Search marketer Gord Hotchkiss interviews Google's SEO master blogger Matt Cutts on the effect Google's move toward personalization will have on the "art" of search engine optimization. Per his
previous interview with Marissa Mayer, vice president search products, services and the consumer experience, he found out Google's personalization push will be less game-changing than a Google index
update: only about two in 10 search results would be impacted by personalization, and never the No. 1 organic result.
Nevertheless, personalization will be something SEO specialists
need to consider -- especially because it's an ever-changing animal that will become more important over time. Personalization marks the end of the universal search result. So what can search
optimizers do?
Cutts says the push presents a fork in the road for SEOs: are they optimizing primarily for search engines or for users? If the SEO knows about social-media optimization, they'll be
prepared for some of these challenges if they choose to go the latter route. The return for taking the former is going to be a little less and require harder work. Cutts says that increased
localization will likely have more impact on the SEO industry, so search optimizers would be smart to focus their efforts there.
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