Personalized vs Blended Search

SEO (search engine optimization) is definitely evolving far beyond it’s origins, not only with today’s algorithms for organic search results, but also with the addition of blended search and personalized search results. Google, by far, dominates online searches, causing other search engines to react every time they institute change. Google was the first to off personalized search results, causing Yahoo to start collecting data (for two years now according to WebProNews.com) suggesting their personalized search launch is around the corner with Ask.com soon to follow. Blended search was also started by Google in 2007 and copied by Yahoo in an effort to offer same quality search results as the search engine giant.

Personalized search reorganizes organic search results to reflect the individual searchers preferences according to Google. iGoogle content, Google bookmarks, pattern of clicks in personal searches, and your personal web browser history can affect search results. This is somewhat controversial in the SEO industry, as it makes traditional SEO methods all but obsolete. The goal is to deliver more relevant content to the individual but critics disagree, stating it limits access to new information. Supporters counter by saying if you want access to this new information, all you have to do is go to search results past page one, but throughout Internet search history, this has proven to be a rare exercise.

Blended search, also called “universal search” and “search 3.0,” is more widely accepted in the SEO industry. There are still some critics who prefer the traditional method of optimization – content, META tags, and link building. The majority of SEO experts welcome the change, as blended search includes videos, news releases, articles, and blogs and returns a more accurate result for the intended search. SEM’s (search engine marketers) also welcome the additional work, as blended research demands retooling thousands of websites, fueling growth in the industry.

My personal opinion, as a former do-it-yourselfer, now student seeking a Masters in Internet Marketing, is that these newer styles of searches, more so with blended search, will reduce corporate shortcuts – i.e. using IT personnel as web developers - and secure a stronger position in the job market for Internet marketing personnel. The Internet advertising industry was already one of the few industries of significant growth throughout the American and global recession, and will continue to grow exponentially as higher ROI (return on investment) Internet advertising overtakes traditional print ads and costly TV ads, as well as offering end users even better search results increasing future use of search engines.

In summary, I would say that personalized search will have little impact on Internet advertising (in contrast with some industry experts) as most web surfers will use this model to find websites they already visited and wish to return to or find similar sites. Blended search, however, will have a much larger impact on Internet marketing. Companies slow to optimize their sites for 3.0 will see their company’s online presence shrink while web savvy companies (or companies that hire Internet marketing savvy personal) will see potential for new growth. Search engines slow to adapt to 3.0 search methods will watch their market share shrink. As always, Google will remain dominantly in it’s number one position and continue to rake in massive advertising revenue by leading search engines in new technologies.

- Mark Rogers

Internet Marketing Consultant