What is the personalization of search results. How to disable personalization of issuing in search engines? Personalized search and SEO
Search engines first work for those who are looking for information - for ordinary users. And so that such a user was satisfied with the results of issuing, search engines use hundreds of ranking algorithms. And also take into account the personal interests of each user - what they looked, on which sites were already, from which they left quickly, and on which they stayed. Information is processed and taken into account when generating issuance to each user. This is called - personalization of issuing.
But Personalization can interfere with webmasters and website owners. Remember the sensational story with SEO amules? When the accurate lady was deceived, selling her amulets to promote the site and the incense, which she booted and at the same time looking for his website on the desired requests. As a result, the site came out on the first position, but, unfortunately, only in its personalized extradition.
In order not to get on the staff of personalization, disconnect it. Then you will not jump from the joy that your site on the 5th place on request "Buy blah blah", while for your customers it is not in the top 20.
Turn off personalization from Yandex
To disable personalization from Yandex, go to the search settings and remove the checkmarks:
Turn off your personalization
In Google, personalization is performed in two ways, and it is necessary to disable it in different ways, depending on whether the input is made to your Google account at the time of search or not:
If the input to the Google account is completed:
If you are logged in in Google Account, your actions is written there. Turn off the record. To do this, in the upper right corner of the search results page, click on the gear icon and select "Search Settings":
Here in the "Personal Results" section, we ask not to show these the most "personal" and do not forget to "save" settings:
It is also worth cleaning the search history. To do this, again go to the settings through the gear icon and choose the item "History". A window will open with your action recording. In the upper left corner, click on the menu call icon and then "Select Delete Parameter":
Then confirm all actions and your conscience history of Clea.
If input to Google account is not satisfied:
If you still do not have an account in Google or you come from the device / browser, which has not yet logged in, then Google takes data for personalization from cookies saved by your browser.
Here are brief care instructions for basic browsers:
Is it possible to do without disabling personalization?
If you are tormented with personalization only to see the positions of your site at certain requests, then ... in vain suffer. The slice of the site positions in the search can be done in specialized services. This will significantly save your time and will help to understand whether the work performed on the promotion of the site is effective.
Selection of services that check positions, we did
If you have other reasons to disable personalization ... then you can easily do it with the help of the instructions above.
Google Search Plus Your World. And thus, suggested users a more personalized approach to the information search process. The new approach is that users may include the search results for the so-called "personal results", allowing you to obtain the data that the company's services are written about the Internet search. For example, if you gain in a large search for Google, the word "vacation", in the list of issuance you will find, first of all, offers from travel agencies, in the social search list of results will contain feedback and reports of your friends about your holidays.
In this case, access to the results is carried out only if the users' users themselves have discovered data access, or if the user is looking for information among the participants in their circles on Google+. Now "personal results" are taken from the social network of Google+ and Picasa catalogs. The new feature is still working only on the English-language version of the search engine. And by the way, the old information search option was also saved. And at any time, the user can disable social search.
Interestingly, the IT community disapprovingly met a novelty from Google, accusing the company in the deformation of search results and in aggressive pressure on users to more often go to Google+. According to the journalist Wired, the introduction of social search is another blow against the social network Facebook. The company also responded to information about the new Google search function.
"Twitter user profiles and their messages are important sources of fresh information on the Internet. We are worried that as a result of changes in Google, they will become more difficult to find. From this will lose everything," the company says.
"Each of the social networks, no matter how accused Google, Facebook, for example ... Facebook has long been trying to run your internal search, and in general social networks seek to leave users inside ourselves. Just Facebook does not turn out inside yourself to start a social search. Everyone says about it, everyone strives for this, "the creator of Liveinternet.ru says Hermann Klimenko." - Question, whether Google goes the line in suppressing other competitors at his own expense, it will leave the court. But what is logical, in general, and what it is logical. Most likely, will lead to the fact that the Google + network itself will be very close to the Facebook competitor, it is obviously enough. "
Some analysts emphasize that the new aggressive attempt by Google to promote Google+ using its dominant position in the Internet search market, antitrust authorities may be interested. According to rumors, documents are already being prepared for a major investigation against Google. It is believed that the US regulators are suspected of Google in the fact that when the search results rank, he prefers its own services like Youtube and Google Maps. The official confirmation of this information, however, was not.
