Feeds

Microsoft 'personalizes' Bing search results

Google wannabe mines your location and history

Secure remote control for conventional and virtual desktops

Microsoft is now "personalizing" searches on Bing, tailoring results to the user's particular location and search history.

Previously, according to a blog post from Microsoft, the company has run limited tests involving personalized Bing results, but this is the first time it has rolled out personalized results to everyone on the search engine.

Google has long personalized results. In March of last year, the company said it was personalizing one in five searches, tweaking results according to a user's location, web history, and online contacts (contacts are gathered through non-search Google services, such as Gmail). Microsoft is not yet personalizing based on contacts, but it appears the company is at least experimenting with such results.

"In real life, you take into account many things when making a decision: for example, where you are, what time it is, and what your friends think. We asked - shouldn’t your search engine do the same thing?" the company's blog post reads.

At the moment, Microsoft is solely personalizing based on location and web history. If you're in Seattle and you search for "pizza", Bing will show you pizza results specific to Seattle. And if you key what is on the surface an ambiguous query, the search engine may use your web history to dissect it. If you key in "ACS"," for instance, it may use your previous searches to determine whether you mean the "American Cancer Society" or the "American Chemical Society".

"Suppose...the chemistry fan selects American Chemical Society. Our research shows that users commonly re-issue such navigational queries and the intent of that user rarely changes. This new personal search feature uses this human behavior as its core premise – if Bing thinks a user is trying to 're-find' a site, the relevant result is promoted to the top position on the page."

Microsoft personalizes results even if you're not signed into Bing, a company spokeswoman tells The Register. Google has been personalizing searches for signed-out users since December 2009, and it signed out personalization dates back well before then. ®

Update: This story was updated after Microsoft responded to our query about whether it was personalizing searches even when users are not signed in.

Secure remote control for conventional and virtual desktops

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
Apple CEO Tim Cook: TV is TERRIBLE and stuck in the 1970s
The iKing thinks telly is far too fiddly and ugly – basically, iTunes
Huawei ditches new Windows Phone mobe plans, blames poor sales
Giganto mobe firm slams door shut on Microsoft. OH DEAR
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Apple Pay is a tidy payday for Apple with 0.15% cut, sources say
Cupertino slurps 15 cents from every $100 purchase
Forget silly privacy worries - help biometrics firms make MILLIONS
Beancounter reckons dabs-scanning tech is the next big moneypit
Microsoft's Office Delve wants work to be more like being on Facebook
Office Graph, social features for Office 365 going public
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.