surviving personalization with bing and google - smx advanced 2012
DESCRIPTION
My presentation from SMX Advanced 2012 on personalized search with Bing and Google. Get all of the session coverage at Outspoken Media: http://outspokenmedia.com/internet-marketing-conferences/smx-advanced-2012-liveblogging-schedule/TRANSCRIPT
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Surviving Personalization with Bing & Google
SMX Advanced 2012
@Rhea | @OutspokenMedia
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If you leave with one takeaway it should be…
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The future of search is personalization.
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THE BUSINESS CASE
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Everyone’s results are already personalized.
Google Personalization Methods October 2006http://www.seobythesea.com/2006/10/google-personalization-methods/
Google Now Personalizes Everyone’s Search Results December 4, 2009http://searchengineland.com/google-now-personalizes-everyones-search-results-31195
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Personalized Search Factors
Location Search history
Social search
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How can Google see search history?
1. Browser2. Toolbar3. Google web searches
Reference:http://support.google.com/websearch/bin/answer.py?hl=en&answer=9016
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Check Your History
Curious? Check your search history:
https://www.google.com/history
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How does Google see your network?
Reference:https://profiles.google.com/u/0/connectedaccounts
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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.
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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
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Google tracks what you +1
Remember to +1
Outspoken Media!
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How does Google track your content?
Reference:https://plus.google.com/authorship
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How does Google track social activity?
Formerly through PostRank, now social reporting:• conversions• sources• sharing
Reference: http://www.google.com/analytics/features/social.html
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Measure Personalization Extent in GA
(not provided) Twitter
StumbleUponGoogle+
% signed into Gmail % networked w/social
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Personalized Search is the SE Arms Race
At SMX London 2012, Amit Singhal 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
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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.
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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/
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Bing rank =
authority +
quality of keyword match +
personal preference +
social preference
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Personalized search increases CTR
At SMX London 2012 Amit Singhal shared that Google is seeing increased click through
rates from personalized search results.
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What’s in it for Bing?
Bing has a competitive advantage tapping data from Twitter and Facebook and
dominance of real-time search.
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PERSONALIZED SEARCH
TACTICS
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LOCATION SEARCH
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Write Geo-Targeted Content
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Use Schema.org Markup Language
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Offline Networking to Build Relationships
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Get Zagat and Other Ratings
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Make Your Site Mobile-Friendly
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Targeting for multiple languages:
Reference:http://support.google.com/webmasters/bin/answer.py?hl=en&answer=182192
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Local Search
Ask the experts in tomorrow’s local panel!
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SEARCH HISTORY
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Brand Your: Name, Products, Company
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Write Great, Relevant Content
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Coordinate SEO with PR & Social
SEO
PR
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Set up a Wikipedia Page
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Submit data through Freebase
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Setup Authorship
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Brand thought leaders
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Publish Content Often
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Create Community Acct Logins
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Use Gmail for login
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Use events to drive queries
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SOCIAL SEARCH
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Create and post to Google+ page
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Setup Google+ Direct Connect
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Increase your Google+ followers
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Use LinkedIn to Identify Your Network
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Giveaways, contests, sweepstakes, etc.
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Use Facebook login for comments
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Create long & short-term content
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Engage community
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NOW, GO DO IT!!!!