The document discusses how machine learning and local SEO will shape personalized search in the future. It provides tips for local SEO best practices, such as building location-specific content and listings. It also examines how Google uses personalization factors and RankBrain technology to improve search results for users. The future of search will be driven by machine learning systems that can better understand user intent.

1. Digital Henley – July ‘16
Patrick Langridge
Head of SEO
@patlangridge
patrick.langridge@screamingfrog.co.uk
Machine Learning & Local SEO: The Future of
Personalised Search

2. History Lesson
@patlangridge

3. Google Today
@patlangridge

4. Google Today
@patlangridge

5. Plumber
@patlangridge

6. Venice (2012) & Pidgeon (2014)
@patlangridge

7. Why Does This Matter?
@patlangridge

8. Local SEO Best Practices
@patlangridge
Build really really really good location landing pages.
Unique, descriptive, rich, relevant and locally focused content.
Compliment text with images, videos, infographics, CTA’s.
List areas/towns/villages covered by a service or shop - maps.
Use local data to create compelling stories.
Customer reviews/testimonials, case studies from specific locations.
Use local staff/managers/engineers to help create unique content.
Showcase local community involvement/sponsorship/events.
Include local offers, specials and news.
Consider local forums for UGC, but only if manageable!
Internal linking, meta data page alignment, geo-targeting if required,
Google My Business, external links.

9. Local SEO Success
@patlangridge

10. Local SEO Ranking Factors
@patlangridge

11. Personalisation Factors
@patlangridge
 Location
 Device
 Browser
 OS
 Time Of Day
 Search History
 Logged In vs Logged Out
 Variety – CTR testing
 Information vs Purchasing
 Knowledge Graph
 Answer Boxes
 Carousels
 Contextual Relevancy

12. Google Worried?
@patlangridge

13. Search Queries by Engine (USA)
@patlangridge

14. Threats
@patlangridge

15. RankBrain
@patlangridge

16. RankBrain
@patlangridge
http://bit.ly/twoalgo

17. Questions?
Thank you!
@patlangridge
patrick.langridge@screamingfrog.co.uk
www.screamingfrog.co.uk