Last seven years in Google and the last five years in Yandex, the search is increasingly becoming personalized. It adjusts to the location of the user, the device from which it goes into the search engine, previous requests and many other factors, the number of which is growing every year. In this article we will look at how to take into account personalization in the promotion of sites and is it possible to increase the traffic.
What is personalized search
Personalized search results are based not only on traditional ranking factors, but also on user data: geography, search history, demography, interests. The main purpose of personalization is to provide the user not just the best among sites on his request, namely what you like it.
Now almost all search engines use such an approach as search personalization: Google, Yandex, Mail.Ru, Bing (and, consequently, Yahoo). Previously, all began began and most of all succeeded in this Google. Already in 2011, the experiments showed that more than 50% of Google searches were personalized, since then it is likely that this number approached 100%.
Personalized Google Search
The first attempts to attract social factors in the formation of search issuance were in 2008, then Google gave the opportunity to vote for sites and remove unnecessary references from issuing. It is now taken into account about 200 factors according to data collected over the past six months of activity on Google search pages.
Geography
The main factor that analyzes Google is a region. Thanks to this, users from different countries see different search results.
The textbook example, which is given in connection with this situation is the search results for Football. Users from the United Kingdom will see the results related to the usual football and the English Prime Liga, while users from the USA are information about American football.
Depending on the geography of the user, search results are different: people from Moscow and Magadan will see different sites in extradition. Therefore, according to geotedia, it is necessary to track positions separately for each city.
Web search history
The main purpose of personalization is to provide users with the most relevant and useful information. According to previous requests and browser history, the search engine will analyze interests and on the basis of this data sets the search results.
Because of this, firstly, it becomes more difficult to track the position of the site in the browser. Secondly, the search history analysis means that if someone in the past brought the site of a particular company, then in the future it will see it in a more advantageous position, and not, for example, you. Because of this, it is more difficult to track your position: you have already come to your site.
See the impartial search results page in your browser simply: it is enough to enable Incognito / Private mode - so the story will not affect the results (however, the location will continue to be taken into account).
With the second problem more difficult. Influence the issuance based on the history of the browser is impossible. But do not forget that personalization can and should work for you. When someone launches a keyword search for the first time, you must do everything possible to appear in the first results. If you are clicked on any requests, then for these users and on others you will be raised.
Mobile devices
By 2017, the issuance of PCs and mobile devices was so different that it would probably be fair to assume that the Mobile Google search gradually becomes a separate search engine with its own set of ranking factors.
One of the most important ranking factors for mobile devices is the presence of a mobile version or adaptive layout. In the issuance, there are practically no sites that are not optimized for smartphones. Therefore, it is necessary to work on the optimization of the site for for mobile devices and track the rating separately for smartphones and for PCs.
Social media
About each user who has a Google+ account, the search engine has social data, such as gender, age, interests and friends. This information will also be taken into account in personalized issuance. If you have Google+'s profile and you entered your Google account in your browser, the search results will include the content you watched on the social network or with whom your friends interacted.
Personalized results from social networks displacing some organic links, and it becomes more difficult for good positions in extradition. However, while messages in social networks displaced the position of your site in extradition, they also provide ranking opportunities. Google gives priority to those sites, references to which were published on Google+, or on which there are links to Google+. If you create your business account on Google+, you will share quality content, and people will become your friends in this network (or your company's friends), it will help to raise the site's position.
