Personalized SearchPersonalized Search

Adrian Salido-MorenoAdrian Salido-Moreno

OutlineOutline

Introduction Implementations (google, yahoo, eurekster) Search Engine Optimization Privacy Future Conclusions

Introduction Implementations (google, yahoo, eurekster) Search Engine Optimization Privacy Future Conclusions

IntroductionIntroduction

“Personalized Search is the fine-tuning of search results and advertising based on an individual’s preferences, information and other factors” [Johnson]

Basically obtaining information from user to provide better results.

Users should see what they are interested in Uses same techniques used for personalizing web

pages (amazon, netflix, etc)

“Personalized Search is the fine-tuning of search results and advertising based on an individual’s preferences, information and other factors” [Johnson]

Basically obtaining information from user to provide better results.

Users should see what they are interested in Uses same techniques used for personalizing web

pages (amazon, netflix, etc)

Google’s Personalized SearchGoogle’s Personalized Search

URL: http://www.google.com Google adds personalized search by default to all

new users. It uses search history, personalized homepage and

bookmarks to determine which web pages are more relevant.

By being logged into any of google’s services you get personalized google results on web searches.

URL: http://www.google.com Google adds personalized search by default to all

new users. It uses search history, personalized homepage and

bookmarks to determine which web pages are more relevant.

By being logged into any of google’s services you get personalized google results on web searches.

ExampleExample

Image taken from Sullivan’s article

Results are rearranged according to Sullivan’s favorite sites.

He often visits ClickZ, SEMPO andSearch Engine Guide, this last one moves from second results page to first

Image taken from Sullivan’s article

Results are rearranged according to Sullivan’s favorite sites.

He often visits ClickZ, SEMPO andSearch Engine Guide, this last one moves from second results page to first

Yahoo’s MywebYahoo’s Myweb

URL: http://myweb.yahoo.com/ It let’s the user save search results, add tags and

see other people’s results. “My Web's features also include tools that let

people automatically save their searches, archive exact copies of Web pages as they appear at a certain time, and import bookmarks from Microsoft's Internet Explorer browser” [Hines]

It only allows searching through other users or own bookmarked sites.

URL: http://myweb.yahoo.com/ It let’s the user save search results, add tags and

see other people’s results. “My Web's features also include tools that let

people automatically save their searches, archive exact copies of Web pages as they appear at a certain time, and import bookmarks from Microsoft's Internet Explorer browser” [Hines]

It only allows searching through other users or own bookmarked sites.

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.

EureksterEurekster

URL: http://www.eurekster.com Creates a social network in which results are

influenced by the users in it. If someone visits a site using a specific search it

will move to the top result in the group’s search engine for all other users.

It doesn’t have listings of its own. Uses other search engines (AllTheWeb) to get results and do the rankings based on users.

URL: http://www.eurekster.com Creates a social network in which results are

influenced by the users in it. If someone visits a site using a specific search it

will move to the top result in the group’s search engine for all other users.

It doesn’t have listings of its own. Uses other search engines (AllTheWeb) to get results and do the rankings based on users.

Search Engine OptimizationSearch Engine Optimization

Rankings on just link analysis can face link spamming, and it may not be as reliable.

Eurekster could be influenced by click spamming from its users, but because generally friends belong to a network, they don’t usually spam their network.

The ability to block/save pages allows the user to see only desirable results.

When users click on links, it means that the site is important for what he is looking.

Rankings on just link analysis can face link spamming, and it may not be as reliable.

Eurekster could be influenced by click spamming from its users, but because generally friends belong to a network, they don’t usually spam their network.

The ability to block/save pages allows the user to see only desirable results.

When users click on links, it means that the site is important for what he is looking.

Search Engine OptimizationSearch Engine Optimization

Every search by two different users should bring back different results personalized to each one of them.

Because marketers can no longer control the rankings in search engines with the arrival of personalized search, they now have to focus on the content so users would want to come to the site often and get high rankings.

Every search by two different users should bring back different results personalized to each one of them.

Because marketers can no longer control the rankings in search engines with the arrival of personalized search, they now have to focus on the content so users would want to come to the site often and get high rankings.

PrivacyPrivacy

Personalized search means the search engines store information about the users.

With news about leaks like the one from AOL, people are reluctant to share information.

Story:http://www.nytimes.com/2006/08/09/technology/09aol.html?ex=1312776000&en=f6f61949c6da4d38&ei=5090

Personalized search means the search engines store information about the users.

With news about leaks like the one from AOL, people are reluctant to share information.

Story:http://www.nytimes.com/2006/08/09/technology/09aol.html?ex=1312776000&en=f6f61949c6da4d38&ei=5090

FutureFuture Personalized search is the future of web searching. It’s the user who’s supposed to decide what

information is relevant. Searching for something doesn’t really mean that

a person is truly interested in that. Watching user behavior has a lot of static (could

be searching for someone else, sharing computer, etc)

Personalized search is the future of web searching. It’s the user who’s supposed to decide what

information is relevant. Searching for something doesn’t really mean that

a person is truly interested in that. Watching user behavior has a lot of static (could

be searching for someone else, sharing computer, etc)

FutureFuture

Personalized search is currently on its first steps, currently it might not be what it should be (not getting what expected), but it’s the right direction.

