A look at the “new normal” of search personalisation continues, examining how both Google and Bing use search history and geographical location factors as a way to customise the results that searchers see. Learn how making a good impression may help make a lasting impression in both search engines. Performed by Phillip Ohren, Senior SEO at Mindshare Australia for SMX Melbourne 2012

1. Personalised Search Part 2:
Location & Historical Factors
Online Marketer Melbourne
Phillip Ohren
@PhillOhren

2. Quick Question?

3. A survey of 2,253 US adults age 18+
on Search Engine use was performed
by PewInternet.org in February 2012.
Source: Pew Search Engine Use 2012
2,253 adults age 18 and over
3 OMX Melbourne. @Phillohren @Mindshare_APAC

4. 65% thought…
It’s BAD for historical data to be
used to rank your future search
results, because it may limit
information returned.
29% thought…
It’s GOOD for historical data to be
used it to rank your future search
results, because it gives you results
that are more relevant to you.
4
Photo: RobEllisPhotography & Mindaugasdanys (Flickr)

5. 73% say they would…
NOT BE OKAY with searches
being tracked to personalize their
search results because they feel it is
an invasion of privacy.
23% say they would…
BE OKAY with searches being
tracked to personalise future
results, even if they are gathering
information about you.
5
Photo: lantzilla & eskimo_jo (Flickr)

6. 68% say…I’m NOT OKAY with targeted advertising because I don’t
like having my online behaviour tracked and analysed
28% say… I’m OKAY with targeted advertising because it means I
see advertisements and get information about things I’m really
interested in.
66% of search engine users say search engines are a fair and
unbiased source of information
55% of search engine users say that, in their experience, the quality
of search results is getting better over time, while just 4% say it has
gotten worse.
Source: Pew Search Engine Use 2012
2,253 adults age 18 and over
6 OMX Melbourne. @Phillohren @Mindshare_APAC

7. The survey summary was…
1. Search engines remain popular,
2. Users are more satisfied than ever with the
quality of search results,
3. But many are anxious about the
collection of personal information and
concerned about the accuracy of
information.
Source: Pew Search Engine Use 2012
2,253 adults age 18 and over
7 OMX Melbourne. @Phillohren @Mindshare_APAC

8. Look, I get it....
Some things are quite
Personal….
Our shared work-Google account
has some strange (yet thankfully
explicable) search queries .
8 OMX Melbourne. @Phillohren @Mindshare_APAC

9. Evolution of Personalised Search
Bing & Google.

10. The intial search mission statement…
Google
Google's mission is to organize the
world's information and make it
universally accessible and useful.
10 OMX Melbourne. @Phillohren @Mindshare_APAC

11. Then one day search engines thought…
11 OMX Melbourne. @Phillohren @Mindshare_APAC

12. The birth of the personal mission.
Google & Bing
To organise the worlds data and deliver
more relevant results
tailored towards each individuals
preference or location.
Reducing search time & improving SERP
quality.
12 OMX Melbourne. @Phillohren @Mindshare_APAC

13. The First Public Encounter…
Evolution of Personalised Search
2005 Google:
First Announced Personalised Search
2007
• For logged in users only (~20%)
2008
• Using historical query data
2009
• & Google Bookmark / Personal
HomePage Content data
2012
• Raised initial privacy concerns
2012
• Provided an opt-out option
Source: http://googleblog.blogspot.com.au/2005/06/search-gets-personal.html
13 OMX Melbourne. @Phillohren @Mindshare_APAC

14. SERPs changed… Different results started to appear.
Google
The same query. 1 user logged-in, the other
not. 2 slightly different results.
14 OMX Melbourne. @Phillohren @Mindshare_APAC

15. SEO’s…..
This could be big. We need to start broadening our appraoch
15 OMX Melbourne. @Phillohren @Mindshare_APAC

16. Version 2: Becomes “default” – G Ramps up PSE.
Evolution of Personalised Search
2005 Google:
More data, meant better results.
New users automatically get signed up for
2007 • Search History
• Personalised Search
2008
• Personalised Homepage
2009 • Uses IP address data (for better location
based) personalistion.
2011
• First smart-phone devices released.
2012 • Universal Search is released.
• Test: Searching without a query
Next…
Source: http://searchengineland.com/google-ramps-up-personalized-search-10430
16 OMX Melbourne. @Phillohren @Mindshare_APAC

17. More signals, meant more
diverse SERPs.
Google & Bing
With more data,
Google was able to
make a better
assumption around
what users wanted.
Sites which were
popular began to
see improved
visibility.
Source: http://searchengineland.com/google-ramps-up-personalized-
search-10430
17 OMX Melbourne. @Phillohren @Mindshare_APAC

18. SEO’s…..
Just being #1 isn’t enough anymore. How do we get new
websites into the conscious minds of users / search engines?
18 OMX Melbourne. @Phillohren @Mindshare_APAC

