A Major Change In Google Search That Will Affect Your Business

March, 2004, Google released a beta version of Personalized Search service on Google Labs that allowed users to refine search results based on their interests. At the time, only users with a profile and an account can reshape their search results. However, Google have announced that they are expanding this service to signed-out users as well, which has caused a lot of uproar in the SEO community.

What is Google Personalized Search?

Google announced in a blog post (written by Bryan Horling and Matthew Kulick, Software Engineer and Product Manager at Google respectively). In explaining how Google Personalize Search works, they mentioned:

“For example, since I always search for [recipes] and often click on results from epicurious.com, Google might rank epicurious.com higher on the results page the next time I look for recipes. Other times, when I’m looking for news about Cornell University’s sports teams, I search for [big red]. Because I frequently click on www.cornellbigred.com, Google might show me this result first, instead of the Big Red soda company or others.”

How Did It Change?

Bryan Horling and Matthew Kulick, Software Engineer and Product Manager at Google respectively went on:

“Previously, we only offered Personalized Search for signed-in users, and only when they had Web History enabled on their Google Accounts. What we’re doing today is expanding Personalized Search so that we can provide it to signed-out users as well. This addition enables us to customize search results for you based upon 180 days of search activity linked to an anonymous cookie in your browser.”

For the direct link to the blog you can go here http://googleblog.blogspot.com/2009/12/personalized-search-for-everyone.html.

What Does This Mean?

This is another attempt for Google to control internet traffic. Since personalized results will be set as default, a lot of people will be clueless about how to turn it off. It will affect the results going into their search and it will affect how you will SEO for your business, website, blog, landing pages and more. But most importantly, it will affect how you will direct traffic to your business.

What Can You Do?

Change is inevitable, but there are things you can do to plan and prepare for your business. Personalized search is likely going to be the industry norm, things such as keywords targeting, phrases targeting, relevance, content, tracking and reporting will become will become increasing more important. As an intelligent marketer and advertiser there are many methods you can use to stay ahead of the competition and one of the most important aspects of delivering traffic to your online business is through paid traffic.

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