What is AI-based Search Personalization

What is AI-based Search Personalization? 11 Ways to Personalize Search

Search engines are getting better and smarter. You might have noticed that nowadays search engines produce different search results for different users for the same keywords. For example, both you and your friend are looking for popular destinations in India. You and your friend might come up with a different list for the same keyword used.

This is because of the influence of artificial intelligence that the search engines are producing tailored results based on your unique online habits and preferences.

Now that you have got the inkling of AI-based search personalization, let us explore the landscape so that next time your SEO strategies are more appropriate and effective.

 

What is Search Personalization?

Can AI-based search engines read your mind? Well, not in the literal sense, but in a way, it can predict your preferences by gathering and analyzing data on your digital footprint. It is true that the search results give the impression of mind-reading but in reality, it is the AI-based algorithms that are doing the task of producing personalized searches just for you.

Where traditional searches produced generic results, the new-age AI search engines removed the concept of one-size-fits-all results and gave us personalized results. This became possible due to the advanced machine learning algorithms that rummage through various data to personalize your search experience.

Our next step in learning about search personalization is to learn how it actually works.

 

How Does Personalized Search Work?

We have learned that search results can be as unique as your personality. Now, let us learn how things work in search engines. Here are some of the key factors that make personalized search results possible.

1. Your Digital Footprint

Your browsing history plays a significant role in personalizing search results. Your past searches and website visits become like breadcrumbs, leaving a trail that helps them understand your interests and personalize future results.

2. Your Physical Location

The search engines aren’t just about the digital world, your geographical location matters too. You will find that the local businesses near you and other relevant information are given priority in your search results.

3. Your Social Media Activities

Your social media activity is also an indicator of your preferences and interests. The search engines take notes of your social media activities and personalize the results accordingly.

4. Demographics

For a personalized experience, the search engines use basic details such as your age, gender, and language preferences to refine your search results.

5. The Device You Are Using

The device in your hand can also influence what you get in the SERPs. Search engines might tailor results based on the kind of device you are using right now. Whether you’re using a smartphone, tablet, or desktop, it ensures optimal viewing for each device.

6. Your Clicks Behavior

Search engines track the clicks you have made in your online journey. By analyzing the links you chose to click, they get to learn more about your preferences and thus align your future results according to your interests.

 

Artificial Intelligence’s Role in Personalized eCommerce

Artificial intelligence plays a pivotal role in eCommerce. Having AI by your side is like having a personal shopping assistant who remembers your preferences and tailors the experience just for you. AI algorithms in eCommerce can extract valuable insights by analyzing huge amounts of existing customer data.

This translates into targeted product recommendations, personalized marketing campaigns, and a shopping journey that feels designed just for you. A study by Evergage shows that a whopping 88% of marketers report measurable improvements with AI-driven personalization.

There is more surprise left! AI doesn’t just recommend products based on your interests. It can even predict your next move. For example, if you are buying a shirt today, you may buy a tie tomorrow.

This allows businesses to proactively offer what you are looking for. This may include relevant content suggestions or even personalized pricing based on the pricing range the customer prefers to buy.

Further, with the help of AI, your business can leverage chatbots for assistance, utilize image and voice recognition for a more intuitive search experience, and even optimize inventory management for a seamless shopping experience.

 

11 Ways to Personalize Search Results

We have learned that search engines with AI tailor information to your unique needs and preferences, and create an online experience exclusively for you. But how exactly do they do this?

Here are 11 ways search engines personalize your search results:

1. Personalized Recommendations Drive Sales

Since it is no longer a one-size-fits-all experience with the search results, it has become easy to hit the customers with the exact information that has a high potential for conversions. You can now offer personalized recommendations to your customers by analyzing past searches and interactions.

For example, if a customer is looking for a new headphone, his search history must be filled with all the related searches. The seller selling such products when gains the knowledge of customer preferences can easily showcase the latest headphones, perfectly matching the customer’s needs.

That way a customer can discover products he loves, and you as a business can boost your sales through targeted suggestions. Search engine giants like Google are adept with personalized results based on a customer’s past behavior. This ensures a more relevant and satisfying search experience.

2. Top Picks Exclusively for You

It is more than just finding the right product. With the help of AI-based search engines, you can highlight top-selling or popular products based on individual preferences and create powerful social proof for your offerings. This is what the “Top Picks for You” section is all about.

Suppose you are browsing through online stores for particular products and come across the “Top Picks for You” section. This section showcases highly-rated products tailored to your browsing and purchase history. This approach is popular as it immediately builds trust and credibility among the customers. It guides you towards products that resonate with your needs.

Most retail giants utilize this tactic effectively. Their “Top Products Recommended for You” sections use shopping behavior data to showcase personalized picks. This makes the journey of the buyer to the perfect purchase smoother and more efficient.

3. Tailored Banners for Maximum Impact

Wondering if search personalization is just about product recommendations? Well, there are other crucial things like personalized banner ads to add to the excitement! You might have encountered some of them while searching your query. Targeted promotional banners are like tailoring banners to specific customer segments based on their searches.

Through such ads, you might have a high chance of capturing attention and boosting conversions for your business. Most retail giants on e-commerce websites display personalized banners featuring items and relevant accessories based on individual searches. With relevant and timely promotions, you can also elevate the shopping experiences of your customers and push revenues.

