My presentation from SMX Advanced 2012 on personalized search with Bing and Google. Get all of the session coverage at Outspoken Media: http://outspokenmedia.com/internet-marketing-conferences/smx-advanced-2012-liveblogging-schedule/
Everyone’s results are already personalized.Google Personalization MethodsOctober 2006http://www.seobythesea.com/2006/10/google-personalization-methods/Google Now Personalizes Everyone’s Search ResultsDecember 4, 2009http://searchengineland.com/google-now-personalizes-everyones-search-results-31195
Personalized Search Factors Location Search history Social search
How can Google see search history?1. Browser2. Toolbar3. Google web searchesReference:http://support.google.com/websearch/bin/answer.py?hl=en&answer=9016
Check Your HistoryCurious? Check your search history: https://www.google.com/history
How does Google see your network?Reference:https://profiles.google.com/u/0/connectedaccounts
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 youve added to your profile.• The connected accounts youve 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.
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
Remember to +1 Outspoken Media!Google tracks what you +1
How does Google track your content?Reference:https://plus.google.com/authorship
How does Google track social activity?Formerly through PostRank, now social reporting:• conversions• sources• sharingReference:http://www.google.com/analytics/features/social.html
Measure Personalization Extent in GA % signed into Gmail % networked w/social(not provided) Twitter Facebook Google+ StumbleUpon
Personalized Search is the SE Arms Race At SMX London 2012, AmitSinghal stated that secure search was the key to personalized results. Google doesnt 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
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.
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/
Bing rank = authority +quality of keyword match + personal preference + social preference
Personalized search increases CTRAt SMX London 2012 AmitSinghal shared thatGoogle is seeing increased click through rates from personalized search results.
What’s in it for Bing?Bing has a competitive advantage tapping data from Twitter and Facebook and dominance of real-time search.