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/
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
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
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.