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Will Personal Search Turn SEO On Its Ear?

Bruce Clay Talks Big Changes in Ranking Due to Personalization

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  1. Thanks for this post, your post about traffic and serp is good.

     

     

  2. I’ve started to see a change already with Google showing results by location of visitor and have been working on a strategy that works with that.  Great content, site structure, quality/relevant inbound links (including involvement in social/business networking communities) will be important factors.  Thanks for the great post.

  3. Well its quite true that Behaviour search is on the rise. I know that Google would come up with more refined search to flush out the spammers.

     

    It would be much tougher for SEO’s as I truely accept Ranking is dead as Traffic – I mean relevant traffic and not bulk traffic, must be given importance.

    Behaviour search would be interesting but like the IP based search would make much tougher and challenging for SEO’s

     

    2009-2010 would be great to see the changes being reflected.

     

     

    • Chris Crum

      Yes, it seems that SEOs are going to have to do some re-aligning of theirs strategies.

  4. This has been true for years now! What I see on one coast and what other’s see is always different! This is not a new trend! And any SEO that never asks about conversions is just a technician… which also has value as the axe to get into the first page but then you need a surgeons’ talents as well.

  5. I LOVE IT when the big shots in SEO industry verify what my gut sense has been telling me! 

    Really glad I followed my intuition and have been building systems to generate "engagement items" on my client’s sites for most of this year.

    Whooo-hooo! 

  6. Those of us who run honest sites with honest and valuable content have nothing to be concerned about – in fact, all this should be great for us.

     

     

    • I couldn’t agree more :)   In fact most of our competitors who had paid links have lost their page rank and this is only the beginning…

  7. Google will basse it’s results on which sites are in Canada, and depnding onthe browers, will make the results, or show stricly Canadian, or maybe US.

    I can load three browsers and get three different SERPs.  Explain that to a client, I see top page results, they see second page.  I no longer just look at serps, I look at traffic and conversion.  We buy traffic, produce SEO and then work witht he client to improve responses.  All three number have to work together, because we can no longer justify the results, when our clients can see that they are different for visitors, they can’t trust what’s on their own screen or what we provide them, they realize it’s different on each computer.

    But the upsaide is, it’s means our cleints get more tied to us, more reliant as we understand more about what they do and how to get them results.

     

  8. I have to say that I agree with Bruce, looking at today’s search landscape it seems inevitable that the next frontier is relevance based on the searchers intent.

    This is not always possible for a vague term with several outcomes, but if you can factor in what the user was looking for in the past, you have a better shot at serving up some relevant results which is a win-win for both the user and the search engine.

    Less wasted clicks, less click fraud, less spamminess, less wasted bandwidth and higher ROI’s for advertisers are all possible with this kind of search model if it’s successfully implemented.

    A nice post and an even nicer peek at the future according to Mr. Clay.

  9. I am so glad to hear that someone out there is looking out for the "searcher". The person who is actually looking for results that pertain to their request for information.

    I am a small fish in a very big pond. I think this will actually help small businesses like mine get a change to be seen.

    • As a "searcher" I’m so sick of having to sift through a ton of sites that just list links to more sites.
      If I search for "French River Fishing Camp" I want the business owners websites. Not lists and lists of sites that are just full of more lists & links to camps everywhere. I was specific in my search.

      As a  small business owner, I’m so sick of paying all those top ranking "link sights" just to have my business listed on thier "Sub Search" site.  The more I pay the closer to the top of the page…or the bigger the add I get. It sucks!

      If Google could get rid of all those "Sub Search" sites, then the natural listings would be natural!

      Best Fishes
      Dawn

      • Chris Crum

        They do seem to be taking the approach of natural leading to relevant, which is certainly more in the favor of searchers than it is of SEOs.

      • you said:

        If Google could get rid of all those "Sub Search" sites, then the natural listings would be natural!

        - you know the simplicity of that is completely profound.

        What if there was a search engine that stripped all external linking away, devalued linkages, and graded on rudamentary content for proximity, density and was synonym literate.  Oh wait…I think it is in the works …MSN.

        G could be eaten up by M if they are not careful.

        I keep waiting for APPLE to step up.

        Hmmm I wonder if google search will know if I use a MAC? WIll they assume I am artsy farsty, young, hip and into social media…..

