The future of search is personalization, with both Google and Bing utilizing various factors like search history, location, and social connections to tailor results. Google tracks user behavior through various signals and has shifted focus from keyword reports to personalized search metrics due to the rise in click-through rates. Bing aims to leverage social data from platforms like Twitter and Facebook to enhance personalization, emphasizing the importance of location and user preferences in search results.

1. Surviving Personalization
with Bing & Google
SMX Advanced 2012
@Rhea | @OutspokenMedia

2. If you leave with one takeaway it
should be…

3. The future of search is
personalization.

5. Everyone’s results are already personalized.
Google Personalization Methods
October 2006
http://www.seobythesea.com/2006/10/google-
personalization-methods/
Google Now Personalizes Everyone’s Search Results
December 4, 2009
http://searchengineland.com/google-now-
personalizes-everyones-search-results-31195

6. Personalized Search Factors
Location Search history
Social search

7. How can Google see search history?
1. Browser
2. Toolbar
3. Google web searches
Reference:
http://support.google.com/websearch/bin/answer.py?hl=en&answer=9016

8. Check Your History
Curious? Check your search history:
https://www.google.com/history

9. How does Google see your network?
Reference:
https://profiles.google.com/u/0/connectedaccounts

10. How does Google track your friends?
• Your mutual connections with people on Google
products such as Gmail.
• Interaction you’ve had with others on Google
products.
• The links you've added to your profile.
• The connected accounts you've linked on your
Google Account.
• The people who are in your extended circles.
• Friends on external sites, when those friends have
connected their accounts on their Google+ profiles.

11. How does Google identify your accts?
Two primary signals that make an educated guess:
1. Similarities between your Google Account name
and usernames, and other account names and
profile names.
2. Similarities between your connections.
Reference:
http://support.google.com/websearch/bin/answer.py?hl=en&answer=1142745

12. Remember
to +1
Outspoken
Media!
Google tracks what you +1

13. How does Google track your content?
Reference:
https://plus.google.com/authorship

14. How does Google track social activity?
Formerly through PostRank, now social reporting:
• conversions
• sources
• sharing
Reference:
http://www.google.com/analytics/features/social.html

15. Measure Personalization Extent in GA
% signed into Gmail % networked w/social
(not provided) Twitter
Facebook
Google+ StumbleUpon

16. Personalized Search is the SE Arms Race
At SMX London 2012, AmitSinghal
stated that secure search was the
key to personalized results.
Google doesn't want to take over
Facebook, they want to enhance
search with the social graph.
Reference:
http://searchengineland.com/google-growing-
your-social-network-quantity-vs-quality-109210

17. Why did Google create (not provided)?
Keyword reports are obsolete when search
results are personalized.
And, if we could see which keywords were
driving personalized search rankings, it would
be much easier to game.

18. Bing has stated that:
“…social (who are your friends and what are
their interests), personal long term (who are
you as a user), short term personalization
(what are you trying to do now), location,
and privacy, transparency and control.“
Reference:
http://blog.search-mojo.com/2012/02/28/live-from-smx-west-how-
google-bing-personalize-with-search-history-geography/

19. Bing rank
=
authority
+
quality of keyword match
+
personal preference
+
social preference

20. Personalized search increases CTR
At SMX London 2012 AmitSinghal shared that
Google is seeing increased click through rates
from personalized search results.

21. What’s in it for Bing?
Bing has a competitive advantage tapping
data from Twitter and Facebook and
dominance of real-time search.

23. LOCATION SEARCH

24. Write Geo-Targeted Content

25. Use Schema.org Markup Language

26. Offline Networking to Build Relationships

27. Get Zagat and Other Ratings

28. Make Your Site Mobile-Friendly

29. Targeting for multiple languages:
Reference:
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=182192

30. Local Search
Ask the expertsin tomorrow’s local panel!

31. SEARCH HISTORY

32. Brand Your: Name, Products, Company

33. Write Great, Relevant Content

34. Coordinate SEO with PR & Social
PR
SEO

35. Set up a Wikipedia Page

36. Submit data through Freebase

37. Setup Authorship

38. Brand thought leaders

39. Publish Content Often

40. Create Community Acct Logins

41. Use Gmail for login

42. Use events to drive queries

43. SOCIAL SEARCH

44. Create and post to Google+ page

45. Setup Google+ Direct Connect

46. Increase your Google+ followers

47. Use LinkedIn to Identify Your Network

48. Giveaways, contests, sweepstakes, etc.

49. Use Facebook login for comments

50. Create long&short-term content

51. Engage community

52. NOW, GO DO IT!!!!

53. Thank you.
t: @Rhea
e: rhea@outspokenmedia.com
Get all of the SMX coverage:
http://outspokenmedia.com/blog/