entranceWhat is google personalized search. Personalized Google Search
Search engines primarily work for those who are looking for information - for ordinary users... And in order for such a user to be satisfied with the search results, search engines use hundreds of ranking algorithms. They also take into account the personal interests of each user - what they looked at, which sites they already visited, which ones they left quickly, and which ones they stopped at. The information is processed and taken into account when generating the issue for displaying to each user. This is called SERP personalization.
But for webmasters and site owners, personalization can get in the way. Remember the sensational story with SEO amulets? When a respectable lady was deceived by selling her amulets to promote the site and incense, which she burned and at the same time searched for her site in search of the necessary requests. As a result, the site came out on top, but, unfortunately, only in its personalized search results.
To avoid falling for the bait of personalization, turn it off. Then you will not jump for joy that your site is in 5th place for the request "buy blah blah", while for your customers it is not even in the top 20.
Disable personalization for Yandex
To disable personalization for Yandex, go to the search settings and uncheck the boxes:
Disable Google Personalization
In Google, personalization is done in two ways, and you have to turn it off in different ways, depending on whether you are signed in to your google account at the time of the search or not:
If you're signed in to your Google Account:
If you are logged into your Google account, the history of your actions is recorded there. Disable recording. To do this, in the upper right corner of the search results page, click on the gear icon and select "Search settings":
Here in the "Personal Results" section, please do not show these "personal" ones and do not forget to "Save" the settings:
It's also worth clearing your search history. To do this, again, go to the settings through the gear icon and select the "History" item. A window will open with a record of your actions. In the upper left corner, click on the menu call icon and then "Select delete option":
Then confirm all the actions and your conscience of the story is clear.
If you are not signed in to your Google Account:
If you still do not have a Google account or you are logging in from a device / browser in which you have not logged in yet, then Google takes data for personalization from Cookies saved by your browser.
Here are quick instructions for clearing cookies for major browsers:
Is it possible to do without disabling personalization?
If you are struggling with personalization just to see the positions of your site for certain queries, then ... you are in vain. A slice of site positions in search can be done in specialized services. This will significantly save your time and help you understand whether the work done to promote the site is effective.
A selection of services that check positions, we did
If you have other reasons to turn off personalization ... then you can easily do so using the instructions above.
Google Search Plus Your World. And thus, it offered users a more personalized approach to the process of finding information. The new approach is that users can include so-called “personal results” in search results, which provide information about what users of the company's services write about the subject of the Internet search. For example, if you type in a large Google search the word "vacation", in the list of results you will find, first of all, offers from travel agencies, in social search, the list of results will contain reviews and reports of your friends about their vacations.
At the same time, access to the results is carried out only if the users-authors themselves have opened access to the data, or if the user is looking for information among members of their circles on Google+. Currently, “personal results” are sourced from the Google+ social network and Picasa directories. New opportunity while it works only on the English-language version of the search engine. And by the way, the old version of information search has also been retained. And at any time, the user can turn off social search.
Interestingly, the IT community disapproved of the new product from Google, accusing the company of distorting search results and aggressive pressure on users to visit Google+ more often. According to a Wired journalist, the introduction social search- this is another blow against the social network Facebook. The company also reacted to the information about the new feature google search.
"Twitter user profiles and posts are important sources of up-to-date information on the Internet. We are concerned that changes at Google will make them harder to find. Everyone will lose out," the company said in a statement.
"Each of the social networks, no matter how they blame Google now, Facebook, for example ... Facebook has been trying to launch its internal search for a long time, and in general social networks are trying to keep users within themselves. It's just that Facebook has not yet been able to launch social search within itself. Everyone is talking about this, everyone is striving for this, - says the creator of Liveinternet.ru Herman Klimenko. - The question of whether Google is crossing the line here in suppressing other competitors at its own expense, we will leave it to the court. But the fact that this is logical, in general, and is likely to bring the Google + network itself very close to competing Facebook, obviously enough. "
Some analysts emphasize that Google's new aggressive attempt to promote Google+ by leveraging its dominant position in the Internet search market may be of interest to antitrust authorities. According to rumors, documents are already being prepared for a major investigation into Google. US regulators are believed to suspect Google of prioritizing its own services like Youtube and Google Maps when ranking search results. However, there was no official confirmation of this information.
I am very interested in technology search engine Google, its development, so I watch them all the time. Including her new social network Google+. As you know, all of its new Google gadgets, first of all, rolls out on the bourgeois SERP.
