• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Personalized Search - SMX Toronto 2010 - Rob Garner - iCrossing
 

Personalized Search - SMX Toronto 2010 - Rob Garner - iCrossing

on

  • 2,374 views

"Personalized Search - The Basics, Google Ethos, and Optimization" as presented by Rob Garner (@robgarner), Strategy Director, iCrossing, at the Search Marketing Expo (SMX) in Toronto, Canada on ...

"Personalized Search - The Basics, Google Ethos, and Optimization" as presented by Rob Garner (@robgarner), Strategy Director, iCrossing, at the Search Marketing Expo (SMX) in Toronto, Canada on Friday, April 9, 2010.

Statistics

Views

Total Views
2,374
Views on SlideShare
2,360
Embed Views
14

Actions

Likes
2
Downloads
28
Comments
0

3 Embeds 14

http://www.slideshare.net 6
http://ec2-46-137-68-169.eu-west-1.compute.amazonaws.com 6
http://173.255.241.176:8080 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Personalized Search - SMX Toronto 2010 - Rob Garner - iCrossing Personalized Search - SMX Toronto 2010 - Rob Garner - iCrossing Presentation Transcript

    • Personalization: The Basics, Google Ethos, and Optimization Rob Garner SMX Toronto Strategy Director April 2010 iCrossing
    • Agency services Research & Website Search Mobile Media Social Media Analytics Development Optimization Marketing • Market research • Paid search • Site development • Natural search • Social media • Mobile strategy • Campaign media strategy optimization audit development analytics • Display and rich • User experience • RSS Feeds • Reputation • Mobile site • Integrated media advertising development • Content management development and dashboard • Online to offline • Creative and syndication • Word-of-mouth optimization reporting integration technical design campaigns • Mobile media • Linguistic • Global campaign and development campaigns Profiling integration • Experiential Mapping Technology • Merchantize™ • Interest2Action™ • Network Sense™ • Network Sense™ • Sharp View™ Paid Media Search Analytics Reputation Monitoring Social Media Marketing Dashboard COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
    • with clients including… COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
    • Awards and Accolades Search Agency of Top Digital Agency the Year Top Search Agency Top 25 Interactive Fastest Growing Companies Number One Search Agency Top 25 Interactive COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
    • THE BASICS
    • Personalization is a significant philosophical shift, From the objective results To the subjective results COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
    • But the reality is that the current state of SERP changes are somewhat subtle Turned-off Session-based, signed out • 20% displacement of organic rankings based on session activity alone (lower ranking displacement not shown) • This search preceded by “arkansas things to do,” “arkansas vacation,” “arkansas hot springs rock and mineral shops”, etc. • “We're generally not changing the entire character of the page” - Brian Horling, Google, SMX West 2010 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
    • Personalization impacts both paid, natural, and feed submissions COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
    • As a user, you can turn it off, but it’s not easy • Add “&pws=0” to the end of your URL string in the address bar • Signed-in searches, you must remove all Web History – http://www.google.com/support/ accounts/bin/answer.py?answe r=54067 • Signed-out searches, click on “Disable Customizations,” and/or clear browser cookies – http://www.google.com/support/ accounts/bin/answer.py?answe r=54048 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
    • Personalization algos can vary for multiple users on the same machine • Theme and interest based • Session data can shape results, and help differentiate between multiple uses on one machine Happy couple who might be searching on the same computer. Google sees them as two different people Photo CC - Flickr COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
    • Personalization is available worldwide, in 40 languages • Arabic • Greek • Russian Bulgarian Hebrew Serbian Catalan Hindi Slovak Chinese Indonesian Slovenian Croatian Italian Spanish Czech Japanese Swedish Danish Korean Ukrainian Dutch Latvian Vietnamese English Lithuanian …And others Filipino Norwegian Finnish Polish French Portuguese German Romanian http://googleblog.blogspot.com/2009/12/personalized-search-for-everyone.html COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
    • You can click on some searches to view customizations COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
    • Ranking reports are no longer fully stable • Can be biased towards – IP address – Applied user history on machine – Other personalization factors • Objective rankings can be taken via proxy – But it still doesn’t tell the whole story on personalized referrals – Overall, scraper-based rank checking software should remain a directional datapoint of performance COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
    • But ranking reports won’t die… • … They will just shift to analytics-based tracking • Personalized results will pass a ranking variable in the Google referring string “cd=1”, with 1 equal to the organic page ranking • Actual average position may become the norm for organic rankings • Full implementation would enable natural position reporting to become more effective and accurate – http://analytics.blogspot.com/2009/04/upcoming-change-to-googlecom- search.html COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
