In-depth competitor intelligence will tell practitioners how to prioritize the SEO factors to be optimized, revealing semantic relationships between the client’s content, the competitors’ content, and the semantic nuances of a keyword phrase related to search personalization of user results. Optimization in the era of personalization requires robust competitive intelligence, and this will pay big dividends to those who master analyzing the competitive landscape.
It is undoubtedly true that search will change dramatically once personalization is widely adopted. However, SEO is an art that is extremely flexible and will adapt with widespread use of search history to affect rankings. SEO practitioners have always been creative, and we will develop new techniques to achieve search visibility for our clients as personalized search becomes more prevalent.
SEOs are always trying to convince non-SEOs that there is some kind of secret to the art and science. There’s really not. It’s all so simple anyone can do it.
Personalization won’t change anything about SEO. On page factors are still important – they have never not been. Links are still important. Keywords are still important. Design elements are still somewhat important. If you learn the rules of SEO you can do it yourself. And you don’t have to do anything special to get ranked in some guy’s personalized page. Do SEO right and personalization won’t matter one iota. Do it wrong and nothing matters.
The reason most website owners need an SEO expert is not because they need some kind of specialized knowledge or skill to give them a boost in search engine rankings, but because they don’t have the time to do it themselves. After all, there isn’t enough time in the day to do everything. Is there?
Don’t listen to SEOs who try to make you think they are some witchdoctor with a magical cure. There is no magical cure. There’s just time-tested principles. SEO is the same today as it was yesterday and always will be.