What Personalized Search Results Mean for SEO

Google first introduced personalized search results in 2005 for signed in users with Google accounts. In 2009, personalized search was expanded to all users. However, new research on consumer sentiment on Google shows that 43.5% of respondents do not realize that their search results are personalized.

In this blog, I’ll cover the key factors you need to succeed with personalized SEO results as well as the best way to optimize.

Personalization Factors

In reality, it has been almost ten years since all search results were the same for everyone. There are a number of factors that influence a user’s search engine results page (SERP).

  • Country: Location is a major factor. Users from different countries will see different results for the same search terms. One example often given here is that if a user searches for “football” in the U.K., they will be shown results that relate to what the United States refers to as soccer and the English Premier League. If a person in the United States searches for “football”, they will be presented with results that relate to American Football and the NFL.
  • Locality: Google goes much deeper than simply country level. Results are tailored to the user’s location right down to local city level. Most people will be familiar with searches like “best pizza near me” making it somewhat surprising that our recent research showed nearly half of respondents were unaware that Google personalizes their search results.
  • Web History: The goal of Google’s personalized search results is to provide users with the most relevant and useful information possible. By factoring previous searches and viewing history into account, Google can present users with results from their preferred sites which they are most likely to visit.
  • Device: People who use Google to search on their mobile device will see different results than the same search on desktop. Google uses a different algorithm for mobile ranking with increased focus on user location.

Keyword Tracking

One way personalization has changed SEO is that it makes keyword rank tracking more difficult. Personalized search results mean that tracking where your site ranks for keyword search terms is not always crystal clear. Depending on the personalizing factors we have outlined above, users will see different results for the same search terms. That means you can never really get a 100% accurate representation of your keyword ranking.

Rank tracking your non-personalized search can help you establish a baseline, and this data can help you see how changes on your site have impacted your ranking. However, it is not advisable to spend too much time obsessing over keyword rankings. Your site traffic is a much more important data point than your keyword rankings.

How to Optimize for Personalized Search Results

The fact that 43.5% of respondents to our survey didn’t realize their search results were personalized leads us to believe that many businesses are not optimizing their sites for personalized searches. There are some steps companies can take to give them the best chance of ranking today.

  • Think Local: Make Google’s location settings work in your favor. Take care as you compose your meta descriptions and title tags. If you get onto page one of Google, you have one chance to impress so make it count by using your allotted characters wisely. If you want to dominate the local market, it is a best practice to put the name of your locality into your meta descriptions and/or title tags. You should also make sure that the most up to date and accurate business details are added to all online directories like Yelp and, most importantly, Google My Business (GMB). Claiming your GMB page is easy, but the business owner must claim it. Simply log on and verify your business. Remember to make sure your details are added to all online directories and not just the major players like GMB and Yelp. Bing Places for Business and others are low hanging fruit that can really help your site’s performance in local search rankings.
  • Focus on Long-Tail Keywords: It is estimated that up to 80% of searches are long-tail keywords. The reason that SMBs should focus on long-tail keywords is that competition is lower so they are easier to rank for and user intent is much more targeted. By working out the long-tail keywords that can drive conversions and revenue, you can start to see real ROI from your SEO efforts.
  • Mobile Optimize: It goes without saying that you need to optimize your site for mobile visitors in 2017 and learn to thrive in Google’s mobile search index. Having a low click through rate can harm your ranking. If you manage to get onto page one, you don’t want to undo all your good work with a site that does not meet user expectation on mobile.

How have you used personalization to appeal to your target audience? What do you plan on adding to your SEO to improve your personalization? Tell me about it in the comments!

The post What Personalized Search Results Mean for SEO appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/personalized-search-results-mean-seo.html

Transform Photos into Art with Deep Learning

Life is like a camera. If things don’t work out, you can take another shot. But if you get that perfect picture, you will want to capture the moment and, perhaps, transform it into a work of art.

