Many search engines now have a feature that tracks your web history and use. Why do they have it and does it really benefit you? What can you gain by having the search engines track your searches as well as browsing patterns? Learn why this data is collected and what it is really used for.

By Guest Writer Brandon Leibowitz

The problem

As more and more people begin to use and understand the internet, marketers want to learn and understand how people use and navigate through websites. The search engines in particular, such as Google, Yahoo, and Bing all attempt to track your website history. The search engines say it is to improve the search results, but do you really want to share your personal information with these corporate giants whose only interest is in generating more revenue?

The more you use your computer, the more the search engines know about you. Every time you search for something on the web, these sites are collecting data. This includes tons of personal information, like your IP number and your search query, along with your web using habits and trends. If you have your web history switched on, which web sites you visit.

Where does the data go?

The search engines say it is to make your search experience better and more user friendly, but is that really the case? By collecting this data the search engines could sell it off to other companies, letting them know that you are interested or have been interested in their products or services recently.

This is definitely advantageous advertisers by targeting your specific interests and needs. It means a higher return on investment for paid search advertisers. This can be advantageous to consumers because as a company’s costs decrease and profit margins increase, they are likely to drop the price or run special offers and promotions.

An example

This seems like an invasion of privacy, especially since most people are unaware of this. There is a line that has been crossed. For example, say you did a search for “Marijuana and Teenagers” because you recently discovered you child was smoking marijuana. Now with the customized search results you will begin to see ads related to marijuana and teenagers, even though you are not interested in this topic. This is an extreme case, but it is used to get the point across. Should people be careful what they search for because it can come back to haunt them?

A question of awareness

It will become more on topic soon as more and more people begin to realize that most search engines are collecting data and information about you and your web behavior. Some internet users have become paranoid and stopped visiting sites they are worried about. Another option is to pause or switch off web history or to use a search engine that safeguards your privacy.

Here is what Google’s CEO, Eric Schmidt, says about search and privacy:

Brandon Leibowitz is a professional search engine optimization and search engine marketing consultant with over five years of industry knowledge. Read news, tips, tricks, and anything else related to search engines in his SEO and SEM blog.

photo credit: rpongsaj

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