1. Personalized Search Adrian Salido-Moreno

2. Outline  Introduction  Implementations (google, yahoo, eurekster)  Search Engine Optimization  Privacy  Future  Conclusions  Introduction  Implementations (google, yahoo, eurekster)  Search Engine Optimization  Privacy  Future  Conclusions

3. Introduction  “Personalized Search is the fine-tuning of search results and advertising based on an individual’s preferences, information and other factors” [Johnson]  Basically obtaining information from user to provide better results.  Users should see what they are interested in  Uses same techniques used for personalizing web pages (amazon, netflix, etc)  “Personalized Search is the fine-tuning of search results and advertising based on an individual’s preferences, information and other factors” [Johnson]  Basically obtaining information from user to provide better results.  Users should see what they are interested in  Uses same techniques used for personalizing web pages (amazon, netflix, etc)

4. Google’s Personalized Search  URL: http://www.google.comhttp://www.google.com  Google adds personalized search by default to all new users.  It uses search history, personalized homepage and bookmarks to determine which web pages are more relevant.  By being logged into any of google’s services you get personalized google results on web searches.  URL: http://www.google.comhttp://www.google.com  Google adds personalized search by default to all new users.  It uses search history, personalized homepage and bookmarks to determine which web pages are more relevant.  By being logged into any of google’s services you get personalized google results on web searches.

5. Example  Image taken from Sullivan’s article  Results are rearranged according to Sullivan’s favorite sites.  He often visits ClickZ, SEMPO and Search Engine Guide, this last one moves from second results page to first  Image taken from Sullivan’s article  Results are rearranged according to Sullivan’s favorite sites.  He often visits ClickZ, SEMPO and Search Engine Guide, this last one moves from second results page to first

6. Yahoo’s Myweb  URL: http://myweb.yahoo.com/http://myweb.yahoo.com/  It let’s the user save search results, add tags and see other people’s results.  “My Web's features also include tools that let people automatically save their searches, archive exact copies of Web pages as they appear at a certain time, and import bookmarks from Microsoft's Internet Explorer browser” [Hines]  It only allows searching through other users or own bookmarked sites.  URL: http://myweb.yahoo.com/http://myweb.yahoo.com/  It let’s the user save search results, add tags and see other people’s results.  “My Web's features also include tools that let people automatically save their searches, archive exact copies of Web pages as they appear at a certain time, and import bookmarks from Microsoft's Internet Explorer browser” [Hines]  It only allows searching through other users or own bookmarked sites.

8. Eurekster  URL: http://www.eurekster.comhttp://www.eurekster.com  Creates a social network in which results are influenced by the users in it.  If someone visits a site using a specific search it will move to the top result in the group’s search engine for all other users.  It doesn’t have listings of its own. Uses other search engines (AllTheWeb) to get results and do the rankings based on users.  URL: http://www.eurekster.comhttp://www.eurekster.com  Creates a social network in which results are influenced by the users in it.  If someone visits a site using a specific search it will move to the top result in the group’s search engine for all other users.  It doesn’t have listings of its own. Uses other search engines (AllTheWeb) to get results and do the rankings based on users.

9. Search Engine Optimization  Rankings on just link analysis can face link spamming, and it may not be as reliable.  Eurekster could be influenced by click spamming from its users, but because generally friends belong to a network, they don’t usually spam their network.  The ability to block/save pages allows the user to see only desirable results.  When users click on links, it means that the site is important for what he is looking.  Rankings on just link analysis can face link spamming, and it may not be as reliable.  Eurekster could be influenced by click spamming from its users, but because generally friends belong to a network, they don’t usually spam their network.  The ability to block/save pages allows the user to see only desirable results.  When users click on links, it means that the site is important for what he is looking.

10. Search Engine Optimization  Every search by two different users should bring back different results personalized to each one of them.  Because marketers can no longer control the rankings in search engines with the arrival of personalized search, they now have to focus on the content so users would want to come to the site often and get high rankings.  Every search by two different users should bring back different results personalized to each one of them.  Because marketers can no longer control the rankings in search engines with the arrival of personalized search, they now have to focus on the content so users would want to come to the site often and get high rankings.

