Google's personalized search algorithm

Google's personalized search algorithm

Google's personalized search algorithm

Google's move to personalize search results has been in large part either ignored or not understood.

If you are not aware of what happened, Google is now adapting the natural search to individual users based on the history of their searches. This is similar to what you may have seen with local search and paid search where your results are identified as relevant to you geographically.

The difference is that Natural Search results are provided based on the users demographic without indicating a personal result from the searchers standpoint.

In my humble opinion, this is an overdue and positive move for search as a whole. Personalized search results will ensure Google's search dominance in the face of the Bing attack while simultaneously improve results to the end user.

Personalized search is not a new subject. Matt Cutt has been talking about "Caffeine" for quite some time. Danny Sullivan calls it "Search 4.0" and has announced this officially on Dec. 7th.

You have seen this in beta. Ever notice the up arrow next to a search result? This was where you could promote the site specifically for you. Well, Google has removed this as an option to the individual.

If the individual does not know how to turn off Google's Web History then the search results will be modified based on what they searched for at a minimum of 180 days.

The affect on eBusiness

Personalized search impacts online marketers. If you still believe that Paid search, Social Media, Online PR, Blogs and Shopping feeds are not relevant to your ability to show up in Google then you are dead wrong. It is not as simple as content or Meta information. Even the old standby of linking plays a less significant roll. Google has always focused on site popularity and with personalized search, it has come to a climax. Companies that rely on Google must think in terms of demographic and where they go online outside of Google.

The affect on Search Engine Optimization

Google is still looking at content. Then again, content has not been as important as "Authoritativeness" with Google for many years. Continue to optimize your site, however, this alone is not enough. Personalization search does not mean that the "little" company cannot succeed. It only means that have to brand their company in a diverse fashion. Address your search engine strategy like you would any traditional marketing strategy by focusing on your target demographic and the value you provide in your industry. This translates into sales for your company without having to worry about ranking. You will become authoritative and therefore, relevant.

In Short

Google is not the exclusive domain of Techs or SEO guru's. You don't have to know how to produce a television program in order to understand its value in advertising. You only need to know it makes your company money. Search is no different. Personalized natural search moves SEO to the responsibility of corporate marketing as it should have been from the start. Its similarity to traditional marketing has come full circle and a company's ability to brand themselves accordingly is now prime relevance. Relevancy = Google ranking.

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