Personalisation to have "medium" impact on SEM
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Personalised searches will have a "medium" impact on search engine marketing (SEM), according to one expert.
Li Evans from Search Marketing Gurus told WebProNews that the industry in general will be affected, but especially the realms of pay-per-click marketing and search engine optimisation.
"As the search engines try to tailor what the searchers are really interested in clicking on, it's going to become more evident that sites that have relevant content and ads are the sites they searchers are clicking on," she told the website.
Ms Evans added that companies with websites will have to look beyond pay-per-click and take "a more holistic view" of the market, adding relevant content, title tags and meta-descriptions to their sites.
Meanwhile, Eric Ward wrote on Search Engine Land yesterday that website owners should proactively contact the creators of Google Custom Search Engines (CSE) to ensure that their sites are picked up in their rankings.
"Use the Google CSE directory and see if there are engines that fit for your content. If you find one, contact the owner and suggest inclusion," he said.
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