Jason Butcher

Google’s ‘Web History’ – Tailored to fit or exclude, is the question

Google has launched ‘Web History’, the new name for its personalised search feature, by default across its user base. Essentially, by monitoring what you click on in their results, Google can learn what sites you like and give them a ranking boost in your search results. This adds a further dimension to how Google ranks sites and pages, which had historically focussed largely on analysing on-page relevancy and third party links pointing into a site. Some of the advantages and disadvantages this will bring. For example in the case of the enterprise, new entrants online will find it more difficult to break into Google page 1 results if the sites a user has visited before have been given a preferential boost. On the other hand, for those firms that customers like, Google’s ‘Web History’ will enhance their ability to cross-sell new products far more effectively. It also calls into question…

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