19. Experiment: User controlled personalisation
Evolution of Personalised Search
2005 Google:
Promote & demote
2007 buttons
• For logged-in users
2008
• Lasted <6 months
2009
2011
Users could set their
own PSE preferences.
2012
Next…
Source: http://www.matthewbredel.com/279/google-promote-and-remove-buttons-in-serps.html
19 OMX Melbourne. @Phillohren @Mindshare_APAC

20. 2009, A huge year for personalization
Evolution of Personalised Search
2005 Google:
Personalises Everyone’s Search Results
2007
For all users / browsers
2008
• Based on IP & Cookie (180 Day range)
2009
• Mobile Local results improve with
2010 better location detection.
• Personalised suggestions first appear
2012
• Huge privacy questions resurface.
Next…
Source: http://searchengineland.com/google-now-personalizes-everyones-search-results-31195
20 OMX Melbourne. @Phillohren @Mindshare_APAC

21. Better user profiling produced unique SERPs
Google PSE for logged out users.
2 People with different interests would see completely different results.
Source: http://searchengineland.com/google-ramps-up-personalized-
search-10430
21 OMX Melbourne. @Phillohren @Mindshare_APAC

22. SEO’s….. Freaked out!
My normal SEO tactics simply aren’t getting cut through. SEO is
dead. What on earth do we do now?
22 OMX Melbourne. @Phillohren @Mindshare_APAC

23. Social personalisations begin appearing
Evolution of Personalised Search
2005 Google & Bing:
Social annotations
2007
• Bing used Facebook
2008
• Google used Twitter & Friendfeed
2009
2010
2012
Next…
Source: http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
23 OMX Melbourne. @Phillohren @Mindshare_APAC

24. Bing catches up…
Evolution of Personalised Search
2005 Bing:
Releases “Adaptive” search
2007
• For all users
2008
• 28 days range
2009
• Historical query data
2011 • Site usage data from
Bing toolbar.
2012
Next…
Source:http://www.bing.com/community/site_blogs/b/search/archive/2011/09/14/adapting-search-to-you.aspx
24 OMX Melbourne. @Phillohren @Mindshare_APAC

25. Today, search plus+ your world…
Evolution of Personalised Search
2005 Google:
Search History of connected G+ users…
2007
• Google using site
2008 usage stats of your
connected friends
2009 to deliver more
relevant results
2009
• Knowledge Graph
2011
• Connected with all
2012 Google products.
Source:http://support.google.com/websearch/bin/answer.py?hl=en&answer=1710607
25 OMX Melbourne. @Phillohren @Mindshare_APAC

26. The new norm.
Evolution of Personalised
Search
On this example
SERP, there are on
2 traditional organic
listings above the
fold.
SEO will become
harder still.
26 OMX Melbourne. @Phillohren @Mindshare_APAC

27. The new norm. Continued…
Evolution of Personalised Search
Knowledge Graph:
Google is making
more of focus
around providing
information directly
This could
potentially mean
lower click through’s
27 OMX Melbourne. @Phillohren @Mindshare_APAC

28. Factors
What are search engines
looking at?

29. Today, typically 70% of users get personalised results.
Don’t get highly-
Get highly-personalised search results personalised search results
In 2007, only ~20% of users saw personalised results.
Using traditional SEO strategies doesn’t deliver what it used to.
29 OMX Melbourne. @Phillohren @Mindshare_APAC

30. Today, multiple factors are used to personalise….
PSE Factors
History True
Personalisation
Social Language
Location
When combined they form the most logical route forward towards
true Semantic search.
30 OMX Melbourne. @Phillohren @Mindshare_APAC

31. First, search engines analyse factors around the query
PSE Factors
From what I know
about them, how
can I work out what
the user wants?
Searched:
Trainer shop
31 OMX Melbourne. @Phillohren @Mindshare_APAC

32. USER “Historical” & “Location” factors used…
Search engines understanding user intent.
Historical Factors: History Geo-Location Factors:
Logged-in: • IP Address
• Search query
• GPS Coordinates
• Site dwell time
• Social Circle • User-set location
query data
• Device Type
Cookie Powered: (Tablet / Mobile / Desktop)
• Visit frequency
• Query
• Path to conversion
(Google Remarketing)
Location
Almost none of these are in a Marketers control.
32 OMX Melbourne. @Phillohren @Mindshare_APAC

33. The intent is known, now Google works out best result.
PSE Factors
Ok so you are in
St Kilda, using an
iPhone and your
friends like
Footlocker
So…which
asset / content
best suits your
profile…
33 OMX Melbourne. @Phillohren @Mindshare_APAC

34. Content “Historical” & “Location” factors used…
Search engines matching websites
Historical Factors: History Geo-Location Factors:
• Bounce rates • TLD
Google Toolbar
• Site dwell time • Sever location
• Frequency of visits • Content (localised)
• Social Popularity • Local listings
over time.
• Mobile website
Usability & Content, Server
Usefulness Location & Assets
Thankfully, most of these factors are in a Marketers control.
34 OMX Melbourne. @Phillohren @Mindshare_APAC

