1. You can now see your Flights, Events & Packages Information in Yahoo Search Results

2. Making online search results more and more personalized is now a primary goal of the major search engine and email providers. The effort parallels the objective of delivering notifications and scheduling of events as a more automated process. Recently, Yahoo announced a major change in the way people see results from searches related to travel or entertainment they have planned.

3. Using Yahoo Search for Travel Information Users who initiate a search from their mobile device will now see results in a whole new way. Information already stored on the Yahoo Mail pages can be used to aid in the search results, and these results are privately viewed by the user. This is unlike keyword-based search algorithms used previously. For example, if a traveler is on a flight to Chicago and has information about the flight stored in Yahoo Mail, updated information about the flight times, arrival time, and local accommodations will be immediately displayed.

4. Using any Yahoo search box, entering relevant information about a flight, hotel, or dining options will result in a new window opening up that details the flight info, such as gate information and whether there are delays involved for connecting flights. These results are selected directly from information and links on the user's YMail pages. For example, a copy of a flight itinerary may be included in an email sent from a travel agency several days earlier. Keeping this email in the inbox makes it possible for the Yahoo search engine to mine the information and display it in the results window.

5. Again, these are private results that are not part of the normal search algorithm procedure. Needless to say, Yahoo is reminding all of their email subscribers that privacy is of utmost importance.

6. Events and Entertainment The manner in which Yahoo Search obtains this information has to do with the program or app used to store the original data. YMail will now offer travelers tips and suggestions regarding entertainment, dining, and hotel accommodations. If the Yahoo subscriber uses services like Evite’s or Ticketmaster to purchase entertainment tickets, links between these vendors and the Yahoo YMail system will spring into action, and the user will actually see event information updates as well as precise travel directions to the venue.

7. Events that are sent as an email from friends or other Yahoo contacts will also pop up in the personalized results window. For example, if the user has an events sheet associated with his or her YMail, and there is an email planner report that shows a friend's birthday party with date and location details, this information will pop up on the search results when the user is traveling to the city where the event is held.

8. However, this new bit of automated notifications and search results works only if relevant search terms are used. It should also be mentioned that the aim of Yahoo is not just to make travel and leisure a bit easier with updated, real-time information, it is also the aim of Yahoo to be able to collect more information about the user. Just as merchants collect info about customers' shopping habits, Yahoo Search now includes a powerful new tool to deliver targeted results to its audience, much the way Google uses targeted advertising.

9. The Importance of Personalized Results Even the most carefully worded search queries can result in a long list of useless information. Targeting the audience by using information already stored on email pages is a rather new concept, but the idea is to funnel the most relevant data without including something the user does not wish to see. The idea of personalized search results takes a bit of getting used to, but Yahoo is counting on positive feedback from its email account holders.

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