In the old days, the way to get well ranked by search engines was quite simple. A good keyword could put your site on the top, regardless if the result page was satisfying the search query. The success of the search engine result page (SERP) was to deliver results matching the keyword.
Today, search engines try very hard to know what the searcher is looking for. Thus, the success of the SERP is to determine the idea matching the keyword and then to deliver results matching the idea.
There is one idea and not the least point Google says talking into consideration to identify who the searcher is and what his/her ideas are: the search history. Unfortunately, there is no way for SEO to “manipulate” the search history. Is it reducing SEO importance? Google is very smart and they could certainly display a SERP based on the browsing history. To my opinion, you can take a big breath, if the principle sounds great, it is not a good strategy. In fact, whether you are a lady who had looked for a “weight loss diet” or a men who had looked for a “beer diet” in the last hour, at the time of the search for “second hand car” there is not way Google could predict whether it should display first a Honda retailer for the former and a Ferrari retailer for the later. When many families have one shared computer, it would seem very dangerous to take the dad’s history to deliver the mom’s results… At the time of the search, searchers are equal, there is no need to hide yourself!
The keywords remain the pillars of SEO so how SEO can adapt to this new pattern of result delivery? The main difference resides in the keyword research. It is important to define the search result that is intended by the searcher. Search engine optimizers from your SEO Company India must then use not only the semantic field around one keyword but actively search for synonyms. SEO jumps beyond keywords, it holds to an idea.
The other main point to take into consideration with a keyword is the geographic location of the searcher. It is evident that the intended result can be very different and the SERP has to adapt. If you are looking for home furniture in Los Angeles, you are certainly not interested by getting the best deals from a store in New York. The SERP has become intuitive using different information to avoid displaying websites that are not relevant to the searcher. In contrast, if you are an fan of baseball and you are looking for a major event, the search engines must give you the relevant choice on a different result scale.
How search engine optimizers can give hints to Google to promote a site where it belongs? A relatively new way is to taking advantage of Google segmentation i.e. the subset of searches by using categorical tags. For example, a keyword such as a country can lead to different expectations that are hard to discriminate. The searcher may look for news, images, travel agencies, recipes… It is important to try to enter SERP subcategories.
The take home message is that SEO India evolves with search engines’ algorithms but SEO is the only way to feed search engines with effective data.