Yandex has now rolled out their second-generation personalized search program. According to Yandex, a person’s interests and preferences might clue them in to what they want to find.
“We used to look into a user’s search history as far as a few months back to choose the search results that would be most relevant to their scope of interests," Yandex said in a company blog post. "Now, we have added a search history of a few seconds to our search algorithm to deliver results and search suggestions based on the ‘full picture’ of the user’s search behavior. “
When Yandex updated the knowledge of users’ interests once per day, they started to understand the more-or-less stable interests, such as a love of books or sports, or that they spoke Russian and lived in Saint Petersburg. Yandex stated that more than half of all searches on Yandex are about something that interests the searcher "at this very moment."
In real time, search queries will begin to influence search results within seconds. The search engine can figure out whether a person is looking for a book or a film even if they haven’t finished typing [The Great Gatsby] in the search box, for example.
However, to go beyond queries autosuggesting keywords, Yandex stated:
With the new personalized search program, we can offer relevant results even to those who don’t have any search history on Yandex. To instantaneously react to changes in users’ search behavior, we created a real-time data processing system, which processes more than 10 terabytes of data a day, at up to 500 megabytes per second, continuously correcting its knowledge of users’ needs.
To make search results as personal as they can be, we first learnt to take into account users’ language preferences and permanent interests. Now, we have learnt how to tell current search intents of our users from their search footprint and give them what they are looking for. Personally.
See the diagram below:
I've always been very impressed with Yandex and its technology. When you start to think about why retargeting in search has become such a popular method of re-capturing when someone is back to being interested. Start thinking about the power of the user experience to assist us personally based on that retargeted data and I think Yandex is onto something.
Maybe Google will start to realize that beyond digital socialization and uniquely related authoritive links (which matter and are helpful), incorporating true personalization will result in much better results for all of us.