Internet search war on fire to personalized service

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A new study shows that internet users have no loyalty when choosing a favorite search engine. The study has led Yahoo and MSN to see hopes that they are trying to capture the crown of Google's "King of Search".
New data from ComScore's media-testing firm show that people use two different search engines on average every month. James, the company's research director, says everyone thinks the internet search engine's
Loyalty is high, but in fact it's not. Consumers will often switch to search engines, and loyalty will soon disappear.

Yahoo and MSN still have the opportunity to win the loyalty of Internet users. Although the popular view is that Google now has an absolute advantage, search is still a game where anyone can win. The clearest evidence is that, in just a few years, Yahoo's "King of Search" crown is on Google's head.

Yahoo and MSN are searching for technology to invest huge sums of money to make sure they become the main "starting point" on the Internet. Yahoo is planning to launch new technology in 5 weeks, replacing partners Google;msn has recently experimented with new search algorithms. Their efforts have been effective, and the latest report released last week by search engine watch, though still awarded to Google's "Outstanding Search Engine Award", also points to a decline in the quality of Google's search results. Google's chief scientist, Nick Clegg, dismissed the claim, citing internal research that said the relevance of Google's search results and the degree of customer satisfaction were increasing over time.

With its targeted search results and simple style, internet users have flocked to Google's search engine in recent years, making it the first big search engine to reach a deal with Yahoo and AOL, and Google's popularity among internet users has soared.

To gauge people's loyalty to search engines, comscore searched for December Google, Yahoo, AOL and MSN users. The average number of this survey is 28 times, Google users close to this number, search 23 times a month, Yahoo and AOL users of this number is 16 times, the number of MSN users is 16 times. This shows that Internet users will search other sites, Yahoo and MSN also have the opportunity to "passers-by" into loyal users.

No top Internet search provider has been able to meet the search needs of half of US internet users, with Yahoo's market share of 48%, which meant 52 million Internet users last December; Google's market share is 44%, representing 47 million internet users MSN and AOL provide services for 41 million and 31 million Internet users respectively.

Jupiter, another media-testing firm, is also planning to release data that shows the vagaries of internet users. Stein, an analyst at the company, said that while people would use an engine repeatedly, they would use the other 2 or 3 engines for insurance purposes. It's not a zero-sum game, he says, and it doesn't repel competition.

Search is an integral part of all search engine companies because it is a valuable source of online advertising and a "starting point" for other services, including shopping, news, classified advertising, and personal advertising.

But Internet users have always had to explore multiple sites because Yahoo or other search services contain links to many Web services. Now, search-related advertising has a greater appeal because it advocates exclusive sex.

To improve the loyalty of Internet users, all major Internet search service providers are doing their best to improve the "stickiness" of their search services, or to encourage long-term, multiple visits. Portals enhance the "stickiness" of their Web sites through e-mail, news, and discussion groups.

Industry observers say MSN and Yahoo are focusing on new personalization and customization capabilities, while Google will go against it. In addition to brand loyalty, personalization is the main way to keep users, says Jim Moreover, president of the company. Service providers have started collecting valuable personal data from search parameters, which makes it difficult for users to defect.

Industry watchers point out that Yahoo and MSN are in the best position to use their relationships with registered users to promote personalized search. But privacy will be a problem that needs to be addressed in this function.

To compete for visitors, all search service providers use the sidebar. Google and MSN provide tools that enable Internet users to perform search operations directly in browsers, and Google and other search providers also provide quick access to weather and flight data in search results. Search service providers are also planning to introduce more features.

Yahoo's spokeswoman, Diana, said Yahoo would launch a personalized search service sometime this year to record its location, personal interests and search histories to produce more accurate results, with the consent of the user. "Personalization is our focus and we will provide more value to the search experience," said Diana.

By adding a service that starts with "my", Google is becoming more and more like a portal. Mr Clegg says Google is still improving its search technology, which will allow more and more users to use Google. The key is to get users the search results they need.

Last year, Google began testing technologies that could produce more localized results. It now uses "geotracking" technology to determine the physical location of a Web page to better meet geographically demanding query requirements, such as the San Francisco restaurant.

MSN is also testing its search techniques, including personalized news for overseas visitors. Microsoft's founder, Bill Gates, said two weeks ago that Google overtook us in search, and that we would make up for this by introducing new search technologies next year. With the Longhorn operating system, Microsoft plans to integrate web search functionality into desktops. MSN also starts testing the algorithms that generate search results.

Personalization is also the most important MSN. Microsoft is working on a technology that enables users to perform search operations from the browser toolbar, judge the user's news tastes, and automatically publish related links.

Media industry officials say Yahoo, MSN's relationship with Internet users and advertisers will help them compete with Google