What is Search Personalization?

Last Updated on May 26, 2023

Since mid-2000s Google provides personalized search results. However we now know Google is about to take search personalization to a whole new dimension.


What is Search Personalization?

Search personalization is the technical process by which pages displayed after a given query on Google will bring adapted results, depending on a list of different factors such as your recent behavior, your internet device, the location of your IP, or other habits. Search results will be adapted to better match the content you expect from the search engine.


A Brand New Patented List of Features – Degree of Interest

Before we knew cookies were used to tailor search results.

Now we learn those search results adjustments can be based on estimated degree of interest, general context, broad idea or even your geographical location.


What’s New With This Patent?

Through the Patent US 2015/0242512 A1, Google protects a particular method for adjusting search results based on user’s previous indications for liking/disliking a result. It was already happening since many years –  from now the impact of those signals will probably be strengthened.

Google became famous and successful through the introduction of the Page Rank, a brand new way to rank websites from 1 to 10. Though PageRank still can be considered as being at the core of Google algorithm, it’s obviously dealing with plenty of other factors and signals linked to your own behavior.


Is Google Really Reading your Gmail?

Google do reads your email through their automated scan, for various purposes such as advertising and better targeting, also in order to detect potentially harmful malwares.

Their official communication is quite clear:

“Our automated systems analyse your content (including emails) to provide you personally relevant product features, such as customized search results, tailored advertising, and spam and malware detection. This analysis occurs as the content is sent, received, and when it is stored.” 

The results of this explicit spy activity has probably a significant effect on users’ search results.


How to Overcome Search Personalization

Running the  “incognito mode” of Google Chrome can be a way – in our Shanghai-based agency we also use different softwares giving ranking positions of our clients’ websites on a monthly basis.

At Sekkei Studio we keep on thinking that visibility not only relies on factors and signals – we use our deep expertise to reach a perfect synergy backed by SEO, SEM, Design and other multichannel marketing.


Discover our range of services. 

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