11. Privacy  Personalized search means the search engines store information about the users.  With news about leaks like the one from AOL, people are reluctant to share information.  Story:http://www.nytimes.com/2006/08/09/techno logy/09aol.html?ex=1312776000&en=f6f61949c6 da4d38&ei=5090http://www.nytimes.com/2006/08/09/techno logy/09aol.html?ex=1312776000&en=f6f61949c6 da4d38&ei=5090  Personalized search means the search engines store information about the users.  With news about leaks like the one from AOL, people are reluctant to share information.  Story:http://www.nytimes.com/2006/08/09/techno logy/09aol.html?ex=1312776000&en=f6f61949c6 da4d38&ei=5090http://www.nytimes.com/2006/08/09/techno logy/09aol.html?ex=1312776000&en=f6f61949c6 da4d38&ei=5090

12. Future  Personalized search is the future of web searching.  It’s the user who’s supposed to decide what information is relevant.  Searching for something doesn’t really mean that a person is truly interested in that.  Watching user behavior has a lot of static (could be searching for someone else, sharing computer, etc)  Personalized search is the future of web searching.  It’s the user who’s supposed to decide what information is relevant.  Searching for something doesn’t really mean that a person is truly interested in that.  Watching user behavior has a lot of static (could be searching for someone else, sharing computer, etc)

13. Future  Personalized search is currently on its first steps, currently it might not be what it should be (not getting what expected), but it’s the right direction.  Using the information gathered from users of personalized engines, these engines can study them and come up with a better way to display results.  Personalized search is currently on its first steps, currently it might not be what it should be (not getting what expected), but it’s the right direction.  Using the information gathered from users of personalized engines, these engines can study them and come up with a better way to display results.

14. Conclusions  “Every search is an island” [Hotchikis]  People are sensitive about the information they want to share  Personalized search is the future of web searching, but still a work in progress.  “Every search is an island” [Hotchikis]  People are sensitive about the information they want to share  Personalized search is the future of web searching, but still a work in progress.

15. Bibliography  Barbaro, Michael and Zeller, Tom. "A Face Is Exposed for AOL Searcher No. 4417749". The New York Times. 9 Aug 2006  Brick, Rusty. "Your Google Search Results Are Personalized". Search Engine Roundtable. 5 Feb 2007  Dafforn, Erik. "When Google Changes, SEO Takes It Personally". ClickZ. 7 Feb 2007  Hines, Matt. "Yahoo debuts personalized search". CNet News. 27 Apr 2005  Johnson, Steve. "Personalized Search". IMEDIA CONNECTION. 27 Jan 2005  Barbaro, Michael and Zeller, Tom. "A Face Is Exposed for AOL Searcher No. 4417749". The New York Times. 9 Aug 2006  Brick, Rusty. "Your Google Search Results Are Personalized". Search Engine Roundtable. 5 Feb 2007  Dafforn, Erik. "When Google Changes, SEO Takes It Personally". ClickZ. 7 Feb 2007  Hines, Matt. "Yahoo debuts personalized search". CNet News. 27 Apr 2005  Johnson, Steve. "Personalized Search". IMEDIA CONNECTION. 27 Jan 2005

16. Bibliography  Sherman, Chris. "Google Personalized Search Leaves Google Labs". ClickZ. 30 Nov 2005  Sullivan, Danny. "Google Ramps Up Personalized Search". Search Engine Lnad. 2 Feb 2007  Sullivan, Danny. "Google Relaunches Personal Search - This Time, It Really Is Personal". Search Engine Watch. 28 Jun 2006  Hotchikis, Gord. "The Inevitability of Personalized Search". Search Engine Guide. Feb 20 2007  Thompson, Brittany. "Is Personalized Search the Future?". WebProNews. Aug 3 2004  Ward, Eric. "Google Personalized Search, Google Bookmarks & Link Building". Search Engine Land. 5 Mar 2007  Sherman, Chris. "Google Personalized Search Leaves Google Labs". ClickZ. 30 Nov 2005  Sullivan, Danny. "Google Ramps Up Personalized Search". Search Engine Lnad. 2 Feb 2007  Sullivan, Danny. "Google Relaunches Personal Search - This Time, It Really Is Personal". Search Engine Watch. 28 Jun 2006  Hotchikis, Gord. "The Inevitability of Personalized Search". Search Engine Guide. Feb 20 2007  Thompson, Brittany. "Is Personalized Search the Future?". WebProNews. Aug 3 2004  Ward, Eric. "Google Personalized Search, Google Bookmarks & Link Building". Search Engine Land. 5 Mar 2007

18. Thanks!