And since Google in the person of AdWords is the breadwinner of one of my sites, and the provider of traffic to it, and this one also gives traffic, I am very interested in what is going on there in the West, because after a while, how to drink it, all this will be work already in Russian Google. In general, another observation from the blog of an interesting western seo specialist - Jacob Stoops. So let's go.
In case you haven't noticed, Google has begun rolling out a new social search algorithm called "Search Plus Your World." This new change, which will take effect for several days, brings clarity to Google's latest innovations - the launch of its social network and the rollout of encrypted search.
The socialization of Google search began back in 2009, and this adaptation has become a hidden trump card that can increase the power of the search engine, which will make the struggle in social world more efficient with Twitter and Facebook.
Here's a quick snippet of what Google says about Search Plus Your World:
We are transforming Google into a search engine that understands not only content, but also people and their connections. The transformation began with social search and today we are taking another major step in this direction, introducing 3 new properties:
1. Personalized results that allow you to see only the information you need, such as Google+ photos and posts, both yours and the people you follow. There will be nothing superfluous on the issue page.
2. Profiles in search - this function is automatic and allows you to see profiles of people close to you or interesting to you on the search results page.
3. People & Pages - allows you to find profiles of people or google pages+ related to your interests. You can follow them with just a couple of clicks.
These three functions together create Search Plus Your World. Searching is easier and better with your world in it. Still to come.
Amit Singal, who oversees Google's algorithms, said in an interview with Danny Sullivan:
Social Search Algorithm, Personal Search Algorithm and Personalized Algorithm are now one combined algorithm. We find it very pleasant and useful.
Personal results
At the top of the SERPs, users can see new icon personalization that displays relevant posts and pictures from the user's circle of friends on Google+
Another screenshot of Search Plus Your World in action:
As you can see, users are given the ability to switch between personalized results and non-personalized results. The main point here is that Twitter and Facebook completely drop out of search.
Here is what Amit Singal thinks about this: “Facebook, Twitter and other services do not allow our search robots to view their content. Google+ is the only network that is open to search. Of course, if other services revise their privacy policies, we will meet halfway and think about using them in search. ”
From this point of view, it is clear that Google does not rule out its intentions to include content from social giants in search.
ProfilesGoogle+ in search
Another new feature of Search Plus Your World is how Google+ profiles are displayed on the SERP.
People logged into Google+ can see their profile and friends right in the search box
Miranda Miller from Search Engine Watch:
This search engine feature can be very convenient for both the average user and the masses. The results are extremely relevant, especially when things like SEO are taken into account. It will be interesting to see how Google deals with complaints about content generated by other users.
Google may also suggest other people to users by autocompleting when they search their Google+ profiles. People can add a user they like to their circles with one click right on the search results page. This option will work based on the markup of the author's profile on the SERP, which Google launched late last year.
This is how it will look in action:
OffersPeople& Page(People and Pages)
When the search engine feels that the suggestions of people and pages are relevant, then it will display them from right side issue pages. This is how it might look:
Danny Sullivan about this feature:
This is a great promotion for Google+ (and it proves once again why marketers can't ignore Google+). But there are still a lot of people on Facebook and Twitter. Google has to find such people and show them to searchers on the SERP, and this is the job of a search engine.
But they won't get that kind of promotion. Only Google+ gets it and it seems to me that it is not entirely correct.
In general, I like the integration, when you have the ability to distinguish between private and public content. As I said, this will prove useful to many.
I think that additional elements of privacy settings will be added, for example, the user should be able to choose between public and private posting of material.
Most of all, I would like to see Google closely tackle the issue of integration with others in the coming weeks. social media... Yes, there are things that can prohibit Facebook or Twitter and it will not be possible to reach an agreement on certain issues.
But even without such agreements, Google has many ways to promote these and other services. The methods can be the same as in the case of promoting Google+. I would like to see this soon.
Unparalleled security
Google has shared some security mechanisms with us, including SSL search for logged in users:
When it comes to security and privacy, Search Plus Your World is at its best. Since some of the information you find in search, including Google+ posts and private photos, is well protected by SSL encryption, we decided that the SERP should be protected at the same level. That year we became the top search engine that started using SSL in search. This means that when you are logged into Google, your SERPs, including private content, are protected by the high encryption standards used in Gmail.
We also want to be as transparent as possible about how our system works and we take care of your awareness. The current changes provide interface elements and settings similar to Google+. For example, personalized results can be clearly labeled as: Public, Limited, and For You Only. In addition to this, people in SERPs are assigned to Google+ circles, or may be in suggestions for a relationship.