35. There we go, a well matched result.
PSE Factors
35 OMX Melbourne. @Phillohren @Mindshare_APAC

36. Marketing in a Personal World
Tips & Thought Starters.

37. Key Thing Remember…
Personalised search is personalised.
The best way is to leverage people to
your site some other way first and make
a good impression.
Therefore marketers can't fully
manipulate it on an individual level.
37 OMX Melbourne. @Phillohren @Mindshare_APAC

38. Target users further up the funnel
Thought starters
“Types of Apples”
Personalised Results
& Competition
“Green Apples”
“Granny smith
Apples”
“Apples in
St Kilda”
38 OMX Melbourne. @Phillohren @Mindshare_APAC

39. Create “Awareness” & “Consideration” Focused Content
Thought starters
Re-think your content strategy….
Curate News / Blog
Reviews
How-to / useful
topical content
39 OMX Melbourne. @Phillohren @Mindshare_APAC

40. Start some ripples. Create great content.
Thought starters
Get some key influencers
behind your content.
40 OMX Melbourne. @Phillohren @Mindshare_APAC

41. Try to get that “first visit” with wider media…
Thought starters
Paid
Earned Owned
41 OMX Melbourne. @Phillohren @Mindshare_APAC

42. Link build: They’re still important.
Thought starters
Improve the relevance of your assets.
• Link your assets together
• Increase the number of
Geo-graphical keywords
pointing to your assets.
• Try to get citations:
www.site.com/branch/melborune
<A>
• Link to your Places Page & Reviews
pages.
PSE still looks at traditional factors such as links.
42 OMX Melbourne. @Phillohren @Mindshare_APAC

43. Develop a Mobile & Tablet site…
Thought starters
No Mobile site. Lower Mobile Geo-traffic.
Mobile is different by niche:
- Don’t go do mobile for the sake of
it. Use it well.
- Where does it fit in the journey?
(Touch points? Geo location?)
- Stay away from sub-domains
and separate websites as this
may dilute cookie data.
43 OMX Melbourne. @Phillohren @Mindshare_APAC

44. Get Google+’d. Connect all your assets.
Thought starters
Google is literally
asking for this data.
Think why that
might be.
Connect your
accounts.
44 OMX Melbourne. @Phillohren @Mindshare_APAC

45. Use PPC on “long tail” words & phrases.
Thought starters
PPC (OR SEM) is your friend. Geo-location & Historic.
• Get that search Cookie data in early!
• Test, test, test & test.
• Use Location based targeting
• Local creative
• Leverage business & local
extensions
45 OMX Melbourne. @Phillohren @Mindshare_APAC

46. Local Listing’s in Google+ - Optimise & update them.
Thought starters
Google is pushing Places hard.
• Regularly update details
• Add rich media
• Encourage reviews
• Respond to reviews
• Link to / from assets
• Categorize appropriately
A great opportunity to leverage those local factors.
46 OMX Melbourne. @Phillohren @Mindshare_APAC

47. Encourage URL Sharing. Social popularity is key.
Thought starters
+1’ing will publicly express your ‘like’ for the
website in Google search results.
You should still also use Twitter, Facebook &
other social profiles too.
See likeexplorer.com/
47 OMX Melbourne. @Phillohren @Mindshare_APAC

48. Author your content. Google+ Connection.
48 OMX Melbourne. @Phillohren @Mindshare_APAC

49. UX: Experience is everything.
Thought starters
Google can assume how useful content is
based on bounce rate (Google Toolbar &
Chrome send usage stats).
• Design your site well
• Provide the content users want
• Encourage them to stay longer
Image Source: convertwebtraffic.com.au
49 OMX Melbourne. @Phillohren @Mindshare_APAC

50. Find G+ Influencers and engage them…
Darren has the potential
to influence 107,000
users search results
directly.
In-directly, his “friends
of friends” reach is
likely to be 1M+.
Tip:
Profile your users.
Get them to +1 your
content
50 OMX Melbourne. @Phillohren @Mindshare_APAC

51. What's next?
Personalised search.

52. The future…Presumptive search?
Next…
2005 Google Now.
2007
2008
2009
2009
2012
Next…
Source:http://www.google.com/landing/now/
52 OMX Melbourne. @Phillohren @Mindshare_APAC

53. Key Takeaways: Part 2 Personalised Search
1. Keep Testing!
2. Target people further up the funnel
3. Rethink your content strategy
4. Link your assets together
5. Integrate with media activity
6. Be user friendly and memorable.
53 OMX Melbourne. @Phillohren @Mindshare_APAC

54. Thank You
Phillip Ohren
Senior SEO
@PhillOhren
Sep 2012