Cullmann Design Blog

Google has begun using “personalized search” as the default solution for returned search queries. Until now this service, which uses your profile and previous search behavior to organize your SERPs (Search Engine Results Page). What does this mean to developers? To Marketers? To anyone who creates content or wants to drive traffic online? It means that the game is changing again.

Personalized search will increase the quality of the links that Google is providing. In addition to being able to combine referral metrics, time on a given site as well as several other criteria, Google users can “up” and “down” position search engine results on the page. This information is then aggregated to better compute the proper SERP position for a given URL for the next visit. Sites repeatedly ranked “down” will begin to not appear as high in the results page and previously “deep linked” sites may now rise based on user feedback.

To content creators, designers and developers, this means that user experience and brand loyalty are more important than ever. The more a user visits and has a positive experience, the more likely that person will be to “up” your ranking when searching for content found on your site on the Google results page. In addition, the more time a person has invested with your site, the more likely that person is to post a reply, post a link on twitter, link to you via facebook. All of these channels strengthen your name recognition and lessen the chances that someone, when given a choice, will keep you as part of their search results and not “down” you to the second or third page of the SERP.

Unfortunately, the opposite is true with users who have a bad experience on your site. Users who prefer that not to see your domain in their Google search results can have your domain lowered in their results field or removed completely. Although Google has not documented the specifics as to how they are handling domains in their search results that are repeatedly removed, it is likely not a good thing if you would like maintain your position.

Reading this post, you are likely trying to determine what this means for you, a web site designer, developer or content creator: In a larger context, it means very little. You should still focus on good user experience, good design and making your website accessible to all types of browsers, devices and of course search engines. On a smaller scale, you should keep personalized search in mind when you are writing and designing content. Every user who visits your site or the site of your client has the ability to participate establishing its position. Every potential customer or reader has the ability to make a difference and help define where you will appear Google’s result page. Personalized search is a smart approach for Google and Google’s users. You will likely see this feature appearing in Yahoo’s and Bing’s search offerings shortly.

Wonderfactory, a new media thinktank has posted a demonstration done in partnership with TIME, Inc. Although it’s not clear if this video demonstration has been created by or on spec with Sport Illustrated, it’s a very compelling demonstration of what a new, portable media device can mean for the periodical and advertising industries. This can create a new opportunity for the pharmaceutical industry with new ways to provide safety and prescribing information in conjunction with dynamic and engaging media.

AdHack, is a new crowd-source solution for advertisers looking for a lower-cost, higher quality solution for print, web and video ad creative. The site houses spec creative that ranges in quality and taste. The model is simple and straight-forward: Creatives put up a profile for themselves and can have AdHack host samples and spec work. Would-be ad purchasers can review the ad solutions, creative talent and make a purchase of the ad, work with a particular talent or commission work all via the website. There is a pre-determined pricing model that is dictated by media and the speed of the project.

For creative talents, AdHack is not an ideal solution. There is a pre-determined pricing model that is not based on experience or quality of the concept and the “creative form” that is used to initiate a commission offers no option for locating particular types of talent beyond media type. A crucial issue, and one that I take issue with, is the absence of any self-promotional opportunities in the user profile for creative talent. In order to register, you can select a user name, location and avatar. The user can then link to their portfolio via ID number or username.  but the profile is assigned a unique number as opposed to a username or tag. Additionally, there is no linking option outside of the provided AdHack portfolio. AdHack is controlling all of the creative and user information within their own ecosystem and there is little opportunity for starting artists and creative talent to promote themselves outside of this network.

I think AdHack is great start-up idea and there are some fantastic samples on the site. The network is a reported 400+ and growing (a collection of creative larger than most large advertising networks) and growing. For buyers on a budget or just beginning this is a good alternative to working with an advertising agency-a real DYI marketing solution. For a company that is not in the business of marketing or has a true challenge in their business space, working with an agency is likely a better solution.

AdHack – How it Works from AdHack on Vimeo.

UPDATE

Since the original post, James, from AdHack has pointed out that I had missed some of the features of AdHack and mistaken some of the features. You can read his comments below as well as my updated post. Again, I think that AdHack is good utility for evangelizing your creative and making connections with those buyers who are in the market.

Looking for an SEO primer? Go to the source: Google has released an excellent resource in the form of a free pdf. The best practices document goes over META data, site navigation, robots.txt and a lot more. A very good find for anyone looking for quick reference or trying to get started with natural search and optimizing a website.