    • Other fun facts • Personalization encompasses mobile, geography/local, theme, user behavior, and web search history • 180 days of history are considered for non-logged-in users • If you are logged-in to any Google service, then you are receiving personalized results – Adwords, Orkut, Gmail, Adsense, etc. • Site data is a signal, measured from the URL string and also the Google Toolbar • Yahoo and Bing also have some personalization elements, but are not as robust as Google • Personalization is nothing new – So don’t freak out COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
    • THE GOOGLE ETHOS AROUND PERSONALIZATION
    • Google’s “obligation” to use your data • At the first SMX Advanced in Seattle, June 2007, Matt Cutts stated that Google had an obligation to leverage the personal data provided by its users into something useful. Personalization is one outcome of that obligation. • Google’s Craig Silverstein once painted a futuristic portrait of personalization in his description of “search pets” – essentially these are robots that know you and can complete various tasks on command Bottom line: Hyper-personalization is a core goal at Google, and will continue to impact the results – we may just be seeing the beginning COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
    • Bryan Horling of Google, interview with The Register • March 3, 2010, SMX West : • Google personalizes 20% of all web searches, based generally on web history, location, and social factors. • “As it stands today, just about every user who is engaging with Google search today is affected [by personalization].” • "For years, we've been personalizing for an entire continent [or country]," • "You should be creating compelling and interesting content that's focused on the user. Your website should be fast. It should be clean. It should be understandable. It should be compelling enough that users want to return to use it." http://www.theregister.co.uk/2010/03/03/google_personalized_search _explained/ COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
    • OPTIMIZING FOR PERSONALIZED RESULTS
    • There are many different signals related to personalization • Geo – IP address – Google Nearby • Time of day • User behavior – Session data can differentiate between users on the same machine – Web search history – Toolbar data – Bookmarks – Clicks • Social – Links in your Google Profile – Links to your social network profiles (ex. Twitter) • Technical – Device COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
    • Optimizing for Personalized results • Do the basics very well – Clean tech hygiene, know your analytics, good page markup, thoroughly tested keyword targeting • Optimize for search with personalization turned off • Develop both high-level themes, and long tail themes • Build up your social networks, and use them to disseminate and promote relevant content • Know your target user through market research • Develop compelling content strategies “On The Impact Of Personalization And Real-Time Search” http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=118830 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
    • Knowing your target audience is now more important than ever • Inform your personas through interviews, and ask subjects to talk about how they search; or, better yet, observe how they search online • Map keyword learnings into more complex scenarios for the process of finding • Leverage learnings from paid search and analytics data early on • Remember that often the real gold mine in all of market research is finding and leveraging just one new word or linguistic cue • Get out of the habit of making assumptions based on what you think your target audience will search for. • Look to social networks for linguistic cues • Use internal searches to help inform campaigns and future designs • Consider the various types of digital assets, and how your target audience searches for them “The Days of Guessing at Keyword Research Are Over” http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=121839 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
    • Use search data and ask search questions when developing personas “More About Search In The Web Design Process” http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=120971 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
    • Getting back to basics: Internal SEO considerations that a site owner controls • Article Syndication • Micro Sites and Sub-Domains • Body Content • Obtaining Links from Relevant Sites • Canonicalization Issues • On-page Javascript and CSS • Cloaking • Optimizing Images • Digital Assets • Page Titles • Directory Presence • Redirecting • Document Accessibility • Requiring User Actions • Duplicate Content • Robots.txt Files • Frames • Secure Servers • Hidden Text • Server Location • Internal Linking Optimization • Sites Built in Flash • Javascript & Flash Navigation • Splash Pages • Market Research • URL Structure • Meta Descriptions • Using Ajax “22 Considerations for Improving Natural Search Performance” http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=73550 “Hot SEO Trend for 2010:Getting Back To Basics” http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=123631 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
    • It’s worth repeating To succeed in a personalized world of search… Do the basics very well COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
    • THANK YOU SMX Toronto April 2010 Rob Garner Strategy Director iCrossing.com Rob.Garner@icrossing.com 214.676.2089 @robgarner www.facebook.com/garner GreatFinds.iCrossing.com Linkedin.com/in/robgarner Media Post Search Insider Blog COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26