Search Engine Optimization News Blog

Google has built a reputation for being able to anticipate searcher needs and serve up the best results based not just on keyword input but other factors as well. Lately the focus has been on local search.

With the expected explosion of mobile search looming, the idea behind localized search is faster access to the desired data. (This assumes that you are indeed seeking local results.)

Searchers logged into their Google account and conducting searches on Google will soon be seeing a note at the top right of the screen - ‘Customized for the San Francisco area’ (or the Dallas area, or Chicago, or maybe even Upper East Side?).

Naturally, Google is using your IP address to help create the results page. An interesting feature also appears next to the ‘customized’ info - ‘More Details’. This brings up a whole lot of information I bet you didn’t realize was being utilized to proffer even more customized results.

The query directly preceding your most recent one is taken into account to skew the results, as is a web history of your previous searches. Google analyzes the data to predict what type of results you want this time, based on your progression of search last time.

Google has been doing all this for a while, now, but with recent accusations that they don’t value privacy and their transparency leaves much to be desired, Google is ‘letting us all have a look behind the scenes’.

Of course they are quick to note that the most recent query information is only stored on your browser for a short time, and that it is immediately erased if you close your browser; also, they state that your search history ‘belongs to you’ and you can always delete it or log in from a different account if you don’t want your search history skewing the data.

As far as the mobile applications go, local is definitely the focus, Advertising is extremely costly, and SEO for mobile search is requiring a revamping of techniques to improve load time and uncluttered the tiny screens to provide the best search experience possible. Relevant results will need to be easily understood by the mobile user.

The increasing pool of potential customers and advertisers is sure to benefit Google if they can stay ahead of the curve, and with their attention to local search parameters that is exactly what they are attempting to do.

The majority rules, of course, and in most cases Google’s presumptions of what is relevant to you will probably be right on the money.