Related: Generative AI vs Predictive AI vs Machine Learning: Know the Difference

4. Smart Filters Power Personalized Searches

You have to streamline your buyer’s journey if you want to win the race. Smart filters are exactly for that purpose. Suppose, a customer is typing about a particular item in a broader category and the screen pops up with suggestions of specifications such as color, size, and other relevant stuff. That is the doing of smart filters – personalizing filter suggestions.

By empowering users with suggestions as they search, you can help your customers navigate through the vast product selections efficiently. That way they will find their desired items quickly. Leading online retailers on eCommerce often use these filters to make the search process a breeze for users.

5. Autosuggest and autocomplete functionality

Search personalization is more about getting your customers to conversions faster, than what they visualize onscreen. You can quicken the user’s pace and achieve your target faster through recommended searches with search personalization.

This feature uses autosuggest and autocomplete functionality to offer instant suggestions based on popular or related terms. The target is to help users refine their search, explore unexpected options, and find exactly what they need without typing the whole phrase.

Leading e-commerce platforms leverage this technique to provide real-time search suggestions, making the shopping experience smooth and efficient.

6. AI-Powered Search Results Tailored Just for You

This is where traditional searches could never come in comparison with AI search results. Personalized AI search goes beyond just showing results. AI searches are primarily targeted to tailor the experiences of each customer.  For example, if your customer is searching for an item in your online beauty store, the AI system intervenes.

It analyzes your customer’s past interactions and purchases and prioritizes certain products from their favorite brands.  This ensures that your customer gets to see exactly what you’re looking for, making the search a success.

Giant companies on online platforms leverage this technique with AI algorithms to deliver personalized results. This offers your customers a curated selection of products they would like to have.

7. Geo-Located Search Personalization for Location-Specific Offers

It isn’t just about you and your preferences that the AI-based search engines care about. It is also about your current location. That is why you get more suggestions from local businesses than the global ones. Geo-located personalization steps in for most of the search queries, tailoring results to showcase offerings from businesses near you.

You can use this feature to your advantage by recognizing your customer’s location and optimizing search results to display products and offers that are relevant to that particular region.

8. Product Bundling Made Personal with Search Personalization

Recommendation of complimentary products can take your business to the next level. Search personalization doesn’t stop at finding the right item, it also suggests bundles of other products all conveniently packaged together!

By analyzing individual customer behavior and purchase history, you can recommend frequently purchased complementary items to your customer by analyzing individual customer history.  This simplifies the shopping experience to a much easier and doable job. It also encourages complete purchases and creates enticing offers tailored to your interests.

Leading eCommerce platforms use this technique to suggest personalized product bundles, increasing upselling opportunities and boosting customer satisfaction.

9. Search Personalization through Personalized Product Exploration

Let us go beyond the perfect match features and browse for a specific product. Personalization offers a helping hand by suggesting similar styles with specific features. The power of AI-based offering is that it offers similar products with search personalization.

You can recommend alternatives that align with your customer’s preferences. This not only expands your customer’s options, and encourages further exploration, it ultimately helps you find the perfect piece.

Leading retailers use this technique with their “More Like This” sections, showcasing similar products to help you discover additional options that resonate with your taste.

10. Search Query History for Seamless Shopping

Search personalization with search query history is about remembering your past searches, and the search bar streamlining your shopping experience. So, this is convenience rather than some sophisticated algorithms. It is about the search bar retaining your search query history even when you have other queries as well.

You can easily revisit your search, refine it, or explore related options without having to retype everything.  Online platforms utilize this technique, making your shopping journey user-friendly and personalized.

11. Synonym Recognition for Enhanced Search Precision

Unlike traditional searches, search personalization goes beyond just matching keywords. Synonym recognition is a key part of personalization that uses synonyms of the keyword searched. This feature delivers relevant results even if you don’t use the exact phrase.  By interpreting different variations of search terms through natural language search it can achieve enhanced search precision.

Search personalization goes beyond just matching keywords.  Imagine searching for “running shoes.”  Synonym recognition, a key part of personalization, understands that “jogging shoes” and “athletic sneakers” might be what you’re after too.

By interpreting different variations of search terms through natural language search, this feature delivers relevant results even if you don’t use the exact phrase.  Online retailers leverage this to provide accurate results by recognizing synonyms, offering a more comprehensive search experience for you.

 

Balance Between Personalization and Privacy

A balance is absolutely necessary between personalization and customer privacy. Statistics say that 83% of consumers welcome a personalized experience. However, an urge to prioritize control over their data can also be seen. Transparency is thus crucial given that 73% of consumers trust companies that are upfront about data usage.

How do you achieve this balance? There are a few simple tricks you need to follow, which are:

  • Be transparent and explain how data is used. Try to obtain explicit permission from customers.
  • Protect privacy by anonymizing data and using aggregated trends for personalization.
  • Implement strong security measures like encryption to safeguard customer information.
  • Empower customers to manage their data and opt out of personalization if desired.
  • Adhere to privacy regulations like GDPR and CCPA to demonstrate ethical practices.

 

Conclusion

In a nutshell, by embracing AI, you as a business can not only create happy, satisfied customers but also boost sales at the same time. Further, it solidifies your position as an innovator in the digital world. Hence, in a way, we can say that AI search results are advantageous for both you and your customers.

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