Other Google Products
Google opportunities are very wide. The search engine collects about its users data from other products - Gmail, Google Play, Google Calendar, Google Maps, YouTube, etc. Although it is probably not yet affected by SEO, this is an interesting tendency to turn Google into something much greater than the search engine.
Submit your application
Personalized search in Yandex
Personalization in the main search engine Runet began in 2011 with the introduction of the Reykjavik algorithm, which takes into account the language preferences of users. Significant personalization of issuing began with the Algorithms "Kaliningrad" and Dublin, which began to take into account the search history.
Although it is still early to evaluate the results, experts believe that after the introduction of the "Queen", the search for the search will be even more personalized.
Geography
The geographical position is taken into account in the relevant extradition for a long time. Yandex carefully refers to this factor: the issuance can be completely changed depending on the city.
Web search history
For Yandex, history is of particular importance - individual issuance directly depends on the search activity. Yandex collects information about the transitions to the user's sites, as a result of which the person's personal context "learns". At the same time, factors such as transitions, user behavior on the page, etc. If a person uses the Yandex search system relatively recently, the issuance will become an individual as soon as there is enough information.
Selected sites
The system also analyzes the preferred interests of users not only on the basis of the search history, but also on bookmarks.How accurate search engines are as far as accurate search engines
We propose to compare, as search services cope with personalization. Using the service of the automated assessment of the quality of search engines Analyzethis.ru, developed by our experts, we found out how compliance with the expectations of users issuing three large search systems: Yandex, Google and Mail.ru.
Each schedule shows the dynamics for the last month (the service allows you to see the dynamics and for the year, and for the entire observation time). All data are relevant on September 20, 2017.
Regional search
The main parameter of the personalization used by the search engines is an analysis of the user's geography. It does not always play a role, but a significant proportion of requests implies issuance adjusted for a specific region.
For example, when the hungry user in Ulan-Ude asks the request "Delivery of Pizza", it is extremely important for him to understand him correctly: he is unlikely to be interested in the theory of the issue (in which cities are the most accessible pizza), and Moscow or St. Petersburg firms not Relevant - they do not carry food in Buryatia.
Using the search engine analyzer, we found out which of the search engines is most accurate in the display of geo-dependent queries. The chart below displays data for such cities of Russia as Vladivostok, Ekaterinburg, Kazan, Krasnodar, Nizhny Novgorod, Novosibirsk, Samara, St. Petersburg, Ufa.
The schedule shows that Google for some reason considers it necessary along with local responses to show and some answers from other cities (that on requests like the delivery of pizza, indeed, leads to irrelevance, but for some reason they are supported by them). At the same time, to assume that Google does not know how to evaluate the geotependence of the request or does not know how to recognize the geography of the user and the site, it is not necessary. At the same time, earlier the share of localized results was percentage of 20 - so the current 40% can already be considered progress.
conclusions
Personalized search simplifies users' life - according to experiments and research of Yandex, this allows a person to save 14% of the time when searching for information.
For SEO, personalization means the complication of the principles of the formation of search results.
Mikhail Volovich, head of the laboratory of ranking factors, describes the impact of personalized search as follows:
"Ordinary ranking factors still work, just some" personal "are added to them, which on average for different users in the amount will give approximately plus-minus zero. Therefore, it is necessary to optimize the site, as before (taking into account changing priorities), and besides, thinking about the mobile version, social networks, etc. - But they also affect the usual rankings. And do not forget to switch to the "anonymous" mode, when checking the positions of your site in search results - search engines remember that you often have been on this site, and lift it for you. "
Material prepared Anna Akulov.
The person educated is one who knows where to find what he does not know.
