» Google’s New Search Results #2: Search Gets Personal

 

This post was written by Sonny Ganguly, CMO of WeddingWire, you can follow him on Twitter @sonnyg. A full version of this article is available in the Education Center. Sonny leads WeddingWire’s marketing strategy, customer acquisition, and business development.

 

Search Gets Personal

Google recently unveiled its newest endeavor called “Search Plus Your World” this January.  This new adjustment focuses on personalizing search results to include a mixture of personal results along with standard search results. “Search Plus Your World” represents quite possibly the largest change ever made to how Google’s search results are displayed.  It is a strong indicator of the future of search engines, with the big idea being that People Matter. 

The update is focused around four primary features:

  • Includes photos from you and your friends in search results
  • Content from your connections on Google+, Google’s social network
  • People’s profiles in search results, which is similar to Facebook people search
  • Related people and pages as you search, which bears some resemblance to twitter

“Search Plus Your World” provides users with a toggle to see results that are based on Google’s algorithm as before or a new button to shift to personalized results. Based on your previous interests and friends’ interests, Google will provide personalized results for whatever you may search for. For example, if you were to type in “best restaurants in Miami” your typical search results will pull back popular restaurants with their ratings and reviews.  With the new changes, you will have the ability to get personalized results for the “best restaurants in Miami,” which would include any reviews from your friends or pictures from when they dined at a restaurant.

In the future, when you ask a search engine to tell you the “best movie playing”, it won’t give you an answer based on popularity or box office results.  Rather, you will get recommendations that are more based on your social graph and what movies your friends, family and like-minded people enjoyed.  “Search Plus Your World” combines Google’s algorithm with the social world, and it has taken some of those cues from Facebook and twitter.  In the next two years, expect search results to become more tied to social networks and activity.  Why? Because people and their connections matter!

Read more about Google’s recent Panda update focused on new ways to determine search rankings based on the quality of content, and check back soon to for insight on the impact and future of Google+!