         

  10. How will this affect companies aiming for a global reach?  I’m specifically curious about the local seach results impacting a B2B site that’s aiming for a global audience.

    • Guest

      Two parts I believe to clarify…  Firstly, we play in the B2B sector as well so this concerns me as much as you. You are asking about regional search and how it will impact B2B sites which are global but I think your question is more generic… what happens to world-wide websites if search turns regional? At the search engine strategies conference last year I heard that Motorola had the same concern/problem – they want to promote Motorola.com and only that to all of the world. Why should they create a Motorola France, or Motorola Timbucktoo? I think the search engines will have a challenge with this, unless they are going to force web companies into multiple region sites (like eBay New Jersey for example) which I don’t think is reasonable. Exploring B2B platforms like Globalspec or a LabX for you scientist geeks out there… if a reader searches for "microscopes", is a result for Jim’s Microscopes in Wisconsin going to show up above Globalspec just because the user is searching for microscopes in Wisconsin? I don’t think so; there still has to be a component of relevancy and popularity.

      I believe B2B search results won’t change as dramaticically as regular consumer driven results. Most B2B buyers are looking for specific terms already (make and model), are performing their search on work computers (not shared by their kids at home), and have a real buying purpose. So if the search result doesn’t return favorably for "metal pipes", they will refine the terms and become more specific "metal pipes for sale". Remember, buyers aren’t going to abandon their search unless the search engine becomes utterly bad.

      I’d say unless your terms/products fall heavily into a grey area of consumer products ("computers", "software", etc.) stay the course on good SEO practices and add value and content for your readers/buyers. If you are closer to consumer terms, I’d add some supporting terms "analysis software for industrial laboratories" versus just "software" to separate the consumer from the B2B which you are probably already doing.

      I’d like to hear what Google has to say about B2B.

  11. Googles been pushing for webmasters to focus on content for quite a while.  Any long term SEO had better keep that in mind. Eventually Google will reach it’s goal of weeding out other forms of SEO

    The personalized search poses a lot of search problems though. Just because I normally am looking for a particular product when I search for a term does not mean that is always the case.

    Java is a good example, Just because someone normally looks for java code samples doesn’t mean he has not interest in Coffee.

  12. bvllets

     This guy is a tool.

  13. Bruce has popped the bubble over us all again…not really like many of  you who have stated in their comments Google has been dabbling with this for quite some time and they are a public company thats traded globally so its highly unlikely they will do anything outlandish.  Content and relevancy are going to be king so those of us who have been practicing this forever shall be rewarded and those of us who havent not been better get with the program. I do however wonder how this is going to play up 2 aspects of off page marketing.

    1. Social Media Advertising- What is going to happen with it and how much will it be affected?

    2. For the Internet Marketers with big pockets how is this going to drive the cost of PPC /Pay for Performance based ads.  Will we see a large influx and rush to those just for sites to direct/drive traffic to their pages…?

     just my two cents

     

     

     

    • Chris Crum

      Good questions that will likely become more clear next year if Clay’s prophecies are fulfilled.

  14. What about all those webmasters with neat sites who happen to be not very clever when it comes to SEO? I mean, I am one of them and I don’t want to loose my ranking just because I am unable to tickle Google in the right places.

  15. Guest

    1) You still have to remove technological barriers for web sites (way too many to list here).

    2) You still have to create unique quality content.

    3) You still have to optimize a page for its targeted relevant keywords.

    3) You still need good quality links into your (quality) content.

    Sounds like just a flashy title to me.

    • Candis

      … from the sound of things, you will now also need much more than that to stay competitively ranked, ie. video, flash, etc.

    • Chris Crum

      Because you won’t be able to simply get “good rankings” due to the fact that rankings will be different on a personalized basis. When results are static, it would be easier to apply specific SEO tactics, but when they are dyanmic from searcher to searcher, how do you ensure that a site is ranked well for each of them?

