Google to Offer Personalized Search Results

Joel Anderson  |

Google (GOOG) intends to offer a new search service that would utilize personal information and photos on the company's Google+ social networking service to deliver personalized search results. The new service, called Search, Plus Your World, appears to be the next salvo from Google in its battle with Facebook for domination of the internet.

Google Looks to Improve Market Share

When it comes to internet searchers, Google is already a wild success. Google continues to dominate the search engine space, with comScore showing that in November of 2011 the site garnered 65.4 percent of internet searches. This was down, though, from October's 65.6 percent as Microsoft's (MSFT) Bing continues to gain ground, surging to the 15 percent mark in November, and Yahoo (YHOO) continues to hold at just over 15 percent despite the recent turmoil within the company.  However, Google may be seeking out even further penetration than its domination of the search engine space and #1 worldwide Alexa ranking provide. By dipping into personalized information available through Google +, Google hopes to open an entirely new avenue to internet searches. This will mean that individual people will start getting their own, unique search results based on the interests displayed in their Google+ page.

“At Google, we always want to return the most comprehensive and relevant answers to your questions, and many times those answers are in the open public Web, but many times those answers are in your own personal content,” said Google's Amit Singhal. “This is the first time we’re bringing personal content right into the results page.”

The move by Google could also be part of an effort to fend off the surging Bing, which began displaying Facebook data like restaurants or brands suggested by friends in its search results last year. The move also appears to be motivated in part by the site's continued competition with Facebook.

Google Could Be Headed for Trouble

However, while Google continues to find new ways to increase its market share, some speculate that the company is expanding too fast and could get into trouble with anti-trust regulators in the United States and Europe. High quality global journalism requires investment. “They could have done this for Facebook and Twitter and they didn’t,” Danny Sullivan, editor of Search Engine Land, said. “That will probably make some antitrust people even more anxious over what [Google] is doing.”

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