In addition, there is a button in the upper right corner of the search results page that shows what the result of your search will be without personalized content. Just one click and you can see non-personalized results.
This means that you will not see anything from your friends, no private information, and no personalization in your Web Story http://support.google.com/accounts/bin/answer.py?hl=en&answer=54068. This button works for an individual search session, but in the search settings there is an option to enable this feature by default. Search settings depend on various contextual cues, including locations and language.
This is unprecedented transparency and control over personal search results.
Some thoughts on SSL from Miranda Miller of SearchEngineWatch:
Although SSL protocol provides an appropriate level of security, secure personalized SERPs and their history under the Electronic Information Exchange Secrecy Act (ECPA) could fall into the hands of government organizations, just as they did with by e-mail... We already discussed last year that civil servants can request, use personal data emails without warning the user and without any reason.
Between July and December 2010, Google received 4,600 requests to access personal data through the courts, search warrants and the ECPA bill. As a result, 94% of the requirements were met.
Amit Singal on SSL:
We worked on this protocol for a whole year, we had to try to get it to work perfectly. After all the technical issues were resolved, we launched it to the masses.
Despite SSL working properly, there is still debate and criticism from SEO experts on the Internet. With the recently introduced SOPA bill and other government interventions in the Internet environment, this concept can be very useful for users. But, from an SEO point of view, this will cause the loss of some of the referral data on request. According to Google, at the first stage, they will not exceed 10% of the total. search queries, but according to my observations, losses can reach 20-30%.
Default personalization
Google has made the decision to use personalized search as a basic setup.
Amit Singal explained why they did this:
I think that this type of search is a new experience, a more perfect algorithm that will help to carry out high-quality search results.
If you want to opt out of personalized search results, you'll have to dig into the settings. It is also possible to use a special button with a planet in the right corner, which allows you to hide personal results.
Despite the fact that personalized search results will be the default, an important aspect remains the possibility of choice, which has not been a priority in development since 2009. Thus, SERP personalization is becoming the new “norm”.
Danny Sullivan has been great on this “norm”:
Of course, it is a mistake to assume that this kind of information will lead to good search results. The search engine will be able to identify personalization factors such as your web browser history, your search history, or social connections.
But geographic focus, which can be really significant, will produce results. First of all, the search algorithm will be based on the query language. Google will use these specific geographic and linguistic contextual cues that are not linked to personal data in any way.
The situation with Google+ and 100 million users is very interesting. If most of them are active members, then they must be authorized. This means that “normal” search results are personalized search results. Registered users can take full advantage of the personalized search, the new standard, those who have not yet registered cannot and are doomed to use the outdated algorithm.
Now you need to log into your account and watch the changes in the search results. It's very interesting to see the impact of a personalized approach to search, as well as the response from the two social giants Twitter and Facebook.
For the last seven years at Google and the last five years at Yandex, search has become increasingly personalized. It adjusts to the user's location, the device from which he goes to the search engine, previous queries and many other factors, the number of which is growing every year. In this article, we will look at how to take personalization into account in website promotion and whether it is possible to increase traffic due to this.
What is personalized search
Personalized search results rely not only on traditional ranking factors, but also on user data: geography, search history, demographics, interests. The main goal of personalization is to provide the user with not just the best among the sites at his request, but exactly what he will like.
Now almost all search engines use such an approach as search personalization: Google, Yandex, Mail.ru, Bing (and, therefore, Yahoo). Earlier than anyone else started and most of all succeeded in this Google. Already in 2011, experiments showed that over 50% of Google searches were personalized, since then this number has probably approached 100%.
Personalized Google Search
The first attempts to attract social factors in the formation of search results were in 2008. Then Google made it possible to vote for sites and remove unnecessary links from the search results. Now about 200 factors are already taken into account according to the data collected over the last six months of activity on Google search pages.
Geography
The main factor that Google analyzes is the region. Thanks to this, users from different countries see different search results.
A textbook example that is given in connection with this situation is the search results for the query "football". UK users will see results related to regular football and the English Premier League, while US users will see American football results.
Depending on the geography of the user, search results are different: people from Moscow and Magadan will see different sites in the search results. Therefore, for geo-dependent, you need to track positions separately for each city.
Web search history
The main goal of personalization is to provide users with the most relevant and useful information... Based on previous queries and browser history, the search engine will analyze interests and, based on this data, adjust the search results.