Georg Zimmel
The founders of each search engine set themselves the task is not easy to create a search engine, and the service capable of predicting all the thoughts and desires of the user and from the first time to find on his question full and relevant answer. The path to its implementation is a crimson and thorny! And as we see, today, not a single search engine in the world could create such a perfect algorithm so that with 100% accuracy to respond to all requests from users from the first time. In search of decisions you can spend many years, however, lately in the search world, the trend of issuing personalization is firmly established. Indeed, why guess what the user wants if the wishes of the majority differ. Do not please everyone, but separately taken - very much, I decided to google and first of the search engines spent " personalized revolution" What it was, and what consequences are waiting for users and optimizers, we will consider in this article.
First attempt
For the first time, attempt to personalize Google's search results took back in 2007. Then the search engine suggested users to note how relevant the resource is in extradition using the appropriate smiley in Tulbar..
Page blocking in Serp
The idea with the arrangement of stars and estimates did not fit. In 2011, Google went on a fundamentally new way: why offer users to vote for the likelled sites when you can simply remove irrelevant resources from issuing!
As a result, the search engine launched a function page blocking in Serp. At first, the function was implemented as a Google Chrome browser. With the help of this extension, the user could delete sites from issuing, irrelevant in the specified query. In the future, these sites in the individual Serp of this user have no longer shown. The user received a unique issue, and Google - freesessors, because all the data on blocked sites was sent straight to the search engine specialists.
Some time later, this extension was transformed into a search engine, and all the collected Google users could block the sites and change the issuance to their taste. In the fall of innovation to users of most countries.
According to Google, data on the locked sites is currently going and in the future will be taken into account when ranking. How exactly - until it says. But it has already been said more than once that using this information, Google will be able to clear the issuance from spam and increase its quality.
Button +1.
The idea with the voting of users for the favorite sites did not leave Google. At the end of March 2011, the search engine appeared, which allowed users to celebrate the sites like them directly in search results. At first, this feature was only available to login users. However, in the summer of 2011, all Google users see how many "pluses" received a particular site in extradition. A little earlier, the +1 button has become available for installation on third-party sites.
With the administration of the +1 button, each user receives an individual element. After all, in addition to the number of marks +1, the user sees who of his contact list and friends on Google+ appreciated this site. And already following their recommendations, choose the most suitable result in extradition.
Thus, Google once again replenished his army assisors who helped him improve the search quality. However, to tell in detail how it will be to use information about the "pluses" of users, the search engine did not. The only thing that he mentioned is all the data will be tested and only then will be added to the ranking formula in order to improve the quality of SERP.
However, Google still allowed webmasters to learn about the +1 button effect on the site. In the summer, the Google WebMaster Tools appeared, which reflects the effect of the button on the number of traffic on the site and on the site CTR. For comparison, data on CTR pages with +1 comments are displayed. In addition, the report shows geographical and demographic information about Google users who have pressed the +1 button.
In addition, Google reported that the presence of +1 buttons will contribute to the site of the search robot.
SEARCH PLUS Your World
The tendency to issue different users a variety of issues has been outlined in search engines for a long time. However, in January 2012, Google went even further and offered users a fully personalized search results, diluting the issuance of information from the Google+ social network. The new feature was called "Search Plus Your World" (search plus your world) and consisted that from now on the user was offered 2 types of serp:
Despite criticism, the version of the personalized issuance from Google is still a very significant step in the development of search. Of course, he is still far perfect, and its utility and the need for many are questioned. But I do not think that many users perceive the innovation negatively - after all, they can always switch to the usual version of Serp.
If you personalize, then everything, I decided to google and began to memorize requests that users asked to then issue them in the prompts. In the search tip block, these requests are allocated with purple color, and the "Delete" button is displayed next to them. Personally, I earned in mid-February, but, according to one of our readers, such a picture has been observed for a couple of months. Google has not yet done any official statements on this bill.
What experts say
I wonder how the personalized Google search will develop? With this issue, we turned to lead SEO specialists.
Leonid Stekhovsky, director of promotion and automation technology, Optimism.ru:
Personalization of the search is an important step towards the development of search engines. As social services and analytical systems are developing, the amount of information, on the basis of which search engines can make outputs about the needs of users, will definitely be only to grow.
