Personalized Search and Why Rankings don’t matter for Organic SEO
A number one ranking and two dollars will get you a cup of coffee at a gas station, but neither will increase your revenue significantly.
In the ever-evolving landscape of search engine optimization (SEO), one concept that has created complexity in measuring results is personalized search. With search engines striving to deliver the most relevant results to each user, personalized search tailors search results based on an individual's browsing history, location, click behavior, preferences, and other factors.
As a result, relying on rank tracking to measure the success of organic SEO efforts won’t provide an accurate picture of your website's performance. Let’s explore the power of personalized search and why tracking rankings is insufficient for evaluating the effectiveness of your SEO strategy.
Personalized Search: Delivering Relevant Results
Personalized search aims to provide users with highly relevant and personalized search results based on their individual preferences and behaviors. Because most users access Google Search while logged in, their search behavior is being logged to continually provide more relevant results over time (and yes, even in incognito mode). Search engines take into account factors such as search history, location, device, and user behavior patterns- like whether you tend to search for images versus videos or click on maps listings often- to tailor the search results to each user.
This means that different individuals searching for the same keyword may receive varying results based on their personal profiles. Because each user is seeing different results for the same query, relying on a software to track rankings for high priority keywords isn’t giving you an accurate read on what is really happening on the SERP. It also means that the results business owners and marketers are seeing when they search top keywords isn’t what the rest of their target audience is seeing.
Diverse Ranking Factors:
Rankings in organic search results are influenced by a myriad of factors, including website relevance, authority, backlinks, content quality, user experience, site speed, mobile compatibility, technical soundness, and more. While tracking keyword rankings can offer a general idea of your website's visibility, it fails to account for the complex interplay of these ranking factors. Personalized search further adds to the complexity, making it nearly impossible to have a definitive, one-size-fits-all ranking for a specific keyword.
User-Centric Focus:
The shift towards personalized search signifies a user-centric approach to search engine algorithms. Search engines aim to understand user intent and deliver results that align with their preferences and needs which emphasizes the importance of creating high-quality, user-focused content that engages and satisfies visitors rather than simply optimizing for specific keyword rankings. By focusing on providing valuable and relevant content to your target audience, you are more likely to attract and retain visitors, regardless of personalized search results. Plus, wouldn’t you much rather have a new client than a number one ranking?
Hyper-Local Relevance:
For businesses targeting specific local markets, personalized search becomes even more significant. Search engines prioritize local results by considering factors such as proximity, user location, and local intent. This concept becomes even more complex when you understand how the search engines handle location tracking.
Local businesses need to focus on optimizing their online presence through techniques like local SEO, Google My Business optimization, and garnering positive reviews. Tracking rankings alone will not capture the full picture of your local visibility, making it essential to embrace a more comprehensive approach.
Metrics That Matter:
Instead of fixating solely on keyword rankings, it’s crucial to focus on broader metrics that align with your business goals and objectives. Consider tracking metrics such as organic traffic volume, conversion rate and lead quality, and engagement metrics. These metrics provide a more holistic view of how your website is performing and the impact of your SEO efforts on user behavior and business outcomes.
In the age of personalized search, relying solely on rank tracking for organic SEO is no longer a sufficient barometer. Personalized search aims to provide the most relevant and personalized results to users, making keyword rankings a less reliable metric for evaluating the success of your SEO efforts.
Embracing a user-centric approach, creating valuable content, optimizing for local relevance, and tracking meaningful metrics will yield more actionable insights and allow you to adapt your SEO strategy to meet user needs effectively. By acknowledging the power of personalized search and embracing a comprehensive approach, you can drive better results, enhance user experience, and stay ahead in the dynamic realm of SEO.
If you’re interested in an audit of your current Organic SEO campaign or would like recommendations on how to improve your organic performance, Pink Paradigm can help. Book a meeting and let’s discuss your goals!
