In December 2009, Google released a new version of Personalized Search designed to deliver individual, customized results based on a person's search history. Personalized Search uses information from past searches to deliver results targeted to be the best fit for each individual user. According to a post on the Official Google Blog, one example would be that if a person visits a particular food site frequently, it would be ranked higher in the future when that person does a Google search for recipes.
Previously, Personalized Search had only been available to people who were signed in and had Web History enabled on their Google Accounts. The newest version of Personalized Search extended that feature to all users (even if they were not logged into Google) through their anonymous cookies from the past 180 days.
The announcement caused speculation within the industry about what impact this will have on search engine rankings and the process of optimization. While it is possible that there may be some volatility in search engine rankings in 2010 as the effects of Personalized Search are seen, Chris Boggs of Search Engine Watch feels that basic SEO best practices will still be necessary to ensure a proper search engine ranking.
from: Submit Express Newsletter
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