Personalized Search: Where is it?
For all of the innovation hubbub involving search technologies back in the early 2000s, one thing that has still not materialized is personalized search. What is personalized search? Let’s explore.
Today, when you go to Google or Bing and you type in search keywords, you’re likely to get the same search results that everyone else sees when typing in those same keywords. But, this is approach today is asinine, antiquated and stupid. While it may have been okay back in the early 2000s when search was new and the database was smaller, with the larger amount of listings, personalized search is long overdue.
When Google introduced Gmail, I thought they might be onto something when they were discussing personalized ads in Gmail. Unfortunately, Gmail is pretty much where all of that innovation ended. Nothing different materialized in Google’s main search product. And worse, it’s now 2014 and we still don’t have anything different.
Since nearly every search engine requires a login and password, it’s no big leap to offer ways of storing search preferences right into each user’s profile. As you search for things, the system will learn of your likes, preferences and click habits. Even better, add thumbs up and thumbs down on listings to move them up and down in your own personal search rankings. If I don’t ever plan to use Reddit, then I can lower its search rankings in my preferences. If I heavily use Twitter, I raise search rankings involving Twitter when they are ranked lower.
But, my preferences are my own. With the sites I like and the sites I dislike, I should be able to tailor my search results to fit my needs. If I decide to start using Reddit later, I can re-rank these listings higher again. These are all my choices and affect my own personalized search results.
As a side effect of personalized results, it also forces everyone to sign into Google or Bing to gain the benefits of personalized search. That’s definitely a benefit to these search engines.
Why personalized search?
Generalized searching, unfortunately, yields results based on someone else’s likes, dislikes, payola or other criteria. I want to tailor my own results to fit my search needs. So, if I’m searching for a specific product and I use Amazon frequently, Amazon’s listings will always be the first to show at the top. Why show me Newegg or J&R Music listings if I have no intention of going there to buy? It’s a waste of the search engine time and mine.
It’s quite clear that personalized search’s time has come and it’s something Google needs to embrace. That is, rather than the next ‘WheatToast’ version of Android (or whatever clever food name they happen to use). Google has clearly been ignoring search improvements and the lack of innovation in this area clearly shows how out of touch both Google and Bing are.
As the size of search databases grow, individuals need better innovative tools to tame and distill the millions of listings into smaller more personal and useful listings. Personalized search must become the next innovation in search.
What will this break?
Search Engine Optimization. I know I know, I can hear a lot of SEO advocates groaning about how bad this will be for SEO. Note that SEO would only be impacted by each user who tweaks personal search rankings. For users who don’t do this, normal SEO rules apply. Though, I don’t personally care about how high some company is ranked in my personal search list. What I care about is the quality of the listings. In fact, in a lot of cases, SEO won’t even be affected in my own results. If I have made no preferences involving some keywords, the generalized rules still apply. So, if none of my sites that I ranked higher are in the listing, the generalized results will be shown to me and standard SEO won’t be impacted. It’s only after the first generalized results list that I can tweak the listings to my own preference.
After that, SEO may be impacted by my own personal preferences. But hey, that’s my choice. That’s the point to personalized search results. If I value one company over another, that’s my preference. I have the right to make that preference. That some third party wants their listing at the top of my search results is not my problem. You can use a paid listing for that. That’s the point in paying for a listing. The organic results are my own and I should be able to rearrange, tailor and shuffle them to my own personal likes. There is no other way to tame the mounds of links that get thrown at users during generalized search… results that are only to grow larger and larger.
So, to those people relying on SEO, I say, “too bad”. Learn to pay for listings if you want to be at the top of my personalized search results or, alternatively, give me a reason to rank you higher. That is, whenever we finally get personalized search.