Google announced during the Search On event new possibilities for personalizing search results, some of which have already been implemented. Let’s start with cooking recipes and the “About this achievement” information option. Ads that won’t be impactless in terms of SEO action measurement…
Google announced at last week’s Search On event (among other new projects that we will present to you in the coming days) greater personalization of search results and above all more information on how the engine analyzed the results offered, in particular thanks to its “About this result” function (which, we remind you, is not yet available in France).
Google explains it in a post: today we are developing the “About this result” tool to help you understand and control how search allows you to get useful results adapted to your needs. (…) In certain situations, displaying the most relevant and useful information implies tailoring the results to your tastes or preferences. In these cases, personalized results can make it easier for you to find content that may be of interest to you..
Therefore, this new version of the “About this result” system is now enabled (US only and for English and mobile queries), giving you quick access to commands to manage personal results, including the ability to disable them completely , if you wish.
Configuring customization of the “About this result” tool. Source: Google
Google continues its explanations: An example of the usefulness of personalized results is a “What to Watch” search. You might prefer a suspense thriller, while someone else might prefer a romantic comedy. That’s why Search offers movie and TV show recommendations (if you’ve turned on personalized results). Once you’ve selected the streaming services you use, you’ll get personalized recommendations on what’s available, and you’ll quickly know where to watch your picks.
Similarly, and always only on mobile devices and for queries in English, a personalized cooking recipe search system is emerging on queries such as [dinner ideas] Where is it [Thai recipes] :
Customize cooking recipe search results. Source: Google
Google had rather abandoned the personalization of the SERPs (results according to one’s tastes and preferences) in favor of contextualization (for example through the geolocation of the Internet user). It would appear to be changing its tune for the months and years ahead, which is clearly not neutral. The main implication in terms of SEO will be that SERPs will become more and more diverse depending on users and types of searches, and increasingly complex, if not impossible, positioning measurements. We will therefore have to get used to it and take this new factor into account…
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