If you didn’t know it by now, Google speeds up the personalized search process to provide better search results for its users. As each person uses the Web for his/ her own purposes, a personalized search looks like a reasonable measure.
There are some stereotype expressions you get to read while browsing the Web looking for SEO advice: “relevant results”, “content is king”, “good, unique content” etc. Well, there are no better terms to replace these expressions. The Web users are looking for “relevant results” and only “good, unique content” can deliver them. And these results should be relevant for the users. This is not as complicated as it sounds. While a user might search for the key phrase “video camera” there’s no way a search engine can guess whether that user wants to buy a camera or just to gather information for a school paper.
The personalized search doesn’t make SEO more difficult, as you might think. But it might have some drawbacks for you, as a user. If you enable the Search History you also enable Google to store private information about you. There’s a funny piece on this very matter here.
Why should you be concerned about Google becoming too personal? If you read this article that reveals how the identity of an AOL searcher was exposed, you understand why. So I am not going to make a big deal out of this topic here. This entry has, as a matter of fact, a different purpose: to reassure you, our clients, that ethical, more user focused SEO, is, as a matter of fact the right approach if you want long-term results! The personalized search is only the proof that Google is a user focused search engine.