Relatively recently, Google started to incorporate ‘memory’ into their AdWords system. A user who first searched for “hockey”, then for “sticks”, would ultimately be served ads for hockey sticks. Not a bad idea, since about 80% of all unsuccessful searches result in keyword refinement (e.g., going back and trying a different query). Since the first and second searches are probably related, then this looks to be good for publishers, and gives more play on the keywords.
In April, at SMX Sydney, it was relayed by Marissa Mayer (VP of user experience – don’t know who she is? Look her up. She’s good people!) that this memory is coming to natural search as well. It was even given a name – “Previous Query”. Is this going to be in the form of personalized search when you’re logged in?
Sounds good. I’m all for a better search experience. Google is the bandleader, but other technologies and verticals are impeding. If Google can make their ‘best-of-breed’ general engine better, then they better do it fast.
Read more… “Previous Query” Refinement Coming To Hit Google Results
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