  16. "intent based search" will be "based upon your past search history and they will give you biased results"

    The key word here is "biased" – SEO consultants like myself have seen these changes coming for awhile but dont assume that it is a good thing. In the above example say I am a Java programmer but have recently decided to take a trip to the Indonesian island of "Java" or simply want to buy some coffee to help me stay up all night coding – that means I will have to scroll though dozens of pages of irrelevant programming results to find something related to my trip. of course, refining the search would be easier but my issue with this is simply that Google like all big behemoth corporations assume that we are all little children that need to spoon-fed rather than letting we as individuals have a more pro-active role in our self-determination. Just because previously I had clicked on a particular result before does not necesarrily mean that will determine any kind of "preferrence" that I want given to me in the future yet in this scenerio because I had clicked on a particular site in the results before makes it more likely that same site will come up again in the searches. However if I liked the site to begin with I most likely would have bookmarked it and am looking for alternate views. Or perhaps I was married before and when searching for "flowers" and had bought my wife red roses. Now when I search for flowers I will be more likely to get "red rose" results but now we are divorced and my new girlfriend likes daisies. Similarly unless you are using DSL or cable then i.p. addresses change or perhaps I am using an internet cafe. Do i have to sift through completely irrelevant results for a given term merely because the last guy that used a particular computer chose a given site?

    My point is that while in some limited ways these changes could be useful, if implimented in such a way that Google gives these datapoints in thier algorithm too much weight then the results could be biased and skewed in a way that is not beneficial. Whats more these new algorithm changes definitely favor big sites because if a particular site has large traffic and gets a lot of pageviews than that is factored into Googles algorithm and makes it more likely that that particular site will rank higher which makes it infinitely harder for the "little guy" to start up a website and get any kind of decent ranking. In other words these algorithm changes (some of which are already in place) are antithetical to the democratization of search and the internet as a whole so they are not necesarrily a good thing if weighted to heavilly.

    The real reason Google is adopting these changes is because of thier complete inability to monitor and police paid links which "game" thier system… but they are the ones thaat created the system in the first place and erroneously placed too much emphasis on inbound links to begin with so they created the beast. They would do much better to improve thier ability to analyze the text and context of a particular document with latent semantic indexing rather than trying to pigeonhole people based on "patterns" that are not necesarrily so. This is the inherent problem with computers and systems based on computers is that they look for patterns because this is how computers operate but human beings are infinitely more complex and are capable of infinitely more variables than just giving me Javascript results when all i really want is a nice vacation in Indonesia and a good cup of coffee.

    • Chris Crum

      You’ve definitely made some valid points, and just like with anything, there’s always room for improvement. What do you make of Yahoo’s “open” search initiative?

  17. Mark

    Okay perhaps thats a little strong, but I am not a fan of behavoiral search resutls.

    I am based in Australia and when I search google.com I expect results from outside of australia. If I wanted Australian based results I’d click the "pages from australia" button.

    Then theres the other issue, so today I decide I want information about datsun 180b’s for a friend. The next time I search for used vehicles I don’t want results for datsun 180b’s.

    Sorry but I am not a fan of the proposed changes 

    • Chris Crum

      I understand your point, but from my interpretation of what Bruce is saying, Google will kind of adjust results to your habits, so if you commonly go for sites outside of Australia, I would have to assume that your results would adapt to that. Please keep in mind, this is purely speculation.

  18. Guest

    The sky is going to fall.. cmon you tools.. do you think google is going to completely redo the way they search??

    • Chris Crum

      Not all at once, but as you probably know, they gradually roll out changes quite often. No need for the name calling though.

  19. So if you want to do business in other cities and states you need to have your website hosted locally in that state?  I’m thinking based on what he said by results returned by tracking the location of the searcher in relation to the website itself?

    We do business all over the country and it would suck to get blocked out of all the other possible markets?

    Hummmm…..  hope what im thinking is wrong, maybe ive just worked too late today =).

    I’ll keep reading the posts to see what happens.

     

    thanks, will

    • Chris Crum

      Certainly a good point, and a question for which the answers have yet to be clarified.

  20. "If you don’t have video and your competition does, Bruce thinks we’re going to see a big shift in rankings. He thinks if the top ten sites don’t have video, they may lose their ranking over night."

    This is quite a bold statement when some extremely popular sites out there don’t have video or anything flashy. But they have good quality content, what is really more important?

    • Chris Crum

      Quality is definitely important. I think what Bruce was getting at is that if both site A and site B have good quality content, but only site B has video too, site B would be more likely to be ranked higher. But again, this is only speculation.

