cullmanndesign 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.