Because of this, firstly, it becomes more difficult to track the position of the site in the browser. Secondly, the analysis of the search history means that if someone in the past viewed the site of a certain company, then in the future they will see it in a more advantageous position, and not, for example, you. Because of this, it is more difficult to track your positions: you have already visited your site more than once.
It's easy to see an unbiased search results page in your browser: you just need to turn on Incognito / Private mode - so history will not affect the results obtained (however, the location will still be taken into account).
The second problem is more complicated. There is no way to influence SERPs based on browser history. But don't forget that personalization can and should work for you. When someone starts a search keyword for the first time, you must do your best to appear in the first results. If they click on you on some requests, then for these users and for others you will be raised.
Mobile devices
By 2017, issue to PC and mobile devices ah has become so diverse that it's probably fair to say that Google mobile search is slowly becoming a separate search engine with its own set of ranking factors.
One of the most important mobile ranking factors is the availability of a mobile version or adaptive layout... Sites that are not optimized for smartphones are practically not included in the search results. Therefore, you need to work on optimizing the site for mobile devices and track the rating separately for smartphones and PCs.
Social media
For every user who has a Google+ account, the search engine has social data such as gender, age, interests, and friends. This information will also be considered for personalized search results. If you have a Google+ profile and are signed in to your account Google in your browser, search results will include content that you have viewed on a social network or that your friends have interacted with.
Personalized social media results are crowding out some organic links, making it harder to rank well. However, while social media posts displace your site's ranking in the SERP, they also provide ranking opportunities. Google prioritizes sites that have been linked to on Google+ or have links to Google+. If you create a Google+ account for your business, share quality content, and people become your friends on this network (or friends of your company), this will help to increase the site's position.
Other Google Products
Google's capabilities are very broad. The search engine collects data about its users from other products - Gmail, Google Play, Google Calendar, Google Maps, Youtube, etc. While this probably doesn't have a big impact on SEO yet, it's an interesting trend towards Google becoming much more than a search engine.
Submit your application
Personalized search in Yandex
Personalization in the main search engine of the Runet began in 2011 with the introduction of the Reykjavik algorithm, which takes into account the language preferences of users. Significant personalization of the search results began with the Kaliningrad and Dublin algorithms, which began to take into account the search history.
Although it is too early to evaluate the results, experts believe that after the implementation of the Queen, search results will become even more personalized.
Geography
Geographic location has been included in relevant search results for a long time. Yandex is attentive to this factor: for "geo-dependent" queries, the issue can completely change depending on the city.
Web search history
For Yandex, history is of particular importance - individual search results directly depend on search activity. Yandex collects information about transitions to the user's sites, as a result of which it “learns” the personal context of a person. This takes into account factors such as transitions, user behavior on the page, etc. If a person uses the Yandex search engine relatively recently, then the issue will become individual as soon as enough information is collected.
Featured Sites
The system also analyzes the preferred interests of users not only based on the search history, but also on bookmarks.How accurate are search engines
We propose to compare how search services deal with personalization. With the help of the AnalyzeThis.ru service for automated assessment of the quality of search engines, developed by our specialists, we found out how the results of three major search engines correspond to the expectations of users: Yandex, Google and Mail.ru.
Each graph shows the dynamics for the last month (the service allows you to see the dynamics for both the year and for the entire observation period). All data is current as of September 20, 2017.
Regional search
The main personalization parameter used by search engines is the analysis of the user's geography. This does not always play a role, but a significant proportion of requests imply results adjusted for a specific region.
For example, when a hungry user in Ulan-Uda asks the query "pizza delivery", it is extremely important for him that the search engine understands it correctly: he is hardly interested in the theory of the question (in which cities pizza is the most affordable), and he is not interested in Moscow or St. Petersburg firms relevant - they do not carry food to Buryatia.
We used a search engine analyzer to find out which of the search engines is the most accurate in displaying geo-dependent queries. The graph below displays data for such Russian cities as Vladivostok, Yekaterinburg, Kazan, Krasnodar, Nizhny Novgorod, Novosibirsk, Samara, St. Petersburg, Ufa.
The graph shows that for some reason Google considers it necessary to show, along with local responses, some responses from other cities (which for requests like pizza delivery, indeed, leads to irrelevance, but for some reason they are stubbornly supported by them). At the same time, it is not necessary to assume that Google is not able to estimate the geo-dependence of a query or is not able to recognize the geography of a user and a site. At the same time, the share of localized results used to be 20 percent - so the current 40% can already be considered progress.
conclusions
Personalized search makes life easier for users - according to experiments and research by Yandex, it saves a person 14% of time when searching for information.
