Making online search results more and more personalized is now a primary goal of the major search engine and email providers. The effort parallels the objective of delivering notifications and scheduling of events as a more automated process.

1. You can now see your Flights, Events &
Packages Information in Yahoo Search
Results

2. Making online search results more and more personalized is
now a primary goal of the major search engine and email
providers. The effort parallels the objective of delivering
notifications and scheduling of events as a more automated
process. Recently, Yahoo announced a major change in the way
people see results from searches related to travel or
entertainment they have planned.

3. Using Yahoo Search for Travel Information
Users who initiate a search from their mobile device will now
see results in a whole new way. Information already stored on
the Yahoo Mail pages can be used to aid in the search results,
and these results are privately viewed by the user. This is unlike
keyword-based search algorithms used previously. For example,
if a traveler is on a flight to Chicago and has information about
the flight stored in Yahoo Mail, updated information about the
flight times, arrival time, and local accommodations will be
immediately displayed.

4. Using any Yahoo search box, entering relevant information
about a flight, hotel, or dining options will result in a new
window opening up that details the flight info, such as gate
information and whether there are delays involved for
connecting flights. These results are selected directly from
information and links on the user's YMail pages.
For example, a copy of a flight itinerary may be included in an
email sent from a travel agency several days earlier. Keeping
this email in the inbox makes it possible for the Yahoo search
engine to mine the information and display it in the results
window.

5. Again, these are private results that are not part of the normal
search algorithm procedure. Needless to say, Yahoo is
reminding all of their email subscribers that privacy is of utmost
importance.

6. Events and Entertainment
The manner in which Yahoo Search obtains this information has
to do with the program or app used to store the original data.
YMail will now offer travelers tips and suggestions regarding
entertainment, dining, and hotel accommodations. If the Yahoo
subscriber uses services like Evite’s or Ticketmaster to purchase
entertainment tickets, links between these vendors and the
Yahoo YMail system will spring into action, and the user will
actually see event information updates as well as precise travel
directions to the venue.

7. Events that are sent as an email from friends or other Yahoo
contacts will also pop up in the personalized results window. For
example, if the user has an events sheet associated with his or
her YMail, and there is an email planner report that shows a
friend's birthday party with date and location details, this
information will pop up on the search results when the user is
traveling to the city where the event is held.

8. However, this new bit of automated notifications and search
results works only if relevant search terms are used. It should
also be mentioned that the aim of Yahoo is not just to make
travel and leisure a bit easier with updated, real-time
information, it is also the aim of Yahoo to be able to collect
more information about the user. Just as merchants collect info
about customers' shopping habits, Yahoo Search now includes a
powerful new tool to deliver targeted results to its audience,
much the way Google uses targeted advertising.

9. The Importance of Personalized Results
Even the most carefully worded search queries can result in a
long list of useless information. Targeting the audience by using
information already stored on email pages is a rather new
concept, but the idea is to funnel the most relevant data without
including something the user does not wish to see. The idea of
personalized search results takes a bit of getting used to, but
Yahoo is counting on positive feedback from its email account
holders.

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