Video Details

In today’s Whiteboard Friday, Rand explains how the major search engines use personalized data to assist searches.

Direct impacts

Location awareness

Even if a device is not set to location aware, Google and Bing will still try figure out your location using your search history. This will bias the results that turn up, with those nearer your approximated location showing up higher.

Query semantics

For example, if you have been searching for gemstone, diamond, jewellery, wedding rings, and then search for ruby, Google and Bing will guess you’re looking for a ruby gem. If you’ve been searching Python or Pearl, they will guess you’re looking for ruby, the programming language.

Social connections

Social connections can influence the content users see, and the rankings and snippets Google will display. This can be used to influence not only your audience, but the social connections that influence your audience

Indirect impacts

  • Re-ranking of results might happen through pattern matching.

  • Social shares can impact rankings.

  • Auto suggest can work in or against your favour, depending on the search history on the device, location and what is trending in the region.

  • Search queries may be used to form topic models, co-occurrences or brand association.