To be honest, I’m surprised at the amount of push back to search engine personalization. Before I do move on, however, I did want to take a look at some of the criticism that has come out about personalization and provide my view on why personalization is the logical next step for search. But in the next little while I’ll probably move on to other topics. In future columns I’ll probably be coming back to the personalization angle on a semi-regular basis because I really believe it’s fundamentally important to the next evolution of search. While the initial storm following Google’s announcement seems to be dying down somewhat, the ripple effects can still be felt throughout the SEM industry. In the past two weeks I’ve had the opportunity to talk to both Marissa Mayer and Matt Cutts about the impact of personalization at Google.
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