Have you ever been scrolling through an email, an ad, and thought it was speaking directly to you? As if it knew exactly what you wanted without you even having to think about it yet? That’s the world of personalization in digital marketing and SEO and when you understand it, your life will never be the same regarding marketing.

Hello there! I’m a digital marketing specialist who has worked with brands of all shapes and sizes, from multi-billion-dollar health conglomerates to mom-and-pop shops. I’ve worked with companies such as Roche Diagnostic, Amber Court Assisted Living, The Cigar Diva, and Family Gamer Reviewer. I’ve seen what the power of personalized, digital campaigns can do to transform audiences from cold traffic to warm, converting customers.

What Is Personalization in Digital Marketing?

Personalization is when we take known information about a customer whether it be behavioral characteristics, geo-locations, interests, or search history and use that information to produce content and ads that seemingly appear unique and custom to their experience. It’s like a relationship. Instead of yelling into a crowded room, we’re having a one-on-one discussion.

Wherever we can customize cookie trails, analytics, customer files we can customize:

• Emails
• Website experience
• Recommendations
• Paid ads
• Social media
• And most importantly, SEO content

So, customers feel valued, appreciated, and like someone is paying attention. When people value something a company does, they are more likely to trust it and buy from it.

Why the Importance of SEO Customization

SEO used to be about keywords and backlinks. While keywords and backlinks will always be necessary, many search engines prefer humanized, relevant content. Therefore, customizing is key.

When blog articles, landing pages, and product pages reflect what that individual is searching for, your URL comes up higher in the search results. It’s not about getting traffic it’s about getting the right traffic.

For example, my SEO is customized because I use:

• Long tail keywords, for example, “best affordable skincare for dry skin in winter” instead of just “skincare”
• Blog posts that answer specific questions rather than just giving an overview
• Geo targeting to take advantage of locational search
• The ability to make varying versions of content based on buyer personas.
  You’ll be working with real people, not just robots.

How to Personalize Your Marketing Efforts

Starting this process doesn’t need to take a lot of money or sophisticated technology. It starts with people. It starts with listening to your audience and caring about their needs.

Here are a few basic ways to get started.

1. Use customer data in appropriate ways If you have access to knowing who your audience is in terms of age, geography, purchases, purchase history, etc., then customize content accordingly. A mom in New Jersey buying No. 2 pencils for back to school is different from a 20-year-old male in Miami buying the latest headphones.
2. Segment email lists

You should never send one email to everyone. Instead, find groups within your list and provide them with offers or content that they will want.

3. Create blog posts based on questions

Use Google Search Console, Answer the Public, or create your own surveys to see what people are wondering and create content that solves the question in a proper fashion.

4. Integrate smart features on your site

Things like “recommended for you” on product pages or geolocation homepage banners that take into account the time of year or season.

5. Analyze and adapt
   Assess what’s effective and what’s not. Use Google Analytics and heat maps to reveal what users are clicking on, how long they’re staying, and what they’re ignoring.

Real Life Examples of SEO Personalization

For one healthcare client, I adjusted the SEO to accommodate more specific, long-tail search queries in the pandemic, i.e., “best memory care facility in Brooklyn for seniors with dementia” didn’t just bring people there—the intent behind those words was powerful. Within 3 months, this site’s traffic was 2x what it was prior and, more importantly, we saw a 40% increase in calls and walk-ins.

For a lifestyle client, The Cigar Diva, we helped her get from an unsuspecting website somewhere on Google search page to being located on page 1 of Google for product-driven keywords—because we catered to the intent-driven searchers with dedicated blogs and dedicated product pages, SEO that read like a human wrote it.

Why Personalization Matters Especially During Pandemic Times

Personalization is built upon empathy. You’re not trying to merely sell but instead trying to render the best service you can.

When someone is searching for assistance, they want you to be the brand that listens to them and not something that’s trying to sell them something. That’s the true secret of digital marketing nowadays; people don’t just want a good product they need to feel as if you’re relating to them.

With SEO and digital marketing personalized to your brand, you can be that someone.

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