Have you ever seen art so beautiful and resonating that you wish you could transform your favorite photos into that style? Or perhaps you are a frontend developer or designer seeking an easier way to turn your images into something that’s more appealing, or fits the theme for a special occasion or unique scenario? Maybe you have been tasked to come up with a fun photo booth for a birthday party that enables attendees to transform their photos into a style of art they like? Check out the before and after of the photos below as an example:

Before (left) and after (right)

Before (left) and after (right)

Existing platforms like Instagram and Prisma enable users to upload images, apply different  filters and effects, then produce an image with a very unique style and artistic look. However, you may want to build a similar application that provides more flexibility for the type of art, as well as the kinds of images users can upload.

With Cloudinary, developing a platform that enables you turn photos into art is a breeze. All you need to do is add the style_transfer effect to any delivered image while specifying the image ID of the source artwork as its overlay and activating the Neural Artworks addon.

Source artwork (left), target photo (center), and style transfer result (right)

A Closer Look at Style Transfer with Cloudinary

Cloudinary is a cloud-based image and video management service that includes server or client-side upload, on-the-fly manipulations, quick content delivery network (CDN) delivery and a variety of asset management options.

The style transfer effect applies a complex deep learning algorithm—based on the VGG 16 neural network—that extracts artistic styles from a source image and applies them to the content of a target photograph.

Cloudinary’s algorithm takes advantage of Xun Huange and Serge Belongie’s enhancement on the Gatys algorithm, which make it possible to use any image for both source and target, and still deliver a good quality style transfer in real time, using a single feed-forward neural network.

Cloudinary’s implementation is much faster than other available services, not limited to pre-learned images, and even supports high-resolution outputs that are out of scope for similar services.

How to Implement Style Transfer

To apply this effect, simply specify the public ID of the source artwork as an image overlay (l_ in URLs) and style_transfer as the overlay effect (e_style_transfer in URLs). The target photograph is the public ID of the image to deliver. For example:

http://res.cloudinary.com/demo/image/upload/w_700,h_700,c_fill/e_style_transfer,l_sailing_angel/golden_gate.jpg
http://res.cloudinary.com/demo/image/upload/e_style_transfer,l_davinci_mona_lisa/golf_sand_st.jpg

Source Artwork (left), target photo (center), and result of the style transfer effect (right)

But wait, there’s more!

You can include the Boolean preserve_color option or adjust the style_strength of the effect like so:

Artwork (left), target photo (center), default style transfer (right)

Preserve Original colors in Style transfer (left), adjust Style Strength to 60 in Style transfer (right)

Give Style Transfer a Try

Back to the task you’ve been assigned—creating a photo booth with effects for a birthday party. Here’s a cool, simple app that demonstrates how style transfer works.

See the Pen Style Transfer Demo by Cloudinary (@Cloudinary) on CodePen.

https://production-assets.codepen.io/assets/embed/ei.js

You can start making yours by signing up for a free Cloudinary account and activating the Neural Artworks add-on. There is comprehensive documentation available to show how you can take advantage of style transfer in your applications.

You no doubt have a lot of ideas about how to turn your photos into art. With Cloudinary, it’s easy to make your vision a reality.

 

[– This is a sponsored post on behalf of Cloudinary –]

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from Webdesigner Depot https://www.webdesignerdepot.com/2017/08/transform-photos-into-art-with-deep-learning/

How to be a Superstar: Tips to Succeed in a New Role

Whether you’re an intern or a new hire, it’s important to make a name for yourself in your new organization. I had the privilege of interning at Marketo this summer, and it was an incredible experience. I’m heading into my Junior year at NYU, majoring in Business. I’m starting to narrow down exactly where in the business world I want to work. My experience working for a Demand Generation team has been terrific, and I’ve learned a lot about how to succeed in the business world. In this blog, I’ll outline a few key tips that I’ve found can help you succeed in a new role.

Find a Mentor

Right off the bat, I found a mentor who was able to guide me through Marketo during those first few awkward, and somewhat scary, days at a new organization. She gave me a run-down of the marketing department and how things function within the company. Through her guidance, I set-up meetings with all of the marketing team managers to get a better understanding of their role and their experiences in the field of marketing. I highly recommend doing this at the beginning of an internship or new job. It’s a great way to meet the people you’ll be working with, and it helps you to get an understanding of how everything works. For me, it was great to see potential aspects of marketing that I would want to be involved with in a potential future career.