For SEO, personalization means complicating the principles of the formation of search results.
Mikhail Volovich, head of the Ranking Factors Lab, describes the impact of personalized search as follows:
“The usual ranking factors still work, just some other“ personal ”ones are added to them, which on average for different users will add up to approximately plus or minus zero. Therefore, it is necessary to optimize the site, as before (taking into account changing priorities), and besides, think about mobile version, social networks, etc. - but they also affect the usual ranking. And do not forget to switch to "anonymous" mode when checking the position of your site in the search results - search engines remember that you have often visited this site, and raise it for you. "
The material was prepared by Anna Akulova.
An educated person is one who knows where to find what he does not know.
Georg Simmel
The founders of each search engine set themselves the task of not just creating a search engine, but a service capable of predicting all the thoughts and desires of a user and finding a complete and relevant answer to his question the first time. The path to its implementation is long and thorny! And as we can see, to date, not a single search engine in the world has been able to create such a perfect algorithm to respond with 100% accuracy to all user queries the first time. You can spend many years in search of a solution, however, recently in the search world, the tendency to personalize search results has become firmly established. Indeed, why wonder what the user wants if the desires of the majority differ. You will not please everyone, but taken separately - very much, Google decided and was the first of the search engines to conduct “ personalized revolution". What it was, and what consequences await users and optimizers, we will consider in this article.
First attempts
Google first attempted to personalize search results back in 2007. Then the search engine invited users to mark how relevant the resource is in the search results, using the appropriate smilies in the toolbar.
Blocking pages in the SERP
The idea of placing stars and ratings never caught on. In 2011, Google took a fundamentally new path: why invite users to vote for the sites they like when you can simply remove irrelevant resources from the search results!
As a result, the search engine launched the function blocking pages in the SERP... At first, the function was implemented in the form for google browser Chrome. With the help of this extension, the user could remove from the search results sites that are irrelevant to the specified request. In the future, these sites were no longer shown in the individual SERP of this user. The user received unique results, and Google received free assessors, because all data on blocked sites was sent directly to the search engine specialists.
Some time later, this extension was transformed into a search engine, and already all logged in Google users could block sites and change the results to their liking. In the fall, an innovation for users of most countries.
By according to Google, data on blocked sites in currently are collected and will be taken into account in the ranking in the future. How exactly is not yet said. But it has already been said more than once that using this information, Google will be able to clean up spam and improve its quality.
+1 button
The idea of users voting for their favorite sites never left Google. At the end of March 2011, a search engine appeared in the SERP, which allowed users to mark sites they liked right in the search results. At first, this function was only available to logged in users. However, in the summer of 2011, all Google users can see how many "pluses" this or that site has received in the search results. Earlier, the +1 button became available for installation on third-party sites.
With the introduction of the +1 button, the issuance of each user receives an element of personality. Indeed, in addition to the number of +1 marks, the user sees which of his contact list and friends on Google+ has rated this site. And already following their recommendations, choose the most suitable result in the search results.
Thus, Google has once again joined its army of assessors who have helped it improve the quality of search. However, the search engine did not begin to tell in detail exactly how the information about the "advantages" of users will be used. The only thing he mentioned is that all the data will be tested and only then will it be added to the ranking formula in order to improve the quality of the SERP.
However, Google still let webmasters know about the effect of the +1 button on the site. In the summer, Google Webmaster Tools appeared, which reflects the influence of the button on the amount of traffic to the site and on the CTR of the site. For comparison, the data on the CTR of the page with and without +1 comments is displayed. In addition, the report shows geographic and demographic information about Google users who clicked the +1 button.
In addition, Google said that the presence of a +1 button on the site would encourage more search engine crawlers to visit the site.
Search Plus Your World
The tendency to issue to different users different results have been outlined in search engines for a long time. However, in January 2012, Google went even further and offered users completely personalized search results, diluting the output with information from the Google+ social network. New feature received the name "Search Plus Your World" and consisted in the fact that from now on the user was offered 2 types of SERPs:
Despite the criticism, Google's version of personalized results is still a very significant step in the development of search. Of course, it is still far from perfect, and its usefulness and necessity are questioned by many. But I don’t think that many users perceive the innovation negatively - after all, they can always switch to the regular version of the SERP.
