There is a lot of buzz about Google’s efforts on personalizing search results. Though it is a phrase being kicked around, most people don’t know what personalize search means, and why it is important.
Why do I need to know what personalized search is?
Personalized search offers search results that are more relevant to each individual searcher, or that is the goal any way. Google uses past search behavior to better understand what websites and information is important to each user. With personalize search two users will get different results from typing in the same keyword.
Take the word personal trainer and type it into the Google search bar. Personalize search will give different people different results. You may think why would that be good. Well a broad word like personal trainer could be an individual looking to hire a personal trainer, a personal trainer looking for training ideas for clients, or an individual who wants to get certified as a personal trainer. In theory if Google based on past behavior knew more about what you were looking for it could tailor the search results to sites that would interest you.
Why are search engines moving to personalize search?
The goal of search engines like Google is to make search results the most effective for its consumers. Personalize search may allow people to find the information they are searching for faster and easier.
Right now search engines treat each search as a separate event. Personalize search may make it easier to find the information you are looking for with less searches as you narrow down the keywords you are using.
There are some concerns on personal privacy though it looks like personalize search is on its way and here to stay.
How does Google do personalize search?
Google’s personalize search comes from a startup company Kaltix which Google bought in 2003. Personalize search works by creating multiple website relevance rank lists, and then tailoring each list to interest of different people.
Google’s personalize search is learning about your patterns based on every search query you do. Using profiles that it creates, Google will use your past behavior to attempt to send you more relevant websites specific to you.
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