Custom Search: The Death Knell of Rankings Based Search Engine Optimization

Custom search based on user browsing behavior is here. This means that search engine result pages will deliver different results to individualized users based on the past search trends and geographic location of that user. And no, you do not have to be signed into your Google account for this to happen. Clients as well as SEO firms which insist on a rankings-based metric of success are going to have to change their thinking. Do not ask for whom the bell tolls, it tolls for thee, rankings-based SEO. (Full article on custom search and geo-targeting).

Traditionally, the success of an SEO campaign has been largely based on visible search rankings for target keyphrases. I have always maintained that this is not the correct metric by which to evaluate the success of any given campaign, as all the search rankings in the world are worthless if they do not result in traffic to your website which results in conversions. While many individuals and organizations (both SEO practitioners and their clients) have steadfastly refused to accept this truism, the time is now upon us where they must accept and recognize this, or any SEO effort will be doomed to failure. But why?

Largely unnoticed to many, Google has implemented customized search engine results pages based on a user's browsing history. The user does not have to be signed into their Google account, or even have a Google account, for this to happen. This can be seen clearly on the graphic below:


This is a screenshot of the first page of results on Google for the query "search engine optimization". Take a look at the red arrow marked "A". You can see that it points to the words "sign in". This indicates that the screenshot was taken while not signed in to a Google account - these are the natural Google search results for a user who either does not have a Google account or is not signed in to one. Or are they?

If you look at the red arrow marked "B", you will see the words "Customized based on recent search activity". This indicates that the "natural" search results which are being served to the user by Google are actually based on the user's recent search history. These results are filtered even further based on the user's geographic location. How do we know this? Well, clicking on the "more details" link leads us to an explanation: "When possible, Google will customize your search results based on location and/or recent search activity."

Therefore, it is evident that search results are being served in a geo-targeted manner as well as based upon recent search behavior. Geo-targeting is extremely evident when searching for an otherwise generic term like "coffee bar". See the graphic below:


At the very top right of the graphic, you can still see the words "sign in", indicating that I am not signed into any Google account. The red arrow marked "C" shows that Google is geotargeting the results to my location of Austin, Texas. The red arrows marked "D" and "E" show localized results based on that applied filter.

Clicking on "more details" yields the following message from Google:

"The following information was used to improve your search results for coffee bar:

Location - Your approximate location has been identified as Austin metro area, US.
Based on your IP address: 68.xxx.xx.xx" (IP address removed by author).

Google explains what they are doing with search customization in their Web Search Help Center. They state there are three factors which come into play for search customization:

1. Location. If signed into a Google account, location is based on your Google account information. If not signed in to a Google account, approximate location is ascertained via your IP address.

2. Recent Searches. Google uses recent search history to further refine your results because "it provides a valuable context for understanding the meaning behind your searches". Google goes on to say that they use search history "to customize your results whenever possible, regardless of whether you're signed in or signed out [of a Google account]." (emphasis added) Google claims that recent search history is kept on a cookie on your browser for a period of 30 minutes, after which it is deleted. It also claims the cookie is deleted any time you close your browser.

3. Web History. This customization is only provided if you are signed into a Google account and have web history enabled.

It is interesting to note that because the customization cookie is browser-dependent, you can obtain different results, on the same machine and IP address by simply opening a new browser. For example, switching between IE, Firefox, Safari, Chrome, or another browser will reset the customization entirely.

While this may be great for the user search experience, it can prove to be a big headache for SEO clients and SEO firms wishing to observe rankings as an indicator of success. Therefore, additional metrics of the success of a search marketing strategy must be agreed upon prior to the onset of any particular project. While a detailed analysis of such factors will be saved for a later article, they would include such things as analytics, user behavior, referral traffic, and of course conversions.

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