Read about Personal Searches
THE CHALLENGE OF PUTTING TOGETHER A
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.
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
Content Strategist at Zazzle, Emma Derbyshire shared a few
ways of optimising content for personalised searches.
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.
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
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.
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