- A Helpful Solution to a Complex Challenge
By John Alexander
If you have not read parts 1
of this article you should review these first.
Personalization is not some new shifting of the algorithms,
but rather it is a personalized shuffling of results based
on each users search history. This means if 3 people sit
down at the same computer, they could potentially see
completely different results (even for the same keyword
phrase) based on their own search history. The next thing to
be aware of is that ranking "in the traditional
sense" of the Top 10 or the Top 30 results can no
longer be determined, since the search engine is delivering
up results based on each individuals search history.
"Ranking" is not dead - it just needs
to be understood in a different light. I'll say it
again, ranking is not dead - it's just different than you
thought it was. In the future, it will continue to become
more different and for SEO professionals and business owners
to be truly successful and maintain visibility, it will
be a question of how your Web pages rank, FOR the biggest
percentage of the most correct audience AND for what
percentage of the time?
But there are some powerful solutions to help you that don't have to be too
complicated to understand.
If you understand the challenge, then what is the best
One of the keys we teach our students are the details
surrounding how personalization of search works and how a
search engine actually uses Latent Semantic Indexing (LSI)
and Artificial Intelligence (AI) to "understand"
the context of what a search engine "thinks" based
on AI. We get into the details of explaining "concept
networks" and a whole lot more.
At your local Search
Engine Academy we teach on these and other very advanced
topics to help students of SEO really get their minds around
the why factor.
But this week I promised to show you an easier solution to
help you get your pages found despite the growing and
imminent effect of the "personalization of
If you remember how powerful the original ThemeMaster tool
was, it had the ability to show you groups of important
secondary supporting terms based on "what a search
engine understands" through AI as opposed to what a
human being understand and "thinks" might be
related through a Thesaurus.
ThemeMaster was the true grand daddy of all LSI based tools
and while the original program was a joy to use,
unfortunately it no longer exists these days. It's now long
gone and part of SEO history.
But here is something brand new for 2009:
Introducing SEM SCOUT
by Mathematician and LSI expert Michael Marshall.
Search Content Optimization Using
One of the cool things that SEM SCOUT does that ThemeMaster
did not do, is that it allows you to analyze the Theme for
any page to find the best supporting terms. Then it allows
you to change your content and shows you in real time how
improved you are on a scale of 1 to 100.
Another very cool thing that SEM SCOUT has is a personalized
video tip system where you can listen and watch Michael
Marshall give you new tips about optimization and using the
tool. Each time the button goes green, there will be a new
short video where can listen to LSI expert Michael.
One of the sharpest things I like about this tool is that it
works in real time and it even allows you to make changes to
your content within the tool and know for certain which most
important related terms are missing from your page. It's
like pulling up the missing pieces to a puzzle "based
on most important terms" to "lesser important
Then it also highlights the words that are missing from your
Web copy in a red text font.
Come attend one of our
local community Search
Engine Academies for in-depth skills on solutions to these
issues and all of the other issues that are keeping your Web
site from performing.
the meantime, for those of you who are looking for a tool to
really help make sure your content is getting found despite
the personalization of search try SEM SCOUT.
local upcoming dates and locations. We have lots of
new things to show you.
About John Alexander
John Alexander is Co-director of Training at Search
Engine Workshops offering live, SEO Workshops with his
partner SEO educator Robin Nobles, author of the very first
comprehensive online search engine marketing courses. John is author of an
e-book called Wordtracker
Magic and has
taught SEO skills to people from 87 different countries world
wide. John is also Director of Search
Engine Academy with localized Search Engine Academy
training centers where the Complete SEO Mastery Workshop and 6
Month Mentoring program is taught locally to business
owners and individuals in
communities across North America and
Internationally in Asia.
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