Google personalizes search. And here’s what that should mean for you.
A few weeks ago, I did a search for “top gun” in Google. It was actually for another weekly email, How to Create an Amazing Resource Page.
After that search, I left Google and a few minutes later went back and starting typing in “imdb” and then Google suggested “imdb top gun.”
Now maybe that doesn’t surprise you. Maybe you’ve noticed this before.
Or maybe you’re thinking, “Top Gun is an amazing movie. Of course it’s the number one suggestion after imdb.”
For those that don’t know, IMDB is the “Internet Movie Database.” It’s where you go when you say, “where do I know this actor/actress from?” If you haven’t ever been trapped in an IMDB hole, I apologize because you’re going to now…
Anyway, it didn’t surprise me either because I know Google personalizes search results, but it was a good reminder…to remind you.
EXAMPLE 1: Pretend you own a hair salon.
- A local, potential client searches, “hair styles for older woman”
- The searcher gets some ideas from someone’s great content and has ideas to bring to their hair stylist.
- But wait, they don’t have a local hair stylist. So they search, “hair stylist grand rapids” (or wherever you’re from).
If there is a local business that specifically has a mention or helpful content related to haircuts for older women, wouldn’t you think Google would be more likely to recommend that business because they may offer a better experience???
YES is the answer.
EXAMPLE 2: Pretend you own a software development company.
- Your target buyer is in healthcare and they search “emerging technology in healthcare” (real keyword that gets searched about 590/month).
- They educate themselves on trends, new technology, etc.
- They don’t have a development partner they work with or they want to find one with healthcare experience, so they now search “healthcare app developers.”
If your website has relevant content about healthcare and specifically, “emerging technology in healthcare,” then Google is much more likely to recommend you or, better yet, you could get in front of them first by dominating topics like “emerging technology in healthcare.”
THE TAKEAWAY: Pay attention to what your potential client could be searching/doing/interested in/talking to a friend or colleague about BEFORE they could be ready for what you have to offer. You could get in front of them before anyone else.
How do you do this?
Care more about them.