Keeping Up with Personal Searches

1. KEEPINGUPWITH THE CHALLENGE OF PUTTING TOGETHER A PERSONALISED CONTENT PERSONALSEARCHES:

2. As machine learning and artificial intelligence continue to deepen the understanding of the online consumer's behaviour and their needs and dilemmas in the context of search, search engines are able to collect more data from impressions. The results that people get from web searches become more relevant and accurate and appropriate to the time the search was done. This gives web users a sense of recognition and they build trust on search in the manner you would seek advice from a trusted friend. To illustrate, we have come to search using phrases rather than keywords, even using trigger words that are egocentric such as how, where, when, why, Can I, etc. For example, "Can I eat apples on an empty stomach?," or “How often should I shampoo my hair?” are the manner by which personal searches have been constructed. In addition, the use of “me” and “should I?” have increased in the last couple of years.

3. It becomes a two-way process that works well and gets even better for as long as there is trust in the relationship.  Aside from friends and family, people rely on search engines to give them expert advice even on highly personal matters without hesitation of being judged. This is a perfect time for marketers to take advantage of personal searches as a means to figure out their buyer personas and reach out to them effectively and as personalised as possible. Content Strategist at Zazzle, Emma Derbyshire shared a few ways of optimising content for personalised searches. 

4. 1. Tools Answers to some questions require different factors including gender, body weight, activity, etc. Examples of questions such as “How much water should I drink per day?” or “What is the safe calorie intake for me?” are best explained using calculating tools. For personalised and accurate answers, readers are more likely to enter their information. A website that offers this kind of tool will more likely gain more in-depth reading than a website that just provides the average recommended water or calorie intake.

5. 2. Case studies and testimonials. Some questions are more complicated and may not be simply answered in the same manner as our example on water or calorie intake via a calculating tool. Depending on the case, we can provide case studies and testimonials to show what worked for others. This type of strategy may resonate with people if presented on the right timing within their buying journey and encourage them to inquire for more personalised answers.

6. 3. Hygiene Content or informational content - This refers to maintaining your content so that it is updated, as specific as possible to your target visitors, and that on-page content is optimised for longtail search (tailored to your buyer persona). Other essential practices include a clear call to action that points the users to personalised answers or if we can get them to a level of contacting touchpoints (email, email forms, phone call or subscribe to newsletters) will usher target customers into a tighter engagement and not fall off from their buying journey.

7. 4. Thought leadership and expert content - With more people relying on expert content to answer their questions, content marketers should keep up by strengthening the integrity and quality of content on their website. Expert content will also mean appearing in SERPs and earns the site more users trusting the site for advice. Source http://digitalmarketingauthority.blogspot.com/2 018/02/keeping-up-with-personal-searches.html