The Google cookie

AST week, amidst discussion in an SEO forum, I raised the prospect of tailoring content based on browser cookies. Cookies may contain a person’s full search history, but potentially much beyond that. As I shall explain in the remainder of this item, it was only short time later that my predication became a reality. This development is bad news, as well as good news.

…People are described by their cookie and Google (can) builds a profile, i.e. history of all searches that an individual runs (and potentially link s/he follows). Sooner or later, for competitive advantage, the SERP we all see may differ.

Example:

Google can tell that you like a lot of pop music. Search for ‘Aqua’ and get the Danish band at number 1. If you are a scientist, you may have a page on the chemical element at number 1.

I hadn’t realised something when I made the above statement. This was bound to become a patent, courtesy of Google.

4. A method of personalizing placed content associated with a search query, comprising: receiving a search query from a user; accessing a user profile associated with the user; identifying a set of placed content that matches the search query; and ordering the set of placed content in accordance with the user profile.

This seems too fundamental to be patentable, which is probably what controversy over software patents is all about. Not in the EU though. Has anyone yet pondered the implications it has on privacy? Might this be as tactless as book scanning, which is damaging to public opinion?

This entry was posted on Monday, November 7th, 2005 at 3:36 pm and is filed under Internet, SEO. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.