SEO trends move fast, so it’s OK to jump in where you are! Use this primer to get
clued in to some of the current jargon and trends in SEO.
Coming soon to a search engine near you:
meaning search results that vary based on the searcher’s profile and past behavior. Per-
sonalized search may be applied to organic or PPC results and could be used to target
users who, for example, have made certain previous searches or have made online pur-
chases within the last 48 hours. In organic SEO, personalized search would throw a
wrench in the works by making rank tracking nearly impossible and adding further
complication to already mysterious ranking algorithms. But in PPC, it has excellent
potential as a targeting tool.
Social Search Social search
is any system that uses community-sourced information to
determine search results. Although social search is still only a small percentage of over-
all search traffic, it’s a trend to watch. There have been many attempts in the past to
incorporate the wisdom of the masses into search results, but social search really hit
the big time when Yahoo! bought up several companies that use this type of system
(flickr and del.icio.us are the most well known) in 2005 and 2006.
Mobile search is like one of those up-and-coming neighborhoods that
never quite ups and comes. Web developers are still working out the kinks of building
websites in formats that can be viewed on mobile phones and handheld devices. Mean-
while, search engines, most notably Google and Yahoo!, are working hard to place
themselves in the middle of this growing search sector, especially by combining local
and mobile search. The SEO community remains on the sidelines, watching and wait-
ing to see if mobile search will ever really take off.
Not a new marketing concept, but one that is making its way into
mainstream SEO. This is simply a more creative and in-depth way of defining a site’s
target user than with simple demographics. So, for example, instead of targeting
“women in their 40s who drive minivans,” you might think instead about a persona,
Barbara, who is 42
, and her scenario:
She has two daughters, both A students in pri-
vate school. Barbara enjoys infrequent but expensive outings with her husband in her
affluent suburban town.
Personas and scenarios can be helpful in determining your tar-
geted keywords or identifying your landing pages.
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