ETIP #183

Personalized Search Results – The end of SEO as We Know it

Personalized Search Results – The end of SEO as We Know it
As Google continues to improve its personalized search results, it’s becoming nearly impossible to implement and deploy standardized Search Engine Optimization (SEO). Results are more customized with the staggering influx of factors affecting those results including demographic information, geolocation, search history, device type and even social personas. In Google’s latest tactic to mimic Facebook’s open graph calculations – where interactions within the application become data establishing a direct connection between the interaction and the content returned – the collected metadata is now an integral ranking factor in Google’s efforts to personalize search queries. In addition, Google is leveraging the user data from all those that have a direct connection with them as well as an indirect connection through all of the ads they serve via AdSense and AdWords–thousands of interactions compiled and integrated into Google’s results. It’s no surprise that Google has revolutionized the search engine as we know it. As Google continues to “learn” from the synergy of these social signals, the user experience evolves into more customized and personalized results.