when I don’t have a search record, what is my purpose is almost impossible to judge. But if the search engine knows that I have recently searched for information about travel, then the search engine can judge that I might be looking for travel information about Paris, and can return more to Paris tickets, restaurants, tourist spots, etc. instead of fashion. Perfume and other content.

But the question is, how can search engines accurately guess the user’s current search, at this time, the current search purpose. I searched for travel two months ago. It doesn’t mean that I am still interested in tourism. How do search engines know that I am interested in Paris fashion now? Based on historical records, it is entirely possible to draw a guess of a difference of one hundred and eighty thousand miles.

Therefore, personalized search is a very complicated problem. With the accumulation of time and data, personalized search can be relatively accurate, and its impact on SEO takes more time to observe.

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