+

© Sandra Hennessy 2010- 2014

Sandra HennessyBe Dynamic087 8348279

SEO & Personalisation

#sbpseo

+A bit about me

Digital marketing training & consultancy since 2002

Training, mentoring & lecturing: DMI, Irish Times Training, Fáilte Ireland, Enterprise Ireland, ISME, IIA, LEO’s etc.

Own business 2010 - Be Dynamic

Shennessy@bedynamic.ie

@SandraHennessy

/BeDynamicIreland

ie.linkedin.com/in/sandrahennessy/

#sbpseo

+Personalisation history lesson

#sbpseo

+Have you searched for yourself?

#sbpseo

+What is SEO personalisation?

“Personalized search refers to search experiences that are tailored specifically to an individual's interests by incorporating information

about the individual beyond specific query provided”

Wikipedia

“It is about ensuring what the search engine perceives are the most relevant web pages are returned to that specific user based on their

previous search history and online activity”

Me

#sbpseo

+Some pitfalls of personalisation

Privacy concerns

Decreases likelihood of getting new results

Google auto complete – history appears in search terms being suggested

Filter bubbles: where searchers only see information that they want to rather than discovering new information (Eli Pariser

http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles?language=en )

Why it may be a bad thing

#sbpseo

+Example 1 – Search History Search: are my search results being indexed

Friday 05th Sept Sunday 07th Sept

Moz fromno. 10 to no. 8

Yoast fromNo. 5 to no. 4

#sbpseo

+Example 2 – Searchers LocationSearch: 4 star hotels (from home office in Cashel) and bank of Ireland (in Lisburn)

#sbpseo

+Example 3 – Search Specific LocationSearch: dentist Dublin 2

#sbpseo

+Example 4 – Search Plus Your WorldSearch: Linda Barker

#sbpseo

+ Example 5 – Search Plus Your WorldSearch: social media news

#sbpseo

+Key factors

LocationActual location & location in search

Search history, websites visited (organic and ads) transactions from ads etc. https://support.google.com/accounts/answer/54068?hl=en

Search Plus Your World

Mobile search:Do you have amobile site?

#sbpseo

+

What can you do?

#sbpseo

+Content Marketing

Create compelling content that your customers will engage with

Build search and visitor history on your site

Attract customers at different stages of the buying cycle

#sbpseo

+Data Highlighter

Enables Google to display and present your data in a relevant way

#sbpseo

+Advertising

Remarketing and ad extensions

Building search and transaction history

https://www.youtube.com/watch?v=TCDZQgVSPVY #sbpseo

+Google + & YouTube

Google Places Listing www.google.com/places

Use YouTube and Google + to network and build a community

#sbpseo

+NAP Details

Name, Address and Phone details – the same across all sites

Put location map on your website

#sbpseo

+Mobile Site

Build a responsive/mobile site

#sbpseo

+Social Sharing & Endorsing

Include social sharing buttons on all key content

Get people sharing , endorsing and linking to your content

#sbpseo

+Key Takeaway

#sbpseo

+Thank You

087 8348279 OR shennessy@bedynamic.ie

Twitter: @sandrahennessy

Facebook: www.facebook.com/BeDynamicIreland

© Sandra Hennessy 2010- 2014. Presentation cannot be copied or reproduced without prior permission of Sandra Hennessy T/A Be Dynamic

#sbpseo