Using the information gathered from users of personalized engines, these engines can study them and come up with a better way to display results.

Personalized search is currently on its first steps, currently it might not be what it should be (not getting what expected), but it’s the right direction.

Using the information gathered from users of personalized engines, these engines can study them and come up with a better way to display results.

ConclusionsConclusions

“Every search is an island” [Hotchikis] People are sensitive about the information

they want to share Personalized search is the future of web

searching, but still a work in progress.

“Every search is an island” [Hotchikis] People are sensitive about the information

they want to share Personalized search is the future of web

searching, but still a work in progress.

BibliographyBibliography

Barbaro, Michael and Zeller, Tom. "A Face Is Exposed for AOL Searcher No. 4417749". The New York Times. 9 Aug 2006 <http://www.nytimes.com/2006/08/09/technology/09aol.html?ex=1312776000&en=f6f61949c6da4d38&ei=5090>

Brick, Rusty. "Your Google Search Results Are Personalized". Search Engine Roundtable. 5 Feb 2007 <http://www.seroundtable.com/archives/007384.html>

Dafforn, Erik. "When Google Changes, SEO Takes It Personally". ClickZ. 7 Feb 2007 <http://clickz.com/showPage.html?page=3624877>

Hines, Matt. "Yahoo debuts personalized search". CNet News. 27 Apr 2005 <http://news.com.com/Yahoo+debuts+personalized+search/2100-1038_3-5686585.html>

Johnson, Steve. "Personalized Search". IMEDIA CONNECTION. 27 Jan 2005 <http://www.imediaconnection.com/content/4977.asp>

Barbaro, Michael and Zeller, Tom. "A Face Is Exposed for AOL Searcher No. 4417749". The New York Times. 9 Aug 2006 <http://www.nytimes.com/2006/08/09/technology/09aol.html?ex=1312776000&en=f6f61949c6da4d38&ei=5090>

Brick, Rusty. "Your Google Search Results Are Personalized". Search Engine Roundtable. 5 Feb 2007 <http://www.seroundtable.com/archives/007384.html>

Dafforn, Erik. "When Google Changes, SEO Takes It Personally". ClickZ. 7 Feb 2007 <http://clickz.com/showPage.html?page=3624877>

Hines, Matt. "Yahoo debuts personalized search". CNet News. 27 Apr 2005 <http://news.com.com/Yahoo+debuts+personalized+search/2100-1038_3-5686585.html>

Johnson, Steve. "Personalized Search". IMEDIA CONNECTION. 27 Jan 2005 <http://www.imediaconnection.com/content/4977.asp>

BibliographyBibliography

Sherman, Chris. "Google Personalized Search Leaves Google Labs". ClickZ. 30 Nov 2005 <http://www.clickz.com/showPage.html?page=3566476>

Sullivan, Danny. "Google Ramps Up Personalized Search". Search Engine Lnad. 2 Feb 2007 <http://searchengineland.com/070202-224617.php>

Sullivan, Danny. "Google Relaunches Personal Search - This Time, It Really Is Personal". Search Engine Watch. 28 Jun 2006 <http://blog.searchenginewatch.com/blog/050628-073541>

Hotchikis, Gord. "The Inevitability of Personalized Search". Search Engine Guide. Feb 20 2007 <http://www.searchengineguide.com/hotchkiss/2007/0220_gh1.html>

Thompson, Brittany. "Is Personalized Search the Future?". WebProNews. Aug 3 2004 <http://www.webpronews.com/topnews/2004/08/03/is-personalized-search-the-future>

Ward, Eric. "Google Personalized Search, Google Bookmarks & Link Building". Search Engine Land. 5 Mar 2007 <http://searchengineland.com/070305-091740.php>

Sherman, Chris. "Google Personalized Search Leaves Google Labs". ClickZ. 30 Nov 2005 <http://www.clickz.com/showPage.html?page=3566476>

Sullivan, Danny. "Google Ramps Up Personalized Search". Search Engine Lnad. 2 Feb 2007 <http://searchengineland.com/070202-224617.php>

Sullivan, Danny. "Google Relaunches Personal Search - This Time, It Really Is Personal". Search Engine Watch. 28 Jun 2006 <http://blog.searchenginewatch.com/blog/050628-073541>

Hotchikis, Gord. "The Inevitability of Personalized Search". Search Engine Guide. Feb 20 2007 <http://www.searchengineguide.com/hotchkiss/2007/0220_gh1.html>

Thompson, Brittany. "Is Personalized Search the Future?". WebProNews. Aug 3 2004 <http://www.webpronews.com/topnews/2004/08/03/is-personalized-search-the-future>

Ward, Eric. "Google Personalized Search, Google Bookmarks & Link Building". Search Engine Land. 5 Mar 2007 <http://searchengineland.com/070305-091740.php>

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