What Personalization Means to SEOs

In his ClickZ column today, Intrapromote's Eric Dafforn takes a look at the effects of Google's roll-out of personalized search results. We discussed the move on the SEW Blog on Friday.

Dafforn admits that as an SEO professional, he shares concerns of no longer having universal control over the Google results page. But he also thinks the reliance on rankings has held back search marketers and their clients from doing some more advanced marketing. He lists off several events that were predicted to change the face of search, and became the norm.

He predicts that the change will force marketers to think more about end users: "Corny as it might sound, designing sites for users has never been more important for search marketers than it is today, if for no other reason than the single algorithm you're chasing now will soon be 500 million little ones."

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.