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Surviving Personalization
   with Bing & Google
    SMX Advanced 2012

 @Rhea | @OutspokenMedia
If you leave with one takeaway it
           should be…
The future of search is
   personalization.
Surviving Personalization with Bing and Google - SMX Advanced 2012
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
Personalized Search Factors




  Location       Search history




         Social search
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
Check Your History


Curious? Check your search history:

 https://www.google.com/history
How does Google see your network?




Reference:
https://profiles.google.com/u/0/connectedaccounts
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.
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
Remember
                              to +1
                            Outspoken
                             Media!




Google tracks what you +1
How does Google track your content?




Reference:
https://plus.google.com/authorship
How does Google track social activity?
Formerly through PostRank, now social reporting:
• conversions
• sources
• sharing




Reference:
http://www.google.com/analytics/features/social.html
Measure Personalization Extent in GA
      % signed into Gmail             % networked w/social

(not provided)              Twitter




                                                       Facebook




                               Google+             StumbleUpon
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
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.
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/
Bing rank
             =
         authority
             +
quality of keyword match
             +
  personal preference
             +
   social preference
Personalized search increases CTR


At SMX London 2012 AmitSinghal shared that
Google is seeing increased click through rates
      from personalized search results.
What’s in it for Bing?


Bing has a competitive advantage tapping
   data from Twitter and Facebook and
      dominance of real-time search.
Surviving Personalization with Bing and Google - SMX Advanced 2012
LOCATION SEARCH
Write Geo-Targeted Content
Use Schema.org Markup Language
Offline Networking to Build Relationships
Get Zagat and Other Ratings
Make Your Site Mobile-Friendly
Targeting for multiple languages:




Reference:
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=182192
Local Search




Ask the expertsin tomorrow’s local panel!
SEARCH HISTORY
Brand Your: Name, Products, Company
Write Great, Relevant Content
Coordinate SEO with PR & Social




        PR



                  SEO
Set up a Wikipedia Page
Submit data through Freebase
Setup Authorship
Brand thought leaders
Publish Content Often
Create Community Acct Logins
Use Gmail for login
Use events to drive queries
SOCIAL SEARCH
Create and post to Google+ page
Setup Google+ Direct Connect
Increase your Google+ followers
Use LinkedIn to Identify Your Network
Giveaways, contests, sweepstakes, etc.
Use Facebook login for comments
Create long&short-term content
Engage community
NOW, GO DO IT!!!!
Thank you.

t: @Rhea
e: rhea@outspokenmedia.com

Get all of the SMX coverage:
http://outspokenmedia.com/blog/

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