The impact of personalised search in search engine marketing

Before, one of the primary challenges of search engine marketing is being able to target the right keywords in increasing website visibility. In some ways, it is like taking a shot in the dark, simply because even though there are large volumes of traffic being drawn into the website, there is no real guarantee that these lookers will actually buy the products featured on the website. The only real thing that can guarantee that a search engine marketing campaign is working is when traffic is being translated to actual sales.

Nowadays, however, search engines are delving more deeply into the concept of the personalised search. In personalised searches, the results of a search engine user’s sessions are more customised to his or her needs. How a search engine’s results pages are customised depends on the geographic location of the user and the demographic information that is either volunteered by the user or gleaned from the behaviour the user has shown in doing his or her searches.

What would personalised searches mean for the search engine marketing practitioner? How would the implementation of personalised searches affect how search engine marketing is done? It will all boil down to this: the game would not be about just keywords anymore.

Because personalised searches make use of information about the user such as the geographic location of the computer he or she is using, the demographic information that the user has volunteered when he or she signed up for the additional services that a search engine offers, and kind of websites the user eventually goes to when presented with the search engine results page, a search engine marketing practitioner must pay attention to these details as well. It would not be enough to just choose the right keywords. In a search engine marketing campaign, it is important to utilise the keywords that appeal to the targeted audience based on their location and demographic information.

Another implication that personalised search holds for search engine marketing is that search engine rankings would not matter as much anymore as they do now. Because searches are more customised, a website may have the number one ranking with one group of users and number ten ranking with another group of users. Relevance would be more important than just rankings.

Lastly, in personalised search, it would be much more difficult for unethical search engine marketing practices to be implemented in order to gain top search engine ranks. Few search engine users ever loved spam, and that would factor into the customisation of search results.

In general, personalised searches would be able to produce much better results, not just for the end user of the search engines, but also for search engine marketing practitioners. They would be more driven to analyse the actual users of the search engine, not just the spiders that crawl on their indexed websites. In the end, personalised searches would be able to help search engine marketing practitioners to get better traffic and translate this traffic into actual sales.

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The impact of personalised search in search engine marketing

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