Take on a Variety of Projects

After getting a better understanding of how marketing works at Marketo, I was open to any and all projects given to me. I think the best thing to do when you’re just starting out is to take on a variety of projects. It not only expedites the learning process, it allows you to showcase your talents and strengths to a wide variety of people and makes you a reliable and multi-faceted employee. And perhaps most importantly, it helps to build trust; your team knows they can trust you with any type of project. This increases your credibility and allows you to work on projects that aren’t mundane or boring. I did just this, and before I knew it, I started owning certain tasks and started completing high-impact projects that were for the head of my department.

Meet with your Managers

Since Marketo is a big company and my managers were busy, it seemed tough to schedule any time to meet with them. It’s very important to not ignore this problem; make sure to have weekly or bi-weekly 1:1 meetings with your managers. If you reach out and ask to schedule these, they won’t say no. They want to see you take the initiative. 1:1 meetings are useful to go over expectations, new projects, and review the work you’ve already completed. It’s also an opportunity to get to know your managers a bit better.

Go for Coffee

When it comes to getting to know your colleagues better, don’t be afraid to reach out and schedule coffee or lunch. I found that everyone was incredibly receptive to meeting with me for coffee or lunch. It allows you to get to know others on a more personal level and gives others a chance to see the real you, as cliché as that may sound. You never know when you’ll need help from your colleagues or work with them on a project, so it’s a good idea to get to know them before that happens. You truly get what you put into it, and that can be applied to relationships and the overall experience in your new role.

Work Hard but Enjoy the Experience

I followed this motto religiously during my time at Marketo, and it paid dividends. My team really valued my work and time and came to see that I was committed to the company and the internship. It was sad for them to see me go and sad for me to leave. But I end my internship knowing that I’ve learned more than any year-long college classes could have taught me, and I know that I have made contacts who can help me in future pursuits.

I’d love to hear what you’ve done to be a rock star at your new job or internship in the comments below!

The post How to be a Superstar: Tips to Succeed in a New Role appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/superstar-tips-succeed-new-role.html

NewVoiceMedia appoints President and Chief Operating Officer to strengthen U.S. presence

NewVoiceMedia, a leading global provider of cloud contact centre and inside sales technology that enables businesses to have more successful conversations, has appointed Dennis Fois as President and Chief Operating Officer to strengthen its executive team. Dennis’s responsibilities include global leadership of NewVoiceMedia’s marketing, product marketing and customer success functions. He brings more than 25 [more…]

from TheMarketingblog http://www.themarketingblog.co.uk/2017/08/newvoicemedia-appoints-president-and-chief-operating-officer-to-strengthen-u-s-presence-2/?utm_source=rss&utm_medium=rss&utm_campaign=newvoicemedia-appoints-president-and-chief-operating-officer-to-strengthen-u-s-presence-2

NewVoiceMedia appoints President and Chief Operating Officer to strengthen U.S. presence

Latest : NewVoiceMedia, a leading global provider of cloud contact centre and inside sales technology that enables businesses to have more successful conversations, has appointed Dennis Fois as President and Chief Operating Officer to strengthen its executive team. Dennis’s responsibilities include global leadership of NewVoiceMedia’s marketing, product marketing and customer success functions. He brings more than [more…]

from TheMarketingblog http://www.themarketingblog.co.uk/2017/08/newvoicemedia-appoints-president-and-chief-operating-officer-to-strengthen-u-s-presence/?utm_source=rss&utm_medium=rss&utm_campaign=newvoicemedia-appoints-president-and-chief-operating-officer-to-strengthen-u-s-presence

“State of SMS Executive Summary” – Text messaging research 2017

State of SMS Executive Summary – Text messaging research 2017 https://t.co/vHTUXvxNZS …please retweet pic.twitter.com/KW7sJK5Rsc — Will Corry (@slievemore) August 16, 2017

from TheMarketingblog http://www.themarketingblog.co.uk/2017/08/state-of-sms-executive-summary-text-messaging-research-2017/?utm_source=rss&utm_medium=rss&utm_campaign=state-of-sms-executive-summary-text-messaging-research-2017