Personalised Search - what does it mean to search engine optimisation?

SEO (search engine optimisation) and good, original content will become even more important in 2010 as Google implements its "personalised search" system.

How does personalised search work?

This is best explained by using an example. Let's say you do a lot of product research, and invariably click on Whirlpool search engine results. The more you click on a Whirlpool link, the more Google will suspect this is a favourite destination, thus it will automatically move it up in the SERPs (search engine results pages) the next time your search.

Google will do this whether or not you have a Google account, or whether or not you are logged into Google at the time. The stored data, or annonymous cookie, is expected to expire after about 180 days.

Why will Search Engine Optimisation (SEO) become more important?

I guess SEO becoming MORE important is debatable - quite simply because it is VERY important regardless of the new personalised search results. But, if users own searches can influence the results, obviously the higher up you are in the results pages, the better off your website will be.

Here is the catch. If the content you provide to the visitor is rubbish, it is less likely they will return. So the end result is you may get one visit from that user, but they are less likely to consider you a future source of information.

This is another move by Google to ensure it gives priority to good content.

Don't worry though - if you want your results to appear au natural, you will be able to opt out of the personalised search by clicking "web history", whether or not you are logged into a Google account or not.

To hear how two Google Engineers, Bryan Horling and Robby Bryant, explain personalised search, please check out the video below:



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