Ten years ago, Google’s search feature returned the same results for anybody performing a search query. Today, Google returns results tailored to the user. This is a little known feature; 43.5 percent of people are unaware their results are personalized.
The primary variables that influence search results are geography, web history, and device. This search-result personalization makes it difficult for a business to track their keyword ranking. However, marketers can focus on the following areas to improve their search rankings.
For a local business, there are a few things you can do to make your business more findable. Tom Demers at the Marketo Blog suggests the following:
If you want to dominate the local market, it is a best practice to put the name of your locality into your meta descriptions and/or title tags. You should also make sure that the most up to date and accurate business details are added to all online directories like Yelp and, most importantly, Google My Business (GMB).
Small to mid-size businesses should are fortunate to be able to focus on long-tail keywords, where there is less competition. Despite low competition, search volume is high for long-tail keywords. 80 percent of all searches are long-tail keywords. Cracking the code of long-tail keywords presents a great opportunity for SEO success.
Visitors want an enjoyable experience on your website. It’s important to have a dynamic, and mobile-responsive website to keep your traffic happy and engaged.
Improve your business’s personalized search results by reading Demers’ original article below.