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Google’s Evolving Personalized Search Results

SEOMOZ’s Rand Fishkin describes personalization, as it applies to Google’s search algorithm as,  “Usage data I mean the areas where Google is showing you or other users specific things based on your usage activities, where they are leveraging usage data, broad usage data, for many users to come up with different changes to these types of search results, and where they’re leveraging user personalization on a macro level, taking the aggregate of those things and creating new types of results, re-ranking things and adding snippets.”

In this Whiteboard Friday video he touches on some of the ways personalization affects the search results users see, and how this impacts SEO – especially for local businesses.

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If you enjoyed this video, please visit the SEOMOZ Blog for more Whiteboard Friday videos.

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