Personalized search is becoming mainstream with the rollout of iGoogle®. While only beginning to impact consumers, these search tools require search experts to retool and rethink how they optimize websites. Three personalized search tools are analyzed to illustrate common features related to the information search stage of the consumer buying process (Kotler & Keller, 2006, p. 191). Conclusions provide a summary of potential SEO (search engine optimization) tactics and five key considerations.

1. iGoogle, LeapTag, and Yahoo! MyWeb Joel Tachau Sr. Information Architect Avenue A | Razorfish* June, 2007 Capstone Report Analysis of Three in Relation to Information Search Personalized Search Tools * Not affiliated with Avenue A | Razorfish SEO or SEM.

3. “ Personalized search is the fine-tuning of search results and advertising based on an individual’s preferences, demographic information and other factors. Presumably, the better a search engine understands a user’s interests and preferences, the better able it is to target search results, advertising, sponsored links, etc…” - Steve Johnson, CEO, ChoiceStream

6. “ Google has created a tool that not only allows Google to spy on people but also allows people to spy on each other.” – Cunyet Özveren, CEO, LeapTag

8. Literature Review Concept Map

9. “ Through the actions we take in the digital world, we leave traces of our intent, and the more those traces become trails, the more strongly an engine might infer our intent given any particular query.” – John Battelle

11. Awareness Interest Consideration Purchase Intent Traditional “ Analog ” Web 2.0 “ Digital ” TV Print Radio Catalogs Direct Mail Source: Avenue A | Razorfish eMail Blogs/Social Display / Video Search Trend: New Funnel

16. “ Search engines of future will build a real-time profile of your interests from past web use ” – John Battelle