Surviving Personalization with Bing and Google - SMX Advanced 2012

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

If you leave with one takeaway it should be…

The future of search is personalization.

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.

LOCATION SEARCH

Write Geo-Targeted Content

Use Schema.org Markup Language

Offline Networking to Build Relationships

Get Zagat and Other Ratings

Make Your Site Mobile-Friendly

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

Local SearchAsk the expertsin tomorrow’s local panel!

SEARCH HISTORY

Brand Your: Name, Products, Company

Write Great, Relevant Content

Coordinate SEO with PR & Social PR SEO

Set up a Wikipedia Page

Submit data through Freebase

Setup Authorship

Brand thought leaders

Publish Content Often

Create Community Acct Logins

Use Gmail for login

Use events to drive queries

SOCIAL SEARCH

Create and post to Google+ page

Setup Google+ Direct Connect

Increase your Google+ followers

Use LinkedIn to Identify Your Network

Giveaways, contests, sweepstakes, etc.

Use Facebook login for comments

Create long&short-term content

Engage community

NOW, GO DO IT!!!!

Thank you.t: @Rheae: rhea@outspokenmedia.comGet all of the SMX coverage:http://outspokenmedia.com/blog/

Surviving Personalization with Bing and Google - SMX Advanced 2012

by Rhea Drysdale on Jun 05, 2012

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