  21. When people search, they do no t want results that are "smart results" – they want reality. Search results that encompass all answers – not filtered results. Why do people always want to train us into a world that they feel is best for us? If we are searching, we want answers – not predictable answers based on something else we searched for. That means keeping track of everything we were searching for previously – an invasion of privacy, in my opinion. I don’t want searches to have exclusions because I didn’t think of them. I search and I want all possibilities. What idiot dreamed this up? Another control-freak thinking they know what is best for us… they will tell us what we really want – because we don’t know – - they will use our sub-conscious desires for a place to eat out – - we were searching for photos of squid earlier – - – so now when we want to eat dinner out tonight – we won’t see one Italian restaurant. We will see seafood tho. mmm mmm good! Seach engines with backbone will reject this idea and re-invent the wheel by giving us what we really want – - ! Not what someone things we should have based on our past behavior searches. I for one, am disgusted with today’s inventions ignoring us as people, and giving us credit for having the sensibilities to know what our goals are. Our next search will be for "new search engines" that deliver all answers – not filtered, predicted answers based on previous searches.

    • Chris Crum

      The privacy concerns always come out. I do think Google is actually putting the searcher (as people) in mind.

  22. I am world Traveler, do hope SEO starts going global, so the USA is not the center of search. Google.com is international, search results change radically from country to country, language to language.
    Andy of HoboTraveler.com in Bangok, Thailand with over 10 years of perpetual travel time watching the internet from the outside in…

  23. Very informative.  But I ask, if someone has good content, and they are already ranked well–should much change?

    • Chris Crum

      From what Bruce says, it sound like it could change drastically overnight, if the site doesn’t have elements (like video for example) that are engaging.

  24. Personalized Search Results is actually very entertaining.  I have to ask what that means to someone like me who is obsessed with my results and is constantly checking the seach engines to see where I am weak and how to improve my results.  This means that I am constantly searching within my industry, I have to wonder what effect that will have on my "Personalized Search Results"? 

    I too would much rather see reality when I call up a search.

    Currently I enjoy top search engine results and don’t think that will change with these new methods of search.  I am not too worried.

  25. Some very thought provoking statements and ideas in the article. Time will tell what Google do with their search and indexing algorithm.

    5

  26. Interesting comments by Bruce Clay but what happens if a searcher deletes his cookies and many savvy searcher now understand security and privacy issues and will delete their cookies for this reason, then the return search results will not be according to the searchers trends, habits and history of search. How annoying it will be for a searcher who is a computer programmer that is looking for a java code and types in java but actually is looking for a coffee called java, so every time he types in a keyword that related to his life, work interest and prior search history it will return only results the Google thinks he wants to see? Google is starting to move from the simplicity that brought them their success to complexity that will drive searchers away if what Bruce Clay sais is true.
     

    Furthermore if Google will start looking up IP addresses of searchers and revising results based on IP this be a violation of privacy and this might create some problems for Google in the future. I am not sure if many searchers would be happy if Google starts invading their own home and looking at their life through the search they do. This might create a shift is users going to other search engines that allow them to exercise their freedom of search without being watched.  This is like big brother in a virtual world guiding searchers without their awareness to look at results they might not even considered looking at. At the end of the day the entity that will gain the most out of this is Google. Don’t forget that Google is a business that its purpose is firstly to satisfy its share holders and make as much money as they can.
     

  27. google has always been the closest thing to a practical, in-use "artificial intelligence"

    He is simply stating what we already know…Google is getting more intelligent, and catching up to all the new media.

    In the end, it comes down to targeting and content…good SEOs already do this, and should continue to, thus achieving great results.

  28. newkid

    i`m a newbie to this website/ seo stuff so all this is very interesting to me.

    i don`t really understand it too much but just a thought on the java example.if you usually search for "java" in relation to java programming but want to find out about java indonesia for a holiday,couldn`t you just type in "java indonesia" instead of just "java"?

     

  29. Thanks for the great content and interview.

    There has been a noticable difference already from different IP address when we have done search result research.

    It will be interesting to see how this effects user satisfaction when all results are based on historical searches. Considering the average number of people that use a home computer is more than 1 who all have differenct search habits, this could lead to a search result that is not the best result for the user.

    Hope Google have everything sorted out before they roll it out on a mass scale. It will however force search engine optimisation consultants to be more focused on the end user instead of search engines. That can only be a good thing!

     

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