As Google and other search engines develop their algorithms to recognize and deliver more personalized search results to their users, online businesses need to adapt and get personalized SEO marketing services as well. There are different ways you can personalize content and marketing strategies for your audience: It could be based on your their past activity, on the device they used, on their general demographic – the options are only limited by your imagination.
While personalization is good for delivering more relevant results to users and for leading your target market towards fulfilling your conversion goals, it has a catch. Too much personalization of your SEO marketing service can lead to you putting your audience in a filtered bubble, where the information they receive is limited and too tailored. How do you know when personalization is too much?
Defining the Marketing Bubble
The marketing bubble, or a filter bubble, is information uniquely tailored for each individual, which they see because of personalization. In online marketing, the personalization of search results is done based on search history, browsing activity, and social activity among other things.
Like “Bubble Boy,” a marketing bubble controls and limits the information your audience finds online
When search engines personalize the results they deliver for your search query, they select the most relevant results according to social signals, previous searches, and (thanks to updates like Hummingbird) the context of your query. They deliver the information that matches your implied search criteria while omitting other information that you may find interesting, though unrelated to your original search. This is the marketing bubble.
Content Consumption: Knowledge vs. Efficiency
The first step towards avoiding the marketing bubble is to determine the purpose of marketing your content. Do you want to present your content in a way that enriches your audience’s knowledge extensively? Or do you want to offer your content in a way that silences the noise online and answers questions quickly, focusing on efficiency?
In an ideal world, you should be able to do both at the same time. Delivering tailored content works for your target audience if they are looking for specialized solutions, or if you are serving them a fresh approach on something they already know. Developing a more generic marketing approach, meanwhile, works if you are talking about something new and you can create an extensive discourse on that specific topic. By beginning to construct your strategy with this mindset, you can switch from one style to another without difficulty, thus preventing a marketing bubble from forming.
Straight to the Point
Audiences are getting smarter, and they want substance when they select content to consume. Gimmicks won’t work anymore – you need to personalize based on where your audience is in the buying process. You’ll need to directly answer the most pressing questions of your market. What od you have to offer? When can we get it? Why do we need it? How do we use it? These types of questions are what your audience wants to see.
When personalizing your direct answers, it’s best to segment your market and think about where in the buying process they are located. For example, when sending newsletters talking about a newly-released product, it sounds more natural for you to send generic news announcements to new leads. You’ll need to personalize the newsletter you send for returning clients and for repeat customers to make them feel you are giving them the attention that they require.
Alerting Audiences to Personalization
The most important thing to note about personalization and the marketing bubble is that you or your SEO agency may be forming the bubble without letting your audience know. This could lead to your target market thinking that the information you provide is limited, and may lead to them looking for options outside of your business.
Inform your audience that you are implementing personalization when serving different types of content, whether through their RSS feeds, social media, and other platforms. If you are serving the content on your website, it’s best that you give your readers the chance to choose how to personalize their results, and give them the option to undo the personalization if they want to receive general information about your services or products.
We’d be happy to talk about your SEO marketing strategy and developing a personalization plan for your target audience. Call us today to get started.
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