There have recently been several important developments in the search engine optimization world that will significantly impact your SEO optimization efforts. The major issues are a result of changing technology in the area of behavior-based search, intent-based search and blended search (like Google Universal). These technologies collectively impact search engine marketing and SEO in significant ways.
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Behavior-based Search — This is the tailoring of search results based upon the behavior of the searcher. If I search for "java," the search results are tailored based upon my search history for either programming, beverages or travel. And if I am into travel, the search results are biased by my interest in certain types of travel activities (such as scuba, fishing or sailing). This means that a given number of people searching for the same information will likely see different rankings or results pages. This mandates that the SEO keyword selection process consider the behavior and the community of the searcher in the overall keyword selection process. To accommodate behavior-based searching, SEOs should use keywords on the site that are common to their target audience.
Intent-based Search — This is the determination of the searcher's intent, categorized as commerce (shopping) or research. Certain SEO project phrases are obviously for research, and the sites do not need to be physically local to the searcher. In such cases, the most relevant sites can be located anywhere. But if the intent is shopping, or appears to be urgent, then local results are presented. Even without a Google sign-in, results are often targeted based upon the IP location of the searcher, and local results are given precedence. As such, sometimes a searcher from New York will see different results than a searcher in Los Angeles for the same query. In this case the SEO should use keywords on the site that are local to their target audience.
Blended Search — This is where Engagement Objects impact search. There are many items that can be added to a Web site. One job of the search engine optimization and Web design team is to mingle video, MP3 sound files, images, maps, blogs, news and books within the Web site. The search engines want to improve the engagement of the searcher with the resulting sites, and enhanced interaction requires the inclusion of what we have coined as Engagement Objects™. We believe that without these objects in exactly the right formats, your site will not rank as high as your competitors who engage their visitors. Those more engaging sites are expected to rank higher in the search results.
We have a search engine marketing tool we call Johnny Buttons™ that allows you to install the video buttons like the ones we have on this site. The code can be downloaded from the Engagement Objects™ section and installed onto your site without technical confusion. The download (coming soon) contains all you need to make it work for you.
Once you identify opportunities to add Engagement Objects to your site, be sure to use SEO optimization selected keywords just as you would in any other content. It will contribute to content structure and theme, and it will certainly aid engagement. Adding Engagement Objects is a part of the SEO process and should be done.
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