If you personalize, then that's all, Google decided and began to memorize the queries that users asked, so that they could then be displayed in prompts. In the search suggestions block, these queries are highlighted in purple, and a Delete button is displayed next to them. Personally, it worked for me in mid-February, but, according to one of our readers, this picture has been observed for a couple of months. Google has not made any official statements on this score yet.
What the experts say
I wonder how personalized Google search will evolve? With this question, we turned to leading SEO specialists.
Leonid Grokhovsky, Director of Promotion and Automation Technology, Optimism.ru:
Search personalization - important step on the way to the development of search engines. With the development of social services and analytical systems, the amount of information based on which search engines can draw conclusions about the needs of users, of course, will only grow.
Here we cannot fail to mention the trend in the development of behavioral factors, which are also based on the study of users. Many years ago, when search engines were just beginning their existence, it was not possible to take these factors into account, so search algorithms were forced to develop on the basis of indirect signs that determine the correspondence of the page content to the user's needs. Today we are witnessing the beginning of a new era of search, which is based on real data about the user.
What does the future hold for us? The trend will continue to develop, but not as rapidly as many would like. The fact is that the collection, calculation of this data and processing requires huge capacities. Should you be afraid of this? Unlikely, this trend is taking us from spam to marketing..
Alexey Podymov, analyst, Ingate:
The direction is interesting and, undoubtedly, is intended to improve the quality of search in the eyes of the user. Yandex, as you know, is also experimenting with both search results and personalized search suggestions (unless its Yandex + does not yet exist).
As a user of a search engine, in principle, I am impressed by the ability to manageSERP’Om - block sites, vote, recommend to friends. The main thing for a search engine is to strike a balance between personalized and adequate search results; for the user - not to be locked in his little world - by entering a request on a personal prompt, visiting “their” previously marked sites, reading the posts of their friends ... in such a situation, the Internet runs the risk of limiting itself to two or three hundred pages for each user.
The direction of personalized search, I think, will be developed by leading search engines, including by strengthening interaction with social networks, because personalization is inextricably linked with the social activity of users. Probably, the day is not far off whenGooglehe will enter a request for you, he will choose the right product, he will discuss it with your friends, he will make an order ... we can only hope that he will pay for it himself :)
Elena Kamskaya, supervisor Seolib.ru:
I think, first of all, personalization will be made available for regional searches, including for Google.ru. The next step is likely to be the mandatory personalization of search results - personalized posts will be mixed with the main results, regardless of whether the user wants it or not.
Also, I do not exclude the possibility that Google will still find mutual language with Facebook, in which case one of the next steps could be to use Facebook data to personalize searches.
For myself, as a user, I do not see the need for such a “social” personalization. If I want to learn something from friends or acquaintances, I can do it without the help of a search engine. Therefore, I consider personalization based on user location data, as in Yandex, much more successful. Now, for the majority of queries in Yandex, each user receives links to companies located in his city. In the future, it is possible that links to companies located on the next street or in the next house will be shown - this will be a good personalized search.
The main task of the systems organizing the search is to satisfy the informational need of the user as quickly as possible. Since the information need cannot be accurately determined by a single request, it is necessary to study the user, store and analyze the history of his behavior. On the other hand, in some aspects, people trust more those results (sites or companies in the case of commercial requests) that friends recommend to them, or with which they have a positive experience of interaction. Many global search experts agree that the best option is an advisory search.
In this regard, the search giants, starting with Google, with the development of their technologies will move towards studying the preferences of users, as well as the preferences of those people whom these users trust, in most cases they are their friends. This is the main idea in personalizing search results.
Accordingly, in personalized search, you can expect a closer interaction of search engines with social networks, where all social connections are stored. At the same time, "+1" and "like" should not have a strong influence on the general search, since this will be taken into account as recommendations of strangers, whom we do not necessarily trust. It is difficult to say how personalized Google search will develop, it will collect data about us and, based on it, give us its answers to our questions. As for the interface, it should not change much, already now it contains all the necessary information for making decisions (photos of the authors, links to friends' profiles, etc.).
Search technologies do not stand still. As you can see, Google has long chosen the direction for the development of its own search and diligently follows it. The search engine is confident that the personalized results are the most accurate and relevant. And if, over time, Google decides that search results should be highly personalized, most SEOs will only breathe a sigh of doom: after all, if half of the SERPs are personalized posts, the struggle for the remaining positions will seriously increase. But on the other hand, imagine how the CTR of the sites remaining in the TOP-10 can increase.
But it is too early to draw final conclusions. Personalized search is still available only for google.com, which means that this version is still being tested and rolled out, and in the future we can expect significant changes.