Personalised search 'will affect search engine optimisation'

13:00 18th January 2010

Personalised search will change the way search engine optimisation works.

That is the opinion of search engine optimisation expert Ian Lurie from internet marketing company Portent Interactive, who said in an interview with Search Engine Journal that the way people use the internet will change because of personalised search.

He said: "If the search results are in constant flux, there's no common roadmap for the web."

Google will step down its plans for real time and personalised search and people will stop being as reliant on the search engine, predicted Mr Lurie.

He said: "By the end of the year, people will start trying to find alternative search tools – they'll no longer trust the continuously-shifting stuff Google serves up."

Mr Lurie said he preferred organic search although he said it was easier to target the right market with paid search.

He compared paid search to a laser and organic search to a shotgun although he said both were effective.

Companies must use web analytics to check if their plan for search engine optimisation is working, added Mr Lurie.

Last week, Aaron Wall from Search Engine Land said trends and future performance could be predicted by websites who used web analytics in the correct way.