How personalised search impacts SEO

With Google announcing earlier in the month that all users would be provided with personalised search results as a default, one sector commentator has examined how this will effect search engine optimisation (SEO).

Randfish, writing for the SEOmoz blog, advises companies they should be doing everything in their power to attract visitors to their website and ensure that they get all the information they need while they are there as this may positively boost ranking in terms of personalised results.

He adds that while improving brand loyalty should always be a priority, the Google changes have added one more motivation for doing this with the offer of higher rankings as a result.

Web analytics are also advisable, the SEO expert notes, as this can provide a well-rounded image of how a site is performing in terms of search.

However, Randfish stated the move towards personalised search would not mean a "massive" change for SEO.

"These latter examples call for much more active changes, learnings and direct action on the part of SEOs versus personalisation, which by-and-large just strengthens the reasons for best practices we've long known to exist," he explains.

Google stated that it hoped people would get better results from their searches with its new scheme.

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