Here it is impossible not to mention the trend of the development of behavioral factors that are also based on the study of users. Many years ago, when search engines just started their existence, there was no opportunity to take into account these factors, so the search algorithms were forced to be developed on the basis of indirect signs that determine the content of the page of the user's need. Today we are seeing the beginning of the new search era, which is based on real user data.
What awaits us in the future? The trend will continue development, but not as fast as much as many would like. The fact is that the collection, counting this data and processing requires huge capacities. Is it worth it to be afraid? It is unlikely, because this trend takes us from spam to marketing.
Alexey Poykhov, analyst, Ingate.:
The direction is interesting and undoubtedly intended to improve the search quality in the eyes of the user. Yandex, as is known, also experiments with issuance, and with personalized search tips (except for its Yandex + is not yet).
I like the user of the search engine, in principle, impresses the ability to manageSerp'Ohm - block sites, vote, recommend friends. The main thing for the search engine is to comply with the balance between personalized and adequate issuance; For the user, do not block in your little Mirka - Introducing a request for a personalized prompt, visiting "your" previously marked sites, reading the posts of your friends ... In such a situation, the Internet risks restricted for each user with two and three hundred pages.
The direction of personalized search, I think, will develop leading search engines, including, by strengthening cooperation with social networks, because personalization is inextricably linked with the social activity of users. Probably the near the day whenGoogle The request itself will introduce for you, he himself will choose the desired product, he will discuss him with your friends, will make an order himself ... It remains to hope only that he will pay him :)
Elena Kamskaya,head SEOLIB.RU:
I think first of all personalization will make it available to regional searches, including for Google.ru. The next step is likely to be mandatory personalization of the results of issuing - personalized posts will be implanted to the main results regardless of whether this user wants or not.
Also, I do not exclude the possibility that Google will still find a common language with Facebook, and then one of the following steps can be to use Facebook data to personalize the search.
For myself, as a user, I do not see the need for such a "social" personalization. If I want to know anything from friends or acquaintances, I can do it and without the help of the search engine. Therefore, I consider personalization on the basis of the data on the location of the user, like Yandex, much more successful. Now for most requests in Yandex, each user receives links to companies that are located in its city. In the future, it may be shown by links to companies that are located on the next street or in a nearby house - this will be a good personalized search.
The main task of systems that organize the search is to quickly satisfy the information need for the user. Since the information need cannot be accurately defined on one request, it is necessary to study the user, store and analyze the history of his behavior. On the other hand, in some aspects, people are more trusted by the results (sites or companies in the case of commercial requests), which they recommend friends or with which they have positive interaction experience. Many world research experts agree that the optimal version is a recommendatory search.
In this regard, the search giants starting with Google, with the development of their technologies will move towards studying user preferences, as well as preferences of those people who are trusted, in most cases these are their friends. This is the main idea in the personalization of search results.
Accordingly, in a personalized search, you can expect a closer interaction of search engines with social networks where all social ties are stored. At the same time, "+1" and "Like" will not be strongly influenced by a general search, as this will be taken into account as the recommendations of strangers who do not necessarily trust. It is difficult to say how a personalized Google search will develop, it will collect data about us and on the basis of them to give us your answers to our questions. As for the interface, it should not change much, now there is all the necessary information for making decisions (photos of authors, links to profiles of friends, etc.).
Search technologies do not stand still. As you can see, Google has long chosen the direction for the development of his own search and diligently he should. The search engine is confident that personalized results are the most accurate and relevant. And if with the time Google decides that the search results should be exclusively personalized, most optimizers will sigh only will be technimized: after all, if half the serp is occupied by personalized posts, the struggle for the remaining position will seriously increase. But imagine how the CTRs remaining in the top 10 sites can increase.
But the final conclusions do it too early. Personalized search while available only for Google.com, which means this version is still tested and runs through, and in the future we can wait for significant changes.