Well, no, I don’t believe so… but then I would say that being an SEO’er myself. Before I explain the reasons why, I should explain what personalised search actually is.
Before Christmas Google announced that it would be launching personalised search for ALL users of its engine. It essentially means that for those internet users who have web history enabled, Google will use this information to provide tailored search results.
Here are a couple of examples:
1) Google knows I’m a regular searcher of recipes. It also knows that I regularly click on Delia’s website from the results. Google may decide to promote Deliaonline.com for my recipe searches based on my search history
2) I type in “Java” into Google, which produces results on the island in Indonesia. Not results on the programming language. Why? Because it’s noticed that I’ve been searching on travel phrases for that part of the world recently, and noticed that I’ve not performed searches, or clicked through to any Java programming-related sites
Google had previously produced personalised results for those users who had enabled searched history whilst they were logged into their Google Account.
What does this all mean for SEO?
Unless this change signifies a major algorithm shift, then SEO still remains fundamentally important. Sites will still need to be built so engines bots can read them easily. Content will still need to be plentiful, unique and updated frequently. Sites will still need to attract high quality inbound links. Otherwise they will struggle to get good rakings within those personalised results.
Reporting SEO may change, as it will no longer be feasible to report universal ranking positions for an engine and country. SEOs and clients alike will need to focus on traffic and conversion stats from keywords, rather than position changes (which should be the case anyway).
I believe personalised search will emphasise the need for sites to perform better in terms of usability and conversion rate optimisation. Sites which are well designed, usable, retain visitors, have relevant content, have good calls to action are more likely to benefit from promotion in personalised rankings… but they need to be found in the first place!
Couldn’t agree more. I am certain that the SEO doom-mongerers out there (and there are plenty of them) are jumping the gun a bit.
I can’t see why this change in the way search results are ordered would have a massive effect on SEO. It’s my opinion that SEO, at least at a basic level, is simply good practice now in web design. Even if it had precisely zero effect on search results, I’m sure I would go through the same processes because 99% of the techniques used to optimise for search engines are actually beneficial to users, which should surely be at the forefront of every web designer’s mind anyway.
Doubtless, there will be some pretty major reordering of search results but it simply emphasises the importance of relevant, updated and well-ordered content. Surely that can only be a good thing?